With all the promotional channels that event marketers can choose from, email is still one of the most effective ways to promote your event. But here’s the catch: these emails mean nothing, unless your guests click, open and read.
If you do it right, email communication is an important part of your overall strategy to promote opportunities to drive participation and involvement in events from the day before the big day.
1. Align content and design
An engaging subject line is the first step in getting people to click on your email. But don’t stop there – you need the consistent, compelling text in your email and a design that complements the email’s content.
Pay attention to the language you use (hint: These 8 Best Practices for Writing Emails to Improve Participation will help you get started) and whether the brand, colors, fonts, and copies on the event page match each email that you send.
2.Optimize for mobile devices
About 52% of emails are opened on smartphones. It’s big. If your email design looks good on a desktop, but your guests need to pinch and zoom in to see it on their phones, you’ve already lost it. Do you want to take food? Always check the event email on your phone.
3.Determine your email reach
Remember that your email address should not be in a silo and should always be part of a broader strategy. An effective email strategy for events follows a life cycle: the invitation email, the reminder email, and, finally, the follow-up email. This basic structure is not a single event; you should always adapt your communication and complementary strategy to the needs of your event (for example, the type of event, the length of the promotion cycle, and much more).
4.Find the right time
Knowing which types of email are most effective is important, but you can dig deeper. Think about the time of day to send an email (and don’t be afraid to experiment to see what time works best!).
But I’ll tell you a secret: the best times to send the event by email are 6:00 pm, 10:30 am, and 4:30 pm. The worst time to send invitations is after 5 pm. Believe me. If you are concerned about sending your email on time, consider scheduling your emails in advance so that you can set them up and forget about them.
Bonus tip: people buy more tickets between noon and 1 pm. Email your promotions during that time of day to boost ticket sales.
5.Segment your lists
The key to getting people to click on your email is to make it relevant to them (in other words, personalization). Targeting your audience can help you. You probably already collect a lot of useful information about your visitors, but be sure to use it to improve your email performance.