1. Stick to the basics: Nobody likes long emails, especially if they are the promotional kind. Don’t give out all details about the event in your email, instead keep in mind the who-when-where-what formula. Limit the content to only contain the most important information – a brief introduction of what the event is about, how it could be beneficial to the attendee, timings, venue, and date. If you have any well-know speakers or performers at the event, include that as well. For everything else, link the user to your event website or landing page.
2. Understand your target audience: A personalized email will most likely get more attention, than the templatized one you’re planning to send to your entire database. Ask yourself: What do you know about your target audience? The answer could be common things like name, place of employment, age, gender, location, and interests, or unique information like their spending habits, specific places they’ve visited recently, when they’re mostly online, etc. For example: Sending an email about a Marathon in Pune to someone who lives in Pune, or has attended a Pune Marathon previously – will create more impact than simply sending it to someone interested in Marathons.
3. Use a compelling subject line: What good is a stellar email copy, if no one is going to read it? Your subject is directly linked to the open rate of your email, so keep it short, and relevant. Assuming you’ve done your research about your target audience, and have a potential attendee – Fred. Fred attended a TED talk session on Entrepreneurship you organized before, and is likely the best person to tell about your upcoming Startup Summit. In this case a good subject line would be: “Fred, avail 20% OFF your ticket to Pune Startup Summit” or “Neil Patel is in town! Register for the Pune Startup Summit.”
4. Get the timing right: Depending on the size of your event, and the logistics involved, it’s important for you to block a date for when you want to start promotions from your end. For a virtual webinar, a timeline of 2-3 weeks is fine. For an offline event, where your attendees will be spending a 1-2 hours for traveling, 4-6 weeks is a good to go. If you are expecting to arrange transport and stay for your attendees, then start 6-8 weeks before your event.
5. Convey urgency: There’s a reason why this tried-and-tested tactic works most of the time to drive sales and higher conversion rates. Using phrases like ‘Limited seats left’ or ‘Last chance to save’ encourages the recipient to take quick action right away for they might miss out on a good opportunity if they wait. Including something similar in your subject line, will also ensure that you have a good open rate.
Need more help in promoting your event? You might like:
How to sell-out your event tickets in minutes! 5 Reasons You Need more than a Payment Gateway for your event.