Email marketing for Events : Top 6 Essential Tips to grow business
Email marketing for events is a powerful tool for promoting your event, increasing attendance, as well as engaging with your audience.
In this article, you’ll learn effective strategies and tips to maximize the impact of your event marketing emails.
Hosting successful Email marketing for events is crucial for your business, and it all begins with attracting attendees. To achieve this, you can use effective email marketing strategies as part of your promotion plan.
Also, you can continue using email to gather feedback from attendees after the event is over. This helps you understand what went well and what needs improvement for a better email strategy.
In this article, we’ll be sharing a breakdown of how email plays a vital role in successful events every time.
What is Email Marketing for Events
Event email marketing is simply the process of using email to promote an event. You might be wondering if email is still the best way to spread the word about your event, especially with so many other digital marketing options available.
The truth is, email marketing remains the most effective platform, especially when targeting people who are already interested in your business.
Here’s why: The average open rate for emails across various industries is nearly 30%, and it’s even higher for specific sectors like restaurants and childcare.
However, the power of event-related emails goes beyond just promotion. After your event, post-event email marketing allows you to capitalize on the momentum by gathering valuable feedback.
This information becomes a key resource for enhancing and improving your next event.
In addition, this marketing type involves the strategic use of email campaigns to promote, enhance, and follow up on events.
This approach includes sending targeted and well-crafted emails to a specific audience with the goal of attracting attendees. This helps you in providing event details, and building engagement.
Email marketing for events encompasses various stages, including pre-event promotion, post-event follow-up, and gathering feedback to optimize future events.
The effectiveness of email marketing for events lies in its ability to directly reach and engage individuals who have expressed interest in the event or are already associated with the business hosting the event.
Benefits of using Email marketing for events
Builds connection with Potential attendees
Establishing connections with potential attendees is a key part of event marketing and email marketing.
When you send an email to someone interested in your event, it’s a direct way to interact with them and share information that makes them feel more connected to your brand and the event.
With email marketing, you can create a personalized experience for potential attendees. By addressing them by name and offering tailored content based on their interests, you build trust and a connection.
This personal touch increases the likelihood of them attending your event and potentially becoming a long-term supporter or customers.
Moreover, email marketing enables continuous communication with potential attendees, keeping them engaged and intrigued over time. Sending updates, teasers, and exclusive content fosters excitement and anticipation for your event.
This approach helps promote your event and cultivates a lasting relationship with your audience that extends beyond the event itself.
- Top of Form
Email marketing offers a big advantage for promoting events, it’s way more budget-friendly compared to traditional advertising methods. For instance, traditional ads on radio or TV can be more expensive compared to email marketing for events.
This becomes a challenge for smaller event organizers with lower budgets who find it tough to compete with bigger events.
Email marketing is a super cost-effective way to connect with potential attendees and spread the word about your event. With email marketing, you can still craft and send professional-looking emails to a sizable audience without breaking the bank.
The cool thing is, that email marketing lets you easily track and analyze your marketing efforts. You can see which emails are hitting the mark and tweak your strategy on the fly.
This not only helps you make the most out of your budget but also ensures you get the best bang for your buck.
Above all, email marketing is cost-effective in getting the word out about your event and reaches a broad audience.
Lead Sales and Event Participation
The main aim of event marketing is to boost ticket sales and get more people to attend your event. Email marketing for events plays a crucial role in achieving this goal by sending personalized emails to potential attendees.
This creates eagerness and also motivates customers to purchase tickets.
Emails can be a breakthrough in increasing sales tickets when using the right approach.
They provide potential attendees with all the details they need to decide whether to attend your event.
Also, emails can showcase the event’s features, share customer testimonials, and include convenient links for purchasing tickets.
Another benefit of email marketing is the ability to follow up with those who have shown interest but haven’t purchased yet.
Sending reminder emails and offering additional information keeps your event on the frontline for potential attendees.
The concept behind personalization entails how you can personalize your content so it can target a specific group.
On the other hand, targeting means distributing emails to certain individuals based on certain factors.
These factors are their characteristics, uniqueness, or demographics. By using email marketing for events to achieve such you reach your target audience.
Establish Communication with Attendees before and after Events
This marketing type helps great and effective communication between you and your event audience.
Users can communicate with their attendees before the events take off and even after the events.
This ushers excitement and builds that anticipation level for the events ahead of time.
You can also share discount offers for early purchasers or attendees through email marketing.
Types of Event Email Marketing
There are several types of email marketing for events that you can use for promotion, they are:
- Product Announcement Email: This type of email marketing is where you announce something exciting or a free available package for customers.
The purpose of this email is to describe and promote a specific marketing offer. It also includes a call-to-action that leads to a special webpage designed for the package.
When creating an email for a specific offer, focus on keeping the text short but clear enough to explain the offer’s value.
Also, ensure that the link in your email has a call-to-action that is noticeable, and uses language that prompts action.
You can include an image or button with the CTA below, to show the reader the action that should take
- Email campaign for pre-events: Before your event, use email marketing to get people excited. Show a quick video, share pictures from past events, or anything else that makes them look forward to it. Also, share details about your plan to build up their anticipation.
- Email Campaign Invite: Users can leverage email marketing for event invitations to promote upcoming events. If you want people to come, make sure your email clearly explains why the event is worth their time. You can use pictures to show them why it’s important instead of writing a lot, especially if the event costs money.
- Email Magazine: Top of Form Do you have a business blog, run a magazine, or work in the media? If so, you might send out a collection of stories or articles every week or month. To make sure people read these email collections, it’s important to present them in a way that looks good.
Try using a picture along with a headline, a summary or introduction, and a button for readers to learn more.
This allows you to use visuals to grab the reader’s attention for each article without making the email too long
- Co-marketing Campaigns: This type of email marketing happens when two or more companies team up for something beneficial for them. This can be for events or promotions through email campaigns. However, the main goal is to use the other company’s audience to reach more people.
- Email Social media campaigns: Social media and email go hand in hand, especially if you’re using LinkedIn Groups or Google+ Events.
If you’re the admin of a LinkedIn Group and send a LinkedIn Announcement, it goes straight to users’ inboxes. Similarly, creating a Google+ event sends invites directly to users’ email boxes. No need to make lists or gather email addresses; you automatically get access to users’ emails. But, be careful how you use this privilege.
When dealing with these social media emails, you can’t use email software to customize layouts or add images. You’re limited to plain text.
So, it’s crucial to use white space wisely. Keep paragraphs short, sentences brief, and thoughts clear. Make your emails easy to scan, and use bullets or numbers to highlight your main points.
How effectively run Email Marketing for Events
Email marketing for events serves as a powerful tool for promoting your events and engaging with attendees. Here are the steps to create an email marketing for your events:
- Personalize the Content to the individual: When crafting an effective email marketing campaign, prioritize the recipient’s perspective. Neglecting personalization and the human touch can lead to an ineffective result. Avoid sending generic emails that resemble spam, as they are likely to be disregarded.
Personalization significantly boosts engagement as it makes the recipient feel like the message is directed specifically at them. In successful email marketing campaigns, emphasis is placed on connecting with individuals rather than focusing solely on large numbers.
- Craft Compelling Subject Lines and Dynamic Content: Different audience segments have distinct interests so ensure your email subject lines are dynamic. Consider making them attention-grabbing which can generate urgency, curiosity, and offering value. Vibrant and positive content further enhances event success and engagement for your attendees.
Here are some subject line strategies that can encourage recipients to view your emails:
- Use actionable language: Guide your audience on the desired action, creating a sense of urgency and curiosity. For instance, “Seize the Opportunity: CCX Finance Fair 2024!” Or “Unlock Amazing Offer: Don’t Miss the NAPEL conference event of the Year!”
- Personalize Content: Address recipients by their first name for a targeted and exclusive touch. Look at this example “Sam, Are You Ready to travel at a low cost?”
- Include the Value: Align your subject with the main message for email marketing for an event or other promotion. If your email promotes exhibitor sign-ups for a virtual trade show, reflect this action in the subject
- Email customization: After grabbing your audience’s attention with an enticing subject line, the focus shifts to the email content. Sending dull emails from standard platforms won’t yield the desired results. Consider utilizing other platforms that provide user-friendly visual editors for crafting personalized launch campaigns.
- Email marketing Automation: Email automation takes your email marketing for events to a personalized, strategic journey for each attendee. It saves time and effort, increases engagement, and improve conversion rate.
- Choose a Marketing Platform: Also consider a platform that can yield your email marketing for events that streamline your campaign goals. While looking out for such platforms check if they include some of these tools:
- Personalization of emails
- Editable templates
- A/b testing feature
- Report and Analysis
- Mobile friendly.
Best Practices for Email Marketing for Events
When running an email marketing campaign, especially for your event, leverage some best practices to top up your game.
Consider basic things that are crucial for your campaigns like; before, during, and after event measures.
Things to Consider Before the Events
- Build Excitement and Attendees Enthusiasm: Share information with your attendees about the upcoming event to build excitement. Moreso, you can educate them on things to look out for in the events. For example; key speakers, sessions, and the activities in general.
- Target Specific Audience: Don’t just send emails to anyone Segment your email list and send targeted emails to different groups of people. You might send a different email to people who have already registered for the event than to people who may not be interested.
- Include a Call to Action (CTA): Include clear calls to action in your emails, such as “Register now” or “Learn more.” Make sure the links are easy to asses and mobile friendly.
Things to consider during the Events
- Updates and Reminders: Keep your attendee informed in case of any changes to the schedule, location, or important details. Also, it’s crucial to send reminders on upcoming sessions or events.
- Share highlights: includes emails after each day of events to highlight key pointers. In addition, users of email marketing for events can share photos and videos
Things to Consider After the Events
- Send a thank you message to everyone who attends the events.
- Keep your attendees engages after events by sending them relevant content. Eg; blog posts, webinars, or future events.
Free tools to us for effective Email marketing for your events
- Mailchimp: This is a popular tool that is user-friendly for users. This free plan helps in email creation, scheduling, and analytics and is a great option for small events
- MailerLite: this platform has up to 1,000 subscribers with a basic automation function. It is also good for creating and personalization of email marketing for events.
- Sender: helps in delivering high rates in sending tools and a basic design feature.
- Sendinblue: This helps in email marketing building and automation; it’s also a great option for the free plan.
Advance Premium Email marketing for events features
Here are the lists of some advanced tools that will help your email marketing for events:
- Constant Contact
Additional email Marketing tools
Design tools: to create engaging email visuals you can use Canva and Adobe Spark.
Surveying tools: This tool helps in collecting valuable feedback from your attendees after events like; SurveyMonkey and Google Forms
Landing page Builders: They help you in creating a high-converting page for event promotions. Eg; Unbounce and Lead pages.
Factors to Consider to determine the right platform
Choosing the right platform depends on your specific requirements and budget, take into account factors like:
- Size of Invites: For smaller events, free plans might be beneficial. However, larger events may benefit from advanced features provided by premium plans.
- Consider your Experience: Opt for a platform that suits your expertise level. Beginners may find user-friendly platforms with intuitive features more suitable.
Above all, identify essential features for your event, such as automation, segmentation, analytics, or the ability to create landing pages. While free plans offer a starting point, also consider premium plans for more advanced features and additional support.
Bonus Tips for Using Email Marketing for Events
- Customize your emails by incorporating the recipient’s name and other personal details to enhance the relevance of your emails.
- It’s crucial to ensure your emails are visually appealing on smaller screens.
- Monitor your outcomes by utilizing email analytics to keep tabs on metrics like open rates and click-through rates. This analysis helps identify effective strategies and areas for improvement, enabling you to refine your email marketing approach.
- How can I do email marketing for events?
Choose an email marketing platform to use and design visually appealing campaigns. Also, write a good subject line and personalize content, schedule automation and analyze metrics.
- How do you write an email for an upcoming event?
Write precise content stated clearly on the specific details of the upcoming events. Ensures the invitee knows the time of events and what they should be expecting.
- How do I create email marketing?
Firstly, define your audience and consider the purpose of your campaigns. Choose a platform for email marketing for events or other options.
By following the guidelines in this article, I hope you have gained the right knowledge in creating email marketing for events. Also, consider your budget and the type of event you’re hosting while running marketing campaigns.
If you still have any questions or suggestions, you can send us a comment so we can help you gain more value.