The Humble “Know-Before-You-Go” Email
The EO Report founder Erin Owen recently attended the largest stadium concert ever held in the U.S.: Zach Bryan’s record-breaking show at the University of Michigan, where 112,000 fans filled the stands … and NO BAGS WERE ALLOWED.
Naturally, we got to talking about what it takes from a communications perspective to pull off something of that scale: flawless logistics, SWAG strategies, strong partnerships, trusted vendors, and the promise of a setlist powerful enough to sell out a stadium in less than 48 hours.
But one element that doesn’t get enough credit? The humble know-before-you-go email. It’s that final touchpoint that clears away all the “what-ifs,” helping attendees show up confident, informed, and ready to park and enjoy the experience.
If you’re not already sending an email 1–3 days before your event, with repetition on other channels like social media and website, consider this your sign to start. Whether it’s a simple, free networking coffee or the biggest concert in U.S. history, a thoughtful pre-event email builds trust and projects professionalism.
The Must-Haves
At its most basic, every know-before-you-go email should include:
A reminder of the date and time of the event. You’d be shocked at how easy it is for attendees to forget what they signed up (and even paid money) for!
The address and building name and/or room number. Not everyone knows where you’re located. Save them a Google search.
Parking or transportation instructions. This is especially helpful if the event doesn’t have onsite parking, requires payment, or has complicated permit-only zones. Bonus points if you send a map.
Special directions, including necessary door codes, maps, ticket requirements, etc.
An overview of what to expect, such as when to arrive or a link to the agenda.
Any security details, like clear bag policies or what can be brought in.
Helpful Extras
If applicable, also consider including:
The dress code, so attendees feel prepared (cold convention center? Remind them to layer up!).
Whether food and drinks will be provided, especially if your event is near a meal time.
What to bring (notebook, business cards, etc.).
Social sharing requests: give them hashtags, accounts to tag, or event photos to post.
Cancellation instructions, in case someone can’t make it.
A great know-before-you-go communications strategy strikes a balance: not too much information, but enough to eliminate confusion and stress. When you anticipate your attendees’ questions, you free them to focus on the experience you’ve worked so hard to create.
By the way, besides the duet on Hey Driver and Zach’s closing rendition of Revival the best part was the debut of Joshua Slone and Ryan Bingham, who were the first of the openers. As Joshua began, he told the crowd, "I could probably throw up right now, I'm not gonna lie.” His honesty won Erin’s communicator’s heart.