Your event is a month or two away… don’t panic! With a good email marketing platform, you can get those sign ups, boost, confirm and nurture your attendees whilst targeting those who signed up at the last minute and remind those who might forget. This can also be an invaluable opportunity to seize the occasion and get closer to your important donors, build relationships with people who haven’t engaged with your organisation before and spread awareness. Here are 3 tips on how to do this successfully.
First of all, think of your goals and plan out your email marketing journey to reach these goals. This can easily be done with marketing automation. Include various steps that will vary according to what you wish to achieve: - Set in place a sign-up form that will capture your attendees’ sign ups on your website or on a landing page. - Trigger an immediate ’Thank you for signing up’ and ’Save the Date’ email. Include event and relevant information, such as date, venue, time and event name/logos. Include a Calendar link to save the event in their diary. - The formal invitation: Talk about what the event is going to achieve, what the itinerary looks like and what attendees can expect by being present. Detail your guest speakers and their content. Include RSVP link to get an estimate of number of attendees and options for dietary requirements. - Send reminders in the weeks leading up to the events. People are busy and their inboxes fill up quickly. With email automation you can create and automatically send a series of reminders based on attendees’ interactions with your emails. - Filter out your non-openers and people who have opened and haven’t clicked on your emails and re-send your invite with a different subject title with clear reminders and a sense of urgency. - The day before the event, send one last email expressing excitement about your event and recap important information, a reminder of location details (including a map). - And finally, send out your post-event thank you email. This is your best opportunity to thank attendees for their time, follow up with any promised content, and ask for attendee feedback to learn about their opinion on the event. Once the event is over, don’t forget to nurture your attendees further through regular email newsletters so that they become advocates for your cause and possible future donors.
Your emails must render well on all devices, especially your mobile! 54% of email recipients now open on mobile first. - Use a scannable, one-column design and include a good-sized Call To Action button with text 14px or larger that gets noticed and drives people to take the next step. Only use one CTA as stats show that emails with a single Call-to-Action increase clicks by 371%. - If you personalise your invite, your attendees are more likely to feel that they are valued. Use the invitee’s name in the subject line as well as in the content as stats shows us that personalised subject lines are 26% more likely to be opened. - Use clear images of past attendees/events to portray a feeling of warmth, friendliness and trust.
Make your content attractive and compelling by expressing why the recipient should be attending your event and what the expected outcomes are. Highlight the benefits, show it’s worth attending and motivate your contacts to attend by include testimonials from attendees of previous events or past attendee numbers from those events. - If your event comes with a cost, consider motivating and rewarding past participants first, and offer them a discount. Offer an early bird and regular pricing to encourage people to sign up on the opportunity early. You can make your event a success and fill all your places with planning and creating great successful emails!