Crafting Compelling Emails to Engage Your Audience Pre-Event

Davidson cat He is the customer experience director in Eventmobi, who offers a decade of practical experience in event technology and planning success. After having worked directly with thousands of event professionals since 2014, CAT has an intimate understanding of the daily challenges faced by event planners by implementing new technologies to achieve their event goals. In its current role, CAT leads initiatives that help event professionals to maximize their technological investments while offering exceptional experiences of attendees.

Whether you are executing a workshop only for members or organizing a conference, events are a central part of your dissemination strategy. But they only succeed if you get your target audience through the door, causing effective event marketing –Sppy -y -crucial for their success.

From the announcement of your event to the day of the event, your organization can use a powerful tool to build anticipation and ensure the records you need for success. In this guide, we will review how to take advantage of email marketing before your event.

1. Plan a strategic email schedule

It is likely that you already have a content calendar that determines when you will publish on social networks and otherwise communicate with your audience before your event. Look more closely at the event before the event and align with the trip of followers at this stage, which implies deciding to attend your event.

It is useful to map the trip of followers in a funnel. The Fifty & Fifty guide for digital marketing recommends using this structure:

• Awareness When the audience member finds his organization or, in this case, he learns about his event. An email at this stage would be a message of “saving the date” for a few months.
• Consultation When the audience learns more information about the event, which makes them think about registering. The emails at this stage would explain attractive aspects of the event a few months before, such as guest speakers and entertainment.
• Conversion It is when the audience decides to register at the event. The emails at this stage would be in the week before the event, encouraging attendees to register and highlighting why the cause is so important.

The funnel of each organization looks different dependent on its campaign and audience preferences, but in general, it must increase its persuasion tactics in its email, cadences according to this framework. He creates his own funnel analyzing what strategies they have worked in the past, separating them by funnel stage and placing them in a timeline.

2. Write irresistible matter lines

On average, your audience only reads your emails for nine seconds, which means that you do not have much time to cause a great first impression before readers lose interest. Perfecting your subject lines helps to overcome that barrier and maintain the attention of your audience. The high quality matter lines for emails of marketing prior to the event are:

• Personalized. Recent studies show that personalized matter lines have more than double probabilities to open. Use your marketing platforms to automatically add the reader’s name to email templates and the subject line.
• Action oriented. Use striking headlines to inspire your audience to take action, whether you register for your event or simply read on the impact of your last event.
• Centered on teaser. Do not give all the important information in your subject line! Use a teaser language, such as “We have great news about our event!” Or “I just announced: See the new speakers for our event!” Then readers click on the main message.

Like your calls to action, your business lines should be as much as possible. Try to keep them under 40 characters so that their audience immediately understands what the email is.

3. Add interactive elements

Simply including text blocks in your email is not enough to involve your audience fits the nine -second brand. Instead, take your messages to the next level with interactive email elements that learn, entertain and persuade your audience to register. For example, it can include elements such as:

• Integrated videos or the event last year
• Sections of frequent questions to click
• Links to your website or donation page
• Real -time countdown timers
• Surveys or surveys
• Social Network Exchange buttons
• Place to download your application for events

Interactive elements should make their emails more interesting and Useful for your audience. That said, do not designate its emails with unnecessary elements that can distract the reader from their main value proposal.

4. Prioritize accessibility and mobile users

As a digital seller, your work is to make sure that many people can access, interpret and extract the meaning of their emails as possible. It is essential to prioritize accessibility for people of all skills. Here are some best accessibility practices to take into account for its emails prior to the event:

• Include alternative text That explains the purpose of significant images. You can leave the alternative text in white if it is only a decorative or file image.
• Make sure the colors contradict well. The colors that are combined can make reading challenging for people with disabilities of vision. Use a color contrast tool to verify if your approach aligns with best practices.
• Correct size text So it is easy for the reading audience. In addition, use legible sources, such as Arial, Verdana or Times New Novel.
• Write easily understandable content Jargon free and complicated language. This helps the public to extract value from their emails, regardless of their current knowledge of their event or organization. In addition, consider translating your emails if you have a multilingual support base.

This concept does not end with accessibility to content. Your emails must also be accessed on any device, including cell phones and tablets. Make sure your images and content automatically change to fit the dimensions of the device screen. Some email management systems and event management solutions allow you to obtain a preview of how your email like Wiloch on telephones, tablets and computers, so you verify that its content is readable and make the necessary adjustments before sending your emails.

5. Try your emails

Some emails give more than others in white. Your strategy will be developed over time and anyone will find an approach that best supports your marketing needs prior to the event.

To get there, you must try different tactics to determine which are most effective. The A/B test allows you to measure what your audience responds well so that you can always nail your emails. A/B tests works like this:

1. Reduce two (or more) emails using different tactics in the line of matter, body and calls to action.
2. Send the emails to different members of the audience.
3. Monitor the relevant key performance indicators (KPI), such as the opening rate and click rate.
4. Compare the KPI of different email campaigns to decide what resonated more with your audience.

If you want to verify how effective they are certain strategies for certain groups based on their characteristics or motivations, they segmented the slim of receptors strategically in step two. For example, I could try if the youngest public responds well to emojis in their line of matter.

As you prepare your email strategy, plan the next iteration of your event in advance. Keep detailed records in your database so you can take advantage of the success of this event in the future.