diff --git a/src/pretix/base/services/placeholders.py b/src/pretix/base/services/placeholders.py
index 65d4530b73..4c80fcecfd 100644
--- a/src/pretix/base/services/placeholders.py
+++ b/src/pretix/base/services/placeholders.py
@@ -215,7 +215,11 @@ def base_placeholders(sender, **kwargs):
         ),
         SimpleFunctionalTextPlaceholder(
             'event', ['event_or_subevent'], lambda event_or_subevent: event_or_subevent.name,
-            lambda event_or_subevent: event_or_subevent.name
+            lambda event: event.subevents.first().name if event.has_subevents else event.name,
+        ),
+        SimpleFunctionalTextPlaceholder(
+            'event_series_name', ['event', 'event_or_subevent'], lambda event, event_or_subevent: event.name,
+            lambda event: event.name
         ),
         SimpleFunctionalTextPlaceholder(
             'event_slug', ['event'], lambda event: event.slug, lambda event: event.slug
diff --git a/src/pretix/plugins/sendmail/forms.py b/src/pretix/plugins/sendmail/forms.py
index c10028d317..7dd3c54a0b 100644
--- a/src/pretix/plugins/sendmail/forms.py
+++ b/src/pretix/plugins/sendmail/forms.py
@@ -381,8 +381,8 @@ class RuleForm(FormPlaceholderMixin, I18nModelForm):
             ]
         )
 
-        self._set_field_placeholders('subject', ['event', 'order'])
-        self._set_field_placeholders('template', ['event', 'order'])
+        self._set_field_placeholders('subject', ['event', 'order', 'event_or_subevent'])
+        self._set_field_placeholders('template', ['event', 'order', 'event_or_subevent'])
 
         choices = [(e, l) for e, l in Order.STATUS_CHOICE if e != 'n']
         choices.insert(0, ('n__valid_if_pending', _('payment pending but already confirmed')))
diff --git a/src/pretix/plugins/sendmail/migrations/0009_auto_20241113_1343.py b/src/pretix/plugins/sendmail/migrations/0009_auto_20241113_1343.py
new file mode 100644
index 0000000000..d44ba54883
--- /dev/null
+++ b/src/pretix/plugins/sendmail/migrations/0009_auto_20241113_1343.py
@@ -0,0 +1,33 @@
+# Generated by Django 4.2.16 on 2024-11-13 13:43
+
+from django.db import migrations
+from django.db.models import Q
+from i18nfield.strings import LazyI18nString
+
+
+def migrate_placeholders(apps, schema_editor):
+    Rule = apps.get_model("sendmail", "Rule")
+    for r in Rule.objects.filter(
+            Q(template__contains="{event}") | Q(subject__contains="{event}"),
+            event__has_subevents=True
+    ):
+        r.template = LazyI18nString({
+            k: v.replace("{event}", "{event_series_name}") for k, v in r.template.data.items()
+        })
+        r.subject = LazyI18nString({
+            k: v.replace("{event}", "{event_series_name}") for k, v in r.subject.data.items()
+        })
+        r.save(update_fields=["template", "subject"])
+
+
+class Migration(migrations.Migration):
+    dependencies = [
+        ("sendmail", "008_remove_scheduled_mails"),
+    ]
+
+    operations = [
+        migrations.RunPython(
+            migrate_placeholders,
+            migrations.RunPython.noop,
+        )
+    ]
diff --git a/src/pretix/plugins/sendmail/models.py b/src/pretix/plugins/sendmail/models.py
index ce7c9c5d05..432e486317 100644
--- a/src/pretix/plugins/sendmail/models.py
+++ b/src/pretix/plugins/sendmail/models.py
@@ -174,7 +174,12 @@ class ScheduledMail(models.Model):
                     ia = InvoiceAddress(order=o)
 
                 if send_to_orders and o.email:
-                    email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
+                    email_ctx = get_email_context(
+                        event=e,
+                        order=o,
+                        invoice_address=ia,
+                        event_or_subevent=self.subevent or e,
+                    )
                     try:
                         o.send_mail(self.rule.subject, self.rule.template, email_ctx,
                                     attach_ical=self.rule.attach_ical,
@@ -192,12 +197,23 @@ class ScheduledMail(models.Model):
                     for p in positions:
                         try:
                             if p.attendee_email and (p.attendee_email != o.email or not o_sent):
-                                email_ctx = get_email_context(event=e, order=o, invoice_address=ia, position=p)
+                                email_ctx = get_email_context(
+                                    event=e,
+                                    order=o,
+                                    invoice_address=ia,
+                                    position=p,
+                                    event_or_subevent=self.subevent or e,
+                                )
                                 p.send_mail(self.rule.subject, self.rule.template, email_ctx,
                                             attach_ical=self.rule.attach_ical,
                                             log_entry_type='pretix.plugins.sendmail.rule.order.position.email.sent')
                             elif not o_sent and o.email:
-                                email_ctx = get_email_context(event=e, order=o, invoice_address=ia)
+                                email_ctx = get_email_context(
+                                    event=e,
+                                    order=o,
+                                    invoice_address=ia,
+                                    event_or_subevent=self.subevent or e,
+                                )
                                 o.send_mail(self.rule.subject, self.rule.template, email_ctx,
                                             attach_ical=self.rule.attach_ical,
                                             log_entry_type='pretix.plugins.sendmail.rule.order.email.sent')