Cat Davidson Is the director of customer experience at EventMobi and transfers to a decade of practical expertise in event technology and planners success. After having worked directly with thousands of event professionals since 2014, Cat You has an intimidation of the daily challenges of the daily challenges that event planners are confronted in implementing new technologies to achieve event goals. In their current role, CAT leads initiatives that help eventage professionals to maximize their technology investments and at the same time mitigate in addition to the experiences of the participants.
Whether you run a workshop with only members or a conference host, events are a nuclear part of your outreach strategy. But they only played if you get your target group like this, making effective event marketing – especially e -mail – crucial for your success.
From your event announcement to event day, your organization can use this powerful tool to build anticipation and secure the register you need for success. In this manual we will assess how UE -mail marketing can use prior to your event.
1. Plan to strategic e -mail schedule
You probably already have a content calendar that determines when you post on social media and otherwise communicate with your audience that leads to your event. Look closer to your schedule for the event and agree to the support trip at this stage, which means to attend your event.
It is useful to map the supporter trip on a funnel. Fifty & Fifty’s Guide to Digital Marketing recommends using this structure:
- Conscience Is when the public member finds your organization or, in this case, learns about your event. An e -mail in this stage world is a “save the date” message for a few months.
- Consideration Is when the public learns more information about the event, which makes them think about signing. E -mails in this phase would explain attractive aspects of the event a few months earlier, such as guest speakers and entertainment.
- Conversion Is when the public that you decide to register for the event. E -mails in this phase would be in the weeks before the event, stimulating those present to register and emphasize why the cause is so important.
Every organization -funnel looks different, depending on your campaign and target group preferences, but in general you must collect your conviction tactics in your e -mailcadans according to this framework. Create your own funnel by analyzing which strategies have worked in the past, they separate per funnel stage and place them on a timeline.
2. Unresistic writing topics
On Avenge your audience only reads your e -mails for nine seconds -which means that you don’t have much time to make a great Fick impression before readers lose interest. Perfecting your subject rules helps to strengthen that barrier and keep the attention of your audience. High -quality subject rules for marketing markets before the event are:
- Amended. Recent studies show that personalized topics are more than twice as much chance of being opened. Use your marketing platforms to automatically add the first name of the reader to E -mail templates and the subject line.
- Action-oriented. Use striking headlines that inspire your audience to take action, whether it’s your event or just read about the impact of your last event.
- Teaser-oriented. Do not give away all important information in your subject rule! Use teaser language, such as “We have big news about our event!” Or “Just announced: see the new speakers for our event!” So readers click on to the main report.
Just like your calls for action, your subject rules must be as direct as possible. Try to keep them fewer than 40 characters, so that your audience immediately understands what the e -mail is about.
3. Add interactive elements
Simply recording blocks of text in your e-mail is not enough to involve your audience beyond nine seconds. Inssterad, bring your messages to a higher level with interactive e -mail elements that inform, entertain and convince your audience to register. For example, you can record elements such as:
- Embedded videos of last year’s event
- Clickable FAQ Sections
- To your website or donation page
- Real-time Countdown Timers
- Polls or surveys
- Social media Share buttons
- Place to download your event app
Interactive elements should make your e -mails more interesting And Handy for your audience. That said, your e -mails do not row with unnecessary elements that can distract the reader from your most important value proposition.
4. Prioritize accessibility and mobile users
As a digital marketer, it is your job to see as if a lot of Peaple has access, interpret and shows your e -mails as possession. That is why it is essential to prioritize accessibility for people of all skills. Here are best practices for accessibility to keep in mind for your e-mails for the event:
- Add alt -text That explains the purpose of meaningful images. You can leave the alt text empty if it is just a decorative or stock image.
- Make sure that colors contrast well. Colors that go together can make reading challenging for people with visual impairments. Use the contrast tool to check whether your approach matches best practices.
- Bestly stomach text So it is easy for the public to read. Also use fonts, such as Arial, Verdana or Times New Roman.
- Write easy undertrugning content Free from jargon and complicated language. This helps the audience to get value from your e -mails, regardless of their current knowledge of your event or organization. Moreover, consider translating your e -mails if you need a multillual support basis.
This concept does not end with the accessibility of content. Your e -mails must also be accessible on any device, including mobile phones and tablets. Make sure that your images and content change automatically to match the screen dimensions of the device. Sub-e-mail management systems and solutions for event management you can view an example of what e-mail will look on telephones, tablets and computers, so check your content and make the necessary adjustments before sending your e-mails.
5. Test your e -mails
Sub -e -Mails touch more than others. Your strategy will develop over time, and ultimately you will find an approach that best supports your marketing needs before the event.
To get there, you must test different tactics to determine which are the most effective. A/B tests allows you to gauge what your audience responds well to, so that you can always grab your e -mails. A/B tests works as follows:
- Set two (or more) e -mails with different tactics in the subject line, body and calls for action.
- Send the e -mails to various public members.
- Track Relay Key Performance Indicators (KPIs), such as open speed and click frequency.
- Compare the KPIs of different Email campaigns to decide which more resonated with your audience.
If you want to check how effective certain strategies are for certain groups based on their characteristics or motivations, segment groups, segment groups strategically in step two. For example, you can test whether younger public responds well to emojis in your subject line.
While making your e -mail strategy, plan the following iteration of your event in advance. Save detailed records in your database, so that you can fall over the success of this event in the future.
