Event emails are rarely the problem on their own. The problem is how disconnected they are from the rest of the event.
Most teams eventually send the right messages — confirmations, reminders, follow-ups — but the planning usually happens in pieces. A workflow here. A reminder there. A last-minute “oh right, we should email attendees” moment the day before the event.
What’s missing isn’t effort. It’s structure.
That’s what the new Comms Manager inside the hapily Event Builder is designed to solve — not by adding more automation, but by making communication part of the event plan from the very beginning.
Don't feel like reading? Watch Max dig into it here:
When you build an event in HubSpot, most of the focus goes into the fundamentals:
These are the things that have to exist for the event to run at all — so naturally, they get the attention first.
Email planning usually comes later (and at a cost).
Sometimes it gets bolted on at the end, once everything else is “done.” Other times it lives scattered across workflows, lists, and reminders that aren’t clearly tied back to the event itself.
Either way, teams end up context-switching — jumping between the event record, emails, and automation just to piece together a communication plan that should’ve been clear from the start.
The Comms Manager flips that sequence.
Instead of treating emails as a separate set of tasks, it brings event communication directly into the Event Builder flow. While you’re setting up the event, you’re also prompted to think through how you’ll communicate across the full event lifecycle:
That structure creates a clear mental model for what needs to be sent and when — without forcing teams to overthink timing or setup. Communication becomes part of building the event, not cleanup work that happens once everything else is finished.
Instead of one long list of emails, Comms Manager organizes communication into three phases that gives teams a shared mental model for what “good” event communication looks like — without over-engineering it.
1. Before the eventComms Manager makes it easy to plan those paths upfront, instead of scrambling after the fact.
One of the most practical (and underrated) parts of Comms Manager is how tightly it’s tied to the event schedule.
Emails aren’t just scheduled by date — they’re scheduled in relation to the event:
You physically can’t schedule a “during the event” email outside the event window. And post-event emails are forced to go out after the event concludes.
That guardrail matters. It removes an entire layer of manual checks and second-guessing, especially when plans shift or events span multiple days
Another place event communication often breaks down is audience logic.
Most teams want to send smart, contextual follow-up, but building the lists to support it takes time and coordination. Who attended? Who registered but didn’t show? Who was scanned on-site?
With Comms Manager, those audiences are already baked in.
Each email can be targeted to:
You’re not guessing. You’re not rebuilding lists. You’re working from the actual outcomes of the event, directly tied to the event record itself
To keep momentum high, Comms Manager includes prebuilt email templates — with optional AI-generated copy to help teams get started faster.
Use them, tweak them, or ignore them entirely.
What matters is that the infrastructure is already in place:
Final edits, approvals, and scheduling still happen in HubSpot — exactly where teams expect to work. Comms Manager just gets you to that point faster and with fewer loose ends.
Once the event is created, all associated emails appear directly on the event record. From there, teams can:
No hunting through the portal. No wondering what’s been set up or what’s missing. The event record becomes the single place to understand not just what’s happening, but how you’re communicating around it.
This update isn’t about sending more emails or adding complexity.
It’s about making event communication intentional, visible, and easier to get right without pulling teams out of HubSpot or forcing them into rigid workflows.
Comms Manager helps teams plan once, execute confidently, and follow through cleanly — all as part of building the event itself.