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Email Marke+ng for Events: 5 Techniques to Jumpstart A=endee Growth
Email Marke+ng for Events: 5 Techniques to Jumpstart A=endee Growth
Email Marke+ng for Events
When this slideshare is over, you should:
• Implement some of our list building tac5cs to grow your subscriber base
• Understand the importance of relevance in the emails you send
• Create a killer email invita5on for your next event
Email Marke+ng for Events
This slideshare is MEME HEAVY.
If you don’t like memes, then you probably don’t laugh a lot. If you would like a meme-‐less presenta;on, please email us at nofun@;cketbud.com
Email Marke+ng for Events
Email marke+ng for events isn’t dead.
• 4.1 billion email accounts. Predicted to go up to 5.2 billion by 2018.
• 122,500,453,020 emails sent every hour.
• Email is almost 40x be5er at acquiring new customers than Facebook and TwiGer.
• 99% of event planners use email marke5ng in their event marke5ng campaigns.
Source: Conven5on & Exhibi5on AGendance Marke5ng Best Prac5ces Study
Email Marke+ng for Events
Why email marke+ng is your event’s best friend.
1. You OWN the channel.
• Social pla?orms can pull the rug out from under you
2. Subscribers WANT to hear from you.
• You’re not doing interrup;ve marke;ng. Higher engagement for the win.
3. ROI is fantas5c if done RIGHT
• Cost to do email marke;ng scales nicely w/ your subscriber list.
Email Marke+ng for Events
There’s a lot of soJware to make email marke+ng easy.
• How big is your list already?
• How many events do you organize?
• What is your budget?
• How oYen will you send emails?
Email Marke+ng for Events
List building 101
Before jumping into building your list, think long & hard about the type of content you’ll send to these subscribers. This will influence your CTA.
You have to create a quality call-‐to-‐ac5on to en5ce people to sign up.
A good CTA is clear, concise, & directly states the benefits to signing up.
GOOD CTA Example
Shows Benefits
Email Marke+ng for Events
How to capture a=endee leads on your website
• We recommend using SumoMe to capture leads especially if you’re using Wordpress for your site.
• SumoMe offers a variety of plugins that you can use to capture leads in a variety of ways.
• You can test different copy, integrate into your favorite email marke5ng tool, & see signup stats in real-‐5me.
Email Marke+ng for Events
How to capture leads on your website
Tac$c #1: Smart bar
A smart bar sits on the top of your website reminding your visitors to join your email list. It’s a simple reminder that can work wonders.
Smart bar in ac5on
You can choose to show the smart bar at all 5mes or have it pop up if a visitor scrolls up or down on your site.
Email Marke+ng for Events
How to capture leads on your website
Tac$c #2: Popups
As annoying as popups might be, they work in collec5ng emails. A popup detects the exact moment when a visitor is about to leave. Immediately before, the popup fires.
Popup in ac5on
Email Marke+ng for Events
How to capture leads on your website
Tac$c #3: Scrollbox
Scrollbox is similar to the Smart bar but less in your face. The scroll box shows when a visitor scrolls down on your site.
Ideally, the Scrollbox will appear aYer a visitor has scrolled down through your homepage.
Email Marke+ng for Events
Other list building tac+cs
• Gated content offer: Create an ebook or video, hide it behind an email form.
• Contests: Check out our past webinar for a breakdown.
• Email promo swaps: Get in contact with similar events in your space & get their lists
• Leverage exisGng lists: Cross-‐pollinate other lists you’ve already built as long as they’re relevant to this new list.
• Social Engagement: If you spark a conversa5on w/ one of your TwiGer followers, end it by asking them to sign up for your list. (Use TwiGer cards)
Email Marke+ng for Events
Types of Emails to Send
The key here is relevance.
Email Marke+ng for Events
Types of Emails to Send
You can’t just blast your list with updates that mean something to you.
More importantly, your emails have to mean something to your recipients.
Email Marke+ng for Events
Drive UrgencyExample Subject Line:
Just 24 Hours leH to save $400 on EARLY BIRD conference ;ckets!
Opener that pulls you in.
Get right to urgency while highlighGng the benefit
MORE BENEFITS!
Direct call to acGon that gets to point
Email Marke+ng for Events
Other Email Types• Pre-‐Sale Trick: Immediately aYer event ends send email for your next event at a healthy discount.
• SPECIAL Announcements: Big headliner you just signed on? Extra speaker you just added? Share with your subscribers, just make sure it’s big enough to maGer.
• Drip Lineups/Agendas: Instead of releasing everything at once, spread it out over a series of emails to create consistent engagement.
• Benefits Blowout: In between your urgency & announcement emails, sprinkle in engaging, beau5fully designed emails that highlights all the benefits of aGending.
• Important Updates: The main purpose is to no5fy your aGendees of stuff like driving direc5ons, any last minute changes etc. Try sending these emails to your list as well & include copy about buying 5ckets as well. Think of it as a hail mary right before your event to generate last second 5cket sales.
Email Marke+ng for Events
Crea+ng a killer email invita+on
Your invita5on will fail if the list isn’t targeted.
Email Marke+ng for Events
Crea+ng a killer email invita+on
Once you’ve built up your list to a nice number, think about segmen5ng invita5ons based on your subscribers.
Example: You’ve built a giant list of subscribers interested in your na5onal expo. These subscribers sign up from all over the na5on. Months later, you’re about to launch 5cket sales to a local event. Instead of invi5ng your en5re list, use geoloca5on & only send emails to those in that live in the area.
Further Reading on Geoloca5on: Rockhouse Partners Start Par5es With Geoloca5on
Email Marke+ng for Events
Crea+ng a killer email invita+on
What’s your value prop?
Provide a clear, concise statement that explains why the recipient should aGend the event.
Don’t just inform. Communicate the benefits in aGending.
Email Marke+ng for Events
The Devil is in the Details
Outline exactly what the aGendee can expect.
Loca5on, date, i5nerary, parking, what to wear etc.
Image Source & Further Reading: 4 even invite emails you can learn from
Email Marke+ng for Events
S;ck to 1 Call to Ac;on
Use direct, clear language in your CTA.
DONT link to anything other than your 5cket sales page.
Image Source & Further Reading: 6 5ps on effec5ve email invita5ons
Email Marke+ng for Events
Crea+ng a killer email invita+on
Don’t worry if you don’t have the design chops.
If you’re selling 5ckets online, plahorms like Ticketbud provide an easy to use email invita5on system that’ll meet your needs.
If you do want to spruce up your invites, check out Paperless Post.
Email Marke+ng for Events
Where to go from here?
“Design like you are absolutely right, then op$mize like you were wrong from the start.”
• Implement list building tac5cs to grow subscribers
• Test out trigger based emails & analyze engagement
• Send your next event invita5on with our 5ps in mind
Thank You!
Want more event marke5ng tac5cs?
Get ‘em here: blog.5cketbud.com
