Email marketing is an organic channel for promoting your events, increasing attendee engagement, and communicating timely updates. But are your attendees reading your emails and taking the necessary actions? Improving your email marketing strategy through our optimization techniques will help improve your attendee engagement and drive event conversions.
According to Statista’s 2019 research, global email users are set to grow to 4.3 billion users by 2022. That’s half of the world’s population! Event presenters have been using our email marketing integration to convey messages directly to the attendees, sponsors, and affiliates.
However, there has been a drop in the frequency and volume of emails people receive due to the introduction of Gmail spam and promotions filters. In spite of these challenges, you can still get your message across with these handy email optimization tips.
Here Are Our 7 Effective Email Marketing Tips To Sell Event Tickets:
1. Time It Right
The best time for higher email open rates and click-through rates is between 8 pm to midnight. Also, timing your emails to be sent over the weekend outperformed emails sent on the weekdays. Timing your email outreach does play a vital role in improving your email marketing efforts.
According to studies, the days to consider sending emails are on weekdays such as Tuesdays, Wednesdays, and Thursdays. Event presenters and marketers can use this marketing strategy to increase the email open rate and click-through rate. Meanwhile, do check out these Email Marketing Metrics That You Should Be Tracking that will help you strategize for better personalization, segmentation, and automation.
2. Use Visuals
According to research conducted by 3M corporation, visuals are processed 60k times faster than text, which is why using visuals in the form of creative GIFs, images, or videos improves the CTR. That said, including random GIFs won’t get your attendees to necessarily respond positively. Visual communication through optimized designs and content placement will dictate the email success rates.
Social media and emails share a common ground when it comes to marketing through rich illustrations, feature images, banners, GIFs, and infographics. The branded visuals that you’re using on social media on a weekly basis could be neatly packaged for monthly newsletters or drip campaigns. Not only will you keep your brand communication consistent but also keep these streams aligned with similar communication.
3. Choose the Right Subject Line
A catchy subject line can win you more click-throughs and increase the email open rate. A few tips to get the ball rolling:
- Keep short and irresistible subject lines.
- Your subject line should have an element of urgency or curiosity that will make them open the email.
- Ensure the sender’s name is friendly, more like a person’s name.
- Add an offer
Learn more about Creating Effective Subject Lines For Event Promotions.
4. Mobile-Optimized Templates
Smartphones have become an integral part of our lives. From gaming, shopping, social media to entertainment, everything is available in the palm of your hand on a mobile device.
This is also the device attendees use to browse through upcoming events and book tickets online. To provide a great ticketing experience, implement a responsive design:
- Create a one-column template with a tappable CTA button.
- Emphasize the CTA button – it has to be clear and obvious.
A no-brainer for all the event marketing specialists out there. Mobile optimized websites and landing pages create effective conversion cycles and will continue to do so for email marketing as well.
5. Post-Event Follow-Up Email
Event presenters give in a lot of time to plan, organize and promote an event. But what about the post-event activity? You may have sent a number of marketing emails to your attendees to promote your event. Similarly, it’s time you thank your attendees for making your event a huge success.
A simple thank you goes a long way in creating an impression in your audience’s mind. A post-event follow email is a great opportunity to share the event highlight reel, photos, promote your upcoming events, and gather feedback. Learn more about Best Practices For Post-Event Follow-Ups.
6. A/B Testing
Testing is the best way to determine which campaign is doing better than the other in terms of open or click rate. In A/B testing, you create two versions of the same email campaign and send it to a small portion of your list.
You can do A/B testing in 3 ways:
- Subject Line – You can have a different subject line for each version
- Sender Name– Try a different sender name for each version
- Email Content– Try different content or header title or visual content
- To decide which email campaign is doing better, set up a performance metric with total click on a selected link or open rate as the testing point.
Monitor the A/B tests and identify which campaign works better for you.
7. Sync Your Contacts On Social Media
Syncing your event’s contact list or client list on social media platforms is a great way to socially connect and engage with your affiliates such as high-priority clientele, sponsors, speakers, attendees, and so on.
As an event presenter on Yapsody, the possibilities are endless with our email marketing integration. To start off with, promote upcoming events, send invites, give discounts, and remind attendees about your event. You can also send newsletters, targeted drip campaigns, and provide real-time updates to your attendees.