Email marketing is a charmer when it comes to promotion. In fact, in today’s time when every gathering – personal or official – has turned online, it is a tried-and-true approach to spread the word about your virtual event. Use the event email marketing strategies to advertise your virtual association event, and start hauling in those valuable registrations
you’ve been coveting since the get-go.
However, this does not come easy. In 2019, the overall number of business and consumer emails sent and received every day surpassed 293 billion, with more than 347 billion expected by the end of 2023. So the competition to stand out in the recipient’s email inbox is fierce.
Importance of Email Marketing for the Success of Virtual Events
The deadly pandemic that hit the world in 2020 has changed everything upside down. The virus has had an extraordinary impact on how society and people connect with one another.
The “new normal” has led companies to shift their focus to a new arena of association – the virtual events. Although everyone is staying indoors, you can still create engaging online events with maximum attendance.
Most online events have three main objectives:
● Persuading people to sign-up for the event,
● Reminding them to tune in,
● Encouraging them to take action after the event.
With event email marketing, you can ensure that your event reaches the widest and most relevant audience possible. Emails provide you the opportunity to interact with your audience one-on-one in their inbox.
The ultimate purpose of promoting an online event via email marketing is to draw attention to and remind audiences of whats, whos, whys, and hows behind it. But your work shouldn’t end there. You want to create the hype around your event and get your attendees involved before, during, and after it.
Seventy-six per cent (76%) of marketers believe that email is the most efficient strategy to increase registrations for a virtual event. The true sense of leveraging your email marketing plans is to use five different email campaign types that can boost your event’s potential and establish a reasonable communication channel. These emails are:
1. Announcement Emails to send details of What, When & Where.
2. Invitation Emails to provide the audience with an opportunity to register for the event via inviting and compelling Call to Actions (CTAs) that ultimately convert.
3. Confirmation Emails via autoresponder emails.
4. Reminder Emails to help you promote event highlights and build enthusiasm in the days prior to your event.
5. Follow-up Emails that have huge potential to catch up with the post-event
Email Marketing Best Practices for Virtual Events to Optimally Influence the Attendance & Out-turn
Identify your Virtual Event’s Audience
Ideating an email marketing roadmap for virtual events requires finding answers to the
● Who are you doing it for?
● What kind of brand or organisation are you?
● What kind of events do you host?
● Who are your attendees and guests?
The most effective way to create a profitable email marketing campaign for virtual association events is to first understand your target audience. Examining the data in your database or CRM system will help you figure out who your target audience is and what are they like. You’ll have a better notion of how to reach them and what the ideal email marketing method is for doing so.
Build a Digital Foothold
Today, the internet is the first place where a potential registrant goes to learn more about your event. Therefore, it’s critical that your website includes and presents every detail about your virtual event in a user-friendly manner. Take into account these insights for effective digital presence:
● Review whether your website is in line with SEO tactics or not.
● Provide a calendar of events with links to enrolment or registration pages.
● Create a ‘Contact Us’ and ‘About Us’.
● Include links to social media pages.
● Deploy constructive landing pages to track the leads.
A well-designed website will streamline the overall workflow and your potential audience will have access to the necessary information about your event on a single platform. You can take your online personality to the next level by incorporating your company’s branding into your digital podiums and ensuring that these digital platforms are
Revamp Your Communication Masterplan to Add Value
Communication with your audience is a major consideration while conceptualising an event email marketing plan. Utilise the data about your audience to strengthen your communication efforts.
Email marketing personalisation is one way to use this data to better communicate. Another way to use the data for enhanced communication is by segmenting the contacts as per their interests and online behaviour. List segmentation can help ensure that you offer the right content to the right people while also lowering the likelihood of people ignoring your emails. Studies show that the average click-through rate for segmented campaigns is 100.95% greater than for non-segmented campaigns.
Depending on your software and email service provider (ESP), you can leverage email automation tools to send out auto-responder and triggered emails. These ensure that your audience does not miss out on any event-related information and hence, forms an impression of your event’s authenticity and quality in their minds.
Compile a Toolkit of Resources for Your Virtual Event
Having result-driven tools in hand is paramount to the success of your virtual event. Build your virtual event toolset aligning with your event agenda, theme, budget, and email marketing event goals. A website and CMS builder software can serve as a stepping stone in the development of a toolkit because they allow you to swiftly get your event-specific website up and running.
Another key tool to keep an eye on is the online event registration and video conferencing solutions with virtual event-specific functionalities. Use live streaming and other social media technologies to communicate with your audience on a more personal level.
Unlock the Keys to Successful Event Email Marketing
Craft Subject Lines that can Cash in the FOMO Feeling
Encash the ‘Fear of Missing Out’ (FOMO) notion by using it as the major stimulator for your potential event attendees. Create such email subject lines for events that it builds the FOMO factor in the recipient as soon as they first see your email in their inbox. The recipients must feel as if they will miss out on something extraordinary if they do not open your email or click the CTAs in your email.
Lodge a sense of urgency by including unique offers like the ‘first on the scene’ discount at the starting of the subject line. Similarly, everything that adds an “omg quotient” should be accentuated with a FOMO subject line.
Unveil the Teaser & Not the Complete Picture
Providing too much information about your virtual event in the email campaigns will fade away the interest as the audience may already know everything that’s going to happen in the event. Event email marketing should include enough content to attract audience interest while leaving enough key details out to spur registration and participation.
Smart Game with Email Autoresponder Campaigns
Generate different points of contact by sending a calculated number of emails – either drip campaign or auto-triggered emails – with varying messages while staying inside the same storyline. Use autoresponders to steer readers through an event email promotion funnel based on their actions.
Tracking, Testing & Clear CTAs
Event organisers should keep an eye on their email campaigns’ open rates to see how effective they are in today’s increasingly crowded inboxes. Every virtual event is unique, therefore you’ll have to “test” which value proposition resonates with your target audience.
A clear-cut CTA in the emails is a thumb rule for the success of event email marketing. The CTA copy and its placement should be nothing short of a shining beacon that no one would want to overlook.
Appropriately & Wisely Use Visual Media Elements
Videos, GIFs, and other images add an ‘oomph’ factor to the emails and enhance the overall aesthetics which is sure to grab the recipient’s attention. Include video snippets of previous events, short interviews of past event attendees, guests in the emails. However, do not overdo it. Strike a balance between too much and too little media components to strengthen your content’s engagement.
Impressing the email recipients requires more thought and work than most hosts imagine in order to turn those email recipients into respondents and further, into event attendees. The trick is to combine personalization with the best event email marketing practises and to continuously monitor, experiment, and refine.
I am Hemanti Pradhan, a Content Writer skilled in delivering technical as well as non-technical writeups. My portfolio covers a wide spectrum – from product documentation to lifestyle blogs & social media posts. When not writing, I indulge myself in drawing Zentagles & Mandala art. An easygoing person who loves to discover new places.