As I told you at the beginning, when you send an email marketing campaign about an event to your lead base, you want them to click the button to sign up.
But that will only happen if you structure your content strategically to engage the reader and guide them to the next step.
Take a look at these tips I've separated here for you:
1. Set a goal
Every good strategy starts with the planning stage and email marketing for events would be no different.
Before you get down to business and start writing your emails, you need to understand where you want to go with this message.
Study the market, set goals, and set goals that are possible to achieve.
Think about the purpose of your event. Is it converting leads into sales? Is it becoming an authority in your niche market? Is it expanding your potential customer base?
2. Create and segment your list
Once you understand what your goals are, the next step is to create and segment your contact list.
This step is important so that the right people receive content that is appropriate and that piques their interest.
Thinking about the sales funnel stages, you have leads that are at different stages of the buying journey and who have different levels of problem awareness.
That way, you can't expect the same email to be effective for your entire contact base.
3. Have a shipping schedule
Sending your email campaign requires separate planning.
You shouldn't fill your leads' inboxes all at once. But you can't go too long without sending a message so that the information doesn't fall into oblivion.
Before you start writing your campaign, you should think about how many emails will be sent, what days of the week, and what time to send them.
It's almost like an affective relationship.
Before asking someone to marry you, there are several steps such as exchanging looks, flirting, dating, dating, and, finally, the day of the long-awaited “yes”.
With your lead, it's the same way. You need to win her over and make her understand that her event is interesting to her and that she needs to participate in it.
And you can do that with regular emailing, delivering relevant information that piques her interest in your event.
In the period before your event, you must send emails with important information such as the date, time, values, speakers, and registration link.
On the day of the event, you must send a new email reminding you that you and your leadership have an appointment at X time and that there is still time to participate.
And after the event, you can send an email thanking them for participating and informing them about upcoming events that you have scheduled that might be of interest to these leads.
4. Create engaging content
You know when you're reading a book and you find yourself so wrapped up in the story that all you can do is keep reading for hours on end?
This is precisely the same experience you need to pass on to your leads.
Your email can be long, as long as it is well written, in a way that engages the reader and makes them want to read until the end and take the desired action (in this case, registering for the event).
And since we’re talking about engaging content.
5. Create catchy titles
Headline, title, subject… Regardless of what you prefer to call it, one thing is for sure: this is the first thing your lead will see when they open their inbox.
Imagine that your lead just arrived at the office where she works, turned on her computer and found her inbox full of emails.
Between work urgencies, meeting alerts, and promotion emails, which of these do you think she'll open first, and which ones will she open just for notification of new messages disappearing?
If your message doesn't have a catchy subject line, chances are your lead opens just for the notification to go up, or it gets sent to spam without even opening it.
6. Create compelling CTAs
After taking the time to write the email campaign for your event, your biggest wish is for your lead to sign up.
And that will only happen if you use a good call to action.
As much as CTAs like click here and sign up work, it's nice to try to think outside the box and bet on calls that attract the attention of those who are reading your message and arouse the desire to click there.
7. Think about responsive design
Your title is catchy✔️
Your content is engaging✔️
Your CTA is compelling✔️
But none of that matters if your email design isn't responsive.
Even because your lead won’t even be able to read the content you spent hours, maybe days, writing…
A responsive design is one that adapts to different screen formats and, as you already know, nowadays people are increasingly accessing the internet via mobile devices.
8. Perform the analysis of the results
Last but not least…
As a way of always looking for improvement in results, it is important that, at the end of your campaign, you carry out an analysis of the results obtained.
It is essential to sit down and analyze whether the objectives stipulated in the planning stage have been achieved.
This is an essential exercise to understand what went well in your campaign and what could be improved for your next submissions.
