A few minutes spent personalising it can turn a receipt into the moment participants fall in love with your event.
Why your confirmation email matters
The moment someone enters is one of the most emotional points of their whole journey. They've just committed to a challenge, perhaps one they've been nervous about for months. They're excited, and they're more likely to read your email now than at almost any other time.
A personalised confirmation email helps you:
Make participants feel welcome. They remember how you made them feel, not just the booking details.
Cut down on support emails. Answering common questions now means fewer "just checking" messages later.
Bring in more entries. A well-worded refer-a-friend message turns new entrants into recruiters.
Sell more extras. Merchandise, training plans and partner offers get noticed while excitement is high.
Stand out from other events. A default email blends in with every other booking in their inbox. A personal touch makes you memorable.
Eventrac sends a confirmation email automatically, with each participant's booking details already filled in. It works well as it is, but it's written in a neutral tone so it suits every event. This guide shows you how to make it sound like yours.
Start by finding your event's voice
The most important change you can make is to match the tone to your event. A muddy obstacle race feels very different to a charity walk for a hospice, and your email should reflect that from the first line.
Before you edit anything, pick three or four words that describe your event's personality. For example:
Epic cycling sportive: scenic, challenging, rewarding
Charity 10k: meaningful, grateful, supportive
Obstacle race: bold, muddy, cheeky
City marathon: proud, prestigious, reassuring
Then check every line of your email against those words. If a sentence could have come from any event, rewrite it until it could only have come from yours.
How to improve each part of your confirmation email
Work through the template from top to bottom. Each part has a job to do, and small changes make a big difference.
Subject line: set the mood before they open it
The subject line is the first thing participants see in their inbox. Replace the default with something that matches the energy of your event. "You're in. 100 miles of glory await" feels very different to "Your place is confirmed – thank you", and both feel more exciting than a generic booking confirmation.
Tip: keep it short so it isn't cut off on a phone screen. Leave the subject field blank if you'd rather keep the default.
Opening greeting: celebrate what they've just done
The default opening, "Hi %first_name%, your place is now confirmed", does the job, but it misses the moment. Your participant has just committed to a challenge. Acknowledge it:
"You're in. Now the training starts!"
"We can't wait to see you on the start line."
"You've just done something that matters."
Keep the %first_name% tag so every participant is greeted by name.
Your custom message: share what makes your event special
The %custom_message% section is where you can really bring your event to life. Use it to:
Share something exciting about this year's event, such as a new route or finisher medal
Point people to your training plan, FAQs or community group
Highlight add-ons, partners or your chosen charity
Answer common questions about parking, travel or event-day rules
Keep it short and focused on what's useful right now. You can say more in later emails. See Custom Messaging.
Booking details: tell them what to do next
Eventrac fills in each participant's date, race and booking reference automatically. Add a line or two of context around them so participants know what happens next:
When will they hear from you again?
Is there a training plan to download?
Is there a Facebook, Strava or WhatsApp group to join?
Important: leave the merge tags (the words between % signs) as they are. They fill in each participant's details, and removing them could mean someone misses their booking information.
Refer a friend: give people a reason to share
A bare link rarely gets clicked. A line that sounds like your event gives people a reason to share it:
"Everything's better with a training partner."
"Drag a mate in – misery loves company."
"The more of us running, the more we raise together."
Every shared link is a potential new entry, so this short sentence can really pay off. See Referral Scheme and How to Maximise Engagement with Your Referral Scheme.
Sign-off: add a human touch
Before the View Booking button, add a personal sign-off from a real person. Even one line adds a lot of warmth:
"See you at the start line, Dave & the [Event] team"
Participants will feel they're entering an event run by people who care, not a faceless system.
Branding: make it unmistakably yours
Add your logo to the header and your social media links to the footer, so your email is instantly recognisable in a busy inbox. See Adding your Branding to Transactional Emails.
Example confirmation emails for different events
Use these examples for inspiration. Swap in your own details, then adjust the wording until it sounds like you.
City road marathon
Subject line: Entry confirmed – [City] Marathon [Year]
Opening: Hi Emma, your place in the [Year] [City] Marathon is officially confirmed. Whether this is your first marathon or your fifteenth, we know how much it means to be on that start line, and we're proud to be part of your journey.
Custom message: Over the coming months we'll send you everything you need: course maps, wave start times, parking and travel information, and details of our training partnership with [coach or brand]. Nothing will catch you off guard on race day. If you're running for a charity or would like to dedicate your run to someone, you can add that to your profile [here]. We'd love to celebrate your story.
Refer a friend: Know someone who's been putting off entering? Send them your link. Peer pressure, but make it wholesome.
Sign-off: Best of luck with the training, [Race Director], [City] Marathon
Epic cycling sportive (for example, a 100-mile gran fondo)
Subject line: You're in. 100 miles of glory await.
Opening: Hi Sarah, that's your entry confirmed, and yes, there's still time to question your life choices. We're kidding. Mostly. You've signed up for one of the most scenic and rewarding rides in the calendar, and we genuinely can't wait to have you with us.
Custom message: The route this year takes in [climb name] for the first time. It's a beast, but the descent is worth every metre. We'd recommend getting some longer back-to-back rides in from February onwards, and our training guide is [here]. The feed stations will be fully stocked, the marshals will be loud, and the finish line feeling is something you'll want to do again next year.
Refer a friend: Everything is better with a riding partner. Share your unique link and get them signed up before the early bird closes.
Sign-off: Dave & the [Event] crew
Charity 10k (for example, for a hospice or cancer charity)
Subject line: Your place is confirmed – thank you.
Opening: Hi James, you've just done something that matters. Whether you're running for someone special or simply want to make a difference, we're honoured you've chosen [Event Name]. Your place is confirmed, and we'll be with you every step of the way.
Custom message: Every finisher at [Event] helps fund [what the charity does, for example "specialist nurses who support families in their hardest moments"]. We'll be sharing stories from the people your entry supports in the weeks ahead, so keep an eye on your inbox. In the meantime, our fundraising team is on hand if you'd like tips on hitting your target. Just reply to this email.
Refer a friend: Know someone else who'd love to run for a cause? The more of us, the more we raise together.
Sign-off: With gratitude, [Name], Event Director
Obstacle or mud race
Subject line: You signed up. There's no backing out now.
Opening: Hi Tom, bold move. Your entry for [Event Name] is confirmed, which means in [X] weeks you'll be crawling through mud, questioning your decisions and having the time of your life.
Custom message: A few things worth knowing:
Wear kit you don't mind destroying. Seriously.
Teams are more fun, so grab your mates using your referral link below.
Our obstacle briefing video arrives two weeks before the event. Watch it. You'll thank us.
Got a question? Our WhatsApp community is already buzzing. Join it [here].
Refer a friend: Dragging friends into terrible decisions since [year]. Share your link and build your team.
Sign-off: See you in the mud, the [Event] team
Where to edit your confirmation email
Go to Dashboard > Organisation Settings > System Options > Email Templates.
Click Customise next to the Entry Confirmation email.
Make your changes, then click Save. Changes won't go live until you save.
Want a different email for one particular event? See Event-Specific Emails. For more on the editor, see Email Templates Overview.
Before you save: quick checklist
The subject line matches your event's energy
The opening celebrates what the participant has just done
Your custom message shares what's special and what's useful now
Participants know when they'll hear from you next
Your refer-a-friend line gives people a reason to share
A real person signs off
Your logo and social links are in place
All merge tags (words between % signs) are left as they are
You've previewed it on a phone and sent yourself a test entry
Tip: review your confirmation email before every event launch, so dates, links and details are always up to date.