Email Marketing for Events
Day-in and day-out our personal and work inboxes are swamped with automated emails. More times than not, our lack of spare time leads to a quick “delete” for most, usually as soon as the message populates. Don’t let this stereotypical scenario deter you, however! In reality, email marketing remains a critical tool for event management and promotion!
Email marketing can be just as effective, if not more effective, for conversions and improved ROI when compared to some of the popular promotional tactics of today. Yes, email may not be as hyped up as social media marketing tools like Facebook, LinkedIn, and Snapchat. However, no matter if you’re an individual throwing a party, a corporate entity working to attract new clients by providing a memorable experience, or even a non-profit striving to grow their network, email marketing might do the trick!
In recent times, launching event marketing campaigns have been more focused on social media marketing because it seems like these outlets receive more attention by the public. One may wonder, which promotional path is most efficient time-wise? Why fuss with additional email invitations when specific targets can be reached through social media platforms?
There are a number of reasons why an email marketing campaign may generate more conversions for your brand:
– Emails can add an extra level of personalization that social media ad’s cannot, while achieving the same goals
– Well-designed emails can help build brand awareness, by including logos and media that may not gel with traditional social media promotions
– Emails establish direct contact with individuals as they are opening the emails, and allow a promoter to track how far an individual may go through the event registration process. Once you know where someone jumps out your email marketing funnel, you can address the issue for the next round of emails
– Creating email content can be extremely cost effective and measurable. Again, the process makes it easy to track what people are doing with the email and, if the network is large enough, to contact many people about content curated around your brand.
So, how do hosts and event planners engage potential guests?
The idea is to create an exceptional email marketing campaign, one that attracts genuine attention within someone’s cluttered inbox:
Brand your event registration page and email invitations with a consistent theme:
– Create subgroups of potential guests
– Potential cohosts, sponsors, influences, 1st layer of guests, 2nd layer of guests, etc.
Make sure your messaging is:
– Kicked off with a personalized subject line (try to avoid gimmicks)
– Personalized (think personal note vs promotion)
– Connected to your target customer
– Desktop AND mobile friendly (most emails are consumed on the go via smartphone)
– Appropriate for the entirety of the email list being targeted
And what if you don’t have a large targeted email list?
One should acquire an email list or use what you have to build your own. Use the opportunity to do some targeted research and expand your network in the process. Likewise, creating a host committee that will be involved with your event will allow you to engage those individual’s networks via email marketing, and more organically than if you were to target those same contacts yourself. At Coho, we’ve worked hard to simply all of this by creating our cohosting feature, giving hosts and cohosts the ability to use email marketing tactics to tap their networks effectively.
For more information on how we can help you build the email marketing plan your event needs, or simply to grow your network, please contact me at email@example.com.
– Help good people do great things –