E-mail Marketing for Events: 9 HighlightsJun 20, 2016
E-mail marketing helps you to discover and reach many people you didn't even knew they existed. Based on my researchs, years of experience and blood, sweat & tears, I finally feel ready to share what E-mail Marketing is with the rest of the world. While I was looking up the word "E-mail Marketing", I came across with many articles, many galleries and the shortest was "E-mail Marketing at 35 Steps" or something like that. So I decided to lighten your burden. MBlog presents: 9 Highlights of e-mail marketing!
For events of course.
Recent studies have shown that, Tuesdays are the best days for e-mails. Timing changes depending on the event type. If e-mails are for a scientific congress for example, it needs more time because of the submission and evaluating process. Uploading submissions, assigning reviewers and evaluation are piece of cake with MeetingHand by the way!
A Targeted List for E-Mail Marketing
Your list needs to include participants, speakers and committees of previous events are important. Enlarge your list with targeting new potential audiences. Topics and sub-topics are going to give you some clues about where and who to communicate with.
You need to offer benefits apart from the event description. People need to get the idea that, if they would attend your event, they would gain more than just the event subjects. You should write all the benefits one by one and those benefits may be gaining social network or even sightseeing.
If you want your e-mails to succeed, you need to give details. A bit mystery is good, but there is a really thin line between a closed box and TMI* alert when it comes to e-mail marketing. You should write basic information about the event and forward with a link to your event's website for more information. But do not keep your message long. Long messages are not read, make it simple and personalised.
"Call To Action"
Describe exactly what you are offering to your participants. Afterwards, do not forget to call your participants to action. E-mails without "Call-to-action" are frustrated.
A/B Split Test
Divide your list into two. You will be testing your methods on both parts. By using two different e-mail templates (subject, layout of the message, personalisation, closing, images and etc.) you can test which method works well. After you test your target e-mail owners, you can decide which way to go depending on their feedback (their responses, actions or reactions to your e-mail). Set goals. Track your data, analyse it. Check it's open-rate or click through. If you analyse your data and keep track of metrics, you can see clearly why your methods are working or not working.
First of all, your e-mail design is very important in accordance to your open-rates. Your design needs to be mobile friendly. What ever you do, make sure that it is responsive. You should have more than one template for different attendee types. You can create an e-mail template by yourself or go with a ready-to-use e-mail template. In order to reach those templates, you can use a software (for example MeetingHand). Just aim simplicity. People do not often pay attention/open/read too complicated and crowded things.
This is important if you want your e-mail marketing to work well. There are lists of spam words all over the internet, follow their instructions. If you are unsure about if you used spam words or not, you can click here and make a spam test to your e-mail.
An email software that sends mass mails would provide you a great comfort. It will let you analyse your e-mail marketing campaign with keeping track of your data, your feedbacks, your open-rates and etc. Some of the event manager software's such as MeetingHand, lets you live in the lap of luxury of templates and trigger mails. Trigger mails, as "You haven't stopped by for a long time", "Today is early bird registration's deadline." or "Submission deadline is approaching" and more, are crucial because of the feedbacks.
Using MeetingHand, everything about mails is far too easy now.
*: Too Much Information
About the Author
Posted by Erkan OGULGANMIS
Erkan OGULGANMIS Graduated from Army War College, completed MA degree in Ankara University on Global & Regional Studies, studies law in Istanbul University. Works in MEETINGHAND Online Solutions Co. as Business Development & Sales Manager.