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With the cost of putting on an event or conference often high, you need an effective marketing strategy to get people through the door and ensure the day is a success.
As well as ensuring that there is an up-to-date and dedicated event page on your and your affiliated partners’ site, utilising social media channels and posting out invites to prospective attendees, you can harness the power of email marketing to encourage registrations.
Used strategically, email is a great way to cheaply and effectively raise awareness around your event, quickly share updates and news, and get valuable feedback once your event is over.
When drawing up an email it’s worth bearing in mind the following points to maximise your chances of getting the response you are looking for.
Make a great impression: Consider the layout of your email and ensure branding is consistent with the event.
Keep it simple: A text heavy email is off putting. Targeted key information and clear calls to action are far more engaging, and more likely to get conversions.
Catch their attention: Subject lines can make or break your email. Not only can you put off a prospective attendee before they’ve even opened the email, using certain words in your subject line will send your email straight to spam. Attract the recipient with timely subject lines that catch their attention – instead of ‘The 3rd Annual Conference for Toothpick Enthusiasts’ try ‘What not to miss at this Saturday’s Toothpick Conference.’
Make it personal: You’re far more likely to get a response from the recipient if your email is tailored to them. Organise your database by the interests of each contact and take time to customise your email to that. Always remember to address each recipient by name when you open your message.
Stay in touch: The power of email for event marketing is not confined to the build up to the event. It’s also a great way to get valuable feedback from attendees, provide notes and links to slides for those who missed out, or just say a big thank you to all those that came along and made the event a success.
However you decide to market your next event, be sure to consider the benefits of email. It’s a cost-effective and targeted approach to event marketing.