Promoting Your Upcoming Event with Email Marketing
Event planning is a daunting undertaking. It requires booking a venue, obtaining equipment and sponsors, and attracting speakers. However, if you neglect event marketing, all that work will end up being for nothing.
While social media marketing is constantly growing, there’s still an important role for email marketing to play; don’t forget that every $1 spent on email marketing leads to $38 in ROI. Furthermore, events can have a significant impact on your company. There’s a reason 80% of marketers say they’re critical to their success.
Email is the perfect channel for event marketing, as it can be used to foster a personal connection between you and your audience. Email best practices apply, so be sure to segment your list, use an email address checker, and personalize messages where possible.
Beyond that, a strong event email marketing plan involves promoting the occasion, sending periodic reminders, and finally ending with follow-up emails to all attendees. Follow these guidelines to craft the perfect email marketing campaign for your next event.
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Promoting Your Event
The first and most important step in marketing a successful event is attracting the attention of your audience. Let them know exactly what value you can provide them with. Your first email should give them some basic information, including what type of event you’re running, when it is, and why they should take the time to make an appearance.
A critical aspect of your initial email is providing a strong, clear call to action that makes it easy for those interested to sign up for your event. The data is clear on this point: a call to action leads to 371% more clicks than you would otherwise receive. After you’ve caught their eye with a direct, yet personalized, email, include a button that makes it clear how they can learn more.
Remind your Attendees
We all have busy schedules, and those attending your event are no different. In case they forgot to put it on their calendar, send a reminder email shortly before the event. This can easily happen in the case of a virtual event, so it’s important to refresh your audience’s memories.. One easy way to stop this from happening is to include an option to add the event to their digital calendar within the email.
Follow-up After the Event
Event marketing doesn’t end with the event, and you can still obtain value from your attendees after the fact. Sending a quick follow-up thanking them for their time and giving additional ways to stay connected helps you maintain long-term customers. Some event marketers also include promotional offers for those who were there, giving them an added incentive to remain engaged.
Email marketing is a difficult topic to master, and every event requires a slightly different approach. By using this basic model of sending an initial email to catch the eye, a reminder, and a final follow-up, you’ll maximize the value you get out of each event as well as the number of attendees.
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Camille Moore
Taktical Digital
