You know the way a lot a well-executed occasion can profit your corporation, nevertheless it begins with getting individuals within the door.

By following e mail advertising finest practices as a part of your promotion technique, you’ll be able to pack the home. 

And, as soon as your occasion is over, you need to use e mail to comply with up with attendees to get the lowdown on what labored and what didn’t. 

Right here’s how you need to use e mail to assist be certain that your occasions are profitable each time. 

What’s e mail advertising for occasions? 

Occasion e mail advertising is a technique of sending a number of advertising emails with the singular purpose of selling an occasion. 

And when you might surprise if e mail is one of the simplest ways to advertise an occasion, know that even with a number of digital advertising sources, e mail advertising remains to be the simplest platform for getting the phrase out to those that are already occupied with your corporation. 

In spite of everything, the typical e mail open price throughout industries is sort of 30%, and it’s even increased for sure industries, together with eating places and childcare.

However event-related emails aren’t restricted to promotion. Submit-event e mail advertising allows you to construct on the momentum, providing you with beneficial info to enhance your subsequent occasion. 

How do you market an occasion via e mail? 

Regardless of how a lot effort you set into planning and organizing your occasion, it gained’t achieve success if individuals don’t present up. E mail advertising presents you the prospect to attach with people who find themselves already occupied with your model. So how do you do it effectively? 

To start with, e mail advertising for occasions isn’t restricted to a single e mail despatched to your listing. It’s essential to announce it early and hold individuals engaged via a sequence of emails.

Announce the occasion

Step one in a killer occasion is to let individuals realize it’s taking place.

Hopefully, you’ve been following e mail advertising finest practices, and you have already got your e mail listing segmented (or grouped) into totally different classes.

Don’t fret if everyone seems to be on one massive listing. That’s okay. You can begin by sending customized announcement emails to everybody in your listing, telling them concerning the occasion and welcoming them to register. 

example of an event announcement that spurs interest
This occasion announcement from Brewsology and Historical past Colorado presents sufficient particulars to spur curiosity.

When you might imagine you should have every part in place earlier than promoting tickets, you don’t. When you’re busy reserving company and planning the logistics behind the scenes, ship out save-the-dates. Embrace the occasion’s title, date, and placement, and add a message telling your readers to remain tuned for extra info.

Construct pleasure

Following your preliminary save-the-date, stagger varied particulars of the occasion via a sequence of occasion promotion emails. 

When you wish to ship out some info early, like registration deadlines, venue and lodging info, and different logistics, you’ll be able to hold some massive particulars near the vest till the occasion date nears, trickling out increasingly particulars as you get nearer to the date of the occasion.

Share teaser movies for cross-channel advertising

Ship out quick teaser movies earlier than your occasion with hyperlinks to its touchdown web page and your social media feeds. Together with an entire video makes your e mail massive, rising its probabilities of ending in spam, so hold these teasers quick — simply sufficient to make somebody wish to click on via and see extra.

Add a CTA encouraging individuals in your e mail listing to share the video with their community, and embody buttons to make it simpler for them to information others to your occasion touchdown web page or your social media feeds. Any such cross-promotion can increase your general occasion advertising technique. 

Ship out occasion reminders and updates that tease recipients

Reminders are an effective way to construct pleasure in your occasion.

As your occasion attracts nearer, ship out reminders that can excite readers by together with nice photographs, and attention-grabbing particulars like presenter bios, band highlights, catering and menu choices, silent public sale prizes, and different tidbits that can pique curiosity.

example of event email marketing that will create interest and entice people to attend
On this picture, the CTA is somewhat too fundamental, it doesn’t inform the reader precisely what to do. Are you able to consider find out how to make it higher?

All the time embody a CTA and a hyperlink to purchase tickets or register. And when the occasion will get nearer, remind your e mail contacts that point is operating out to enroll. 

Add worth in your VIPs

Most occasions provide totally different registration tiers. In case you’re providing a VIP degree, use occasion e mail advertising to make it price somebody’s whereas to pay extra. Attraction to individuals who’ve attended your occasions prior to now by providing them a limited-time low cost on VIP entry. 

Automate VIP-specific emails with details about particular occasions and perks they’ll entry for being VIP. In case you’re internet hosting a silent public sale, exhibit a number of the beneficial prizes and point out that VIPs get early entry to the bidding. 

Reply the correct questions

Because you’re planning the occasion and all its particulars are contemporary in your thoughts, you may not contemplate what individuals must know earlier than they register. In your preliminary e mail invitation and early follow-up bulletins, embody a contact kind and invite individuals to submit questions. 

Additionally, take note of what individuals are asking in your social media feeds if you publish about your occasion. Use these inquiries to remove potential objections individuals may need earlier than they register. 

Use Automation

Designing automated messages as a part of your occasion advertising technique will provide help to appeal to extra potential attendees with out spending loads of additional time writing and sending emails. It might probably additionally deliver critical oomph to your efforts and supply. 

Right here’s a hen’s-eye view of the alternative ways you need to use e mail automation to advertise your subsequent occasion:

  • Click on segmentation This e mail advertising characteristic divvies individuals into totally different teams based mostly on how they work together together with your e mail. Your e mail advertising platform allows you to see who’s opening your emails and which hyperlinks they click on.
  • Autoresponders — Because the title implies, these packages automate e mail replies. They’re notably helpful for responding to actions your e mail recipients take additional up the drip marketing campaign. You’ll be able to arrange an autoresponder thanking individuals for signing up in your occasion and others based mostly on varied actions. 
  • Drip campaigns — Executing drip campaigns via your e mail automation may help hold your occasion contemporary in individuals’s minds because it nears. This entails a sequence of emails based mostly on how your contacts work together together with your preliminary e mail.

The best a part of all this? You should use these instruments collectively to maximise your efforts. 

Right here’s an instance of find out how to use e mail automation as a part of your occasion advertising technique

Begin with the occasion invitation. Embrace two calls to motion (CTAs). One to register and one other to request extra info. 

Use these CTAs to click-segment your readers. Those that adopted via and registered will go on the “registered” listing, and people who requested extra info will go on an “” listing.

Then, arrange two separate autoresponders.

The primary autoresponder is for these on the “registered” listing, and it’ll begin constructing pleasure for the occasion by together with a registration affirmation that gives the “what,” “when,” and “the place” of the occasion. And it ought to allow them to know that you simply’ll be sending additional occasion particulars and updates sooner or later.

The second autoresponder shall be for many who clicked on the CTA to request extra info. This e mail ought to present extra details about the occasion and be filled with partaking copy (textual content) and attractive visuals.

After all, it also needs to have CTAs that encourage readers to register.

Following the autoresponder emails must be a drip marketing campaign for many who have registered. 

This marketing campaign must be a sequence of excitement-building emails that include messages like “we are able to’t wait to see you” and “you’re going to like…” With CTAs that encourage sharing the e-mail with pals and coworkers to allow them to additionally register to attend the occasion.

For everybody else in your listing, you’ll be able to nonetheless entice them to register by sending out one-off emails that present extra details about the occasion and embody messages like “You gained’t wish to miss this” and “We’d like to see you.” And naturally, these CTAs ought to encourage the recipient to register and share the e-mail with pals and coworkers to allow them to attend collectively.

TIP: Use SMS textual content message advertising to inform your attendees of any last-minute info resembling day-of-event reminders or occasion safety and climate updates.

Finest practices for occasion e mail advertising

You’ll be able to increase your probabilities of an incredible turnout by following these finest practices for advertising your occasion. 

Write partaking emails

Certain, it’s sooner to rattle off a listing of details about your occasion after which hit “ship.” However you in all probability gained’t lure many individuals into shopping for tickets with that tactic.

Write partaking emails with actionable language that evokes individuals to enroll in your occasion. 

The secret is realizing your viewers and tailoring your message to them. This is without doubt one of the important causes to phase your e mail listing. Every phase will possible be motivated by totally different messages. For instance, individuals who attend your occasions yearly might reply to recaps with pictures of earlier occasions and a message reminding them how a lot they’ll get out of the occasion. 

Individuals who’ve by no means attended your occasion might reply higher to an e mail exhibiting them what to anticipate with a brief video testimonial from individuals who have already attended.

Earlier than writing your emails, take into consideration who you’re writing to and what they care about. This can provide help to determine find out how to focus your message. 

Take note of the design

Whereas your copy must be well-written and fascinating, don’t neglect your design.

Use an e mail template with good design components to create an e mail that’s visually interesting. However don’t overdesign. Your e mail must be easy sufficient {that a} reader can decide what your occasion is all about and simply click on via to a touchdown web page or ticket web site. 

Write compelling topic strains

In terms of e mail topic strains, much less is extra. Hold your topic strains quick and keep away from promotional language.

Most e mail providers kind emails into classes and your invitees might not even see your e mail if it results in spam or on the promotional e mail listing. 

Give attention to how one can add worth to the reader. Use an open-ended query to pique your reader’s curiosity and entice them to open your message. 

Because you’re restricted on house, embody any essential deadlines within the topic line. Remind your readers about registration deadlines and different key dates. 

Check your messages

Like all e mail advertising campaigns, getting occasion emails proper the primary time is difficult. Play with varied messages by conducting A/B assessments on totally different segments of your e mail listing. Ship an e mail with one topic line to at least one group and alter the topic line for the subsequent group. 

When you’ve despatched your messages, verify the analytics to see which messages have the very best open charges and click-through charges. After just a few assessments, it’s best to begin seeing patterns that can provide help to good your topic strains and e mail content material. 

Occasion follow-up

We’ve spent loads of time on pre-event e mail advertising, nevertheless it’s additionally essential to have interaction your viewers as soon as your occasion is over. Use these post-event e mail advertising instruments to remain on the high of your attendees’ minds and get insights into your occasion. 

Thanks emails

Ship a thank-you e mail to everybody who attended. With out them, your occasion wouldn’t have occurred in any respect, so it’s well mannered to acknowledge everybody who took day trip of their schedule to attend. And a thanks e mail serves as an effective way to construct a relationship with present and potential clients who attended your occasion.

State why you’re thanking them, and element why it was essential to you. Subsequent, embody some language concerning the way you wish to hold constructing the connection. Would you like them to come back to your retailer and see your stock? Would you want them to come back to your subsequent occasion? No matter it’s, shut your thanks e mail with this info. 

Submit-event surveys

The easiest way to make your occasions higher is to be taught what you probably did effectively and what you possibly can enhance.

Following every occasion, ship out a survey to everybody who gave you their e mail after they checked in. 

Hold it quick and candy. Ask easy, open-ended questions like what you probably did effectively and what you possibly can enhance upon

Ask attendees to price your occasion and share whether or not or not they’d come once more. If they are saying no, have them elaborate. Maybe they have been anticipating one thing totally different. Use this info to tweak your occasions and your promotional methods for the subsequent occasion. 

Ship out a reminder in your subsequent occasion

It’s by no means too early to construct momentum in your subsequent occasion and there’s no higher method than partaking individuals who have already attended.

In your follow-up emails, remind attendees about your subsequent occasion or sequence of occasions. If you recognize the date, embody a save-the-date on the finish of your message. 

Encourage your attendees to behave by giving them a particular provide like early entry to registration or discounted VIP tickets for the subsequent occasion.

Add worth to your occasion with particular perks

Even in the event you’re not internet hosting one other occasion, you’ll be able to add worth to your attendees by providing them one thing particular as a thanks. Ship out a limited-time promo code on white papers, retailer merchandise, or different attention-grabbing gadgets. 

Arrange a particular report, video, or one other piece of content material that’s solely accessible to individuals who’ve attended your occasion. 

Use occasion e mail advertising to enhance your occasions

Internet hosting occasions is an effective way to construct rapport with present and potential new clients. Occasions provide distinctive experiences, they usually give individuals an opportunity to work together together with your model.

  • Begin early by sending out an e mail invitation or a save-the-date.
  • Stagger your emails to construct pleasure and ship teaser movies to drive individuals to a touchdown web page, and social media feeds. 
  • Because the occasion approaches, use emails to reply questions and provide extra info to people who find themselves attending.
  • Use automated responders to comply with up with individuals based mostly on their actions.
  • Attain out to individuals after the occasion and thank them for coming.
  • Lastly, ship out a survey and use what you’ve realized to enhance your subsequent occasion. 

With occasion e mail advertising on the coronary heart of your occasion advertising efforts, you’ll be able to make certain that attendees shall be excited throughout your venue doorways.

Construct much more pleasure and engagement at your subsequent occasion. Learn to create an occasion hashtag.

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