How can you make the most of email marketing for event promotion?
There isn’t a single hack. Begin by doing research to determine who you want to target, what sort of material they would like, and what will elicit a response.
Consider using these pre-event email templates and best practices to pique their interest and get them excited.
1. Establish an automatic routine
Modern email service providers, such as Emma, make it simple to create visually appealing campaigns in advance. You may then schedule emails to go out in the weeks or months running up to the event.
Although you may come up with your own ideas depending on the theme of your event, we have a few suggestions for you.
If you’re beginning with an existing list from your institution or business, you may send out an announcement email informing subscribers about your upcoming event.
Take care not to overdo it with your copy. Instead, take use of this email to begin generating anticipation.
Include CTAs with appropriate landing sites for more information and to purchase tickets.
The introduction of the visitor
You should also send an email promoting your event’s prominent attendees.
Consider making this email more of a newsletter. Give each visitor their own area, complete with a picture, a short description, and a link to the landing page.
POMED (Project on Middle East Democracy) consistently does an excellent job of publicizing its speakers.
Assist subscribers in visualizing themselves at the event. Make a day-by-day timetable (or segment by segment).
Set up some Eventbrite code so that your email campaign may immediately add the event to the attendee’s calendar app.
The course of action
Some subscribers may wish to participate in your event in ways other than merely attending.
Create emails that specifically target these groups and provide chances for sponsorships, volunteering, booth applications, paid jobs, or other related activities.
2. Divide your list into segments and resend campaigns
Segmentation is essential for ensuring that your message reaches your subscribers.
After you’ve sent your announcement campaign, divide your list into groups depending on who opened and who didn’t.
You may then choose who receives resends and who receives the following email in your sequence. You may also filter your list by demographics and tailor each campaign to your specific needs.
This email was issued by the Marianne Williamson campaign to subscribers who had not yet registered for her event. A live countdown timer was also included in the email.
3. Create appropriate landing pages
According to Nielsen Norman Group’s usability specialists, reducing the number of clicks or activities required increases the likelihood of a transaction being completed.
You can’t completely avoid registration requirements for events, so make sure you just ask for what you need.
Create separate landing pages for your event emails that load quickly and allow subscribers to make a smooth transaction.
The Marianne Williamson campaign’s landing page is seen below. The checkout option changed to livestream only after the date passed, demonstrating how dynamic it is.
4. Make your subject line unique
Before you can persuade subscribers to attend, you must first persuade them to read your email.
A customised subject line increases the likelihood of an email being opened by 26%. “You’re invited, James,” for example, or “Can you join us in Detroit?”
5. Make use of language and features to generate a sense of urgency and exclusivity
Urgency, exclusivity, and an upbeat tone are ideal for pre-event email templates. Live countdown clocks are excellent for creating a sense of urgency. You may use them to purchase early bird tickets as well as attend the event.
Typecast went right to the point with succinct language that performs an excellent job of instilling urgency and exclusivity.
Event marketing requires much preparation. However, once you’ve mastered the fundamentals, pre-event email templates make automating the tedious tasks and reaching the relevant individuals a snap.
Keep in mind to:
- Maintain crisp and succinct copy.
- Create event-specific branding.
- Segment your campaigns to get your message out there.
- Create targeted CTAs.