Event marketing is a highly effective strategy for all types of businesses. An event might include conferences, seminars, VIP experiences, and so forth. Unlike most other marketing activities, events inspire and bring people together.
However, it makes no difference how great your event is if no one attends. Promoting your event is a strategy for attracting, engaging, and informing subscribers about your event. As you plan your event, you have to keep in mind the goal of generating as many leads as possible for your business.
There are several methods and channels for promoting your events, such as social media, influencer marketing, paid advertising, and email marketing. In this post, we’ll go through how to use email marketing to promote your event.
1. Write an engaging subject line
Subject lines get your email opened. They are more important than the body of your email and are the first thing your prospect reads. They encourage your reader to interact with you, click on your ad, continue reading your sales message or even watch your YouTube video.
A good subject line should convey the promise of value. It must inform your readers of the benefits they will receive if they read your email and establish trust.
To develop a clear subject line, ensure they are consistent with your brand voice. Provide a quick and straightforward answer to an issue that your subscribers are likely to be experiencing. It’s also a good idea to use statistics, relevant questions, or specific descriptors to draw attention to what’s on the inside.
Marketing expert Jeff Bullas, for example, has included an appealing question that most businesses want.
You can also mention a component used in your email, such as video, statistics, infographics, case studies, and so on. Using consumer psychology like urgency, curiosity, exclusivity, and others is a powerful technique to compel your customers to act.
2. Describe the event
Don’t just develop your email list using email finder tools and then just send one email you didn’t even spend time on to all those people. To effectively market your event, you must first think about what information and material to include in your event email marketing. Consider the best method to convey the vision and benefits of your event in a few phrases. Also, understand your audience personas to tailor your message accordingly.
Aside from that, your post-event email marketing must be concise, engaging, and appealing. You must emphasise the most important factors that will entice readers to attend your events. You can begin by emphasising who the hosts and speakers are and why their perspectives are essential, as well as what the event is about and why it is worth your visitor’s time.
Include critical information about your events like the date, location, calls to action, and so on.
Remember that you will need to generate distinct newsletters for your event based on your customers’ journey to maintain communication and attract as many attendees as possible. You can use an email sequence to manage who receives the emails, when they receive emails, and what they can see.
3. Use relevant images
Your event images should reflect your event and convey the type of experience you want your attendees to have. They must be of high resolution, creative, motivating, and captivating the interest of your audience. They must also be consistent with your brand’s style and identity.
When you choose irrelevant images, you won’t express your point as effectively. So, consider what will be most appealing to your target audience and create personal and unique images. Avoid using stock photos and instead, use your own. For instance, you may use images depicting the event’s preparation phase.
Choose images from previous events if it’s not your first time to run the event. You may engage a dedicated event photographer to take photos for future use.
4. Keep it short
People spend 10 seconds on average reading a marketing email. That implies you should keep your event email marketing as brief as feasible. Subscribers should be able to browse and process content quickly.
So, get to the point and emphasise all of the crucial subjects of the event. Keep an eye out for terms that signify the same thing and avoid repeating the same information or phrases. Also, ensure you use simple, clear language and avoid using needless words in your phrases.
It’s a good idea to incorporate photographs in your newsletter to make the material more appealing to readers and help them process information.
5. Include a strong call-to-action
A call to action is what motivates your subscribers to attend your event. It must be straightforward and concise.
Events are a limited-time offer. So, you can take advantage of it and create a CTA that generates a sense of urgency. Use button wording that informs your reader that they must act immediately to enjoy the event. At the same time, use a no-pressure approach. Make it clear to your audience that they are merely learning more without committing to anything.
Shopify, for example, uses a short but powerful CTA in its event marketing emails:
“Save your spot” is a lot more effective than “Register now” because it has an air of exclusivity around it. When you click on the button, you don’t just register for an event; you also join the select few who want to learn about ecommerce trends ahead of everyone else, giving you an edge over your competitors.
Companies can host an event, participate as an exhibitor, or sponsor an event. They prefer to invest in event marketing since it generates new business and revenue opportunities. Also, the registration procedure provides a list of people who are already interested in your product and industry.
Email marketing is still one of the most successful marketing methods available. Therefore, using it for event promotion makes it vital to success.
David Campbell is a digital marketing specialist at Ramp Ventures. He helps manage the content marketing team at Right Inbox. When he’s not working, he enjoys travelling and trying to learn Spanish.