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Email marketing might be one of the most important and effective ways to boost engagement and attendance at your event. How you design it, and what tools you use can make or break the entire campaign. Your event might be great, but if you don’t market it well, you may end up with low attendance and less than ideal impact. However, many event organizers can ignore the effectiveness of a well-curated email marketing campaign.
Many marketers are of the opinion that email inboxes are just too full and it is near to impossible to make noise with emails. However, email marketing still generates an ROI of $36 for every $1 spent. So, how do you do that? This blog will talk about some of the best ways to increase the effectiveness of your email marketing campaigns.
One of the most important rules of developing a great email marketing campaign is to think of the receiver. Many marketers don’t get quality results because they ignore the importance of personalization and adding the human element. A bulk email can look and read a lot like spam and will most likely be ignored.
When you personalize an email for the receiver, it instantly boosts engagement. People are more likely to listen to you if they think you are speaking to them directly. The right email marketing campaign focuses more on the people rather than the big numbers.
Here is an example from an email marketing campaign that uses the attendee’s name as the salutation.
A whopping 69% of people can report an email as spam just by reading the email subject line. So, using the subject line characters as the perfect attention grabber is the only way you can make a difference. Whether it is an event announcement email or a registration reminder, a catchy subject line can increase your email opens drastically.
The sender’s name and the email subject line is the first thing your receiver sees when they get the email. The best way to write a catchy subject line is to create a sense of urgency and leverage FOMO. You can mention a statistic that can blow people’s minds away or mention a limited time registration offer. Here are some great examples of the best event marketing email subject lines that will help you increase engagement and generate more leads.
Once you have caught the attention of your audience with the subject line, the body of the email should be your next big focus. Sending boring emails from Gmail or Outlook isn’t going to get you what you want. Event platforms like vFairs offer visual editors for designing custom emails for your launch campaigns. The email builder in the backend of the platform is one of the easiest tools to use and you can design a new email template within minutes. The tool uses simple drag and drop features to help you customize the entire email.
So, you can add logos, images, banners, etc. to add some pizzazz to your emails. The email builder also allows you to use templates so you don’t have to start from scratch. A completely white labeled email campaign can look a lot more attractive and professional.
Targeting the right audience is one of the key distinguishing factors for a successful email marketing campaign. The vFairs email marketing tool can help you here as well. If you are planning to send out event announcements, your audience can be large. Your main purpose is to make sure you reach as many people as you can and let them know about your event. However, emails for registration confirmations, reminders before a webinar starts, or a thank you note can have specific recipients. Here, you only want to email people who have already registered for your event and plan to join.
The amazing vFairs email marketing tool allows event owners to make email lists for specific target audiences. You can save lists like VIP pass registrants, guest speakers, online attendees, or choose to send to all. This can be a great way to reach only your specific target audience and avoid spamming all the other attendees.
Here is an example of an email sent only to the attendees that logged in on day one of the event.
So, if there is a webinar starting, you can send an email reminder only to the attendees that are logged in right now. You can also send special guest speaker session invites to VIP or all-access attendees. Each contact se
gment can thus receive tailor-made messaging and a CTA that was meant for them.
Keeping a hold of your attendees’ attention can be one of the most difficult things to achieve before, during, and after an event. As a host, it isn’t always possible to send the right email at the right time manually. However, the vFairs email marketing tool can help you with that.
The tool allows you to set up certain actions from attendees that can trigger an email chain. For instance, an attendee can trigger a reminder email if they don’t log in for a set number of days. Or you can set up an email reminder for an attendee who has signed up for a webinar. Such trigger emails are a great personalized way to make sure that your attendees make the most of your event and don’t miss anything important.
You can use the vFairs email builder to set up the trigger emails and design personalized templates for them.
Many virtual events happen over multiple days and the attendees can join in from all over the world in different timezones. It can be impossible to loop in all attendees with the same email, at the same time. So, if you want to make sure that all your attendees, no matter where they are, get timely emails, you can schedule them through the vFairs platform.
Our event platform is able to integrate with some of the most popular CRM tools as well. So, if you have attendees in different time zones you can use the email scheduling option. This way, you can schedule all the emails at once and don’t have to manually send them out at the right time. Not only does this allow your email marketing team to relax, it also helps you send out alerts and announcements to attendees at appropriate times.
Email marketing campaigns aren’t a spur of the moment decision, and should be planned well in advance. After segmenting your audience and designing email templates, it is time to think about how you are going to send these emails out. You don’t want to spam your attendees with too many emails all at once. So, all good email marketing campaigns use drip marketing to get their audience’s attention.
Drip marketing is the practice of sending out pre-determined emails and messages at specific periods of time. This allows you to send out all the necessary information, reminders, and pleasantries at a reasonable time and with ample space in between them. Drip emails can be set up using CRM tools integrated with the vFairs platform.
You can set up and schedule registration confirmation emails, reminders, thank you notes, or other important announcements. This way, you know what information is being set out and when and it can be easier to control the flow of emails.
Email marketing campaigns are one of the most effective ways to get the word out about your upcoming events. You can use some of these tips to level up your email marketing campaigns and boost attendee count at your next event.
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Syeda Hamna Hassan
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