If you blast your message without care to identify that the recipients are highly targeted (might actually want to attend your event) and meticulously validated, then you risk more than a wasted email. Unless you use guaranteed B2B contact data, you risk an irritated prospect-base at best and a damaged domain reputation at worst. Dataji offers a 200% guarantee (twice the refund of any invalid data). This is what’s commonly known as a ‘no-brainer’ ?.
The fact that the effects of an email campaign can be so easily tracked means that there is no excuse for campaigns using ineffectual copy. If you’re emails aren’t working, then try our templates (at the foot of this page). From launch notifications to new-speaker updates, to upselling, to existing delegates, to event reminders, to event round-ups, our templates are tried-and-tested to drive attendee sales.
We created these events email templates bearing in mind power rules for reader engagement. Whether you do use our templates or not there, here they are. Use them wisely…
58% of adults check their emails whenever they go online. The problem is that there are approximately 300 billion emails sent every day. Make sure your events marketing emails are opened. Use a snappy, eye-catching subject but keep it brief. Don’t be predictable and ask ‘Do you want to attend our XYZ event’, rather ask ‘Are you ready for the best/only XYZ event…?’.
You would never buy B2B contact data that doesn’t have proper details such as names, job titles etc so use them. Include at least the first name in the subject or go one further and target to job titles. Sprinkle in some FOMO.
Any marketing message should answer Who, Why, What, When, Where. Who the event is for. Why the event is important to the recipient of the email. What will happen at the event. When and where is it. Get this in early.
Use quotes from upcoming speakers, signed-up attendees. If this is a repeat event, then it would be unforgiveable not to include video clips from the last event in the email, testimonials, stats and all the buzz from last year.
Use calls-to-action (CTA) at the start and the end of the email and, if it’s a long email, a smattering in-between. Decide what you want a conversion to be. A download of the event brochure? A ticket sale? A call? A register of interest? Whatever it is, don’t rely on your email recipient remembering to come back later. Reel them in now.
A question we are often asked is ‘what is the best day of the week and best time to send email campaigns? You want the best response from your message so it’s important to have the recipient of your email in the best frame of mind when the email pops up.
I don’t like Mondays. Who does? And what’s the first thing you do on Monday morning? You wade though the emails in your account deleting everything in a mad frenzy and have very little time for any new messages. Don’t be a victim of the Monday email carnage.
TGI Friday! We all love Fridays and may be in a receptive mood. If the decision can be made quickly it may be that your message will be acted on in ‘end of the week emotional abandon’. However if the decision takes longer it may be forgotten by Monday. Not quite cut & dried this one.
Don’t be too Pernickety
pernickety [pəˈnɪkɪtɪ] US, persnickety
1. excessively precise and attentive to detail; fussy
2. (of a task) requiring close attention; exacting
The time of the day that your email is received can make some differences in how well the campaign goes but it’s impossible to gauge exactly how or when the email will be viewed. If anything try to avoid first thing in the morning when your recipient is in a less receptive mood.