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Ep. 01 · 60 Seconds

Event Intelligence · Ep. 01

0%

of registrants actually show up

The Attendance Gap

4 in 10 people
who said yes
never arrive.

Industry average registration-to-attendance rate: 58%. That means every 100 registrations only yields 58 real attendees.

Show-up rate by event type

Paid ticket events78%
Corporate / internal67%
Free in-person events44%
Free virtual events32%

Friction creates commitment. The higher the barrier to register, the higher the show rate.

When they disappear

12%
Drop off 2–3 weeks before
18%
Drop off 48 hrs before
12%
No-show day of event

Most drop-off isn't disinterest. It's forgotten urgency. The fix is communication, not content.

The 3-touch fix

+21 percentage points.
Three emails.

1
Confirmation — immediately after registration
2
Value email — 2 weeks before (speakers, agenda, who's attending)
3
Logistics email — 48 hours before (parking, schedule, what not to miss)

Track this number.

RAR

Registered-to-Attended Rate. If you track nothing else, track this. A 10-point improvement on 500 registrants = 50 more people in the room.