Five Best Practices for Your Event Email Marketing Campaign

No.1 – Reflect on Your “From” Name

Check out the “from” name that your emails are coming from. Is it recognizable and reflective of your organization? If it’s not, it should be. This type of consideration also warrants some A/B testing. If you have a few options for a “from” name, try them both out over a period of time and see if one consistently yields higher open and conversion rates. If there’s a clear winner, that’s the name you should go for!

No.2 – Make Your Subject Line Tell (Not Sell)

Your subject line should be clear, specific and straightforward. The folks at MailChimp say this so well: “your subject line should tell what’s inside, not sell.” This isn’t the place for a hard sales pitch; it’s for concise information about what’s inside your email. While this might sound like a boring approach, trust us…it works.

No.3 – Consider Your Preview

Some email providers (such as Gmail, Outlook and Mail) display a “pre-header” in the inbox, which is pulled from the first few lines of your email. Take advantage of this extra real estate and make it work harder for you. Use this space to entice the reader to open up your email by expanding on your subject line (remember: tell, don’t sell) and proving the relevance, quality and value in opening your email.

No.4 – Have a Clear Call-to-Action

Don’t leave your customers guessing! If the purpose of your email is to encourage the purchase of season tickets, then say so. If possible, include a button in your email to link the reader over to your landing page. Buttons make your CTA stand out and clarify where the reader should click.

Make this type of conversion-seeking a habit and remember that small conversions are still conversions. You can’t go for big-ticket items in every email; sometimes it can be as simple as a “Follow Us on Twitter” CTA. A conversion is a conversion…even the small ones count!

No.5 – Say “Thank You”

It seems that the phrase “Thank You” is always underestimated in its ability to positively impact and influence a customer. Thank them for a ticket purchase, for subscribing to your email list, for their attendance at a recent event, or even for a social media follow. Showing the customer your appreciation (even for the little things) can go a long way towards their view and opinion on your organization. Make it count!