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3 Tips for Building an Engaging Event Email Strategy


Posted by Madeline Hessel on 05/24/2016

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Inboxes get flooded with hundreds – maybe even thousands – of emails every single day. And with email marketing being the most effective way to build participation for your event, how do you make your event’s emails stand out?

I sat down with our resident email guru, Valerie Perez, to get the scoop on event marketing emails – so, here’s your 3 tips for getting started with your event’s email marketing program.
 

1. Decide who you’re marketing to

Obviously, you’re marketing your event to prospective attendees, but you have to understand who you’re targeting before you can start marketing. Here are some questions to ask yourself: Are they existing customers? Prospects? Are they Millennials? Where do they live? What’s important to them? Have they attended your event before? Your answers should inform your strategy.

2. Keep it simple

Emails are all about simplicity: You should be sending a short, concise message. Your email should also read like a human voice – have fun with it! Leave detailed information and heavy copy for your registration or landing page. The “keep it simple” rule also extends to your Call to Action (or what action you want the recipient to take after reading the email). It should be simple “Register Now!” and be very clear to the reader.

3. Align your email strategy with your event’s brand

Your event’s brand should come through in everything you do – including the emails you send to attendees and prospects. Make sure to keep this in mind with email design – it should look identical to the place you’re sending the reader (probably your registration page). RegOnline® by Lanyon allows you to build a theme that carries over from your event website to promotional emails to mobile event app.


Pro tip: Subscribe to events you admire. My personal favorite? Hubspot’s Inbound – however, I write the ones for Lanyon Live (shameless plug). Pay close attention to how often you receive emails for that event, what the content of the email is, and whether you were intrigued enough by the subject line to open. Go ahead, steal some good ideas!

And there you have it – you’ll be furiously creating event invitations soon.

Want to take your event’s email strategy one step further? Check out how to set up automation of event emails – for multiple events – here.

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