# Event email planning worksheet (English)

Use one copy for each event edition. This is a decision and signoff sheet, not a mailing list, consent record, automated sender, or legal determination. Keep personal data in the systems that manage it. Confirm applicable rules and the chosen email provider’s current controls before release.

## Event and source of truth

- Event / edition: ____________________
- Public event page and last-checked time: ____________________
- Registration or ticket destination and test order/reference: ____________________
- Event facts owner / message owner / final approver: ____________________
- Email service and account/workspace: ____________________
- Applicable locale(s) and event time zone: ____________________
- Shared support reply destination and named responder: ____________________

## Plan one row per message

| Message / version | Purpose and recipient task | Recipient state; basis to send | Include / exclude / stop rule | Approved facts and owner | Subject + preview; language | Exact destination; full-path test | Trigger / proposed time zone | Reply owner / approver | Result to measure; system of record |
|---|---|---|---|---|---|---|---|---|---|
| Example: registration invitation v1 | Help eligible prospects decide whether to register | Confirmed eligible marketing segment; verify provider status and applicable permission | Exclude opted-out, already registered, cancelled offer; stop when offer closes | Registration open, date, price and eligibility; event owner | Draft separately for each locale | Actual event page and valid ticket choice; test through confirmation | After offer and path are approved; use actual zone | Campaign owner / event-fact approver | Completed registrations where traceable; ticketing report |
| Example: booking service notice v1 | Help a confirmed booking find ticket and arrival information | Current booking record; organizer’s reviewed service-message basis | Exclude cancelled records; resolve buyer vs attendee address | Current ticket/access instructions; operations owner | Clear service purpose, correct locale | Ticket retrieval and arrival page; test both | When booking workflow calls for it | Support owner / operations approver | Retrieval failures, related support requests; service records |
| Example: venue-change notice v1 | Give affected attendees the verified replacement details | Affected current bookings; organizer’s reviewed notice basis | Exclude unaffected records; stop old notices when corrected | New venue, access, effective time; event decision owner | Put change and action first | Current venue/access page; test route | Only after decision approval | Support owner / event decision approver | Delivery exceptions and support themes; send and support records |
| Your message 1 | | | | | | | | | |
| Your message 2 | | | | | | | | | |
| Your message 3 | | | | | | | | | |

## Pre-send signoff

- [ ] Selected audience count and exclusions reconcile with current provider state.
- [ ] Permission or operational-message basis has an accountable reviewer.
- [ ] Date, time, zone, venue/online access, price and program claims match approved sources.
- [ ] From name, reply path, subject, preview and language were viewed as a recipient.
- [ ] A complete-field and missing-optional-field contact passed personalization checks.
- [ ] Key information remains usable with images blocked; meaningful images have alt text.
- [ ] All visible links work; the main link completes the promised task.
- [ ] Unsubscribe/preferences and required footer are checked for the chosen message type and jurisdiction.
- [ ] The scheduled time and stop condition are rechecked just before release.
- [ ] Final version, test result, approver and release time are recorded.

## After-send learning

| Message / version | Sent / delivered / bounced (provider definitions) | Replies and support issues | Destination visits, if measured | Completed intended tasks and source | Data gaps / caveats | Next decision and owner |
|---|---|---|---|---|---|---|
| | | | | | | |

Do not treat an open, click or platform-attributed sale as proof that the email alone caused attendance. Record where tracking ends and another provider or offline process begins.