Third-party cookies required
Your browser's security settings do not allow third-party cookies. Please adjust your browser's security settings or try a different browser to view this content.
.svg){kind=small}
One of the most efficient methods for optimising your events is using Event Marketing Automation. This guide provides an overview of Event Marketing Automation and how you can use this method profitably for your events. We explain what Event Marketing Automation is, what types of events it is suitable for, what software solutions are available, and the advantages and disadvantages of this method. Additionally, you will find an exemplary workflow for effective implementation in this article.
With over 20 years of experience in the event industry, both as an organizer and in the development of digital technologies for events, Marc combines his extensive expertise with a Master's in Digital Business Management and a Bachelor's in Business Administration with a focus on Marketing.
Modern event marketing automation in 2026 also includes AI-powered content creation and automatic translations. Oniva offers these features directly integrated in the platform – no external tools required. According to internal analysis of over 100 customer organisations, consistent automation saves up to 80% of manual effort across the event lifecycle.
Event marketing automation refers to the use of software and technologies to automate the marketing processes surrounding an event. This includes all event communication, event registration, event access, and post-event follow-up through automated workflows. The goal is to minimise repetitive tasks, improve the event experience, and ultimately enhance event marketing objectives. This includes, among other things, automated sending of invitations and reminder emails, tracking registrations, personalised communication, and collecting feedback.
Event Marketing Automation is suitable for a variety of events, including:
The software used depends on the application case and its scope. An event management software is essential as it handles all specific event workflows such as event registration and event check-in. Professional event management software like Oniva offers the advantage of tracking event activities per guest, from which subsequent actions can be triggered.
Additionally, integrating with a CRM solution like Hubspot or Salesforce can be useful, especially if event marketing activities span a longer period and are to be included in a comprehensive customer history. For a detailed look at how CRM and event management software work together, see our CRM integration playbook. A classic use case might look like this: Customer A buys product B and automatically receives an exclusive invitation to Event C.
Event marketing automation reached a new level in 2026: artificial intelligence no longer just handles repetitive sending tasks, it actively supports content creation. Modern event platforms like Oniva offer AI-powered text generation directly in the platform – for event descriptions, invitation copy, and reminders, in multiple languages simultaneously.
This fundamentally changes the degree of automation: instead of configuring a workflow and writing content manually, the AI generates a text draft based on the event details, available in three languages within seconds. Event managers retain editorial control but save the biggest time block – the writing itself.
Oniva offers the following AI features directly integrated in the platform:
Event Marketing Automation offers numerous advantages:
Despite the many advantages, there are also some disadvantages to consider:
The following graphic shows an exemplary workflow for Event Marketing Automation involving a customer manager. The customer manager is automatically informed about the activities of their customer or potential customer, allowing them to respond to individual interests and activities. When the guest arrives at the event, the customer manager receives a text message, allowing them to personally greet the customer at the entrance. Additionally, the customer manager sees the customer's name in the text message, enabling an even more personalised greeting.
This basic workflow can be expanded depending on the application case, for example, by integrating different event contents to address participants' interests individually.
The most common question before getting started: is the investment worthwhile? The answer depends on how many events an organisation runs per year and how much manual effort is currently involved.
As a benchmark: an Oniva event licence starts from CHF 890 or EUR 925 per event and includes the full automation functionality – invitation management, RSVP handling, reminders, check-in notifications, and reporting. For five events per year with 200 attendees each and an internal hourly rate of CHF 50, the licence pays for itself purely through the saved personnel hours.
Combining Oniva with a CRM system such as HubSpot or Salesforce makes sense for organisations with complex customer journeys, but is optional. Organisations that primarily need event automation can get started with a dedicated event platform alone, without additional CRM costs.
Event Marketing Automation is a powerful method that can help event managers optimise their processes, save time, and enhance the event experience. Although implementation can present some challenges, Event Marketing Automation can increase event success. With the right tools and a well-thought-out concept, event managers can make their events more efficient and successful.
Oniva offers various features for Event Marketing Automation, including:
Event marketing automation refers to the use of software and technologies to automate marketing and communication processes relating to events. This includes, amongst other things, invitations, registrations, reminders, check-in processes, and post-event follow-up via automated workflows. The aim is to reduce repetitive tasks and enhance the event experience.
The easiest way to get started is with dedicated event management software like Oniva, which has automation built right in. You don’t need separate marketing automation tools like HubSpot or Marketo to automate the most important workflows—sending invitations, registration confirmations, reminders, and check-in notifications. CRM integration makes sense, but it’s best to do that as a second step, once you’ve got the event lifecycle under control. You can try Oniva for free for 10 days, including all automation features.
Discover the possibilities of Oniva for your event marketing.
Discover exciting articles about creating unforgettable events.
.svg){kind=small}
