I have created a simple-clever search engine for events, however I would like to make the website known to event organizers, so instead of me adding the events found in other websites, they will list their events by themselves.
The problem is that I would like to send them a mail that will make them to take action and try/use my service, which is free.
What points should I consider mentioning and what should I avoid?
Figure out what the single most compelling reason that the event organiser should want to list on your site. Tell them this.
If the reason doesn't involve giving their event massive exposure to a well qualified audience of event go-ers, you might want to re-think your idea of "compelling reason" versus that of your target event organisers.
First off make sure to sign up to services like mailchimp.com or constantcontact.com and use these to track the success of your email blast.
I would approach this in two ways (perhaps a/b split test it to see which works best).