10 best email marketing tools for event planning businesses in 2025

Planning events is about more than venue bookings and catering — it’s about orchestrating countless moving pieces, building relationships, delivering memorable experiences, and sustaining them over time. The challenge? CRM needs in the event-planning industry are uniquely demanding. Event-planning businesses must juggle multiple stakeholders (clients, vendors, attendees, and sponsors), shifting timelines, varied event formats (virtual, hybrid, and live), and the need to both scale and personalize communications — all at once.

Generic CRMs often struggle to meet these demands: they don’t always support multi-channel attendee journeys, complex registration flows, sponsor and vendor tracking, or the seamless follow-up needed to turn one-off attendees into repeat event advocates. That’s where a CRM built (or configured) for the event industry becomes a solution.

A properly chosen CRM becomes your operational backbone: it lets you centralize attendee, client and vendor data; automate email sequences for invitations, reminders, and post-event follow-ups; segment contacts by event type or role (vendor versus sponsor versus attendee); integrate registration and ticketing systems; and track engagement and ROI across your event lifecycle.

In this article, you’ll get:

• A comparison table of the top 6 email-marketing/CRM tools suited to event-planning businesses in 2025
• Feature breakdowns of what each tool offers (automation, segmentation, mobile access, event-specific workflows, integrations, email flows, etc.)
• Real-world pros and cons, especially for event planners navigating attendees, sponsors, vendors, and multiple formats
• A step-by-step how-to guide for setting up email automations tailored to event-planning workflows (e.g., initial invite → reminder → follow-up → referral nurturing)
• Tips for migration, measurement, and scaling your system as your business grows and your event types diversify

And just so you know: HubSpot is already used by real event-planning companies — for example, event organizations report saving thousands of hours annually after switching to HubSpot’s event-centric workflows.

So, if you’re ready to cut through the chaos, streamline your attendee/vendor/client communications, and bring real ROI to your events business in 2025, read on.

Table of Contents:

1. HubSpot

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Best For: Event planning businesses need comprehensive marketing automation that centralizes attendee management and campaign orchestration.

Key HubSpot Features:

• HubSpot’s Breeze AI-powered email personalization: Event planners can leverage Breeze AI to automatically optimize subject lines and send times based on attendee engagement patterns.
• HubSpot’s automated event workflow builder: Create multi-touch campaigns that trigger based on registration status, with HubSpot’s workflows automatically sending confirmation emails.
• HubSpot’s native CRM integration with smart lists: Segment attendees by event history, ticket type, or engagement level using HubSpot’s unified database, then automatically sync with Eventbrite, Zoom Events, or Cvent through HubSpot’s app marketplace.

HubSpot Pricing:

• Free: $0/month/seat
• Starter: $9/month/seat
• Professional: $800/month/seat
• Enterprise: $3,600/month/seat

2. Mailchimp

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Best For: Small event planning businesses managing under 50 events annually.

Key Mailchimp Features:

• Pre-built event invitation templates: Access professionally designed event templates optimized for mobile devices.
• Audience journey mapping: Visualize the attendee experience from first touchpoint to post-event feedback, automatically moving contacts through different segments based on their RSVP status and engagement.
• Social media retargeting integration: Connect Facebook and Instagram ads to automatically retarget email subscribers who opened but didn’t register.

Mailchimp Pricing:

• Free: $0/month
• Essentials: $13/month
• Standard: $20/month
• Premium: $350/month

3. Constant Contact

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Best For: Traditional event planners coordinating in-person conferences and trade shows that require integrated registration management.

Key Constant Contact Features:

• Built-in event registration system: Eliminate third-party ticketing fees by managing registrations directly.
• Automated reminder sequences: Schedule a series of touchpoints, including “save the date” (60 days out), early bird deadlines (30 days), and day-of logistics automatically based on event date.
• Real-time attendance tracking integration: Sync with check-in apps to trigger automated emails to no-shows or send immediate thank you messages to attendees.

Constant Contact Pricing:

• Lite: $12/month
• Standard: $35/month
• Premium: $80/month

4. Eventbrite

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Best For: Ticketed event organizers who prioritize seamless payment processing with integrated promotional email campaigns.

Key Eventbrite Features:

• Native ticketing with email automation: Automatically trigger different email sequences based on ticket type (VIP, early bird, general admission).
• Waitlist management workflows: When events sell out, automatically add interested attendees to waitlists and send instant notifications when spots open up.
• Organizer app integration: Send real-time updates directly from the Eventbrite Organizer mobile app during events.

Eventbrite Pricing:

• Free: $0/month/seat
• Additional tiers: Custom pricing only (see here)

5. ActiveCampaign

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Best For: B2B event coordinators managing multi-day conferences with complex speaker and sponsor communications.

Key ActiveCampaign Features:

• Predictive content personalization: AI analyzes past event behavior to customize email content blocks automatically.
• Multi-channel automation sequences: Coordinate email with SMS reminders for time-sensitive updates.
• CRM deal tracking for sponsors: Track sponsor engagement from initial outreach through post-event ROI reports.

ActiveCampaign Pricing:

• Starter: $15/month
• Plus: $49/month
• Pro: $79/month
• Enterprise: $145/month

6. Brevo

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Best For: Budget-conscious event startups managing community workshops and local meetups with under 500 attendees.

Key Brevo Features:

• Unlimited contacts storage: Store your entire event database without per-contact fees.
• Transactional email API: Ensure critical emails like ticket confirmations and password resets achieve successful delivery rates.
• WhatsApp Business integration: Reach international attendees through their preferred messaging app.

Brevo Pricing:

• Starter: $8.08/month
• Standard: $16.17/month
• Professional: $449.08
• Enterprise: Custom pricing only (see here)

7. GetResponse

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Best For: Virtual event hosts combining webinars with email marketing for online summits and digital conferences.

Key GetResponse Features:

• Integrated webinar hosting platform: Host events for up to 500 attendees directly within the platform.
• Automated webinar funnel templates: Deploy proven registration-to-attendance sequences that typically increase show rates.
• Post-webinar engagement automation: Automatically segment attendees vs. no-shows, sending replay links to non-attendees, and special offers to engaged participants.

GetResponse Pricing:

• Starter: $19/month
• Marketer: $59/month
• Creator: $69/month
• Enterprise: Custom pricing only (see here)

8. Kit

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Best For: Workshop facilitators and course creators hosting educational events with content delivery requirements.

Key Kit Features:

• Visual automation builder with tagging: Create branching paths based on workshop attendance.
• Digital product delivery system: Automatically send workshop materials, recordings, or certificates upon registration or completion.
• Creator network cross-promotion: Tap into Kit’s creator community for speaker recommendations and cross-promotional opportunities.

Kit Pricing:

*Note: Pricing varies based on the number of subscribers. The pricing plans below are based on a 1,000-subscriber amount

• Newsletter: $0/month
• Creator: $39/month
• Creator Pro: $79/month

9. Moosend

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Best For: Seasonal event organizers managing holiday parties and outdoor festivals with weather-dependent logistics.

Key Moosend Features:

• Weather-based sending optimization: Automatically adjust email send times based on local weather forecasts.
• Countdown timer emails: Embed dynamic countdown clocks that update in real-time.
• Recurring event automation: Set up template campaigns for monthly or annual events that automatically clone and adjust dates.

Moosend Pricing:

*Note: Pricing varies based on the number of subscribers. The pricing plans below are based on a 1,000-subscriber amount

• Pro: $16/month
• Moosend+: Custom pricing only (see here)
• Enterprise: Custom pricing only (see here)

10. Klaviyo

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Best For: Event planners selling merchandise or running festivals with e-commerce components requiring revenue attribution.

Key Klaviyo Features:

• Revenue per recipient tracking: Monitor exactly how much revenue each email campaign generates in ticket sales, helping justify marketing spend with ROI metrics.
• Abandoned cart recovery for registrations: Automatically remind prospects who started but didn’t complete registration.
• Dynamic VIP segmentation: Automatically identify and segment high-value attendees based on lifetime event spend.

Klaviyo Pricing:

*Note: Pricing varies based on the number of subscribers. The pricing plans below are based on a 1,000-subscriber amount and a 250-messages-per-month limit

• Free: $0/month
• Email + mobile messages: $60/month
• Email: $45/month

Event planners typically spend countless hours manually sending confirmation emails, reminders, and post-event surveys — time that could be spent securing sponsors or improving attendee experiences. Email marketing software eliminates this administrative burden through intelligent automation that handles the entire attendee journey.

HubSpot’s workflow automation builder enables event teams to create multi-step campaigns that trigger based on registration actions. These campaigns automatically send personalized confirmations within seconds of sign-up, provide parking instructions 24 hours prior to the event, and include feedback surveys after the event concludes.

Plus, by implementing HubSpot’s pre-built event workflow templates, planning teams can significantly reduce manual email tasks while ensuring no attendee falls through the cracks, whether managing a 50-person workshop or a 5,000-attendee conference.

Maximize attendance rates through data-driven optimization.

The industry-wide challenge of no-shows costs event planners money in wasted catering, materials, and venue capacity; however, email marketing platforms provide the analytics to help improve these numbers.

Modern email software tracks open rates, click patterns, and engagement timing to identify which messages actually drive attendance versus those ignored in crowded inboxes. HubSpot’s Breeze AI analyzes historical event data to automatically optimize subject lines and send times for each segment, helping event planners to improve their attendance rates when utilizing HubSpot’s predictive sending features.

Additionally, HubSpot’s A/B testing tools allow teams to experiment with different reminder frequencies and messaging styles, providing precise data on whether attendees respond better to “last chance” urgency or exclusive “VIP preview” framing.

Centralize attendee data across multiple events and touchpoints.

Event planning companies juggling multiple simultaneous events often struggle with scattered attendee information across spreadsheets, registration platforms, and email lists, leading to duplicate communications or missed VIP recognitions.

Email marketing CRMs create a single source of truth that tracks every attendee interaction from initial interest through post-event engagement. HubSpot’s unified contact database automatically syncs with popular event platforms, such as Eventbrite and Zoom Events, while maintaining complete histories of which events each contact attended, their ticket types, and engagement levels.

This centralization through HubSpot’s Marketing Hub means planners can instantly identify that a registrant attended three previous conferences as a VIP, automatically triggering premium treatment and early-access offers without manual research or risk of overlooking loyal attendees.

Scale personalization without expanding team size.

Growing event companies face the paradox of needing more personalized communication as their attendee base expands, yet lacking the resources to write individual emails to hundreds or thousands of registrants. Email marketing software enables mass personalization that maintains the boutique touch attendees expect from premium events.

HubSpot’s smart content dynamically adjusts email sections based on attendee attributes, displaying different agenda highlights to speakers versus sponsors, or customizing meal options according to previously indicated dietary preferences. Additionally, with HubSpot’s personalization tokens and Breeze AI, a single team member can:

• Create emails that address each recipient by name
• Reference their company
• Recommend relevant breakout sessions based on past attendance

Measure ROI and justify marketing investments.

Event planning companies often struggle to prove the value of their marketing efforts to stakeholders, relying on basic metrics like registration numbers that don’t tell the complete story of campaign effectiveness.

Comprehensive email marketing platforms provide attribution reporting that connects specific campaigns to:

• Revenue
• Sponsor acquisitions
• Long-term attendee value

HubSpot’s attribution reporting dashboard tracks the complete journey from first email open to ticket purchase, showing exactly which campaigns drive the highest-value registrations and which messages convert free attendees to paid tickets. By leveraging HubSpot’s custom reporting builder, event teams can demonstrate clear ROI from their email campaigns, whether that’s ticket sales from early-bird promotions or new sponsorships generated through HubSpot’s sequences tool, providing concrete data that secures continued marketing investment.

1. Event Registration Forms with Smart Field Mapping: The ability to create customizable registration forms that automatically populate your CRM is essential for capturing attendee information without manual data entry. HubSpot’s drag-and-drop form builder allows event planners to design registration pages with conditional logic, showing different questions based on ticket type or displaying meal preferences only for in-person attendees. Most importantly, HubSpot’s forms integrate directly with the CRM, automatically creating or updating contact records, assigning lead scores based on ticket value, and triggering appropriate nurture workflows based on registration type.
2. Multi-Channel Campaign Automation with Timeline Visualization: Event promotion requires coordinated outreach across email, SMS, and social media on precise schedules leading up to event day. HubSpot’s visual workflow editor lets event teams map entire promotional campaigns on a timeline, setting automatic triggers for early-bird announcements, deadline reminders, and day-of logistics. Within HubSpot’s automation suite, planners can create branching logic that sends different messages based on a user’s registration status. HubSpot’s Marketing Hub also enables cross-channel coordination, allowing teams to pause email campaigns if an attendee registers through a social media ad, preventing redundant messaging while maintaining consistent communication across all touchpoints.
3. Mobile CRM Access for On-Site Event Management: Event planners require real-time access to attendee information as they navigate between venue spaces, manage vendor relationships, and address last-minute changes. HubSpot’s mobile app provides full CRM functionality from any smartphone or tablet, enabling planners to check attendee lists, update contact records, and even send targeted emails while walking the event floor. During registration, staff can use HubSpot’s mobile app to manually check in attendees, add notes about dietary restrictions or special requests, and immediately trigger welcome emails with WiFi passwords and agenda updates.
4. Native Integration Ecosystem with Event-Specific Platforms: Modern event planning requires seamless data flow between ticketing platforms, virtual event software, payment processors, and marketing tools. HubSpot’s App Marketplace offers pre-built integrations with essential event platforms, including Eventbrite for ticketing, Zoom Events for virtual components, Calendly for speaker scheduling, and Stripe for payment processing. These native HubSpot integrations eliminate the need for manual CSV exports or custom API development, automatically syncing registration data, attendance records, and payment status in real-time.
5. Advanced Analytics with Attribution Reporting: Understanding which marketing efforts drive ticket sales and sponsor conversions is crucial for optimizing event promotion budgets and demonstrating ROI. HubSpot’s attribution reporting tools track the complete journey from first touchpoint to ticket purchase, showing whether attendees converted from organic search, email campaigns, or social media ads. Event planners can leverage HubSpot’s custom report builder to create dashboards showing registration pace compared to previous events, geographic distribution of attendees, and revenue by ticket type.

Pro tip: Don’t forget operational necessities like list segmentation for speakers versus sponsors, GDPR compliance tools for international events, and the ability to quickly send urgent updates about schedule changes or weather delays.

Step 3: Compare ease of use and team fit.

Request trials of your top platforms and have your actual event team test core functions they’ll use daily. Evaluate how quickly team members can create and send a basic event invitation without technical support (if it takes more than 30 minutes, consider the productivity impact across dozens of annual events).

Test the learning curve for advanced features: can your coordinators build automated workflows independently, or will you need ongoing IT involvement? Assess the quality of customer support, particularly during critical pre-event periods when you can’t afford delays.

Once you’ve done all of this, review the vendor’s training resources, looking for:

• Event-specific templates
• Best practice guides
• Dedicated onboarding for event planning companies (versus generic setup assistance)

Step 4: Check cost at scale.

Calculate total cost of ownership beyond base subscription fees, factoring in your expected growth over the next 2 to 3 years. Most platforms price by contact volume, so project costs if your database grows from 5,000 to 15,000 contacts as you add events. Include hidden expenses like overage charges for:

• Exceeding email send limits during peak registration periods
• Fees for additional user seats as your team expands
• Costs for premium features like custom reporting or dedicated IP addresses

Lastly, compare pricing models — some platforms charge per email sent while others offer unlimited sending to your contact limit. Factor in potential savings from consolidated tools; replacing separate email, survey, and landing page services with an all-in-one platform might justify higher upfront costs.

Pro tip: Request custom quotes if you’re managing over 10,000 contacts or 50+ events annually, as enterprise pricing often includes negotiable discounts and additional support resources.

Step 5: Choose a flexible platform — like HubSpot.

Select a platform that can evolve with your event business from intimate workshops to large-scale conferences without requiring a complete system migration. Look for solutions offering modular upgrades where you can start with basic email marketing then add advanced automation, CRM capabilities, or reporting tools as needs develop. HubSpot exemplifies this scalability — event planning companies can begin with free email marketing tools then progressively adopt Starter, Professional, or Enterprise tiers while maintaining consistent workflows and historical data.

Clearwing, a high-end audio, lighting, video, and staging systems company, managed 500+ campaign assets for AVL Expo, an audio, video, and lighting technology conference, generated 250+ leads, and delivered 4,200% ROI, all by using Marketing Hub. Marketing Hub’s flexibility lead to faster campaign launches, stronger event attendance, and more engaged, loyal prospects.

Clearwing’s success proves that an investment in HubSpot means scalable growth without limitations, allowing event planners to create custom objects for venues and speakers, build specialized workflows for different event types, and, most importantly, achieve measurable ROI that justifies marketing spend to big decision-makers.

HubSpot’s Marketing Hub consistently ranks as a top choice because it combines robust email marketing with integrated CRM capabilities, event-specific workflows, and comprehensive analytics in one platform.

For small event businesses just starting out, HubSpot’s free tools provide email marketing for up to 2,000 sends per month, while growing companies can scale into paid tiers that include advanced features like Breeze AI for subject line optimization and multi-touch attribution reporting.

What features should I look for in email marketing tools for event planning companies?

Essential features for event planning email marketing include:

• Automated workflow builders (for registration confirmations and reminder sequences)
• Customizable registration forms with conditional logic
• Mobile accessibility for on-site event management

Additionally, look for platforms offering:

• Segmentation capabilities to differentiate between attendees, speakers, sponsors, and prospects
• Integration options with ticketing platforms (like Eventbrite or Cvent)
• Dynamic content personalization that adjusts messaging based on ticket type or past attendance history
• Attribution reporting to track which campaigns drive ticket sales
• Multi-channel coordination for combining email with SMS updates

The platform should also provide responsive templates optimized for mobile devices, since many attendees check event emails on smartphones, and real-time analytics to monitor registration pace and adjust promotional strategies accordingly.

Is HubSpot good for event planning?

Yes, HubSpot excels for event planning companies due to its all-in-one approach that eliminates the need for multiple disconnected tools.

HubSpot’s Marketing Hub provides event planners with pre-built workflow templates for common event sequences, smart lists that automatically segment attendees based on behavior and attributes, and the ability to create custom objects for tracking venues, speakers, and sponsors beyond standard contact records.

Lastly, as previously mentioned, event planning companies like Clearwing have achieved 4,200% ROI using HubSpot’s Marketing Hub for conference promotion, demonstrating the platform’s ability to handle complex, multi-faceted event campaigns while providing clear attribution data that proves marketing impact.

How much does email marketing software for event planning cost?

Email marketing software for event planning typically ranges from free for basic tools to $3,000+ monthly for enterprise solutions.

HubSpot offers a free tier with basic email marketing, with paid plans starting at $9/month per seat for Starter and scaling to $800/month for Professional (includes 3 seats). Costs typically increase based on:

Event planners should budget for 20 to 30% annual price increases as their contact databases grow and factor in potential savings from consolidating multiple tools into one platform.

Can email marketing software integrate with my existing event ticketing platform?

Most modern email marketing platforms offer native integrations or API connections with popular event ticketing systems, enabling automatic data synchronization between platforms.

As mentioned before, HubSpot’s App Marketplace includes pre-built integrations with Eventbrite, Zoom Events, Cvent, and other major ticketing platforms, automatically syncing:

• Registration data
• Attendance status
• Tticket types

These integrations enable powerful automation possibilities — for example, when someone purchases a VIP ticket through Eventbrite, HubSpot can automatically trigger a premium welcome sequence with exclusive content and special venue access instructions.

Pro tip: If your ticketing platform doesn’t have a native integration, look for email marketing tools with Zapier connectivity or open APIs that allow custom connections, though these may require technical setup and ongoing maintenance compared to out-of-the-box integrations.

HubSpot stands out as the premier email marketing solution for event planning companies by offering enterprise-level automation capabilities at a price point that works for businesses of any size. Unlike traditional event management software that charges per registration or requires expensive custom implementations, HubSpot provides a robust free tier supporting email marketing up to 2,000 sends monthly, making it accessible to solo planners and growing agencies alike.

Key HubSpot Features for Event Planners

• Free Forever Foundation: Start with comprehensive attendee management, email automation, and registration forms at no cost, then scale features as your event portfolio grows without migrating platforms or losing historical data.
• Integrated Event Workflows: Process registrations through native Eventbrite and payment integrations while automatically triggering personalized confirmation sequences, reminder emails, and post-event surveys based on ticket type and attendee history.
• 360-Degree Attendee View: Track every touchpoint from initial email open through event check-in and post-event feedback in one timeline, ensuring any team member can provide informed support to attendees, speakers, or sponsors.

Proven Real-World Impact with HubSpot

INBOUND, HubSpot’s flagship industry event, achieved 40% conversion rate (CVR) from event page visits to registrations by leveraging LinkedIn ads through HubSpot’s Marketing Hub.

All-in-all, HubSpot’s true power lies in its scalability — start free, pay only for what you need, and never outgrow your system as you expand from local workshops to international conferences. With built-in tools for sponsor management, speaker coordination, and attendance analytics, HubSpot eliminates the need for multiple disconnected tools that complicate your workflows and inflate your technology costs.

Ready to see how HubSpot can transform your event planning business? Get started with HubSpot’s free email marketing tools today and join thousands of event professionals who’ve streamlined their marketing while boosting attendance rates.