Marketing your event via email is a crucial part of getting the word out. You want existing and potential customers to open your event emails. There are a few things you can do to entice email recipients to click open.
Subject Lines that Scream Open
The subject line should generate curiosity and excitement. There are several schools of thought when it comes to email subject lines.
Some of these include:
- Short subject lines are considered the best. Make every word count.
- Tell what’s inside awaiting customers/clients by giving real information.
- Action lines, such as Save on Registration Today, Get Your Discount, Act Now, Buy Today and Use this Coupon are just a few of the CTA (Call To Action) subject lines you might choose to use.
- Add a video to your email, such as a clip from a past event. Be sure to mention “video” in the subject line.
- Develop several subject lines and then test which ones have the best response. This should give a good idea about what motivates your customers/clients.
Sales Pitch for Event Emails
You have a few seconds to grab the reader’s attention, so don’t waste this opportunity with a long wordy introduction. Get right to the point of your email. Give your customers the information they need in a concise manner.
- CTA links/graphic links should be highly visible. Place your CTA at the top of your email so it can’t be missed.
- Use an infographic to quickly and precisely convey your message. Be sure to include a link to the registration page and/or more event information.
Event Manager Blog suggests that your event email template should be simple. This allows your email to work across different devices.
Personalize Event Emails
Another suggestion is to personalize your email. Event Manager advises using your clients’ first names in the subject line.
Test and Measure Response Success
You will want to refine your event emails each time you send out a new one. One way to ensure you’re targeting the right market is to divide your mailing list into groups.
You may want to divide your email list groups into past attendees and new customers.
- Design your event email(s) specifically for each group. For example, if you hold cooking classes and some students are entry level while others are intermediate or higher levels, you can target each group separately.
- A marketing email personalized for a specific skill level might have a higher response rate than a generic email.
- This approach can appeal to the specific needs of each group and allows you to highlight event advantages for each one.
Keep Track of Number Emails Sent
Don’t overwhelm your email list with too many emails. Event Manager suggests that you review how many emails you have on auto-send/reply and adjust to accommodate the additional ones you’re sending out for the event. After all, you don’t want to over-saturate your list to the point your emails are ignored.
Highlight Guest Speakers and Workshop Leaders
If you have booked industry leaders or local/regional personalities for your event be sure to highlight them in your event email. Include graphics, photos and videos to heighten interest in your event.
Provide links to your event landing page and be sure to give more information and other videos to further generate enthusiasm for your event.
If you have past event testimonials, include a few to give list members greater insight to what to expect. Include testimonials about how your event helped or taught new painting techniques or how your escape room offered unique challenges and fun!
Keep Marketing Goals on Track
If you plan your marketing campaign to fit your email list members, you should see an increase in response rate. Analyze each mailing to find ways to improve your event emails to generate a higher participation rate.