4 Email Marketing Strategies To Increase Event Registrations and Drive Engagement

Category: Ideas, Strategy

Regardless of what product or service your brand offers, it’s almost guaranteed that you will run an event at some point in time. It could be a product launch, a trade show or expo, a workshop, or even a conference. Whatever type of event you’re planning, email marketing can help in many different ways. It can:

Promote your event and increase awareness for it

– Invite people and drive event registrations

– Incentivize people to attend

Email marketing is an effective way of educating your audience about your upcoming event and how to get involved.  While email can assist in running a successful event, you still need to formulate an adequate strategy for your email marketing to make a significant difference.

Here are four ways to use email marketing to encourage registration, increase attendance, and drive engagement for your event.


Write the perfect invitation email.

If you want people to attend your event, you’ll need to craft a top-notch invitation email. Make sure you include these details within your messaging.

Name of your event: Think of a catchy name for your event that will grab the attention of your subscribers.

Purpose of your event: Inform subscribers the reason behind your event. Are you announcing a new product or holding a conference?

Event location, date, and time: This is a critical piece of information to include in your invitation email and allows attendees to properly prepare for your event.

Benefits: Explain to subscribers the advantages of attending your event. For example, if it’s a product announcement, are you going to give first access to your product before it gets officially released in the market?

Link: Include a link to the event page on your website where people can find additional information that isn’t included in your email.

Call to action (CTA): Include a CTA that your subscribers can click and easily register for your event.


Segment your list and send targeted invitations.

Don’t send your invitation email to your entire list. Instead, segment your list and only invite specific subscribers. Although list segments vary from brand to brand, there are certain criteria you can use to determine which subscribers to send your invites to.

Geographical location: Targeting subscribers who are in close proximity to the location of your event will result in higher turnout.

Brand ambassadors: These are subscribers make regular purchases, support your brand by sharing your content on social media, and recommend your products to their peers. Naturally, brand ambassadors are more likely to attend your event.

Engaged subscribers: Segment subscribers according to their engagement and only invite those who click links or participate in promotions. Engaged subscribers are interested in your brand, which means they are more inclined to register and attend.


A/B test your invitations.

A/B testing different elements of your event email is crucial in determining which types of emails will yield the best results. By A/B testing the following specific elements, you can maximize the performance of your emails.

Subject line: You can test short subject lines against lengthy subject lines. You can also test using different power words and incentivizing language to find out which one gets more opens.

Preheader text:  You can test unique preheader text versus preheader text that simply reveals the first line of your email.

The Best-Kept Trade Show Marketing Strategy Secret

Email body: Test short, one-column messages with multiple images against lengthier messages that consist mostly of text. You can also try using a lighter tone versus a more formal tone to see which one recipients respond to.

Calls To Action (CTAs): Test which CTA-type generates more clicks: a button that uses color contrast or a plain hyperlink. You should also test generic CTA copy versus specific, benefit-focused copy (ex. “Register Now” vs “Attend and Win Exciting Prizes”).

Day and time of send: Test sending on different days whether it’s on weekdays or weekends to see when your subscribers are more engaged. You should also send emails on different times to see if your subscribers are active in the morning, in the afternoon, or at night. Data suggests that 81% of Gen Z subscribers check their email several times a day. Keep this in mind if your subscriber base consists of a significant number of Gen Z’ers.


Ask for feedback.

After your event, send a survey or feedback email to confirmed attendees. This offers them the opportunity to tell you what they liked or didn’t like about your event as well as things you can improve on. This type of information will help you run a much smoother event in the future. You can also send feedback emails to subscribers who opened your invitation email but did not click on the CTA, inquiring on why they didn’t register.

Whatever the reason, the information you get from these subscribers will help you prevent similar issues when you run other events in the future.


Wrap up

You could run a world-class event, but if you don’t supplement your strategy with email marketing, you could end up experiencing a turnout that’s significantly lower than expected.

If you want to encourage people to register and attend your event, make sure you follow the tips outlined in this blog.


Author Bio: Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital. You can find him on Gravatar.


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