Have you ever planned an event, only to have a disappointingly low turnout? Fear not, because there is a powerful tool that can help you increase attendance when used properly, email. Unbelievably, email marketing is still one of the most effective ways to build excitement about your event and communicate to your audience when utilized correctly. Below meetingpages explores 5 essential tactics to employ with this effective platform to increase attendance at your next event.
Identify who your ideal audience is that would be most likely to attend your event. Next, create a targeted email list to increase attendance. Start with compiling a list of prospective attendees from your membership or customer database that have given you permission to contact them via email. Expand your reach by partnering with organizations and companies whose members have a similar interest and would be interested in attending your event. Remember, this is not a one-time task. It is important to continually add new contacts and remove those who are no longer interested or relevant. By keeping your email list up-to-date and targeted, you will maximize the impact of your email marketing and increase attendance at your events.
With email marketing, a well thought out subject line is critical to persuade your audience to click and learn more about your offering or event. One way is to create a sense of urgency or exclusivity such as “for a limited time” or “exclusive invitation for” that will motivate your audience to act. Or you could approach your event with a question that piques curiosity. Whatever route you choose, make sure your subject line stands out in a crowded inbox, so it motivates your audience to act.
Now that your audience has opened up your email, you need to follow through with copy that is clear, concise and focused on “why” the prospective attendee may want to attend your event. What’s in it for them? Networking? Amazing Food? Like minded people? Conclude the email with a call to action, that either links to your event page or invitation and encourages the prospective attendee to communicate the greatness of your event to others easily via embedded social media links.
Creative visuals will grab your prospective attendee’s attention. A clean, concise, visually appealing graphic will make all the difference whether your email is opened, and the recipient will engage with your message. Use images that are high quality but optimized for email marketing so the invite can be opened with ease.
Your email marketing timeline strategy is just as important as the email content itself. Sending email at the right time makes a difference on how many prospective attendees open, read and respond to your message. One method is to send a series of emails similar in message with varied subject lines and creative visuals. This can help build momentum through repetition while reducing boredom.
By refining your approach over time with these 5 essential tactics, you can use email marketing to increase event attendance and generate greater engagement from your audience.
Creator of digital platform meetingpages complete event planning directory and resource delivering leads and national, regional and local exposure for event venues, suppliers and destinations in MN, WI, IA & CO markets. In her free time, this 19 year industry veteran enjoys dance, group fitness, and training her young golden retriever dog in competition obedience and confirmation.
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