Marketing an event is all about delivering the right message to the right person at the right time, and if there’s a medium that has withstood the test of time—it’s definitely email. While it’s among the oldest channels out there, almost half of marketing specialists consider it is still the most powerful channel to hype up your event.
We’ve compiled a set of tips you’ll find useful when promoting your event via email. Let’s take a look, shall we?
Optimize for Mobile
The fact that some countries are now “mobile-first” is proof of the overwhelming acceptance of portable devices around the world. Chances are your email will be read on a mobile device. Therefore, missing out on a considerable percentage of potential attendees just because they can’t read your email properly could hamper the results of your hard work.
Related: 8 Essential Email Writing Tips
There are a few basic principles that you should follow to be able to successfully optimize an email for mobile:
- Don’t use too many images
- Experiment with responsive templates
- Try opting for buttons instead of links
- Ideally, use an email marketing service such as MailChimp, Drip, or others that are designed to create emails for both web and mobile.
Engage with Visual Content
Rather than using too many images, consider opting for a GIF. We’re living in the “attention economy,” after all. Businesses need to fight for the awareness of their clientele that is suffering from a continually shrinking attention span. Some reports suggest that incorporating a GIF in your email will bump your engagement rates by a quarter or more.
If your event features an artist or a band, why not make a GIF from one of their most memorable performances? The internet is full of video-to-GIF converters. Give it a try!
Reflect your Audience
The event you’re advertising for is a perfect descriptor of the target audience you’re advertising to. Specific groups will often attract people of specific interests, ages and other psychosocial aspects. Why not take advantage of this data to write an email copy that will suit your potential customers?
You may want to adapt the entire email to appeal to your target audience, including color palette, optimal length, calls to action and so forth.
Consider Sending a Last-Minute Batch
Remember, the short attention spans we mentioned earlier? Well, chances are your prospective attendees have read your email, but got distracted with some urgent task at work or simply forgot about it. Don’t hesitate to send out a batch of emails 24 or 48 hours prior to the event to remind them about it. That might awaken the interest in many people and motivate them to visit your event.
By implementing these straightforward tips in your email marketing campaign, you’ll be able to considerably increase the number of people attending your events at no cost and with minimum effort. We hope you find them useful. Good luck!
Daniela McVicker is a seasoned writer and an editor for Top Writers Review. Her goal is to help other marketing professionals use recent trends and research to communicate better with clients and customers.