Email marketing remains one of the oldest and most trusted ways to engage your audience. So how can you use it effectively to boost event sign-ups?
Email marketing is without doubt an integral part of the modern marketing mix. You can add new tactics – social outreach, video ads and more, but email marketing will always be there.
In fact, a study by Campaign Monitor suggests that email marketing yields an average ROI of $38 for every $1 spent.
Whether you’re an experienced marketer or just stepping into the world of online promotion, being well-versed in email marketing can do wonders for your conversion rates.
In our discussion with Jay Schwedelson, founder of SubjectLine.com and Rachel Stephan, we dive into 7 strategies to help you harness the power of email marketing for live events.
By providing valuable content, leveraging speakers, and creating engaging event experiences, you can keep your audience invested, and enable them to take action to boost your show sign-ups.
1. Drive Engagement with Compelling CTAs
Craft personalized Call-to-Actions (CTAs) to increase click-through rates and drive conversions effectively. Instead of using generic phrases like “Register Now,” personalize your CTAs with first-person language to evoke excitement and encourage action among your audience.
2. Optimize Your “From” Field
Don’t overlook the importance of the “From” field in your email marketing campaigns. By personalizing the sender’s name to resonate with your audience and reflect your offer, you can increase open rates as well as engagement.
3. Segment Your Audience Effectively
Tailor your email content to specific audience segments based on factors like attendance history, content consumption, and engagement levels. According to Mailchimp, segmented email campaigns result in a 14.31% higher open rate compared to non-segmented campaigns. Learn how segmentation enables targeted messaging that resonates with your audience’s interests.
4. Embrace Unsubscribes as a Positive Metric
Contrary to popular belief, unsubscribes can be a positive indicator of engaging content. By focusing on providing valuable and relevant information to your audience, you can attract and retain subscribers who are genuinely interested in your offerings.
5. Emphasize Timely and Frequent Communication
Adapt your email communication strategy to the type of event and audience preferences. For virtual events, a more aggressive approach closer to the event date can drive registrations, while in-person events may benefit from early bird promotions and local outreach.
6. Embrace Personality in Your Marketing
Differentiate your brand from competitors by injecting personality into your emails. Explore the benefits of authenticity and humanizing your brand to establish deeper connections with your audience. 86% of consumers claim that they are willing to share their email address for personalized experiences and special incentives.
7. Don’t Wait for Perfection – Send More, Not Less
Perfectionism can be a roadblock to effective email marketing. Embrace the mantra of progress over perfection and focus on consistently delivering value to your audience. Don’t be afraid to experiment, iterate, and optimize your email campaigns for maximum impact.
Bottom line
Email marketing remains a powerful tool for driving conversions and engaging with your audience in today’s digital landscape. Implementing these 7 strategies and insights from industry experts like Jay Schwedelson and Rachel Stephan can elevate your email marketing efforts and yield tangible results in your marketing efforts.
