With 91% of people checking their email daily, email marketing holds significant potential. However, with only 20-25% open rates for marketing emails, it’s essential to stand out. Crafting your event emails strategically can help capture attention, deliver your message, and drive registrations effectively.
To assist you, we’ve analyzed strategies from Sickening Events top creators to bring you the best practices for event email marketing. These strategies will help your promotional emails get noticed and prompt action.
Anatomy of an Event Email
Let’s explore the key components of an effective event marketing email. Based on examples from Emma, a tool integrated with Sickening Events, here’s how successful creators structure their emails:
- Subject Line: The subject line is the first impression your email makes. It should be engaging and clearly convey the purpose of the email. For example, “Sunday Funday Pisco Party” is intriguing and to the point. Here are some more examples of compelling subject lines:
- “Last Chance: Get Your Tickets for [Event Name]”
- “See [Influencer/Band] Live for One Night Only”
- “You’re Invited: Exclusive [Event Name]”
- “Don’t Miss Out: Tickets for [Event Name] Almost Gone!”
- “Enjoy [Event Name] for [Discount] with This Exclusive Offer”
- Visuals: Eye-catching visuals are crucial. Incorporate vibrant colors and engaging elements like GIFs or images of the event. A visual that captures the event’s essence can significantly enhance your email’s appeal.
- Key Information: After grabbing attention, provide essential details such as event name, date, time, price, and inclusions. This section answers the “who, what, when, where,” and your call to action (CTA) addresses the “why.”
- Call to Action (CTA): Your CTA should be clear and compelling, prompting readers to take immediate action, such as “Buy Tickets.” A well-defined CTA guides readers towards registration effortlessly.
- Opt-Out Option: Include a clear option for recipients to unsubscribe from your emails. This not only demonstrates respect but also ensures compliance with regulations like the US CAN-SPAM Act.
Essential Email Marketing Strategies
Here are 11 strategies to elevate your event email marketing, inspired by Sickening Events top creators:
- Make It Mobile-Friendly: With 81% of emails opened on mobile devices, it’s crucial to ensure your emails are mobile-optimized. Mobile-friendly emails maintain their design and formatting across various screen sizes, enhancing readability and engagement.
- A/B Test CTAs and Subjects: Don’t rely on intuition alone. Use A/B testing to compare different subject lines and CTAs. Create two variations of an email with a single difference and analyze which performs better. Sickening Events platform simplifies this process, allowing you to track and refine your email strategies.
By applying these strategies, you can enhance the effectiveness of your event marketing emails and drive higher engagement and attendance.
Advertise Your Ticket Packages & Discounts
Offering ticket packages and discounts can be a powerful incentive for potential attendees. Early-bird tickets, VIP packages, or limited-time discounts encourage immediate action and can significantly boost registration rates. Sickening Events makes it easy to create various ticket tiers and apply discounts automatically. Their robust analytics also provide valuable insights into the performance of your ticket packages and discounts, helping you understand what appeals to your audience.
Segment Your Audience
Segmenting your audience allows you to tailor your messaging to different groups based on shared characteristics like demographics, purchasing habits, or interests. For example, you could segment your list into past attendees and new prospects, delivering more relevant information to each group. This approach ensures your messages resonate better and increase engagement.
Provide a Clear Event Schedule
Including a detailed event schedule in your emails helps potential attendees understand what to expect. Outline the event’s key segments, such as speakers, performers, and activities, with clear timing and details. This transparency builds trust and excitement, encouraging more people to register. Sickening Events platform can help you integrate your event schedule seamlessly into your emails.
Highlight What Makes Your Event Special
Emphasize unique aspects of your event to capture attention. Highlight special features such as notable speakers, exclusive activities, or unique experiences that set your event apart. For instance, if your event features a renowned guest speaker or a one-of-a-kind activity, make sure to spotlight this in your marketing emails.
Provide Value to Potential Attendees
Enhance your emails by offering additional value. This could include discount codes, access to exclusive content, or VIP perks. Providing tangible benefits can attract more attendees and make your event more appealing.
Tap into FOMO (Fear of Missing Out)
FOMO is a powerful motivator. Emphasize the exclusivity or scarcity of your event to create a sense of urgency. Highlight limited ticket availability or unique event features to encourage quick registration. For annual events, stressing the once-a-year opportunity can be particularly effective.
Encourage Pre-Event Interaction
Engage potential attendees before the event by offering related content or resources. Share blog posts, podcasts, or articles that tie into your event’s theme. Use Sickening Events tools to stay in touch with registrants and keep them excited about the upcoming event. Consider hosting online discussions or featuring event speakers ahead of time to build anticipation.
Tidy Up Your Email Subscriber List
Regularly clean up your email list to remove inactive subscribers. Use check-in emails to re-engage those who haven’t interacted with your content recently. This process also helps ensure your list remains relevant and responsive.
Emphasize the Event’s Exclusivity
If your event has limited capacity or special features, highlight these aspects to create urgency. Promote limited-time discounts or exclusive experiences to drive faster registrations and increase your event’s appeal.
Key Email Marketing Metrics
To improve your email marketing, focus on these key metrics:
- Open Rate: The percentage of recipients who open your email. The average rate is 21-30%. If yours is lower, reconsider your subject lines and sender name. Personalizing emails and experimenting with send times can help boost open rates.
- Click-Through Rate (CTR): The percentage of recipients who click a link in your email. The average CTR is 2.1-3%. Improve this by adding more links and making them prominent, or by segmenting your list for more targeted content.
- Unsubscribe Rate: About 25% of email subscribers unsubscribe annually. If your rate is higher, refine your targeting and consider asking for feedback on your unsubscribe page.
Bonus: Leverage Your Ticketing Partner’s Email Capabilities
Utilize your ticketing partner’s email tools to boost your event’s visibility. For example, Sickening Events automatically includes your event in targeted emails to previous attendees. Ensure your event is well-represented with a concise title, engaging thumbnail, and accurate category. Take advantage of personalized emails and reminders to increase engagement and sales.
By implementing these strategies and leveraging Sickening Events tools, you can enhance your event email marketing, drive higher engagement, and achieve greater success.
