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The Ultimate Guide to Event Email Marketing

the ultimate guide to event email marketing

When organising events like conferences, concerts, seminars, or trainings, a huge amount of work falls on the shoulders of the event manager, and that burden needs to be unloaded as quickly as possible. There’s also the event email marketing to consider! Most event organisers are looking for an easy, fast, inexpensive, but effective way to talk about their upcoming event. Email is the best way to get this done!

What is event email marketing?

Many event marketers (40%) believe that email marketing is the most effective channel for promoting an event. Sixty-two percent of event marketers who use event marketing email subject lines to promote their events use event management software to send their announcements out.

Reasons to include emails as a part of your marketing strategy

Email marketing for events has a very important strategic purpose. Consider including it in your event planning strategy to boost your overall business. There are several reasons to include events as a part of your strategy for success:

  • Events provide an opportunity for you to cut through the clutter.
  • Your brand is one of your most valuable assets. Creating brand awareness via emails is a great idea.
  • You’ll get a boost in sales..
  • Lead generation will improve.
  • Get attendees to love you and your events.
  • Involve your target audience.
  • Engage new customers.
  • Create surveys.
  • Provide massive networking opportunities.

This may also include cause-oriented events (e.g., local walks for cancer awareness, etc.). 

Types of event email marketing

For the effective  email marketing event you may go in two ways:

Online events

Online events are organised and held across the Internet and are very effective ways to interact with a global audience. That being said, they require launching event email marketing via an online event platform.

Offline events

Offline events demand appropriate onsite services. The ability to track offline events is a huge development for businesses. Email marketing here helps to inform the audience in advance about the upcoming events, provide them with easy and fast access to the registration & ticketing features, etc.

Who is your audience?

Not sure who your event audience is? You’re welcome to read our resource section to guide you on how to find the target audience for an event so you can wisely focus your event planning and email marketing.

Types of emails to send

There are a variety of event email marketing examples you may use in your event organisation practice:

  • Registration emails
  • Newsletters
  • Standalone emails
  • Thank you emails
  • Follow-up emails
  • Survey emails
  • Transactional emails
  • System emails
  • Mobile-optimised emails

Each email type corresponds to your marketing plan and should be sent based on your customers’ triggers.

Creating event emails

The email designer will simplify the creation and sending of emails to your event guests. Here’s what you can create with email marketing tools.

The Subject Line

Think of a great subject line for your next event marketing campaign.Place the most important words at the beginning and keep your subject line short. Use fikey/filter words and be clear about the email topic.

The Body

There should be a header, content block, and call to action in the body copy, or body content, as these are obligatory elements of an email.

The Footer

The footer usually contains the company’s mailing address, phone number, email contact address, and website link as well as unsubscribe links or unsubscribe directions.

Creating your event email marketing strategy

Identify the marketing goals, based on the business goals, describe and segment your target audience, analyse the event email marketing best practices and start working on your own event email marketing strategy

Strategies to promote your event through email

There are 10 basic things you can do right now to promote your event through emails.

With newsletters you get easy access to a large number of audiences, inform them of your events upcoming provide fast and easy way to register and buy tickets and double your event traffic . Besides, Email newsletter software  automatically track the most important KPIs.

  • Use emails for promo

Promotional emails are a simple, yet powerful way to spread the word about your product or service & new features. The objective of promotional emails is to increase awareness, generate revenue or improve customer retention/ loyalty. They are an essential part of any effective email marketing strategy

  • Use trigger messages

The use of action-based triggers to send relevant automated timely & contextual message notifications to customers increases your event conversion.

  • Use email marketing for event planners and best practice tools.

You have to analyse the demand in search engines, on thematic resources, on social networks, etc. In this case, there is no excuse for missing anything.

Follow-up techniques

The best follow-up technique is using strong follow-up subject lines.

  • Create a sense of urgency by using “tomorrow, now, etc.” Emails with “tomorrow” in the subject line are opened 10% more than those without it.
  • Use concrete numbers, figures, and times. Emails with “quick” in the subject line are opened 17% less often than those without it.
  • Try omitting the subject line entirely.

If you haven’t implemented these techniques yet, we recommend trying at least one follow-up email.

Analysing your event email marketing results

Email campaign tracking and reporting is an essential stepping stone for improving your event performance and subscriber engagement. However, the analysis doesn’t stop with open rates and click-through rates <…..>
 Though, the most email marketing managers focus on the click stream, open rate and other metrics to analyze the results of their campaigns, Gevme provides more opportunities for successful monitoring. No matter the rate you pick, you need good email marketing tool at affordable pricing.

Tools to use in your email marketing campaign

The most popular tools to use for launching email campaigns include the following:

  • Litmus
  • Mail Chimp
  • Reach Mail
  • Target Hero
  • Drip
  • Mad Mimi
  • Cake Mail
  • Mailjet

To build emails, launch email campaigns, and double your event traffic, you should also gain some insight when it comes to email newsletters.

Tips for successful event email marketing

To succeed with your email campaign and post-event email marketing, you should follow some pro email marketing tips. We’ve included them in a few useful links:
Email templates every event planner should use
Samples of best registration emails
Emails that drive registrations
There is not a business on the planet that can’t benefit from email marketing. It’s important to determine the strategy, choose the content well, and work with your audience in the most effective way.

Best examples of an event email marketing campaign

Here you will find a successful event marketing email example to assist you in coming up with your own email campaign ideas.
Follow-up email: 


How to improve your event emails?

Creating a newsletter is useful for various businesses, but it will be most effective if you understand the needs of your target audience and prepare interesting and necessary content accordingly. This is a universal marketing tool; these campaigns can be used in event sales and promotion, among many others. Developing an Internet marketing strategy can be an interesting task, but it is one that is often too big to handle without the help of a specialist. If you need help, contact us for any event assistance at any time!
Feel free to leave your comments below!

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