---
title: "Know Before You Go Email: B2B Templates and Send Timing"
description: "Know before you go email templates for B2B conferences, executive dinners, trade show meetings and hybrid events, with block-by-block anatomy and timing."
canonical: "https://attendir.com/blog/know-before-you-go-email"
lang: "en"
updated: "Oct 27, 2026"
---

# Know Before You Go Email: B2B Templates and Send Timing

A know before you go (KBYG) email is the logistics message confirmed attendees get a few days before an event. A good template puts what they need to arrive and get in first: date, time zone, venue entrance, badge pickup and a day-of contact, then agenda, Wi-Fi, parking and accessibility. Keep one template per event format.

It is also an email attendees may come back to: searched for at the airport, forwarded to whoever books the car. That makes it the wrong place to re-sell the agenda and the right place to be complete, scannable and forwardable.

This guide covers inputs, a block-by-block anatomy, starting-point send timing, four paste-ready B2B templates, and how to add a "tell your network you're going" ask with or without Attendir.

## What you need before you start

**Inputs.** Final venue details including the entrance to use, badge pickup hours and ID rules, the agenda URL, app and Wi-Fi details, dress guidance, parking and transit notes, an accessibility contact, and a day-of number someone will answer. For trade show meetings, you also need each visitor's booked time and the name and mobile number of the account executive (AE) hosting it.

**Owners.** One writer (event marketing or the event manager), one person who signs off on facts (operations or the venue lead), and, for booked meetings, the field marketer who owns the schedule.

**Timeline.** Start drafting once the venue walk-through is done and the run-of-show is close to final. Writing earlier risks a correction email.

**Where it sits.** The KBYG email is one row in your [event communication plan](https://attendir.com/blog/event-communication-plan), after the confirmation email (see our [event registration email templates](https://attendir.com/blog/event-registration-email-template)) and before the day-of reminders. It replaces neither.

## Step 1: Build the anatomy, block by block

Draft the blocks in this order. The first five go above the fold (visible without scrolling on a phone): anything a person needs while standing outside the venue.

| Block | Above the fold? | What to write | B2B note |
|---|---|---|---|
| Two-line summary | Yes | Event name, date(s), city, one link to the agenda | Written so it still makes sense when forwarded to a manager or assistant |
| Date, time and time zone | Yes | Doors open, first session, last session, time zone spelled out | Multi-day: list each day on its own line |
| Venue and entrance | Yes | Full address as a maps link, plus the specific entrance or floor | "Use the north entrance on [Street]" is more useful than a map alone |
| Badge pickup and ID | Yes | Where, when, what to bring (photo ID, QR code, nothing) | Say whether a colleague can pick up a badge for someone else |
| Day-of contact | Yes | A phone or messaging number, not a shared inbox | Name the person or team who answers it |
| Agenda and app | No | Agenda link, app download, how to book sessions | Link one live source so changes land in one place |
| Wi-Fi | No | Network name and password, or "in the app" | |
| Dress | No | One line: business casual, business, or "what you'd wear to the office" | Mention evening events separately if the dress changes |
| Parking and transit | No | Nearest station, parking, rideshare drop-off point | Note whether parking is validated or should be expensed |
| Accessibility and dietary | No | A named contact and a deadline for requests | Ask once, early, and route answers to operations |
| What to bring | No | Laptop, business cards, ID, charger | Only things they would regret forgetting |
| Expenses and receipts | No | Receipt or invoice link, hotel block details | Saves a support request at expense-report time |
| Calendar file | No | A link to an .ics file with the venue address in the location field | One calendar entry per day for multi-day events |
| Share ask | No, last | One line inviting them to tell their network they're going | Below logistics, never above |

Two B2B habits worth building in:

- **Write the summary for the forward.** In B2B, the attendee may not be the person who approves or books the travel. A top summary with event, dates, city and pass status ("your pass is confirmed and paid") lets a manager approve travel without reading further.
- **Make the calendar entry do the work.** If attendees run their day from their calendar, put the address, entrance and day-of number in the entry's location and description fields.

## Step 2: Set the send timing

Treat these as starting points to adjust to your event, not rules. The deciding question is how much the attendee still has to arrange.

| Format | Main KBYG send (starting point) | Follow-up | Why |
|---|---|---|---|
| Multi-day in-person conference | About a week out | Short day-before note with anything that changed | Leaves time to book travel, arrange parking and request accessibility support |
| Executive dinner or roundtable | Two to three days out | Morning-of note from the host | Close enough to be top of mind; leaves time to release a seat |
| Trade show booth meetings | Three to five days out, after meetings are booked | Morning-of text or email from the AE | Meeting times need to be final before the email goes |
| Hybrid or virtual | Two to three days out | Day-before and start-time reminders | Leaves time to test the platform and check the time zone |

The follow-ups are reminders, not a second KBYG: short, carrying only what changed. Our [event reminder email guide](https://attendir.com/blog/event-reminder-email) has templates for those.

For late registrants, either send the KBYG automatically on registration once the send date has passed, or add a KBYG link to their confirmation email.

## Step 3: Pick a template for your format

Replace everything in brackets. Delete any block that does not apply rather than writing "N/A".

### Template 1: Multi-day in-person B2B conference

> **Subject:** Know before you go: [Event Name], [Dates], [City]
>
> Hi [First Name],
>
> [Event Name] starts [Day, Date]. Your pass is confirmed. Everything you need to arrive and get in is below; forward this to anyone booking your travel.
>
> **When:** [Day 1: Date, doors Time, first session Time, Time Zone]. [Day 2: Date, first session Time, closes Time]
> **Where:** [Venue Name, Full Address] ([Open in maps]). Use the [entrance name] entrance on [Street]; registration is on [floor/level].
> **Badge pickup:** [Location], from [Time] on [Day]. Bring [photo ID / your QR code]. [Badges are not transferable / A colleague can collect your badge with your QR code.]
> **Day-of help:** [Phone or messaging number], answered by [Team or Name] from [Time].
>
> **Agenda and app:** The live agenda is at [Agenda Link]. Download [App Name] to build your schedule and book [workshops / 1:1s]. Room changes are posted there first.
> **Wi-Fi:** [Network] / [Password]
> **Dress:** [Business casual]. The [Evening Reception] on [Day] is [same / cocktail].
> **Getting there:** [Nearest station, walking time]. Parking at [Garage], [validated / not validated]. Rideshare drop-off is at [Location].
> **Hotel:** Our room block at [Hotel] closes [Date]: [Booking Link].
> **Accessibility, dietary or other needs:** Reply to this email or contact [Name, Email] by [Date].
> **Bring:** Photo ID, laptop and charger for [workshops], business cards.
> **Receipts and invoices:** Download yours at [Link] for your expense report.
>
> [Add Day 1 to calendar] · [Add Day 2 to calendar]
>
> See you there,
> [Sender Name], [Title]
>
> P.S. Want colleagues and peers in your network to know you'll be there? [Share that you're attending]

### Template 2: Executive dinner or roundtable

> **Subject:** [Day] dinner: [Restaurant], [Time]
>
> Hi [First Name],
>
> Looking forward to [Day]. Here is everything for the evening.
>
> **Where:** [Restaurant Name], [Full Address] ([Open in maps]). We're in the [private room name]; ask for the [Company] dinner at the host stand.
> **When:** [Time] for drinks, seated at [Time], wrapping up around [Time].
> **Who's hosting:** [Host Name, Title] and [Co-host Name, Title]. You'll be at a table of [number] [peer role, for example "marketing leaders from software companies"].
> **The conversation:** [Topic in one sentence]. [Optional: "Comments stay in the room; nothing is recorded or attributed."]
> **Dress:** [Business casual].
> **Parking:** [Valet / street / nearest garage].
> **Dietary needs:** Reply by [Date] and we'll let the kitchen know.
> **On the night:** If you're running late, text [Host Name] at [Mobile Number].
>
> If your plans change, just reply. We have a short waitlist, and I'd rather pass the seat to a colleague of yours than leave it empty.
>
> [Add to calendar]
>
> [Host Name]

Send this from the host's own mailbox. The "pass the seat" line invites a substitute from the same account instead of a no-show.

### Template 3: Trade show booth visitors with booked meetings

> **Subject:** Your meeting at [Show Name]: [Day], [Time], booth [Number]
>
> Hi [First Name],
>
> You're booked with [AE Name] at [Show Name]. Details below; this is also in your calendar.
>
> **Your meeting:** [Day, Date], [Time]-[Time] [Time Zone]
> **Where:** Booth [Number], [Hall name], [Venue Name]. [Optional: "Meeting room [Number], behind the booth."]
> **Who you're meeting:** [AE Name, Title] and [Solutions Engineer Name, Title]
> **What we'll cover:** [One line agreed with the AE, for example "a demo of the reporting workflow you asked about"]
> **Exhibit hall pass:** [Your show badge gets you in / We've registered a free expo pass for you: Link]
> **Running late or need to move it?** Text [AE Name] directly at [Mobile Number].
>
> Show hours are [Time]-[Time]. Hall map: [Link].
>
> [Add to calendar]
>
> [AE Name]

If you offer a free expo pass, check the show's rules first: some shows require visitors to register for passes themselves.

### Template 4: Hybrid or virtual event

> **Subject:** Know before you go: [Event Name], [Date], [Time] [Time Zone]
>
> Hi [First Name],
>
> [Event Name] is on [Day, Date]. Here's how to join, in person or online.
>
> **Online:** Starts [Time] [Time Zone] ([Time in second time zone]). Join here: [Join Link]. It's a personal link, so please don't forward it; colleagues can register at [Registration Link].
> **Test your setup:** [Platform Name] runs in the browser; check it here: [Test Link].
> **In person:** [Venue Name, Full Address] ([Open in maps]), doors at [Time]. Badge pickup at [Location], bring [ID].
> **Agenda:** [Agenda Link]. Sessions marked [label] are in-room only.
> **Questions and chat:** [How to submit questions, where the chat is]
> **Recording:** [Recordings will go to all registrants within X days / Sessions are live only]
> **Help on the day:** [Support email or chat] for online, [Phone Number] for in person.
>
> [Add to calendar]
>
> [Sender Name]

Keep the "please don't forward" line only if your platform issues unique join links. For subject line variants by format, see our [event email subject lines](https://attendir.com/blog/event-email-subject-lines) collection.

## Step 4: Add the share ask with Attendir

The KBYG email reaches people who have committed to attend, a natural audience for a "tell your network" ask. Keep it to one block at the bottom.

1. **Create or reuse an attendee campaign.** Under your event, create a campaign from the **Attendee Sharing** template (Audience "Attendees", Landing Page Label "Recommended by"). If you already run an attendee campaign on your confirmation page, consider duplicating it for the KBYG email so the two report separately.
2. **Write the Default Sharing Text.** Write the post in the attendee's voice, for example "I'll be at [Event Name] in [City] on [Dates], looking forward to [topic]. Join me: {link}". When an attendee posts to LinkedIn through the share page, `{link}` becomes their personal tracked link (this needs an Event Registration URL on the event). The share card personalizes only the attendee's photo and name, so put the dates and city in the text.
3. **Generate the email snippet.** On the campaign page, open **Embed Widget**, find **Email HTML (no JavaScript)**, click **Generate Email Snippet** and copy it. It is plain HTML with inline styles: a "Share [Event Name]" heading, LinkedIn, X, WhatsApp and Email buttons, and a small "Powered by Attendir.com" badge. It is identical for every recipient, so any email tool can send it.
4. **Paste it into your KBYG template** in an HTML or code block, below the logistics and above the signature. Test it on a phone.
5. **Know what each button does.** The LinkedIn button opens the campaign's share page, where the attendee signs in with LinkedIn, sees a branded card with their photo and name, and Attendir publishes the post and image for them in one click. The X, WhatsApp and Email buttons are plain links that open those apps with your share text (the `{link}` placeholder is removed) plus a link to the campaign's share page, not a tracked link.

If you have turned on auto-invites for new registrants through an Eventbrite, Luma, Cvent or Bizzabo registration webhook, attendees may already have received a share invitation. Then the KBYG block is a second chance, and the copy can say so: "If you haven't yet, let your network know you're going."

## Doing it without Attendir

- **Write two post drafts** in the attendee's voice, one short and one naming a session they are looking forward to, and include them in the email or on a linked page.
- **Add a LinkedIn share link** using LinkedIn's share URL with your event page as the target, so one click opens a prefilled share dialog.
- **Tag the link** with UTM parameters specific to the KBYG email (for example `utm_source=kbyg&utm_medium=attendee-share`) so your registration platform can tell those registrations apart.

The trade-off: you will not know who posted unless you go looking, attendees still have to paste and edit the copy themselves, and posts carry no personalized image.

## How to measure it

**In your email platform:** delivery, opens, and clicks on the agenda, maps and calendar links.

**In your registration or check-in platform:** check-in rate against registrations.

**On-site:** log questions the help desk and day-of number received; each one the email should have answered is an edit for next time.

**In Attendir:** the campaign reports shares per advocate, plus views of each advocate's tracked-link landing page and clicks through to your event registration URL, along with returning sharers. That covers the LinkedIn path only: clicks on the snippet's X, WhatsApp and Email buttons are not tracked. Attendir does not track completed registrations; measure those in your registration platform using its source fields or UTMs on your registration URL.

## Limits and gotchas

- **Regenerate the snippet after editing the text.** The snippet is built from the campaign's Default Sharing Text at the moment you generate it. If you change the text, generate and paste it again.
- **The snippet's X, WhatsApp and Email buttons lead to the share page, not registration.** People who click a post made that way land on the campaign's share page, which asks them to share rather than register. If peer registrations are the goal, point attendees to the LinkedIn button, whose posts carry the tracked link. Facebook is not supported.
- **No registration attribution or UTMs from Attendir.** Tracked links send people to your event's registration URL unchanged. Any UTM on that URL applies to every campaign under the event.
- **Plan quotas apply.** Lite includes one event, 50 shares and 50 invites a month; Unlimited has no caps. A large attendee list on Lite can reach the share cap.
- **Do not put the share ask above the logistics.** If the first thing in a KBYG email is a request, it reads as marketing, and someone looking for the entrance has to scroll past it.

## Frequently Asked Questions

### When should you send a know before you go email?

As a starting point, about a week before a multi-day conference involving travel, two to three days before an executive dinner or virtual event, and three to five days before trade show meetings once times are final. Adjust to how much attendees still have to arrange, then follow with short reminders carrying only what changed.

### What is the difference between a know before you go email and a reminder email?

The KBYG email is the complete logistics reference. Reminder emails are short nudges sent closer to the start that carry only the time, the place or join link, and anything that changed since the KBYG went out.

### Should the know before you go email include the full agenda?

Link to it rather than pasting it in. Agendas can change in the final week, and a pasted copy goes stale while a link to the live agenda or app stays current. Mention a session only if it changes what people need to do, such as a workshop that requires a laptop.

### Who should send a know before you go email for booked meetings at a trade show?

The account executive hosting the meeting, or event marketing sending on their behalf with the AE's name, title and mobile number. That gives the prospect a real person to reply to and a way to reschedule instead of skipping the meeting.

## Make the KBYG email work twice

A good KBYG email gets people through the door, and one block at the bottom can get them telling their network they're going. See how [Attendir supports B2B conferences](https://attendir.com/use-cases/b2b-conferences) with attendee, speaker and sponsor share campaigns under one event.

## Related Articles

- [Event Cancellation Email: B2B Templates for Every Audience](https://attendir.com/blog/event-cancellation-email)
- [Conference Planning Checklist: A 12-Month Timeline for B2B Teams](https://attendir.com/blog/conference-planning-checklist)
- [Event Communication Plan: A B2B Template and Workflow](https://attendir.com/blog/event-communication-plan)