Event marketers love email. In fact, email is the number-one preferred channel for event promotions. And there are good reasons for this…
Firstly, the level of segmentation and targeting of data you can achieve with email marketing, may not be possible with any other promotions channel. You have a database of people who have expressed their interest in your business, signed up for updates or done business with you; email is one of the most personalised ways you can reach and communicate with them.
According to latest research by DMA, the email deliverability rate exceeds 98% across all industries. Which means 98 out of every 100 emails you send will find their recipient. No other forms of organic or paid marketing can achieve this.
Another research from Adestra found that 90% of adults, 74% of teenagers and 95% of professionals like to use email on a regular basis. This means your audience is highly active on a platform where you can send them personalised messages.
When it comes to the economics, email marketing is one of the most cost-effective forms of marketing, delivering a return-on-invest many times higher than other marketing channels like social media and display advertising.
According to latest stats from the Radicati Group, more than 270 billion emails are sent and received per day across the globe. Which means more than 3.2 million emails were sent across the world during the time you’ve been reading this article. Isn’t that staggering?!
Of course, this also shows the fierce competition you face with your email marketing campaigns battling to reach, stand out and capture interest in your recipients’ inbox.
So, how do brands ensure their email marketing campaigns are successful knowing their target audience is already being bombarded with all sorts of emails? Here are some proven email marketing tactics used by successful event marketers to help you beat the competition:
1. Plan the message for an audience:
Before you begin composing the email, answer these questions about your message and your audience:
- Who is your audience?
- What’s in this email for your audience?
- What key message do you want to convey to your audience?
- What key action do you want your audience to take after reading your email?
Follow these steps for every type of segmented audience you may have so that you always deliver the right message to the right audience.
2. Take the inbox preview seriously:
The from address, the subject line, the pre-header and the header form the inbox preview. When your email reaches your recipient’s inbox, this information is displayed even before the email is opened. In most cases, the recipient decides whether to open the email or delete it, just based on this preview alone. Make sure you craft catchy and short subject lines, personalise the header and bring out the proposition / benefits of your message in this section to ensure high open rates.
3. Make your call-to-action stand out:
This may be one of the most repeated email marketing tips, but it’s surprising how many well-known brands still get this wrong. The call-to-action is not just a big button saying ‘Click Here’. The information leading up to the prime action on the email an equally important part of the call-to-action. Again, plan this section well; build short descriptions (one or two lines) explaining your proposition and what’s in it for the audience, and separate this from the body and the footer of the email in a way that it stands out clearly.
4. Design to win (on every platform)
When you are an email marketer, not all email clients are your friends. You may spend hours designing the perfect email with text and images, only to find out your design is not supported on, for example, Microsoft Outlook 2010, or any other email client. Testing helps, but keeping the design light and neat, along with optimisation for mobile viewing is something every expert email marketer would recommend. You can always direct recipients to a dedicated web page for more information, where you can show your design capabilities.
5. Show them you want to connect
As a marketer, you don’t want to add any distractions to your email to take away the focus from your key message and call-to-action. That said, in an increasingly social media-centric and digitally-connected world, your social and online proof becomes just as important as the contents of your message. Tell you the truth, if your recipients like your message, they would want to go to your homepage and see your social presence to know more about you. Ensure you allow them to connect, and more importantly, ensure your online and social channels back the good work your emails are doing.
At GEM, we advocate the right use of email marketing to our clients and for our events all the time. There are a number of other tricks, tactics and best practices we follow for email marketing for events and we’d love to share more with you. Get in touch with us at firstname.lastname@example.org for more!