How to Ace Your Event Marketing Email Campaigns

September 19, 2021 Susan Serena

It’s not all about social media marketing when it comes to event marketing tools and resources. Success in the events industry involves more than just having events that appeal to attendees. Utilizing marketing tools that contain all-in-one solutions will quickly and efficiently provide you with continuous growth.

An all-in-one marketing platform can facilitate your marketing efforts by providing you with the ability to run your email campaigns, social media posts, text message marketing, ads, blog posts, and even host your landing pages. That will not only help you stay organized but will also speed up your daily marketing efforts.

In this article we will review how to use email campaigns on your all-in-one marketing platforms to enhance your event marketing.   

Boost your event's visibility through email marketing

Most of us (91 percent) check our email each day, which is not surprising. Although it may sound like a lot of work to dedicate time to emails, a crowded inbox can easily allow your event to be overlooked. Getting to know the fundamentals of email marketing will help increase the chances of your audience opening emails from you. There are all-in-one marketing platforms that will allow you to send branded email campaigns to invite your audience to one or more events.

Know how you stack up against the competition

When it comes to event email marketing, you need to pay attention to three key metrics: open rate, click-through rate, and unsubscribe rate. Typically, event emails perform as follows:

So, how do you ensure that your emails are the ones that your potential attendees open over the other emails that are stuffing their inbox?

How to write an event marketing email campaign that stands out

These are the elements that make an event marketing email campaign effective:

The Subject Line

Your subject line must entice the reader to open your email. Don't be vague. Put a sense of urgency in it ("Don't miss out!") or personalize it with the recipient's name and city ("Hello [Name], I hope to see you at [Name of event in their city]!"). Most marketing pros suggest writing no more than ten words and no more than 100 characters.

Sender’s name

If you're writing to an individual or group for the first time, you should contact them using a recognizable name such as your company name or brand name. It's important that your email doesn't seem spammy.

Body copy and headline

Include essential information like date and location at the top, as well as a link to buy tickets. Your reader should not have to scroll, and your subject lines should not be repeated as headlines. You should reinforce your primary message in your headline and copy.

The call to action

Your call to action (CTA) should compel your reader to take action, such as "Buy Tickets" or "Register." These are usually short lines of copy or colorful buttons. Your CTA shouldn't be hidden. Make them as easy to find for attendees as possible by placing them at the top and bottom of your email.

It's a niche market

Although you may have a single audience, every person is an individual. Depending on your audience's interests, location, or engagement history, you may need to segment. Create content that targets those segments (especially headlines).

Timing is everything

What day and time will work best, you ask? There are several factors involved. Be sure to consider how much time you want to give your fans before your event; how many emails you'll send, and the time/time zone/day. You'll need to test continually to determine what will work best for your recipients and your events. Traditionally, email marketers believe that Tuesdays are good for sending emails and then again on Thursdays if you're sending multiple emails.

Event marketing can be simplified by using an all-in-one marketing platform and implementing ALL of its features. While we mainly focused on the email marketing functionality in this article, follow our blog to stay tuned for more event marketing tips.

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