Editorial Email Series: Learn, Plan, Taste – A Pre-Festival Email Strategy to Educate Attendees and Reduce Confusion

Imagine attendees showing up to a wine festival already knowing the difference between a Merlot and a Malbec, understanding the festival layout, and feeling prepared for the day. This isn’t a far-fetched scenario – it’s the result of a well-crafted pre-festival email series. By guiding ticket holders through a “Learn, Plan, Taste” drip email sequence before the event, festival producers can turn curious ticket buyers into confident festival-goers. This editorial email series educates attendees on wine varietals, walks them through site maps and schedules, and sets clear expectations. The payoff is huge: a warmer, more engaged audience before the festival even begins, and far less confusion during the event.

The Power of Pre-Festival Communication

Seasoned festival organizers know that an attendee’s experience starts long before they arrive at the gates. Effective pre-festival communication can eliminate uncertainty and build excitement (revelation.agency). In fact, email is an ideal medium for this – about 88% of people check their email at least once a day, making it perfect for delivering important festival info (revelation.agency). A drip email campaign that rolls out in the weeks or days leading up to a festival can educate and engage attendees step by step. This not only boosts attendee confidence (they feel “in the know”) but also fosters efficiency on-site – when attendees know what to expect, lines move faster and fewer people get lost or overwhelmed (revelation.agency).

For a wine festival, knowledge truly is power. Many guests may be new to wine tasting or unfamiliar with certain grape varieties. By providing educational content on varietals and tasting tips in advance, a festival can empower newcomers to enjoy the event to the fullest. Meanwhile, logistical guidance (like maps and schedules) ensures that even at a large venue – be it a vineyard in California, a riverside park in France, or an expo center in Singapore – attendees can navigate with confidence. The result is a more relaxed, informed crowd and a smoother festival for everyone.

Designing the “Learn, Plan, Taste” Email Series

An editorial email series themed “Learn, Plan, Taste” breaks your pre-event communication into three digestible chapters. Each part of the sequence has its own focus and goals:

• Learn: Educate attendees about the festival’s content (e.g. wine varietals, featured wineries, or special experiences).
• Plan: Provide the practical information – venue maps, schedules, transportation, and logistics.
• Taste: Set expectations for the festival day, including tasting etiquette, festival rules, and last-minute tips to build excitement.

This sequence acts like a friendly guide in attendees’ inboxes. It warms them up by gradually revealing what awaits, much like letting a fine wine breathe before serving. Below is a breakdown of each component of the series with actionable details and examples from real festival scenarios.

Learn: Educate Attendees on Varietals and Experiences

The first email in the series is all about learning. It should feel like an insider’s guide to the festival’s theme – in this case, wine. The goal is to teach your audience about the key varietals, regions, or experiences they’ll encounter, so they arrive with background knowledge and eager anticipation.

What to include:

• Wine Varietal 101: Introduce a selection of wine varietals featured at the festival. For example, explain the difference between a bold Cabernet Sauvignon and a fruity Pinot Noir, or between Champagne and Prosecco if both are available. Keep the tone accessible and fun – assume some attendees might be complete beginners. You can highlight 3–5 key varietals or signature wines that will be available, including tasting notes or interesting trivia for each. This mini education helps novices feel more confident approaching each tasting booth.
• Featured Wineries or Experts: Shine a spotlight on a few featured wineries, winemakers, or sommeliers who will be at the festival. Share a short, engaging story about each – maybe one winery is flying in from New Zealand with a special Sauvignon Blanc, or a local vintner won a regional award. Personal stories and unique facts make the event feel special and give attendees conversation starters when they meet these experts.
• How to Taste (Basics): Offer a quick primer on wine tasting etiquette and techniques. Many people at wine festivals aren’t wine experts, so provide a friendly guide: for example, a three-step tasting method (“Look, Smell, Taste”) or tips like how to swirl wine in the glass, sniff for aroma notes, and sip slowly to appreciate flavors. Encourage attendees to take notes on favorites or snap photos of labels. Also, mention the use of spit buckets in professional tastings – newcomers might not realize it’s acceptable (even for seasoned tasters, spitting allows one to sample many wines without overindulging).
• Engaging Media: Make this learning email visually appealing. Include photos of vineyards or wine glasses swirling, infographics of flavor wheels, or maps of wine regions. A short video clip from a winemaker introducing their varietal or a link to a blog post about “Top 5 Wine Varietals to Try at the Festival” can enrich the content. Keep in mind that concise, digestible content works best – avoid overwhelming readers with an essay on oenology. Remember, sharing too much information at once can overwhelm people and diminish retention.

Real-world example: A regional wine festival in Australia noticed many first-time attendees were hesitant to try unfamiliar wines. In response, the festival organizers sent an early “Learn” email highlighting the four grape varieties the region is famous for, along with what flavors to expect from each. They included pairing tips (e.g. “Our Barossa Shiraz goes great with grilled meats – you’ll find a BBQ food truck next to the Shiraz stall”). The tone was enthusiastic and non-snobby. Attendees later said this preview gave them the confidence to explore more booths instead of sticking to what they already knew.

Plan: Equip Attendees with Maps and Logistics

Once attendees are excited about the content, it’s time to help them plan their festival experience. The second email in the “Learn, Plan, Taste” sequence focuses on all the practical details. Think of this as the roadmap (literally and figuratively) to a stress-free day.

What to include:

• Festival Site Map: A clear map of the festival layout is the star of this email. Show the locations of wine tasting booths or winery tents, food vendors, restrooms, first aid stations, stages (if there’s live music), seminar areas, and any other key zones. If your festival spans multiple locations (for example, a weekend event across different vineyards or a city-wide wine walk), provide maps for each area or an interactive online map. Visuals are crucial here: embed the map image directly in the email and/or link to an interactive map app. Modern festival management platforms (like Ticket Fairy’s) even offer interactive festival maps to help attendees navigate to specific wineries (www.ticketfairy.ae), so take advantage of such tools to enhance wayfinding.
• Schedule and Program: Lay out the event schedule in a simple timeline or bullet list. Include start and end times of the festival, and highlight any scheduled activities: for instance, “2:00 PM: Wine Tasting 101 Workshop at the Education Tent,” or “4:00 PM: Live Jazz Band on the Main Lawn.” If there are VIP early access hours or after-parties, list those too. Encourage attendees to note any activities they don’t want to miss. Providing this ahead of time allows people to mentally map out their day and reduces the chance they only learn about a great activity after it’s over.
• Ticket and Entry Info: Remind attendees what to bring and how to check in. For a wine festival, this might include bringing a valid ID (since legal drinking age verification is mandatory in countries like the US, Canada, India, etc.), and a copy of their ticket (whether mobile e-ticket or printed). If your festival uses a special wristband or tasting glass pick-up, tell them where and how to get these upon arrival. The more they know now, the smoother your gate entry will be. For example, if there’s a fast-track line for VIP or a separate entrance for different ticket tiers, spell that out. Clear instructions here preempt thousands of repetitive questions on festival day.
• Transportation and Parking: Detail the logistics of getting to and from the venue. Provide directions for driving (with the venue address for GPS), and mention where to park (along with any parking fees or if parking must be pre-booked). If you’ve arranged shuttles from a train station or rideshare drop-off zones, include that information too. Many international attendees might be unfamiliar with local transport; mentioning local taxi apps or public transit lines can be very helpful. For instance, “The festival site is a 10-minute walk from Metro Station X” or “Shuttle buses will run every 30 minutes from the Downtown parking lot.” If the festival is rural (say, a vineyard in Tuscany or a countryside estate in New Zealand), note the best route and any signage to follow.
• Accommodation (if applicable): If many attendees are from out of town (for example, at a destination wine festival in Napa Valley or Bordeaux), the “Plan” email is a good place to mention lodging partners or local hotels, especially if you’ve arranged discount rates. While not every festival needs this, any multi-day or destination event should offer tips on where visitors can stay. Even a link to a visitor bureau site or a hotel booking page helps show you care about their overall trip.
• Festival FAQs and Rules: Anticipate common questions and include an FAQ snippet. Cover the basics like: Are outside food or drinks allowed? Is there a dress code (suggest “casual chic and comfortable shoes” for walking around a vineyard, for example)? Can people bring kids or pets? Are any areas 18+/21+ only? Let them know if the event is rain-or-shine and what the contingency is for bad weather (e.g. tents, indoor areas, or date change policy). If the festival uses a cashless payment system (common for events in the UK, Australia, and many large festivals globally), explain how it works – e.g. “You’ll load a RFID wristband with credits to purchase tastings or food. Save time by topping up online before you arrive!” Such guidance can dramatically reduce confusion at vendor booths.
• Safety and Contact Info: Provide a brief note on safety measures. In the post-2020 era, many are comforted by knowing hygiene or health precautions (like availability of hand sanitizers, or any health requirements if relevant). Also, mention there will be security and medical staff on-site if anyone needs assistance. Importantly, give a contact method for any pre-event questions – an email or a hotline – so attendees feel supported. This can prevent small uncertainties from turning into major issues.

Real-world example: The organizers of a large wine and food festival in California noticed the first year’s attendees often got lost searching for certain winery booths and missed out on pairing workshops because they didn’t know the schedule. Learning from this, the team made their “Plan” email extremely comprehensive the next year. They embedded an interactive map of the festival grounds highlighting the “Wine Regions Row,” “Food Court,” and seminar tent. They also attached a PDF festival guide. Attendees that year overwhelmingly reported that finding their way around was much easier. By the time the festival opened, guests were arriving with game plans (“Let’s hit the Spanish wines first, then catch the cheese pairing demo at 3 PM”), and the staff fielded far fewer basic questions. This freed up the festival team to focus on delivering a great experience rather than directing traffic.

Taste: Set Expectations and Build Anticipation

The final email – the “Taste” email – usually goes out a day or two before the festival (or even the morning of, for a multi-day event). At this stage, your attendees have learned about the festival and planned their approach; now you want to ensure they’re excited, well-prepared, and have the right expectations to fully enjoy the event. This email is part pep talk, part gentle reminder of festival do’s and don’ts.

What to include:

• Excitement and Welcome Message: Open with an enthusiastic note letting attendees know how thrilled you are to welcome them. This sets a positive tone. For example: “The big day is almost here! Tomorrow, we uncork over 100 wines at [Festival Name] – we can’t wait to celebrate with you.” Creating a sense of personal welcome in an email makes attendees feel valued, like they’re part of the community before they even arrive.
• Festival Day Checklist: Provide a simple checklist of last-minute things attendees should remember to bring or do. This might include:
• Tickets & ID: “Have your mobile ticket and ID ready at the entrance (make sure your phone is charged!).”
• Comfort items: “Sunhat, sunglasses, sunscreen, or a raincoat – check the weather forecast and dress comfortably for an outdoor tasting.” (Giving weather-specific advice is great if, say, you know it will be a hot day in Spain or a chilly morning in New Zealand wine country.)
• Payment method: “Bring a credit/debit card – the event is cashless” (if applicable) or “We have ATMs on-site for your convenience.”
• Miscellaneous: “An appetite and an open mind!” – encouraging them to try new wines and foods. If your festival provides a branded tasting glass or booklet at entry, remind them they’ll receive those on-site.
• Tasting Tips & Etiquette: By now you’ve already given wine education, but it’s worth reiterating a few tasting day tips in a friendly way. Encourage responsible tasting: for example, “Remember to pace yourself – there’s plenty to sample. Feel free to spit after tasting; it’s how the pros do it to stay sober and keep their palate sharp!” Remind them to stay hydrated (point out free water stations on the map) and to eat — many wine festivals provide bread or crackers, or have food trucks. Mention anything about portioning too: some festivals use a token system for tastings or limit how much any one pour is. Setting this expectation helps attendees understand the format (e.g. “Your ticket includes 10 tasting coupons – you can purchase more on-site if you desire.”).
• Rules and Respect: This is a good place for any last-minute rules or guidelines presented in a positive tone. For example, “Please drink responsibly and know your limits – our staff and security are there to help if you need assistance.” Or, “Respect the venue: use the trash and recycling bins provided, and be mindful of the beautiful vineyard grounds.” If minors are allowed in a family area, restate that underage guests must remain in those designated areas (some wine festivals do that) or if it’s strictly 21+, remind everyone to bring ID to avoid disappointment.
• Highlight a “Can’t-Miss” Experience: Tease one or two exciting features happening at the festival to build anticipation. For instance: “Don’t miss the Grand Reserve Tasting at 5 PM, when we’ll uncork a rare 1990 vintage!” or “Surprise live performance at the main stage in the afternoon – be there for a special musical treat.” A little teaser can heighten excitement (without giving away every surprise).
• Social Media & Community: Invite attendees to share their excitement or follow festival updates on social media. Provide official hashtags or handles: “Follow @OurWineFest on Instagram for live updates and share your photos with #WineFest2025 – we’ll be reposting our favorites!” This not only spreads the hype but also helps attendees feel like part of a larger festival community. It sets the expectation that the event will be interactive and engaging even online.
• Last-Minute Logistics and Support: Finally, reiterate any critical last-minute logistics. For example, “Gates open at 12 PM. The first pour is at 12:30 PM sharp – don’t be late for the opening toast!” If there have been any changes (like a last-minute venue change due to weather or a schedule tweak), this email must communicate that clearly at the top. Also, remind them how to get help on the day: “If you have any questions or need assistance during the festival, look for staff in the red shirts or visit the Info Booth near the entrance.” Ensuring they know how to get information on-site will reduce confusion and prevent minor issues from spoiling someone’s day.

Real-world example: A wine & cheese festival in France used their final pre-event email to set a delightful tone. They opened with a vibrant image of clinking glasses and a message, “Bienvenue! We’re ready for you tomorrow.” The email listed a few French phrases for cheers (“Santé! means ‘to your health’ – try it out with the winemakers”), reminded guests to pick up their wine glass at the gate, and to download the festival’s smartphone app for an up-to-the-minute program. They also gently warned, “A friendly reminder: this event is about tasting, not drinking to excess – let’s keep it classy and safe for all.” Many attendees later mentioned that this warm send-off email made them even more excited and helped them feel at ease, especially those who were traveling from other countries to attend.

Tailoring the Approach to Different Audiences and Festival Types

While we’ve focused on a wine festival scenario (hence teaching varietals and tasting etiquette), the “Learn, Plan, Taste” framework can be adapted to virtually any festival type and audience demographic. The key is to adjust the content of each email to what your specific attendees need to learn, plan, and get excited about. Here are a few adaptations:

• Beer or Whiskey Festivals: Replace wine varietal lessons with explanations of beer styles (IPA vs. stout, for example) or whiskey regions (Scotch vs. bourbon). The “Learn” email could include a glossary of craft beer terms or a guide to sniffing whiskey notes. The “Plan” would map out breweries/distilleries and maybe highlight a designated driver program (with non-alcoholic offerings for them). For “Taste,” you might include tips on palate cleansing and a reminder to eat from those food trucks! The principle of educating new craft beer enthusiasts is similar – many may not know the difference between a porter and a lager, for instance.
• Food Festivals: If you’re organizing a culinary festival or night market, the “Learn” email might introduce cuisines or star chefs. Attendees can be educated on, say, regional dishes they’ll encounter (“What exactly is takoyaki? Here’s your chance to find out!”). The “Plan” email should definitely include a food vendor map and perhaps a menu sneak peek so people can plan their bites (important for those with dietary preferences). A “Taste” email can encourage attendees to arrive hungry, pace their eating, and maybe highlight a people’s choice vote or food eating contest schedule, if there is one.
• Music Festivals: For a music or cultural festival, the email series could be rebranded as “Discover, Plan, Experience” instead of “Learn, Plan, Taste.” The first email would help fans discover artists (e.g. share a Spotify playlist of lesser-known bands on the lineup, or fun facts like “Band X is performing outside their home country for the first time”). Planning would cover the venue map (stages, merch, first aid, etc.) and set times so attendees can schedule their day. The final email would set expectations about crowd etiquette (“Plenty of water stations available – stay hydrated and look out for fellow fans”) and build excitement (“Get ready to feel the bass – the festival kicks off with a fireworks display at sundown!”). The concept is the same: knowledgeable fans are happier fans.
• Multi-Genre or Pop Culture Conventions: For comic-cons or film festivals, “Learn” might involve briefing attendees on panel lineups, special screenings, or how autograph sessions work. You could educate first-timers on jargon (what’s an “artist alley”? how do queue tickets for popular panels work?). “Plan” would naturally include convention hall maps, schedules, maybe even a guide to the venue’s layout which can be complex (e.g. multiple floors of exhibitions). “Taste” in this context is more metaphorical – it’s about getting them mentally prepared to experience everything, reminding them of cosplay guidelines or how early to arrive for the opening keynote, etc.

Across all these festival types and global locales – whether it’s a wine festival in Italy, a beer fest in Mexico, a music carnival in India, or an artisanal food fair in Australia – the core idea stands: informed attendees create a better event atmosphere. When people know what’s happening and how to make the most of it, they engage more deeply and feel more satisfied. They’re not wandering aimlessly or constantly asking staff the basics; instead, they can focus on enjoying the unique offerings that drew them to your festival.

It’s also wise to consider language and cultural context in your communications. For international festivals or events with diverse audiences, offering key information in multiple languages (or using very clear universal icons and simple language) can be the difference between engagement and confusion. Always put yourself in the shoes of someone who might be completely new to this type of event.

Implementing Your Email Drip Sequence Effectively

Designing great content for “Learn, Plan, Taste” is half the battle – the other half is delivering these emails effectively so that attendees actually read and benefit from them. Here are some practical tips for implementing the sequence:

• Timing: Send the “Learn” email early enough to allow absorption (for example, 1–2 weeks before the festival date). The “Plan” email might follow about a week out, once all your event logistics are finalized. The “Taste” (final reminder) email should hit inboxes a day or two before the event when excitement (and nervousness) is peaking. If your ticket sales continue up to the last minute, set up the campaign so that late buyers still receive the key information (even if in a condensed form). For instance, someone who buys a ticket after the “Learn” email went out could automatically receive a welcome packet email that combines highlights from all three parts.
• Automation and Personalization: Use an email marketing tool or your ticketing platform’s built-in messaging feature to automate this drip sequence. Most modern event platforms (like Ticket Fairy, Mailchimp, etc.) enable scheduling emails or triggering a sequence when someone purchases a ticket. Personalize emails with the attendee’s first name and ticket type where possible for a friendly touch (“Hi Alex, as a VIP Pass holder, here’s what you should know…”). However, be careful not to over-segment content to the point of confusion – all attendees should receive the core info, while special groups (VIP, members, etc.) can get added notes relevant to them.
• Subject Lines and Format: Craft clear, enticing subject lines that signal the value inside each email. For example:
• Learn email: “Get to Know Your Wines – Festival Insider Tips ?”
• Plan email: “Your Festival Day Game Plan ?? + Map Inside”
• Taste email: “Tomorrow’s the Day! Final Reminders for [Event Name]”

Using emojis and active language can improve open rates, but always ensure the subject clearly relates to the content. Keep the format mobile-friendly: as much as 40-50% of email opens happen on smartphones. Use bullet points, subheadings, and images wisely so that someone skimming on their phone can still pick up the key points. A well-structured email (with sections like “What to Bring,” “Schedule,” etc.) prevents information overload and helps attendees find specific details quickly (revelation.agency) (revelation.agency).
– Tone and Brand Consistency: Maintain a consistent voice across the series. Since this is an editorial-style series, it can be slightly more narrative and warm in tone than a standard transactional email. It should feel like the festival team is taking the attendee by the hand and guiding them. Align with your festival’s branding – if your wine festival’s image is upscale and elegant, keep the language polished and the design clean. If it’s a funky, experimental wine & music fiesta, you can be more playful. The mentor-like, welcoming tone is universally effective: you’re positioning the festival as the host that genuinely cares about the guest’s experience.
– Feedback Loop: Provide a way (even if informal) for attendees to ask questions or give feedback from these emails. Some recipients might reply directly with questions (“Hi, I’m vegan, will there be food for me?”). Monitor those and respond promptly – your willingness to engage can turn a concerned attendee into a happy one. Additionally, after the festival, consider surveying attendees on how useful they found the pre-event communications. This will help refine your strategy for next time. For example, you might discover that 80% of respondents loved the map you sent, but many wanted a printable version – insight you can act on.
– Continuous Updates: Use the email series to communicate any changes or alerts. Since it’s a scheduled sequence, you should still have the flexibility to add a quick update if needed. If, say, one of the wineries cancels last-minute or a new one joins, it’s worth mentioning in an email (especially if they were a selling point of your event). The “Plan” or “Taste” email could include a note like, “Note: Winery X had to withdraw due to harvest issues, but good news – Winery Y will be pouring an exclusive vintage in their place!” Attendees will appreciate being kept in the loop, and it prevents disappointment on-site when someone finds an expected booth empty.
– Multi-Channel Reinforcement: Remember that email isn’t the only way to reach your audience. While it’s highly effective, consider reinforcing key messages on other channels for maximum reach. Post a “Know Before You Go” summary on your festival’s social media pages, and have a detailed FAQ or info page on your website. Some festivals also use SMS alerts for critical on-the-day info (“Reminder: gates open in 1 hour”). Ensure consistency across these channels – the information in your drip emails should match what people see on Facebook, Twitter, Instagram, or your event app. Consistency builds trust and reduces any chance of mixed messages.

Learning from Successes and Missteps

Even with the best-laid plans, there are always lessons to be learned. Here are a couple of composite examples (drawn from real festival producer experiences) illustrating why the “Learn, Plan, Taste” approach pays off:

• Case Study – Success: A mid-sized wine festival in New Zealand implemented a “Learn, Plan, Taste” email campaign for the first time in 2023. Prior to this, they struggled with attendees clustering at popular booths without exploring the rest, and many guests showed up unaware of the masterclasses that required sign-up. With the new email series, their “Learn” email included a spotlight on five grape varietals with a map showing which booths featured them (encouraging people to stroll the whole grounds to try all five). The “Plan” email clearly outlined how to sign up for the limited-seat masterclasses online beforehand. The “Taste” email reiterated these plans and amped up the excitement. The result? Attendee feedback forms showed a 25% increase in satisfaction with “information received before the event.” The festival also saw more even distribution of crowd flow – no more half-empty tasting tents because everyone ran to the one they knew. Newcomers remarked that they felt “knowledgeable, not intimidated” when facing dozens of wine options, while seasoned wine lovers appreciated the detailed schedule that allowed them to maximize their day.
• Case Study – Lesson Learned: On the other hand, a large international wine expo in Asia learned the hard way about communication gaps. They had world-class wineries and programming, but skipped comprehensive pre-event emails, relying only on a basic confirmation email and social media posts. Many attendees arrived without understanding that it was a cashless event – they needed to load a prepaid card to buy tasting samples. The top complaint in post-event surveys was about the chaotic entry lines and confusion at payment stations, as attendees fumbled to register for cards on-site. Additionally, a significant number missed the keynote tasting session because they didn’t realize it was at the far end of the venue. This led to frustration among both guests and vendors. The following year, the organizers overhauled their approach: they borrowed a page from the “Learn, Plan, Taste” playbook and sent informative emails in advance. They explained the cashless system in detail (with a video tutorial in the email) and included venue maps that highlighted the keynote stage location. That year, the entry process was far smoother – nearly everyone came with their payment card pre-loaded as instructed, and the keynote session was packed. The festival organizer candidly noted that clear pre-festival emails were the single biggest factor in turning around their attendee experience.

In summary, successes often come from proactive communication, and failures often come from assumptions that “people will figure it out.” As a wise festival producer would advise: never assume the attendee knows something until you’ve told them. It’s far better to over-communicate (clearly and accessibly) beforehand than to watch attendees struggle or feel lost.

Balancing Act: Not Too Much, Not Too Little

One common concern is striking the right balance of information. It’s true that flooding inboxes with too many emails or overly long messages can lead to information overload – and as noted, overwhelming details can be counterproductive. That’s why a structured approach like “Learn, Plan, Taste” works well: it spaces out the info in logical stages. Each email has a theme, and within each email, content should be concise and pointed. Use formatting tricks from the editorial world – subheadings, bullet points, images – to make it easy for the reader to grasp the main points quickly (revelation.agency) (revelation.agency).

On the flip side, sending too little information is a missed opportunity. Remember that attendees have invested time and money to be at your festival; most will appreciate guidance that helps them protect that investment and have a great time. As a rule of thumb, if a piece of information could affect an attendee’s enjoyment, include it. This might be “obvious” things like opening times, but also values-added tips like reminding people to download the official festival app or to bring an empty bottle for water refills (some events encourage sustainability by providing water stations instead of bottled water).

Finally, always be authentic and attendee-centric. The tone of these emails shouldn’t be “marketing spam” – they should feel like genuine help. The more your audience senses that you have their festival experience at heart, the more receptive they’ll be to your messages. This fosters a positive feedback loop: informed attendees are happier, they then speak positively about the event, and your festival’s reputation grows.

Key Takeaways

• Start Early with Education: Implement a “Learn” email to educate festival-goers on core content (like wine varietals, beer styles, featured artists, etc.), so even beginners feel confident and excited rather than intimidated.
• Map Out the Experience: Use a “Plan” email to share site maps, schedules, and logistical must-knows. Include directions, where to park or commute, and how to check in. This reduces on-site confusion and prevents bottlenecks at entry and popular areas.
• Set Expectations & Hype: Send a final “Taste” (pre-event) email to pump up excitement and clearly state festival day guidelines. A checklist of what to bring, tasting etiquette, and any rules (e.g. responsible drinking, cashless payments) will ensure everyone arrives prepared.
• Adapt to Your Audience: Tailor your email content to the specific festival type and demographics. Whether it’s a wine festival in Italy or a music fest in Mexico, adjust the “Learn, Plan, Taste” framework in culturally relevant ways to maximize its impact.
• Leverage Tools & Timing: Automate the drip sequence using your ticketing or email platform, scheduling each email at strategic intervals. Keep messages mobile-friendly, visually engaging, and succinct for maximum open-rate and retention.
• Improve Continuously: Gather feedback on what pre-event info attendees found useful or lacking. Use that data to refine your communications each year. Successful festival producers treat pre-festival emails as part of the attendee journey, constantly polishing this touchpoint.
• Outcome: A well-executed editorial email series will warm up your attendees and make them feel looked after. In return, you get a more knowledgeable, enthusiastic crowd and a festival day that runs noticeably smoother – a win-win for both experience and operations.