The Ultimate Guide to Event Retargeting for Higher Attendance in 2025

Nick Blaine

2 days ago

Exploring event retargeting methods to help you fill your empty seats; from simple email marketing to social media and the booking process.

Key Takeaways:

Event retargeting boosts attendance by re-engaging warm leads—like website visitors or partial registrants—with personalized follow-ups, increasing conversion rates significantly.
Segmenting your audience allows for tailored messaging, increasing engagement by addressing specific behaviors (e.g., abandoned carts, last-minute interest) with relevant incentives.
Leveraging urgency and FOMO (e.g., countdowns, limited seating alerts) motivates procrastinators to commit, especially as the event date approaches.
Automation and data-driven refinements (A/B testing, analytics) ensure retargeting efforts stay effective, saving time while maximizing ticket sales and long-term attendee loyalty.
Email campaigns and social media retargeting keep your event top-of-mind, using dynamic content and behavioral triggers to nudge potential attendees toward registration.

It’s time to face the music as event organizers: empty seats at your events can feel like a punch to the gut.

For additional strategies to increase turnout, explore these proven tips to increase event attendance
and make every seat count.

You’ve invested time, energy, and resources into planning an amazing event–whether it’s a conference, workshop, or community meetup–but when the day arrives, half the chairs are vacant.

The financial hit seems obvious, but the reputational damage and lost momentum can sting even more.

That’s where event retargeting comes in, a strategic approach to re-engage those who showed interest but didn’t commit.

In this post, we’ll break down seven practical strategies to increase event turnout—including how tools like Modern Events Calendar can simplify the process.

Not sure which platform to choose? Here are the top event management software tools
to consider when planning your tech stack.

Discover how to convert casual browsers into enthusiastic participants, guaranteeing well-attended and impactful events.

To stay ahead of the curve, it’s worth reviewing the latest event planning trends, including personalization, AI integration, and accessibility improvements that are reshaping attendee expectations.

Why Event Retargeting is Your Secret Weapon for Full Seats

First, let’s define event retargeting. It’s a form of online marketing that targets people who’ve interacted with your event–visited your website, clicked an ad, or started registering–but haven’t taken the final step, like buying a ticket.

The value? It takes warm leads, those already interested, and nudges them toward conversion.

Research from 2025 suggests event retargeting can boost attendance since 40% of retargeting emails are opened and 50% of those who open the email go on to complete their purchase, a game-changer in today’s competitive digital landscape.

No-shows or underfilled events aren’t just a financial drain; they can hurt your brand’s credibility for future events.

Imagine promoting a sold-out event then boom, empty seats; that’s bound to make promoting your next event harder. It’s why event retargeting is crucial

Let’s dive into the seven strategies that can help you turn ticket hesitation into conversions:

Segmenting your audience, retargeting abandoned sales, using AI-powered emails, leveraging social media, creating FOMO, automating follow-ups, and continuously refining based on data.

We’ll also briefly highlight how Modern Events Calendar can amplify these efforts.

Strategy 1: Segment Your Audience for Targeted Messaging

Not all visitors to your event page are the same, so why treat them like they are?

Audience segmentation is about dividing your audience based on behavior to tailor your messaging effectively. Here’s how:

Divide users by behavior: Use analytics to categorize visitors. For example:

Page viewers: Those who visited but didn’t engage further.
Partial registrants: Users who started registration but didn’t finish (often due to distractions or hesitation).
Last-minute browsers: Visitors showing interest closer to the event date, possibly procrastinating.

With this general overview of user types covered, we need to tailor our messaging since the right message needs to reach the right audience at the right time for it to work.

Realistically speaking, you’re less inclined to open an email if it feels like a mass-sent campaign, so why would your potential customers be any different?

Try crafting messages that resonate with each group:

For page viewers, create curiosity with teasers like “Want to know what’s happening at [Event Name]?”
For partial registrants, emphasize urgency: “Complete your registration now to secure your spot!”
For last-minute browsers, highlight exclusivity: “Join now for VIP access and networking!”

While Modern Events Calendar doesn’t track user cart behavior, you can use its Booking Report or Suggest Event notification to target previous event attendees.

This data informs your event retargeting campaigns, ensuring you’re speaking to the right audience with the right message.

Overall, segmenting gives you a clearer picture to plan your messaging so you’re not just shouting into the void—you’re speaking directly to their needs, increasing conversion chances.

For example, a conference organizer might find that partial registrants respond well to discount codes, while last-minute browsers need a push with limited seating alerts or a pitch on what they’ll miss out.

Ready to take your event marketing to the next level?
Check out Modern Events Calendar and see how its powerful features can fit in your event retargeting campaigns. Your fully attended events are just a few clicks away!

Strategy 2: Retarget Abandoned Ticket Sales with Personalized Emails

Did you know that 80% of people who visit your event page won’t buy a ticket on their first visit? That’s a lot of lost potential, so here’s how email retargeting can recover those sales:

Send follow-ups: Automate mass emails to users who started registering but didn’t finish and include elements like:

Urgency: “Only a few seats left—don’t miss out!”
Testimonials: Share quotes from past attendees to build trust, like “Last year’s event changed my career—don’t miss out!”
Promo codes: Offer a small discount, e.g., “Use code SAVE10 for 10% off your ticket.”

While Modern Events Calendar doesn’t offer abandoned checkout reminders, there are ways to retarget pre-existing users who you think might be interested in your new event.

You can also leverage MEC’s integration with mailing services like MailChimp to sync the information of your attendees and continue you email retargeting campaign from your preferred CRM.

These emails can be personalized with details about the specific tickets or packages they were considering.

This strategy is low-effort, high-reward, especially with automation handling the heavy lifting.

You’ll be surprised how many potential attendees you’re able to attract with this method even if the macro stats don’t seem encouraging.

Strategy 3: Use AI-Powered Email Retargeting Campaigns

Take your email retargeting to the next level with AI. These smart systems analyze user behavior and send dynamic email sequences that feel hyper-personalized, increasing engagement.

Trigger dynamic sequences: Based on user actions or triggers, send emails that adapt. For example, if someone views a speaker’s bio, send them an email highlighting that speaker’s session with a direct link to register.
Test and optimize: Use A/B testing for subject lines (e.g., “Don’t Miss Out!” vs. “Last Chance: Secure Your Spot”), CTAs (e.g., “Register Now” vs. “Claim Your Ticket”), and send times (morning vs. evening) to find what works best.
Integrate with tools: Utilize platforms like Mailchimp or Brevo (Sendinblue), and take advantage of MEC's built-in integration with MailChimp for seamless automation on the respective platform.

AI-powered campaigns ensure your emails are timely and relevant, increasing the likelihood of conversion without extra effort.

For instance, an AI tool might notice a user browsing your event page at 8 PM and send a follow-up email at 9 PM with a special offer as part of its workflow.

Check out the best AI tools for event planners to supercharge your campaigns with automation and smart insights.

Strategy 4: Leverage Social Media Pixel Retargeting

Social media is where your audience spends a lot of their time, so meet them there with social media event marketing through pixel retargeting. Here’s how:

Utilize tools like Facebook Pixel, LinkedIn Insight Tag, or Google Ads Remarketing on your event page to track visitors. These pixels leave digital breadcrumbs, allowing you to retarget them later.

An old reliable is showing targeted ads to these visitors as they browse other sites or social media.

Use carousel ads to showcase different aspects of your event, like behind-the-scenes content, speaker highlights, or attendee testimonials.

For example, a carousel ad could feature “Day 1 Highlights,” “Meet Our Speakers,” and “Exclusive Networking.”

Using MEC Social Auto-Poster addon you can promote your events on social media to enhance reach. When visitors interact with these, you’re amplifying your event marketing automation.

Social media retargeting is effective because it keeps your event top-of-mind without feeling intrusive, or the worry of the ad going unnoticed.

So make sure to target ads for users on Facebook, Instagram, YouTube, even popular apps like Duolingo.

Strategy 5: Create Last-Minute FOMO Campaigns

As the event date nears, it’s time to crank up the urgency with last-minute FOMO campaigns. The fear of missing out (FOMO) can motivate procrastinators and impulse decision makers to act fast.

Countdown emails and notifications: Send emails or post messages with countdowns to the event, emphasizing limited seating or exclusive perks. For example, “Only 24 hours left to join—secure your spot now!”
Showcase value: Highlight what attendees will miss if they don’t register, like networking opportunities, unique content, or special guest appearances. Use phrases like “Don’t miss the chance to meet [Speaker Name] live!”
MEC’s Early Bird Tickets: Use MEC’s event countdowns, custom ticket types, and urgency-based pricing to amplify your campaigns. For instance, you can set up a “Last Chance” ticket type with a higher price to create scarcity.

By tapping into FOMO, you can drive last-minute registrations and fill those empty seats, especially effective for events with limited capacity.

Strategy 6: Automated Follow-Ups with Smart Scheduling

Event marketing automation is a reliable tool in any marketing expert’s toolkit. It ensures no lead slips through the cracks by setting up timely, consistent follow-ups.

Automate reminders: Set up email sequences for cart abandoners, inactive users, and interested subscribers. For example, send a reminder 24 hours after abandonment, then another 48 hours later with a discount.
Suggest related events: If someone didn’t buy tickets for this event, recommend upcoming ones to keep them engaged with your brand. This builds long-term loyalty even if it seems like a shot in the dark.
MEC’s Automatic Email Notifications: Use MEC’s automated notifications and recurring events feature to keep your audience informed and excited. For instance, MEC can send reminders for recurring webinars, ensuring consistent engagement.

Automation not only saves time but also ensures personalized, timely follow-ups that feel like you’re always on top of things.

Strategy 7: Track, Test, and Refine Based on Data

Retargeting isn’t a set-it-and-forget-it tactic; it’s an ongoing process that requires monitoring and tweaking. Here’s how to stay data-driven:

A/B testing: Experiment with different messaging (e.g., urgency vs. value), timing (morning vs. evening sends), and creative assets (images vs. videos) to see what resonates. For example, test two subject lines: “Last Chance: Register Today!” vs. “Don’t Miss Out on Exclusive Content.”
Monitor performance: Use Google Analytics to track key metrics like click-through rates, conversions, and open rates.
MEC’s Advanced Reports can show you which of your events brought in the most users or which attendees to target based on their previous attendance pattern.
Adjust campaigns: Refine your approach weekly as the event approaches to maximize impact. If you notice a drop in open rates, tweak the subject line or send time.

Using a data-driven approach ensures that your retargeting tools for events are working at peak efficiency, adapting to real-time feedback.

Conclusion: Retargeting Isn’t a Tactic—It’s a Strategy

There you have it—seven powerful event retargeting strategies to boost your attendance and fill those empty seats.

From segmenting your audience to leveraging AI, social media, and automation, these tactics are designed to turn hesitant visitors into committed attendees.

Tackling all at the same time may be daunting and even a bit restrictive on your budget so make sure to slowly add these to your workflow so that you can tweak each one in time for optimal performance.

And remember, tools like Modern Events Calendar make it easier than ever to implement these strategies, with features like automated emails, and detailed analytics.

But here’s the thing: event retargeting isn’t just a one-time fix. It’s a mindset.

By adopting these strategies and continuously refining them, you’ll not only fill seats for this event but also build a loyal audience for future ones.

So, why wait? Start experimenting with retargeting tools for events today, and watch your attendance soar!