- May 9, 2019
- Posted by: Robert Duke
- Category: Articles
Email marketing is still one of the prevalent strategies to get the word out about any event. But that doesn’t mean composing an email, and sending it to the prospects right away will magically boost the conversion rate. Only if you do it right, you will be able to drive more audience and enhance your brand value. Otherwise, you may have to end your event even before it begins!
So, to make your message cut through the noise of thousands of emails every day, you will have to choose the rational approach. Here are seven foolproof tips for crafting a compelling event email that will create a sense of excitement among the recipients, drive engagement, and ultimately get them in front of you.
1. Include Call-to-Action (CTA) in the Subject Line
Call-to-actions are the best way to grab the audience’s attention and take them to your event page. Especially, when you place them in the subject line, it will considerably increase the email open-rate. For instance, a clear and simple subject line with CTA such as,
1: Suggestion Please – Where to organize our event next month?
2: FYI only – Venue Details
The recipients will immediately know what’s inside the email even before opening it. As they know it in advance, it cuts down the time spent on writing the message. Now, you just have to give some options for the reader to select the right venue for your upcoming event in case 1 or simply drop the location details in example 2.
In case, if you also include CTA in your email body, make sure it is visible. CTA’s should always inspire action. So, make it stand out by separating it from other texts. You can use some bright colors or bold the links to grasp the attention of the recipients quickly.
3. Follow a Structured Way of Email Writing
Proper formatting of your message will help the audience understand your email better and quickly. For instance,
- If you have to include more than one recipient in your email, try using “@Name” to draw the attention of any particular individual. So, the addressed person can pay attention to the marked statement whereas others can just ignore it.
- Use text emphasis (italic, bold, underline, and other) to show the prominence of any point over others. You can highlight date, time, and venue details in the email body, so your recipients can easily recognize it among other statements.
- Use bullet points if you have a lot of points to make. It is easier to grasp than any long paragraph. Also, it makes them skim over the lengthy email and concentrate only on the aspects they are interested to know.
3. Stop considering Email as Your Event Planner
Most of the event organizers treat their inbox as an event planner or calendar. It is one of the common mistakes they make without even realizing it. If you ever check email to figure out the upcoming events or related meetings, then it’s time to reconsider your strategy. Use tools specifically designed to save the meeting and event request details. For instance, the most popular email providers like Google or Outlook has an inbuilt calendar to add your meeting specifications and stay organized. They also offer the option to attach the related emails for future reference.
4. Present Your Email Clearly Like Meetings
It’s time to consider your email marketing strategy in the form of meetings. Do you know why? Meetings usually have precise, well-prepared, fixed, concise, and up-to-date data in hand. Presenting your email in this format will reduce the open-minded and vague ideas that may confuse the audience reading it. Here is how to follow this approach:
- Be polite and direct about the reason for sending the email. Make the purpose clear from the first line itself.
- You will never invite the people to your meeting who does not belong to your event team. Similarly, include only the recipients who need to know about your event in both the To: and CC: field.
- Don’t waste the time of the audience with the needless banters at the beginning of the email. Will you spend the first five or ten minutes of your meeting with talks regarding favorite cars or food of the team members? No. Follow the same strategy for your event email as well.
- Always keep your message short and to-the-point. Fixing the low word count for your email will help you in convincing the recipient about your event concisely with no fluff. Also, it takes less time to write as well as read!
Providing event details only to the interested users with the direct messages will build anticipation among the attendees and also increase the email open-rate.
5. Advertise Your Business Using Email Signature
How many emails do you compose or send per day? It will likely be more than a hundred if you are an event manager. Why not make those messages work for your benefit? A most natural way to promote your event organization brand is to include your details, CTA, as well as a link for your website in the email signature.
Although your message is not relevant to the event or the audience, the detailed information of your brand in the email creates a sense of trust among the recipients and help you to sell two or more tickets without actually promoting it.
6. Learn Email Marketing Benchmarks
Is your message easy to read and understand? Does the subject line create a sense of urgency? Is your CTA’s functioning? Analyze your email regularly to learn what’s working and what’s not for your audience.
The standard email marketing metrics such as open rate, click-through rate, and unsubscribe rate helps you in determining the answer to the above questions. Measuring all these and working to keep them in a healthy state is essential for any email marketing strategy. A strong open-rate indicates that your subject is highly relevant to the audience whereas a higher click-through rate symbolizes that your message resonates well with the users. If you are unable to meet the expectations of the users or send irrelevant messages, there is no doubt in seeing an upsurge in the unsubscribe rate.
How to improve open and click-through rate?
- Test a few variations of subject lines to find out what works best for your audience.
- Use subscriber’s interests, location, or activity details to segment the audience type. It helps you to send the right content to the right attendees.
- Change your email send frequency as it works differently for different group or event.
- Embed one or more links in your email with descriptive and concise text. Don’t use a generic phrase like “click here” or “open.”
- Finally, keep testing your content with A/B testing campaigns once in a while to determine the better way to compose the email for your audience.
7. Plan a Proper Email Sequence Always
An effective event email marketing strategy follows a steady lifecycle – the invite email, the reminder message, follow-up, and more. This basic framework doesn’t go well with every group of audience or event type. So, customize them based on various needs.
- First invite email: This email is always an important one. Make sure to include all the essential details and a clear CTA.
- Second invite email: Send this email to the same list as your first invite but with different design and content.
- Announcement email: Consider this email as a reminder where you reveal a new piece of information about your event.
- A reminder email: This email is for the people who didn’t open your previous emails. Try to use a different subject line that might spark their interest.
- Second announcement: You may send another reminder in the form of an announcement but with the distinct information. It creates buzz and makes people excited as the dates get closer.
- Personal reminder: A week before your event, send a more personal reminder from the CEO or founder of your firm.
- Day-of-event email: Send this email on your event day to all your guests with all the details they need such as how to get to the venue, entrances, parking, what to bring, etc.
It’s Time to Organize Your Event!
Are you feeling motivated to tweak your current event email marketing strategy? Go ahead and amend it now. To sell out your event early, you need to have the right approach beforehand. The pro tips mentioned in this write-up will help you in this area. They will reduce the time spent on drafting the email, reinforce event marketing, sell more tickets, and gain a dedicated fan base of event-goers.
Have a Happy Event!