Many salient factors make an event successful – budget, vision, location, timing, speakers, and the right attendees. While all other factors mentioned above may very well be within your circle of control, the attendees can only be within the circle of influence. One of the most effective tools at an event planner’s disposal is email marketing, a direct and personal way to reach potential attendees. However, simply sending out emails is not enough. In this blog post, we will explore effective email marketing strategies to drive event registration.
Key objectives of the event email marketing strategy
Create and implement a well-defined event marketing strategy to attract the correct audience to your event. It could be a corporate summit, conference, workshop, virtual event, meet-and-greet, fundraiser, marathon, or charitable cause.
There are four important purposes of event marketing strategy:
1. Creating Interest
There are several strategies to generate curiosity and interest in your event. You may invite a particular visitor, use a distinctive setting, or tie the event to a specific cause. You might even highlight the key takeaways that attendees can expect from your event. Many people do not hesitate to entice their target audience to join up for an event by offering intriguing prizes and lucky draws.
2. Target the right quality of participants
Key persons must receive communication about the event, share their confirmation, and attend on the day. For example, if an email marketing team holds a webinar and decision-makers such as product, growth, digital marketers, or marketing directors are not in attendance, it can be problematic.
3. Secure attendees
There are two ways to use this element:
One option is to organize an elite event with a restricted number of seats, higher costs, and more stringent entry requirements. One requires assistance in obtaining the required number of people who meet the advanced entry criteria and are willing to pay more for the event. Many advanced-level workshops and masterclass events are held in this manner.
Another approach is to use an event as a vehicle to directly market your idea to a broad audience. The more individuals who attend your event (up to capacity), the greater the likelihood that they will locate the targeted takeaway. The more guests believe this, the higher your ROI and the more effective your event.
4. Create significant networks
Your event might be a platform for you to provide an excellent opportunity for people to connect with your brand and essential message. Shared experiences and quality interaction contribute to the formation of a meaningful, intentional link among all participants that lasts over time.
Steps to Develop an Event Email Marketing Strategy
An event email marketing strategy should aim to generate interest in your event, increase your target attendees, and help you build lasting relationships with them.
1. Segment Your Audience
Segmenting your email list allows you to tailor messages to specific groups based on their interests, past behavior, or demographics. This personalized approach increases the relevance of your emails, making recipients more likely to engage. Consider segments such as:
- Past attendees: Highlight what’s new or different about this event.
- Interest groups: Customize content based on specific topics or areas of interest.
- Geographical location: Tailor messages to local events or relevant regional information.
2. Use Engaging Content
Your email content should be informative, engaging, and visually appealing. Here are some content ideas to include:
- Event highlights: Detail key speakers, sessions, and activities to build excitement.
- Testimonials: Share quotes or success stories from past attendees to build credibility.
- Visuals: Use images and videos to create a more engaging and immersive experience.
3. Include a Clear Call-to-Action (CTA)
Every email should have a clear, prominent call to action. This is what directs recipients to register for your event. Ensure your CTA:
- Stands out visually: Use buttons or bold text to make it easily noticeable.
- Is action-oriented: Use phrases like “Register Now” or “Secure Your Spot.”
- Provides a sense of urgency: Encourage immediate action by highlighting limited availability or early bird pricing.
5. Implement a Drip Campaign
A drip campaign is a series of automated emails sent over time to guide potential attendees through the registration process. This method keeps your event top-of-mind and gradually builds interest. A typical drip campaign might include:
- Initial announcement: Introduce the event and its key benefits.
- Reminder emails: Highlight different aspects of the event, such as speakers or networking opportunities.
- Urgency emails: Remind recipients of registration deadlines or limited spots.
6. Leverage Social Proof
People are more likely to register for an event if they see that others are doing the same. Incorporate social proof into your emails by:
- Featuring testimonials: Highlight positive feedback from past events.
- Displaying numbers: Show how many people have already registered.
- Showcasing influencers: Include endorsements from industry leaders or influencers who are attending.
7. Optimize for Mobile
A significant portion of your audience will read emails on their mobile devices. Ensure your emails are mobile-friendly by:
- Using responsive design: Emails should look good on any screen size.
- Keeping content concise: Make sure key information is easily readable without excessive scrolling.
- Simplifying CTAs: Ensure buttons and links are easy to tap on a small screen.
8. Monitor and Analyze Performance
Track the performance of your email campaigns to understand what works and what doesn’t. Key metrics to monitor include:
- Open rates: Indicates the effectiveness of your subject lines.
- Click-through rates: Shows how engaging your email content is.
- Conversion rates: Measures the number of recipients who completed the registration process.
Email marketing is a versatile and powerful tool for driving event registrations. By crafting compelling subject lines, segmenting your audience, using engaging content, and optimizing for mobile, you can significantly increase your event registrations. Remember to monitor your performance and continuously refine your strategies for the best results. With these strategies in place, you will be well on your way to hosting a successful, well-attended event.
