EventUp

    Tech Tips: Create a Targeted Email Marketing Campaign for Your Next Big Event

    July 9, 2013

    Are you looking for great ways to draw more people into your next big event? For this week’s installment of Tech Tuesday, we’re sharing our tips and tricks on how to create targeted email campaigns for events! Follow these email marketing guidelines and you’ll be on track to have your venue packed with party guests.

    Create a schedule.

    First you need to decide how often you want to send your email. It’s best to send the initial invitation email at least a month before your event. After that, you could send one email a week to remind them of the party and also to build excitement for the event. For example, in your follow up emails you could include pictures of the event venue and let them know what sort of food and entertainment they can expect. You want to find the right balance of send frequency so that you are giving your guests information and getting them pumped without annoying or harassing them.

    Create your mailing lists.

    Second, you should create your list of email addresses. If necessary, split your list into different audiences, such as customers, investors, and employees. Make sure to take out any invalid email address and fix any spelling errors. You will then want to upload the lists into your email service provider and label them accordingly.

    Write your email content.

    Content is king when it comes to your event email marketing campaign, so take your time and make it sound as professional as possible. You want a headline that captures your reader’s attention and a subject line that draws them into the body of the email. Your body content should be concise and compelling. Include clear calls-to-action such as asking them to RSVP. Also, try placing your strongest call-to-action within the top half of the email, so that the reader does not have to scroll down their screen to see it. This is what you call placing it “above the fold.”

    Design your email.

    If you have limited resources, you can send these emails out in programs like Outlook, however it is strongly recommended to use a professional email service provider when sending event marketing emails. Constant Contact offers their email marketing platform for as low as $15 per month which includes professional email templates you can personalize as well as advanced reporting features and more. Choose your template and tailor it as you see fit. Alternatively, you could hire a freelance designer or use someone in-house to create a unique email design for you. Make sure to include a phone number and email address where you can be reached within your email. Also, you’ll want to be sure you are following the email marketing laws, specifically the CAN-SPAM law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

    Write your subject line.

    Your subject line is one of the most important elements of your entire campaign. If you have a poorly written subject line, your email will not get opened. Just think about your own email inbox and how quickly you clear out any marketing messages that are just not grabbing your interest. You want to keep it somewhat short but descriptive. You can always sign up for your competitors' emails and analyze how they are running their campaigns and what subject lines they use for ideas on what to do and what to avoid, like when it's appropriate to use questions.

    Send a test and check your email.

    Once you have all the elements in place, it’s time to send a test of your email and check it for mistakes and content. It helps to have another set of eyes checking besides your own. By now you’ve been working on the campaign so closely it can be easy to miss errors when checking through your test email. You can even print out a copy of your email and check off each element as you click through all your links while also checking every phone number, as well as the spelling and grammar. Also check your design elements to make sure everything is rendering properly and looks visually appealing. Be sure you’ve given your party guests directions to your event space as well as listed the date and time of the party.

    Schedule your email to send and track responses.

    After you’ve triple-checked that everything in your email is accurate, you can go ahead and schedule the email to send. Congratulations! You’re on your way to having a jam-packed event. Once the email is out, be sure to track your responses including unsubscribes and RSVPs. If anyone messages you with questions or concerns, be sure to take the time to respond to them.

    Do you have a success story to share about your last event email marketing campaign? Feel free to share with us by leaving a comment below, on Facebook or Twitter!