Event marketing

How to master event marketing by email

Whether you’re hosting a virtual, in-person, or hybrid event, one of the best ways to get the word out and increase attendance is through email marketing. However, if you don’t show people what your event is about and why they should attend, people will either send your email to the spam folder or delete it altogether.

Fortunately, in recent years email marketing has rebounded and businesses are getting smarter with their techniques. In this quick guide, we’ll cover:

  • spam rating;
  • How to avoid being labeled as spam; and
  • Seven useful tips for a successful event email marketing strategy.

How to avoid spam folder

Nowadays, mail servers and applications provide several ways to “rate” e-mails to see if they are legitimate or unwanted. If an email scores too high, it will automatically be tagged as spam and most recipients will not receive it.

While there is no sure-fire way to avoid the spam folder, there are steps you can take to reduce your chances of getting there.

  • Check your email settings. If your email address does not match the domain, the message is likely to be automatically tagged as spam. Make sure to contact the person or organization that manages your domain and ask them to add any relevant email address to the sender policy framework, which prevents spam.
  • Never buy or rent from listings. As much as you want an easy way to grow your list of potential event attendees, buying or renting lists can ruin your reputation as a sender. In fact, it’s the fastest way to label your emails as spam, causing you to lose more event attendees than you gain.
  • Check the “from” addresses. Mail servers often focus more on “from” addresses than on domain and content. So, avoid changing your “from” address frequently or you will increase your spam score.

The best tips to consider

So, now that you know the spam side of things, here are seven tips for maximizing attendance at your event.

  1. Make your email mobile friendly. Nowadays, people use their phones and mobile devices a lot. It is therefore essential that your event invitations and all other email marketing messages are mobile-optimized, so that people can easily read and reply to them. Always preview your mobile models before tapping send.
  2. Take the time to perform A / B testing. It is important to do careful testing of your email marketing before releasing it into the wild. A / B testing can be used to determine which subject lines lead to higher open rates, as well as which calls to action are more likely to attract subscribers.
  3. Make your content compelling and original. Generic invitations will likely be ignored or deleted, and poor quality content can reduce your chances of getting people to accept your invitations. Try adding a catchy subject line with an emoji or embed a video in the copy. These techniques will help your post stand out from the crowd and can increase conversation rates.
  4. Personalize your message. A little personalization can go a long way in email marketing. Consider adding the recipient’s name and company in the subject line and in the body of the email.
  5. Create clear and bold CTAs. Having a call to action is essential for every email because it tells readers what to do and where to go from your post. In other words, do you want the recipients to accept your invitation, publicize your event, or share their thoughts on what content they would like to see in the meeting? Make sure you create a clear CTA and make sure it’s visible as a button at the bottom of the email, rather than just a hyperlink, so readers can easily find it. and act.

Kendra Beckley writes and edits at Write my research proposal. As a business expert, she helps companies enter a new market and build long-term relationships with partners.