11 Recommendations for successfully promoting an event through email marketing

The date of the event has been set, you rented the place and made the arrangement plan, now you just have to bring the people. How do you do this? By promoting the event, using different marketing methods and exposure media.

One of the most effective methods of promotion, often overlooked, is email marketing. If you ask more people who organize events, what tools they use to promote them, most will tell you that email marketing is among them.

Email promotion is even stronger if done in combination with social media or other methods of exposure.

What are the most important recommendations for successfully promoting an event by email?

01. Objective

Establish from the beginning the objective or objectives of the email promotion campaign. The objectives can consist in attracting new participants or from previous years by selling tickets, offering invitations, news, encouraging the redistribution of the event, etc.

02. Start early

What is the best time to promote the event? There is no exact time, but it is best to start informing the public and selling tickets early, especially if you offer discounts for people who buy tickets very early (early bird ticket discount).

It is essential to add from the beginning, on the page (site) of the event, a form for gathering emails, so that people interested in the event can find out as much information about it as possible.

03. Simplicity

Creates a simplified and attractive design, both for the event presentation page and for the email templates you send.

The presentation page (site) of the event is the one that gathers the email addresses of the potential participants, who must quickly understand the information on it. To convince visitors, present the description of the event for everyone to understand.

The design of the template can be similar to that of the site so that the subscriber can quickly recognize the event when he receives the news in the email box.

04. Mobile friendly

Given that most people check their emails on mobile devices, a newsletter with a design that adapts to the size of the smaller (responsive) screens is essential to successfully promote an event. The elements of a mobile-friendly email can be easily noticed and read by newsletter subscribers.

05. Call to action

Each newsletter sent should be accompanied by a call to action that provides a direction to the user. Given that you have attracted the attention of the subscriber who wants to receive information messages, you should not waste this opportunity without adding such a button or link that redirects him to the presentation page, where he can buy discounted tickets for the event or find out the latest news.

06. Value

Provides value in the emails you send to subscribers to have a reason to open them, such as ticket discounts or offers something free if you buy a ticket in a certain period, news about important guests, how to have a unique, unforgettable experience, and much more. If you do not offer value you can lose potential participants and you can end up unsubscribing or even reporting spam.

07. Don’t overdo the submissions

Don’t send too many emails in a short amount of time. Make a suitable referral frequency, because otherwise, you might lose subscribers or even participants in the next year when you organize the event.

08. Segment

If a person has already bought a ticket for the event, it is no longer necessary to send them emails to convince them to buy another ticket. After a person has decided that he wants to participate in the event, he most likely wants to receive newsletters to find out details about sponsors, guests, programs, special services, etc. Therefore, segment subscriber lists and send relevant emails to them so that they are satisfied.

09. Test

Never send promotional campaigns without testing how the newsletter is displayed on different devices and email clients.

10. Combine email with social media

Add in the newsletter and on the “Thank you” page that appears after subscription, buttons for distributing the event, and news on social media. Another option to combine email with social media would be to add a subscription form to the event newsletter on your Facebook page.

11. Redistribution

Encourages subscribers to redistribute the event newsletter by adding a “Send to a Friend” button.

What kind of emails to send BEFORE, DURING, and AFTER the event?

Before the event

  • event accessories (eg t-shirts)
  • important participating guests (pictures with them, details)
  • location images
  • interviews with important guests (video)
  • news
  • details about the event
  • ticket sales
  • topics that attract participants (ex article entitled: “What can you lose if you do not participate”)
  • sponsors, partners of the event
  • blog posts

During the event

  • interviews with participants, guests, partners
  • pictures, videos

After the event

  • summary with the most important moments
  • videos, pictures with participants
  • thanks to the sponsors and partners who made the event possible
  • blog posts
  • feedback questionnaires
  • invite subscribers (if they haven’t done so yet) to follow you on social networks to find out news about future events and discounts
  • thanks to those who participated

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