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March 11, 2023

4 Event Email Marketing Practices You Can’t Ignore

4 Best Practices for Event Email Marketing

Email marketing is a great way to boost ticket sales and exposure for your event. It’s inexpensive and can be made more efficient when targeting the right audience. To achieve maximum results, it is important you get familiar with the best practices around email campaigns that will give you an edge over competitors.

Achieve maximum returns on your email marketing efforts with the following event-specific tips and tricks. With 78% of event creators citing it as their most successful tactic, email campaigns are an essential element to help you promote your gathering and boost attendance. Read on for best practices that can be leveraged to design a highly effective promotion strategy via emails.

1. Define the Goal of the Email Marketing Campaign

Depending on what kind of event you’re advertising, the target of your email marketing plan will differ. If it’s a concert, then obviously you’ll want to boost ticket sales and participation; however if it’s a conference, then the main aim should be increasing awareness while motivating people to sign up.

Crafting your goal will assist you in understanding the type of email content required, who to send it to, and what kind of call-to-action (CTA) must be included. If attendance is at stake, then a CTA such as ‘get tickets’ would be apt. However, if increasing awareness is your aim then directing readers toward the event website or getting them to share on social media may prove more effective. The clearer your goal, the more focused and effective your campaign will be.

2. Craft Compelling Email Subject Lines

To ensure your message is opened and read, keep your subject line short yet impactful. Research indicates that subject lines containing 50 characters or less generate better open rates than those with more words. Additionally, you must make sure the content of the subject line resonates with your target demographic. Tailor it to each individual using personalization and segmentation for an even greater chance of success.

You can maximize the impact of your email subject lines by incorporating an element of urgency or exclusivity. For instance, if you’re offering a limited-time discount for your event, why not craft a subject line that reads: “Don’t miss out! 🔥 Last chance to save on tickets!” Incorporating numbers, emojis, and action words in your subject line will also make it more persuasive and captivating.

Finally, testing different subject lines is essential for optimizing your email marketing strategy. A/B testing can help you identify which titles yield the highest open and click-through rates, allowing you to refine your approach with each new campaign. By consistently monitoring the effectiveness of these techniques, you’ll be able to continually improve their impact on your audience’s engagement levels.

3. Craft a Killer Call-To-Action (CTA)

Crafting an effective CTA is vital. Your language should include urgency, so use phrases like “Register Now” or “Buy Tickets” to prompt action. To make sure the message stands out and draws in your visitors, opt for a bright hue that contrasts with its background; you can also utilize bold fonts for further emphasis.

To maximize the efficacy of your CTA, place it prominently in the email. While some prefer to put their CTAs at the bottom, you can also experiment with locations such as within the body or even in the subject line for a unique approach.

It is also important to make sure that the CTA you use points users to a connected landing page where they can effortlessly take action. For instance, since you are advertising an event, it should be linked directly with the tickets page of that specific event. That way, your visitors will not have difficulty taking the necessary steps toward the completion of their objective.

4. Perfect Your Timing and Frequency

Knowing the optimal window to send emails is essential when crafting an email marketing strategy. Studies show Tuesday, Wednesday, and Thursday are typically considered the best days of the week for sending out mass emails while mid-morning or early afternoon offer more successful results than other times of the day. Nevertheless, it is recommended that you always research your specific audience’s behavior patterns to tailor your timing preferences accordingly in order to capitalize on the highest engagement levels possible.

Perfect Your Timing and Frequency

Source: CoSchedule

As you plan your email schedule, the frequency of your emails is equally important. Too many messages will overwhelm and potentially cause readers to unsubscribe or ignore them, whereas too few may not be enough to keep your event in their consciousness. Finding a balance between both extremes is key to successful communication with your audience.

An effective way to get the word out about your event is by sending an initial email, followed up with a series of reminder emails before its arrival. The quantity and timing of these reminders depend on how far away the date is from being held and how long you plan to promote it. For instance, if you are promoting a concert two months in advance then it’s recommended that you send one introductory message announcing the venue as well as two or three subsequent reminders prior to showtime.

Master Event Email Marketing

Tap into the potential of email marketing to boost attendance at your event. By employing proven best practices, you can craft highly engaging campaigns that are sure to attract and captivate your target audience while resulting in conversions as well.

To ensure that your audience takes the desired action, be sure to include a compelling call to action in each email. Furthermore, make certain that you send emails at appropriate intervals for maximum efficiency and effectiveness. Finally, keep track of your results and swiftly adjust your strategy as needed so that it remains effective and efficient while achieving all targeted goals.

By following these simple strategies, you can create powerful email campaigns that will not only help promote your event but also ensure that you reach both attendance and revenue goals by selling more tickets.


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