3 tips for successful email marketing for events

Effective email marketing can make a significant difference when it comes to promoting events such as seminars, music shows, charity functions or a corporate event. It can help to capture the attention of potential attendees and establish strong relationships with them. To ensure the success of this marketing approach, it is essential to pay attention to every aspect of the strategy, from the subject line to the sign-off. The success of email marketing hinges on its ability to deliver personalised and relevant content to the targeted audience, making it a crucial strategy for event organisers.

This blog post will delve into three essential tips to master the art of event email marketing.

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Tip 1. Understand your audience

The first step towards successful event email marketing is understanding your audience. Knowing who your attendees are, what they seek in an event, and how they engage with event emails can significantly influence your marketing strategy.

Segmentation is key: Segment your email list based on demographics, past event attendance, and engagement levels. This allows for personalised communication, increasing the relevance of your messages.

Feedback and analytics: Utilise feedback from past events and email campaign analytics to tailor your approach. Understanding open rates, click-through rates, and conversion metrics can guide your content and design choices, ensuring that your emails resonate with your audience.

Creating compelling content: Your email content should reflect the interests and preferences of your audience. Use engaging subject lines, visually appealing templates, and concise, action-oriented language. Highlight the unique aspects of your event, such as keynote speakers, special sessions, or networking opportunities, to entice potential attendees.

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Tip 2. Craft impactful messages

The second key to mastering event email marketing is crafting messages that not only catch the eye but also encourage action.

Compelling subject lines: Your email's subject line is the first impression. Make it captivating, yet relevant. Use action verbs and create a sense of urgency or excitement about the event. Personalisation, such as including the recipient's name, can also increase open rates. i.e [First name] you are invited to [event name!]

A few methods which may be implemented when writing an attention-grabbing subject line concerning events include: making use of urgency. Using FOMO (fear of missing out) strategies, being informative yet brief, personalising by adding names and details specific to people concerned; only occasionally offering promotional opportunities such as discounts or a free gift etc., understanding what interests them most (your audience), keeping consistent stylistically speaking, applying conversational terms so they feel personally addressed; and evoking powerful words too.

Keep in mind that the recommended length of subject lines ranges between thirty - and fifty characters/ 4, 7 words respectively since brevity ensures intrigue while not deterring potential attendees.

Visual and content harmony: Align your email's visual design with your event's theme and brand identity. Utilise high-quality images, consistent colour schemes, and clear, readable fonts. The content should be concise and focused, with clear calls-to-action (CTAs) such as "Register Now" or "Learn More."

Mobile optimisation: With the increasing use of mobile devices for email, ensure your emails are mobile-friendly. This includes responsive design, fast-loading images, and easily clickable links and buttons.

Storytelling and testimonials: Incorporate storytelling elements or testimonials to create a connection with your audience. Sharing success stories or positive experiences from previous events can build trust and interest.

Event invitation email examples:

To help you visualise the impact of well-crafted event invitation emails, here are some examples of event emails we have sent out for clients:

Harley-Davidson model year launch: These email campaigns are designed to capture the essence of freedom and adventure, synonymous with the Harley-Davidson brand. Using sneak peek images of the latest models and a bold, inviting subject line, the emails effectively convey the excitement of the event and encourage the audience to sign up.

Freedom Boat Club's open house events: For these in-person events, the emails focus on the experience of boating and the community aspect of the club. The subject line is crafted to generate interest and a sense of community, while the body of the email provides important details like the event location, event date, and a call to action for registration.

These examples illustrate the power of a well-constructed event email, combining a compelling subject line with relevant content and visuals that resonate with the target audience.

Event Invitation email examples
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Tip 3. Leverage Email Automation

Maximising the efficiency of your email marketing campaign is crucial, and this is where automation tools come in. To start you should choose a specialised email marketing platform that offers automation features. Some platforms to explore include MailChimp, HubSpot, Klayvio, and Salesforce.

Automated campaigns: Set up automated email campaigns for different stages of the event lifecycle – pre-event announcements, event invitation emails, regular updates, last-minute reminders, and post-event follow-ups.

Personalisation and timing: Use automation tools to personalise emails based on subscriber behavior and preferences. Timing your emails correctly, such as sending reminders a few days before registration deadlines, can boost engagement.

Analysing and adjusting: Regularly review your email campaign's performance. Look at open rates, click-through rates, and conversions to understand what works and what doesn't. Adjust your strategy accordingly for continuous improvement.

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Bonus tip: Using advanced strategies

The final piece of the puzzle in mastering event email marketing involves deploying advanced strategies. These strategies can significantly enhance the impact of your event email marketing campaigns, driving higher engagement, better conversions, and ultimately, successful events.

Holistic approach: Don't rely on email marketing alone. Integrate your event email marketing efforts with other channels like social media, blogs, and paid advertising. This creates multiple touchpoints, reaching a broader audience and reinforcing your message.

Segmentation and A/B testing: Further refine your audience segmentation to target specific groups more effectively. Utilise A/B testing to experiment with different email elements (like subject lines, images, and CTAs) to see what resonates best with each segment.

Incorporating interactive elements: Make your emails more engaging by including interactive elements such as polls, surveys, or clickable content. This not only makes the emails more interesting but also provides valuable feedback and data.

Follow-up strategies: Develop a robust follow-up strategy for those who have shown interest but haven't yet committed. A gentle reminder email or offering additional incentives can be effective in converting interest into action.

Leveraging data for personalisation: Utilise data collected from your email campaigns and other sources to offer highly personalised experiences. This could include personalised event recommendations, exclusive content, or targeted offers based on the recipient's interests and past interactions.

Compliance and best practices: Always adhere to email marketing best practices and legal requirements, such as GDPR in Europe. Ensure your emails are compliant, respectful of privacy, and provide easy options for unsubscribing.

In conclusion, successful event email marketing hinges on understanding your audience, crafting impactful messages, and utilising advanced strategies for maximum reach and effectiveness. From segmenting your audience to integrating with other marketing channels, the key is to engage, personalise, and continuously adapt. Remember, the journey doesn't end with sending out emails; it's about creating a compelling narrative that resonates with your audience.

Looking for help with crafting an effective and engaging event marketing strategy?
We can provide the edge needed to make your events a success, just get in touch!