Module 10: Email, CRM and Follow-Up

Most event businesses do not lose bookings because nobody inquired. They lose them in the gap between the inquiry and the signed contract: a reply sent the next day, a quote that was never followed up, a past client who was never asked back. This module closes that gap. You will build an email list you own instead of renting an audience from a platform, and learn how Canada's Anti-Spam Legislation works in day-to-day practice: consent, identification and unsubscribe. You will choose a CRM, set clear pipeline stages, answer inquiries fast, follow up on quotes without nagging, write a newsletter people actually open and bring past clients back. It is written for planners, performers, caterers, venues, photographers, décor and rental companies, DJs and bands. The module ends with a workshop in which you build a complete inquiry-to-booking pipeline for your own business, modelled on Lantern & Lane.