Event Promotion: Tips for Using Email Marketing to Promote an Event

Alcohol-alcoholic-bar

By: Camille Moore, Contributing Blogger

Regardless of event type, attendance is always a key indicator of success. While there are several channels a business can use to promote an event, email happens to be one of the most effective. That is why 85% of event marketers use email for their promotions.

Email marketing has the potential to deliver good results for event promotions, but you have to follow some best practices if you want to maximize your returns. Those can include tracking performance metrics and using an email address verifier. Here are some additional tips for businesses that want to use email as a part of their event marketing strategy.

Segment Your List

Your event is likely to appeal to a variety of people. When you segment your list, you can send different emails to distinct groups. You might have people of different age groups, people from varying regions, people that work in diverse industries, and more. Instead of sending the same generic email to everyone on your list, segmenting gives you the opportunity to craft the perfect message for each specific audience.

Optimize the Subject Line

The subject line is one of the most important elements of any marketing email campaign. According to research from CMB, 47% of consumers view the subject line as one of the most important factors in their decision to open a marketing email.

You want a compelling subject line that catches the reader’s attention. The subject line should reflect the intention of the email and give audiences a reason to click on it.

Sender Name

Consumers also take the sender into consideration when deciding whether to open an email or not. People are more likely to open an email if they recognize and trust the sender, be it from a close friend or a respected organization. When you send out emails for your event, make sure your company name appears as the sender.

Create a Progression

Event emails need to provide potential attendees with some basic information. Most importantly, you are going to want to sell recipients on the value of attending.

To make sure you hit all of the necessary points, and that they come across in a logical and easily digestible manner, you should make an outline of the information and how you want to lay it out in the email. This could include a description of the event, details like time, date, and location, a value proposition, ticketing info, a CTA, and more.

Company Logo and Contact Details

Adding your company logo can be a good way to tie both the email and the event in with your business. Along with your logo, the email should contain your organization’s contact information. At the very least, you should include your address, a phone number, and an email address. You should also make sure the email address and the phone number are both active.

No More than Two CTAs

The CTA buttons are important because they tell the reader what you want them to do, and the link helps them to move on to the next stage in the process.

The average marketing email has about 2.1 CTA buttons, and for  good reason. If you have too many, it can make it difficult for the reader to know what to do next. As a rule of thumb, event emails should have a single CTA that directs the reader to a registration form or a ticketing page. In some cases, however, you may also want to include a “learn more” CTA that provides additional information about the event.

Send Thank You Emails

Thank you emails are a good way to express appreciation. When your audience feels valued, they will be more likely to engage with your brand again in the future. You could send thank you emails for signing up, registering, or buying a ticket for the event, and you should also send thank you emails to attendees after the occasion has taken place.

Email Marketing

Email Marketing

Email is NOT Dead!  Regardless of how many times bloggers say email is dead, it simply is not.  Email has evolved and gotten much better for businesses who know how to manage their database of emails.  As a former journalist/magazine publisher I can say industry leaders said newspaper was going to be dead by 2012 and it has since managed to continue through 2017.  Email is the same situation.  Its said that consumers don’t read their email as often as business professionals but benchmark studies prove otherwise.

VSmith Media is a MailChimp Agency Provider and trust their system over the other key industry providers.  When deciding on which service provider, we looked at multiple areas  that would benefit our clients and what areas would help to expand their automation opportunities.  One of MailChimp’s recent benchmark reports about the use of email marketing stated the following regarding open rate averages and the most important factors.

MailChimp sends billions of emails a month for more than 15 million users. Needless to say, we track a lot of data. So we scanned hundreds of millions of emails delivered by our system (where campaign tracking was activated, and where users reported their industry) and calculated the average unique open rates, average unique click rates, average unique soft bounces, average unique hard bounces, and average unique abuse complaint rate by industry.

 

Industry Open Click Soft Bounce Hard Bounce Abuse Unsub
Hobbies 28.46% 5.13% 0.31% 0.24% 0.02% 0.23%
Arts and Artists 27.23% 2.85% 0.61% 0.44% 0.02% 0.29%
Religion 26.46% 3.11% 0.19% 0.17% 0.01% 0.13%
Government 26.33% 3.62% 0.48% 0.39% 0.01% 0.13%
Sports 25.41% 3.19% 0.46% 0.41% 0.02% 0.29%
Photo and Video 25.36% 3.49% 0.71% 0.61% 0.02% 0.40%
Non-Profit 24.98% 2.76% 0.49% 0.40% 0.02% 0.19%
Architecture and Construction 24.78% 2.90% 1.50% 1.08% 0.03% 0.36%
Agriculture and Food Services 24.71% 2.98% 0.58% 0.43% 0.02% 0.29%
Home and Garden 23.82% 3.47% 0.57% 0.40% 0.03% 0.37%

courtesy of Mailchimp Feb. 1, 2017

If you don’t have an email strategy in place or a current email data base and service provider, please review our findings of the top email service providers.

Download Email Top Provider Service Cheatsheet

Consider upcoming trends when developing a strategy for email. How often, how many words, what day of week, what time of day, etc.  are the standard considerations, but according to emailmonday.com these are some key things to look at for 2018.

3 Trends Driving the Future of Email Marketing

The best way to determine the future is to look at the momentum of what’s happening now, and where it is headed. Will Devlin listed the three master-trends that will likely define the future of email marketing at Customer Think:

Think mobile first
Mobile devices are becoming our preferred personal computer and are outpacing desktops and other devices for email opens and clicks. Customers don’t differentiate touchpoints. They’re just interacting with your brand.

Time for Real Time
the time where marketers can respond and capture sales has never been shorter. Enterprise marketers have to start thinking about their email program the same way they think about their websites. Automated campaigns need real-time data in order to be effective. Triggered emails (like abandoned cart or product view promotions) need to be plugged into the global ecosystem.

Personalisation
Personalization is critical for success. For custom experiences, marketers need to find technology that allows them to access all of their data in real-time so they can have a complete view of what their customers are doing.. Examples are demographic data, customer satisfaction, lifestyle, spending habits, purchase behaviors, brand interactions, etc.

When you consider your plan and need assistance managing, developing and executing it call on VSmith Media to handle your marketing.  To discuss options of email management, automation and execution, book a FREE strategy consultation.