How to Take Advantage of Email for Occasion Marketing

Using email to market a live event is a smart idea. According to studies, email marketing is still extremely effective, even when used to target Millennials.

Are you promoting an event? If so, you should look to market it with email. Beyond the typical best practices like tracking metrics and verifying email addresses, the following tips will help you take advantage of this powerful marketing channel. Keep them in mind the next time you design a campaign.

Craft a Strong Subject Line 

Did you know that nearly half of all email users decide whether to open a message based on the subject line alone? Obviously this is an extremely important part of your email.

Start by including the recipient’s name; personalization boosts open rates by as much as 50%. You also want to make sure the subject line lets readers know the message relates to an event. Odds are good you won’t have enough space in your subject line to include all the essential details, like where, when, and what the occasion is. Instead, use action-based phrases like, “Buy tickets now!” to tell a reader you’re holding an event.

Segment Your Email List 

Segmenting your email list also increases your open rate. That’s because segmenting your list makes it easier to target the right followers.

This is especially important to remember when holding an event. It’s unlikely that all your subscribers live close enough to attend the event. Segmenting your list so you only send the email to people who could reasonably attend will make the campaign much more effective. It also helps you avoid making the wrong impression by sending a customer a message that isn’t at all relevant to them.

Design it Carefully 

A full wall of text will turn most readers off when they open an email. On the other hand, too much visual information can have the same effect. You need to strike the right balance between incorporating blocks of text and multimedia elements. Using headers to make your content more scannable can help.

This point is even more relevant now that most people check their emails on mobile devices. Making sure the content is designed to appear clearly on a small screen is key to effective event marketing, regardless of occasion.

Showcase Special Guests 

No matter what type of event you’re promoting, there’s a good chance it will involve special guests. They can be speakers, performers, or unique vendors. Providing information about who they are and what they do will make the appeal of your event more tangible to a reader.

An email that simply states, “Come Learn About Email Marketing!” will be much less effective than one that explains which specific experts will be participating in the event. It’s important for readers to thoroughly understand why attending will be worth their time and money.

Include Video 

Research shows that using the word “video” in a subject line boosts open rates by 19%. It also increases click-through rates by 65%.

Video can be extremely lucrative for marketers promoting annual events. A highlight reel of appealing images from the previous year’s event will show your followers the type of experience they can expect to have in a much more immediate and compelling manner than just text alone. While text can help you communicate the essential information, video is able to reach a person on an emotional level.

Include Testimonials 

Including testimonials in your marketing email provides a form of social proof. When readers see what other people have to say about your past events, they’re simply more likely to attend one in the future. They’ll also get confirmation that outside parties are willing to vouch for the claims you’ve made in your marketing content.

Check Everything

Don’t make the wrong impression. Check for typos, make sure any embedded media shows up in the delivered email, and use an email address checker to make sure your message reaches valid inboxes. A high bounce rate could get you flagged as a spammer.

When applying these tips, it’s important to monitor your progress carefully. Testing different approaches to determine what does and doesn’t work is critical. By keeping these best practices in mind and being vigilant about measuring a campaign’s success, you’ll get the best possible results.

Rae Steinbach

https://www.relevance.com/wp-content/uploads/2018/06/Headshot_Rae_Steinbach-150x150.jpgRae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.

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