E-mail is a powerful marketing tool that can have a huge impact on the success of your event. The following are a few email-related tips to help event organizers ensure that success:
Jack Mardack is director of marketing at Eventbrite, an online events marketplace (www.eventbrite.com).
- Don't be spammy. Be conscious of how people feel about getting unwanted e-mail or too many e-mails from the same sender. Err in the direction of fewer, more thoughtfully prepared messages spaced out over time.
- Start early. Don't wait until the last minute to begin your event e-mail campaign. Give your invitees time to warm up to your event. Space your e-mail messages out, and use the lead time to build interest by delivering messages at regular intervals. Avoid a long quiet period followed by an urgent “Tickets are going fast!” e-mail.
- Early-bird discounts work. One of the few pieces of information that is almost always welcome about an event is the availability of an early-bird discount. The most successful such discounts reward people who are prepared to make a decision sooner rather than later.
- Think outside the invitation. Use e-mail creatively to share information that will get people excited about your event in advance. Foster a feeling of inclusion among your invitees by letting them know who's coming, who's speaking and what the activities are going to be.
- Don't forget your sponsors. It's a common mistake to limit the visibility given event sponsors to the day of the event. Include them in your e-mails—and not just their logos. Your sponsors will appreciate the opportunity to have their content exposed in your pre-event, outbound e-mail efforts.
- Put the “what” in your event invitation. More so than almost any other factor, giving your invitees a clear picture of what is going to happen during the event and at what time, drives registrations. People like to know what to expect.