Marketing in one form or another is as old as the market itself. With the rise of digital marketing in the past two decades, new possibilities for targeting and target audience research have sprung.
With a multitude of possibilities that all surpass the abilities of the old mass media, email is the go-to solution for digital marketing, and event marketing more specifically. But to be effective today, it has to be done correctly. Following are the tricks to writing an email newsletter for event marketing that works.
Why Is Event Marketing More Important than Ever?
Unless you are one of the big names in a very specific niche, the chance that you have enough audience to fill up a room is slim. Far from a simple announcement on your company website, emails go straight to your subscribers’ inbox and are to be viewed by a majority of them. That is why email marketing campaigns are considered to have the highest ROI among all other marketing forms.
With this in mind, being able to send the specificities and an invite to a group of people is the best thing you can do to prime your audience and increase the number of visitors to your event. Event email marketing can serve several functions.
- Informing—delivering important information straight to the visitors’ inbox
- Priming—preparing the audience for what to expect
- Nudging—a proper call to action can increase your conversion rate, and a series of them can move the audience in the appropriate direction
- Branding—the ability of a good email campaign to increase your brand visibility and help you establish an excellent public image should not be overlooked
Tips for Writing an Event Newsletter
Now that we know the ‘Whats” and “Whys” of an email newsletter, let’s focus on the “Hows” of writing it. Writing an email can be a lengthy process, but over time, you will get used to it and will be able to write faster and write better emails. Here are our tips for writing a winning email newsletter.
First things first—brainstorm. Take a sheet of paper or simply open your laptop and start writing down everything that comes to your mind. It doesn’t matter how simple or easy it may sound—just put it on the paper.
Once you have no more ideas, group the ideas you have and voila! The ideas that should be present in your email newsletter are there. Do not be afraid to experiment either: Red Bull’s Stratos campaign was one of the most successful in the company’s history.
Gather All the Data
When brainstorming, you’re not looking for dates, percentages and prices. When gathering the data, you are. This step is essential because:
- It helps build credibility
- It enables you to predict possible outcomes
- It ensures your readership gets value (in the form of knowledge) and not another salesy email
- It ensures your future email will be read as well
Structure the Information
Structure the information in such a way as to ensure your readers can easily scan, skim and even skip. Make sure that the information has both internal and external cohesion. This improves your reliability and makes for a satisfied reader.
Keep Emails Short and Simple
Keep your emails short and simple. Believe it or not, a single A4-page email will not be read in its entirety by the vast majority of readers. For this reason, you should hire Grab My Essay to ensure your email meets all the criteria.
Do the research yourself, but let professionals turn your outline into a flowing email. Keeping it short and simple while packed with information at the same time increases your readability and click-through rate.
Add Actionable Steps
Adding actionable steps is a great way to make your audience feel more engaged with the content they’re reading. As they go through the text and are asked to think, remember, imagine, taste, look, and feel, they become a part of the email experience and are more likely to keep coming back for more. These steps also include the call for action.
Hire a Designer
Hiring a designer to actually design your email background and tweak the font style and size is the next most important thing to do. What you want is a unified experience, and the high contrast between the black letters and the white background can be off-putting, to say the least. Hiring a professional will ensure the aesthetic aspect of the email is top-notch as well.
Event marketing is important in its own right. It delivers a higher outreach, a more successful event with a higher number of attendees, and better news coverage. As there is often only one chance of launching a successful event marketing campaign, it is important to make it right the first time.
Jessica Fender is a copywriter and blogger at GetGoodGrade, with a background in marketing and sales. She enjoys sharing her experience with like-minded professionals who aim to provide customers with high-quality services.