Email is a great way to keep your attendees in the loop on your upcoming events! But putting together a successful promotional email isn’t always so easy. If you’ve never done it before, or you’re looking for ways to improve results, here are some best practices to help you out.
Have a Clear Title
The open rate of emails in 2020 is 21.33% according to MailChimp… and that’s if you’re doing well! So don’t waste your opportunity to communicate with the title, it’s the only part of the email that’s seen before it’s deleted or skipped. Avoid being vague or click-baity, it’s too much of a risk. Instead, be specific and intentional. That way, even if it isn’t read, you are still communicating your message. Examples of bad email titles:
- A Great Offer For You
- The Moment You’ve Been Waiting For…
- Guess what’s coming your way?
Examples of good email titles:
- The Leadership Summit is coming to Sacramento
- Get 50% off Tickets to Music Jam - This Weekend Only
- Only One Week Left To Register For Summer Camp!
Keep it Brief
A great promotional email is short enough to be scanned in less than 15 seconds. The average person gets 121 emails per day, so don’t make them regret their choice to click yours by boring them to death. Get to the point, fast.
Use Stunning Visuals
An image or video is far more likely to peak someone’s interest than a clump of text. Use bright colors, high-resolution images, or fun videos. Have clear and colorful buttons to direct them where you want them to click. With all the readily available email design resources, there is no excuse for being uninteresting.
Have a Clear Call to Action
You should have a reason for every email you send out. Before you schedule it, ask yourself, “What do I want my registrants to DO?”, then make sure it’s easy for them to do it. For example, if you want someone to register for your event, have that link click-ready so they can do it in a snap.
Do Something Unexpected
Don’t be afraid to inject some personality into everything you send. Of course, you want to be consistent with the tone of your brand. But you can be professional without being flat.Think about who your audience is then find a way to surprise and delight them. It will set the tone for a wonderful event.
Offer a Sweet Deal
Finally, you can never go wrong by giving people incentive to subscribe to your emails. Reward them by giving them deals that nobody else can get. If staying in the loop saves them money, they are far more likely to stay subscribed. And when we say sweet deal, we mean sweet. Be generous with what you’re offering. That will keep ‘em happy.