Marketing

Email Marketing to Promote Your Event

When it comes to promote an event, few channels deliver good results and the most considered one is email marketing.

To plan a successful event, you probably rely on email for outreach and yes it makes sense as everyone uses email. We check in the morning, throughout the day and sometimes when we should be sleeping. Plus, there are a variety of email and event marketing software that enable marketers to easily launch massive email campaigns.

What makes an email exceptional? More specifically, what makes an event registration email stand out from the rest? This list of examples thoroughly breaks down the email marketing tactics that companies use to effectively supplement their overall event strategy.

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The perfect event promotion strategy always includes an email marketing component. The data shows that email will continue to play a very important role in the event organizer’s promotional strategy. According to the latest events industry benchmark report, 40% of marketers believe email marketing is the most effective channel for event promotion.

Depending upon your event, signs of a successful campaign could look like one of the following:

1) More people will show up than you anticipated

2) You’ll sell out your event within weeks, if not days or hours

3) Your target audience will bring along a few friends

4) It will be so memorable, people will become loyal clients or supporters

A creative example of email marketing for event promotion is set by Ad Age which is a global media brand publishing analysis, news and data on marketing and media.

For their Ad Age Next event, the brand leverages the power of color to create an eminently readable email. The layout of the email is broken down into different sections, each of which features different value props of the event, each of which come in a variety of loud colors.

Another brand doing great in event promotion through email marketing is BuzzSumo. It is a platform predicated on sorting through massive piles of web data in order to provide their users with valuable, pertinent information.

In one promotional email for one of their workshops in which the marketers placed a bold enticing stat front and center. This stat clearly communicates the potential value that attendees stand to gain from the event.

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Source: https://www.campaignmonitor.com/assets/uploads/2018/09/Copy-of-buzzsumo-stats.png

As any event planner, you’ll first need the perfect event email marketing plan to succeed.

And the perfect event marketing plan always begins with “What.”

No, that’s not a question.

Your event email marketing plan begins with “The What” … as in defining what event needs a comprehensive email marketing campaign. As it's essential to know what message you want to convey to your audience.

You’d be surprised by the number of successful company events you could host with the launch of a proper email marketing campaign. And these events will help you make those connections that keep your business or charity running.

Digital channels are opening the door for you to have more events than ever giving you more opportunities to connect with your audience without busting your budget.

Think about it. You don’t even have to buy cheese and crackers.

Take a look at the various options for online events.

Obviously, there’s a lot more on the line when you host an event at a physical location as you have dedicated more funds and resources to pull it off, including rentals, travel, and staffing so you need to cover all these expenses.

And, of course, communicate that message as part of your email marketing campaign.

Build excitement around this being an event that prospects don’t want to miss.

So, you’ve decided on “The What.” And your event is already starting to take shape.

Now it’s crunch time. Don’t lose focus. Your event’s success depends on it.

It’s time to tackle “The How” hereinafter referred to as your Email Sequence Strategy. Let’s plan this thing out to ensure maximum success.

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Develop a strong event email list. You’ll be happy you did. But don’t buy some email list and blast the whole world into it.

Be thoughtful and strategic by developing a comprehensive plan. Through marketing automation, you should already have an idea of which subscribers have an interest in a specific topic.

If you’re planning an event in a physical location without live streaming or other online component then make use of geo-targeting to identify the people on your list who are in close proximity.

You want the people on your list to feel like the information is so relevant to them that they’re missing out if they don’t attend the event.

Your message should clearly spell out the value of attending the event.

Do you have a powerful guest speaker? Lead with that and a brief overview of the presentation. Spell out the value of hearing what that guest speaker has to say.

Highlight events and photos from your previous event, especially if it’s an annual affair.

Make your email marketing strategy to promote your event and make it a great success.