Email marketing is a powerful tool for event promotion, allowing organizations to reach a large audience quickly and affordably. However, with the average person receiving hundreds of emails per day, it can be challenging to craft messages that stand out and encourage recipients to take action. In this paper, we will discuss five best practices for using email marketing to promote events.
1. Build a targeted email list: The first step in any effective email marketing campaign is to build a list of targeted, engaged recipients. This can be done through various methods, such as offering a lead magnet (e.g. a free guide or webinar) in exchange for an email address, or by using online forms to capture visitor information. It’s important to ensure that the list is comprised of individuals who have opted-in to receive communications, as this not only helps to improve deliverability but also ensures that the recipients are more likely to be interested in the event.
Segmenting your email list can also help to improve the effectiveness of your campaign. By dividing your list into different groups based on factors such as location, interests, or past event attendance, you can tailor your messaging to better resonate with each group. This can lead to higher engagement and conversion rates.
2. Craft a compelling subject line: When an email is received, the subject line is the initial component noticed by recipients. Consequently, it is crucial to make it as engaging as possible. Aim to keep the subject line brief, between 40-50 characters, and highlight the advantages of attending the event, such as gaining new knowledge or connecting with industry influencers. Incorporating numbers, personalization, and action verbs can also boost email open rates.
A/B testing different subject lines can help you determine which one resonates most with your audience. You can send a portion of your email list one subject line, and another portion a different subject line, then compare the open and click-through rates to see which one performs better.
In addition, it’s also important to make sure that your email is optimized for mobile devices, as a growing number of people are checking their email on their smartphones. Using a responsive design, large fonts, and clear calls-to-action can help to improve the mobile user experience.
3. Use a clear and concise email structure: It is essential to use a clear and concise email structure when promoting an event. The structure of the email should be simple and easy to follow, with clear headings and short paragraphs. This makes it easier for recipients to quickly scan the email and understand the key takeaways. Additionally, using bullet points or numbered lists can help make key information stand out, such as the date, time, and location of the event. Including all the essential details about the event is crucial, so that attendees know what to expect and can plan accordingly.
Another important aspect of a clear and concise email structure is having a strong call-to-action (CTA) that directs recipients to the event registration page. The CTA should be prominent and easy to find, encouraging recipients to take action and sign up for the event. The language used in the CTA should be action-oriented and create a sense of urgency, such as “Register Now” or “Secure Your Spot Today.”
4. Optimize the email for mobile: With more and more people checking their email on their smartphones, it’s important to ensure that the email is optimized for mobile. A responsive design that adjusts to fit the screen size is crucial to ensure the email is easily readable on any device. Additionally, using larger fonts for better readability can also improve the user experience. Keeping the size of the email small is also important as large emails can take a long time to load on mobile devices and can be frustrating for the recipient. Making the CTA button stand out can help increase conversions, as it is more likely to be clicked on a mobile device.
5. Use segmentation and automation to improve engagement: Segmenting the email list based on factors such as past behavior, location, or interests can help to ensure that recipients receive messages that are more relevant to them. Automating the email campaign to send targeted messages at specific points in the registration process (e.g. a reminder email a week before the event) can also help to improve engagement.
In conclusion, email marketing is a powerful tool for event promotion, but it’s important to follow best practices to ensure that messages are effective and engaging. By building a targeted list, crafting a compelling subject line, using a clear and concise structure, optimizing for mobile, and using segmentation and automation, organizations can create emails that drive action and increase registrations for their events.
