5 Emails to Send to Maximize Event Attendance
Email marketing is still an indispensable tool for event planners, research shows 44% of email recipients made at least one purchase last year based on a promotional email, according to Convinceandconvert.com, which indicates the prevailing power of email marketing.
Moreover, email beats social media when it comes to conversion rates: In a study by Social Twist, among 300,000 new customers gained through 119 social referral campaigns, 50.8% were reached via email, 26.8% via Twitter and 22% via Facebook.
Here are 5 essential emails you need to send in order to maximize event attendance, and some key tips to keep in mind before sending event emails.
What do I need to know about sending event emails?
1. Consistent branding increases registrations
According to Event Industry News, attendees are 15 times more likely to register for an event if there is consistent branding and appearance between emails and the event page. This includes having consistent colors, fonts and logo images.
2. Send at strategic times for greater email response rates
Event Industry News also reports that the best event invitation send times are 6:00AM, 10:30AM, and 4:30PM. The worst time is after 5:00PM.
3. 45% of emails are viewed on mobile
Tailoring your email for mobile will make it easier for recipients to understand and respond to your message. We recommend:
· using a one-column template
· increasing font size
· making call-to-action buttons at least 44 pixels wide by 44 pixels tall
5 Key Event Emails You Need to Send
1. Save the Date
At least one month prior to event registration being open, send a Save the Date email to create anticipation, and to help busy people reserve space in their calendars for your event.
The main call-to-action button/link for this email should be
to add event to their calendar
to share this event on social media, or
to pre-register for the event
When registration is open, send a beautiful email invitation to your attendees.
· Captivating subject heading
Since 33% of email recipients say they open emails based on the subject line alone (source: Convinceandconvert.com), include a clear and captivating subject heading such as “Hi ______, you are invited to NY Leaders Lunch & Learn”.
· Clear purpose to invite
Some invitation emails advertise the event without clearly stating that the recipient is invited to sign up. Make the purpose clear by using words like “You are invited…” or “Join us…” above the fold (the portion visible without scrolling).
· Flow + Call to action
Think of your email like an inverted triangle: check for clear logical flow pointing towards a call-to-action at the end, such as a “Register Now” button.
To keep the call-to-action clear, consider saving details like speaker information, parking, map, etc. for future emails or the event website.
Many recipients may keep your event at the back of their mind without taking action right away. Here’s where reminder emails can help.
· Create urgency
Event planners report that time-limited deals such as early bird pricing are among the best strategies for pushing registration. Your reminder emails can focus on these, for example, “Coming to LEAP Conference? 3 More Days Before Early Bird Pricing Ends”.
· Give promo codes
Send a time-limited web promo code for attendees to receive a discount on ticket purchase. Better yet, encourage them to forward the code to friends.
· Show speaker credentials
Giving attendees more details on what they will gain at your event, or who the speakers are and what makes them qualified, can push more people to register.
· Call to action
Just as in the invitation email, have a clear “Register” or “Join now” or “Get Tickets” button for easy sign-up.
4. Last-Minute Push
A third of promoters sell half of their tickets during the last week prior to the event. Meaning, it’s common to receive a flood of last-minute registrations. Give these procrastinators an extra push by sending them another email during this “rush” period.
· Limited seats available
You can emphasize that there’s only X number of seats left — so hurry now. Or, you can say: “Due to high demand, we’ve opened up a limited number of extra spots for those still interested.”
· It’s not too late
Show grace to last-minute registrants by letting them know all the benefits still available to them, should they choose to sign up now.
· Include participant/fan testimonial
The words of someone who has benefitted from your event in the past can help late attendees to make a positive decision.
Participants are eager to receive a follow-up email — as long as it comes quickly. A follow-up email sent within 24 hours of the event has a 50% higher click through rate than one sent a few days later. Here’s some points to include in a follow-up email:
· Thank you for coming to our event
· Link to helpful and related resources
· Link to see event photos or video content
· Recap of event outcomes
· Special offers for related products
· Announcements for future events
· Survey about the event