Send short, catchy subject lines
While the phrase "Don’t judge a book by its cover" is an empowering and inclusive phrase for children, it doesn’t translate to the world of event marketing. You’re in the business of making money and the only way to make money is by selling your product. Nowadays, certain companies can get away with selling bottom-shelf experiences through top of the line marketing campaigns, especially events. This is in no way an excuse to not focus on your product. It’s a reason to focus on your message; even more, your first impression. And for many of your targeted customers, your email subject lines act as that first impression. The subject line is a pass-fail test. Personalize subject lines to your targeted groups’ interests, keep them short enough to read in a single breath and make them interesting.
Spotlight your event’s main speakers. Sometimes, a photo with a blurb about your speaker can go a long way in an email. It should be short attention span sensitive, supplying a digestible amount of information and offering links to read more on your website.
One of the best ways to reel people in to signing up or to retain interest in your event is to spotlight speakers/performers who will be featured at the event.
Adding video is considered one of the most effective practices to boost your email conversion rates. Video is everywhere now. Even the New York Times has video above their long form articles because people are drawn to easy consumption.
Even if your company boasts the greatest event of all time, even if critics raved about last years’ event, people still want to know what ordinary people think. It’s a matter of trust. People tend to be skeptical when it comes to being marketed to. They feel like they can see through your mirage. Your subscribers want to know how Tom liked your interactive product unveil. How about Sharon? With 2-3 personal anecdotes about your event, people will surely feel much more comfortable about taking part.
If this is your first event, don’t fret. Showing product/service or speaker/performer testimonials are solid alternatives. People just want to hear from people.
Be Deliberate with your Message
After your subscribers enter your email, you need to inform them what your event actually is - the meat and bones. This is a space for short descriptions, highlights and a deliberate Call to Action. Make your message LOUD AND CLEAR. Really key into how it will benefit your subscribers’ needs. Make it easy to navigate with your eyes.
Constructing a Fear of Missing Out
The best way to build interest and hype around an event is by making people feel left out if they were not to attend. You can offer priceless career opportunities, raffles for 1-on-1 lunch with an industry leader, or an exotic location. By highlighting the elements that are fun or once-in-a-lifetime career opportunities, it will be hard for them to ignore your email.
Rule of Three
Chaotic emails suggest a chaotic event. To keep your emails simple, follow the "Rule of Three." Create three sections in your email. Each section should offer essential information to the event and each section should cooperate with the other sections both intellectually and aesthetically. Event information and aesthetic should carry a consistent theme throughout the entirety of the email. The sections allow the reader to organize their thoughts meaningfully and create a clean message for your viewers.
Plan your Event Marketing Email Sequence
One of the pillars of rock-solid event email marketing strategies is personalization. You want your subscribers to read every email you send them. To do that, your emails must fit their actions and be relevant to the event you’re marketing for. A great way to avoid spamming your subscribers is to create funnels based on your email subscribers’ activity. At first, you have no ticket buyers so you send out sales emails. Now, you’ve made a few sales. Do you want to keep trying to sell the event to people who are already going? No. You only want to send sales emails to potential buyers.
For subscribers who have already paid for your event, keep them interested with insight on the event. Consider promoting various event upsells such as a private lunch with industry leaders. Feed them more detailed information and don’t bog them down with a sales-y approach. When targeting potential buyers, be more direct with your approach. Send them urgent deals. Maybe even split potential buyers into multiple categories based on their activity. At the very least, separate your buyers and potential buyers into different funnels. By analyzing subscribers’ activity, you can pinpoint where their action process is, and you can send them appropriate emails.
Sending recap emails is a wonderful way to capitalize on event momentum. When holding a multi-day event, you might send a recap after each day with highlights and opportunities for online engagement. This can remind people of tidbits they learned and objectives they need to reach. Include an attachment with details of a speaker’s main points and show highlights of what went on at the event.
Eventgoers might even be willing to pay for your company’s next event if you have a date and a place set and supply a CTA in the email. It doesn’t hurt to ask eventgoers to keep the good times rolling. Maybe even give them a discount incentive for making an early decision. The classic Early Bird Discount for those Type-A’s who know what they want can help close some leads ahead of time.
A Message from a higher up (CEO or Founder)
When subscribers see direct messages from the top of the hierarchy, they are likely to feel more emboldened to take action. Higher-ups know the company. They are the experts of the culture and the vision, and they are often disconnected from communication with consumers. So, if you can offer consumers the unmatched wisdom of a Founder, Creator, or CEO of your company, they are going to eat that up.
Having a higher-up send a personal message shows care. They are willing to take the time out of their busy day to offer subscribers unmatched customer service. They can provide a personal anecdote or a meticulously engineered quote. It’s truly more about the gesture than the substance