Vertically conceivable in almost every industry, Email is a key marketing channel for businesses of every kind and scale.
In fact, 87% of marketers today believe that email marketing performance is increasing.
Email results can have an enormous effect on overall marketing effectiveness and corporate development. Certainly, email marketing very well applies to your virtual events too.
After all, it gives the best chance to up the personalization factor of your email campaigns. Personalization is what people need.
By the way, 74% of people actually dislike seeing irrelevant content.
Regardless of the sort of virtual event you are running; the success lies in the right people attending it. This is when you’re organizing virtual conferences, webinars, podcasts, online workshops, or hybrid events.
Email marketing is one of the most effective ways to keep hold of promoting virtual events of all kinds, meet the target demographic and maximize event attendance by raking in those lucrative registrations you’ve been eyeing all along.
So, How do you stand out?
We’ve included a list of 8 best practices to help you get your Email heard, opened, read, and get reactions.
Best Email Marketing Practices for Elevating Success of Virtual Events
1 . Time your Email Campaigns
Since virtual events do not necessitate extensive pre-planning on the part of the audience, the promotional period does not have to be as long as it would be for an in-person experience.
It would be best if you send the event invitation at least two weeks before the event. However, you can adjust the time frame of your email campaigns based on the kind of event you are organizing.
Once you’ve sent the initial invite, don’t hesitate to communicate further with your registrants. Sending a reminder note about the event to registrants the day before or the day is a smart way to fight attrition.
2. Come up with Catchy Subject Lines
When your Email hits your prospects’ inbox, the subject line is the first thing that they would see. It is imperative that if the subject line is dry and flat, it’s most likely that it wouldn’t prompt your audience to read it.
So, it is absolutely required to be conscious of your subject lines’ standard length and keep them optimized, well-written, and personalized.
The subject lines within the range of 6 to 10 words deliver the highest open rate, making 8 words a perfect length for a subject line.
Indeed, it’s difficult for even the most skilled copywriters to communicate a great deal of information in 6-10 words as far as the subject line is concerned. It would be best to use your preview text to back up the value of your subject line.
Use it to provide more detail about your speakers and the takeaways attendees can expect from your event.
3 . Create Impressive Content
The content is the soul and heart of your email campaigns’ success. Your copy, like your design, serves as the biggest driver of getting visitors closer to the registration bell.
Keep your event emails short, make them relevant, and clearly bring a central theme for your audience. Each event has a central content that speaks to the community, niche and overall ambience you are trying to create as a planner.
Integrate that into the content in the core layers way early in your content planning process.
4. Conduct A/B Testing
Email marketing provides you with a unique opportunity to measure what works and what does not work in your favour.
Although 31% of businesses measure A/B for their email marketing, it is valuable and powerful—and it is a means of unlocking specific findings you would never otherwise discover about your email campaigns.
Using A/B Testing, you can test more than one thing. Conduct A/B Testing to test subject lines, layout, call-to-action (CTA), personalization, images, and send time/frequency, among other things. Furthermore, you can determine which methods are well received by your subscribers, helping you to consider which strategies are worth replicating in the future.
For example, sending your subscribers two distinct email subject lines with varied or new wordings is one way to introduce A/B Testing. You could then evaluate which of those email variants receives the most clicks.
6 . Utilize Automated Email Marketing
It takes more time to execute email campaigns than it does to create a single stunning email. To win over inactive or unengaged audiences, you will need to set up a series of emails to be sent out every few days. That is, you will have to use drip email marketing automation.
Approximately 49% of companies use some kind of email automation. The best part of drip promotions is that you can set prompts to determine which Email to send next based on user behavioural patterns.
If you’re in a dilemma on managing or automating email campaigns and want to incorporate a robust drip email marketing solution. In that case, EasySendy can assist you in strategizing and automating your efforts and help you manage them flawlessly.
7 . Bring Clear Essence to CTAs
The aim of an event email is to direct the audience to another page, be it a registration page or the event landing page.
Thus CTA works there effectively, given that the design and placement of the CTA button are done thoughtfully.
FriendBuy improved sign-ups by 34% by incorporating anxiety-reducing content and discussing the main advantages while keeping it next to their CTA.
Besides infusing creativity, you should integrate action verbs, use clear and interpretive language so that your audience doesn’t miss noticing it. Ensure the CTA button is in a standout colour that does not mix in with the rest of the Email.
8 . Maintain Follow Up
Follow-up emails are beneficial and should be embedded into the post-event content strategy of your email campaigns.
Utilize your follow-up email opportunity to reintroduce the related event content, follow-up feedback survey, and advertise similar or upcoming events that you think the audience will like to attend.
As long as you keep on top of the minds of your audience using follow-up approaches, your efforts in promoting your online events and marketing strategies can bring out splendid results for your email campaigns.
9 . Evaluate your Email Marketing Strategy
Tracking and measuring the outcomes of your event marketing email campaigns is essential. You would want to assess what worked and what did not work so as to devise the best methods to follow. It would allow you to evaluate which tactics produced positive results and help you further strategize in the future.
After all, you have invested a lot of time and money to promote your interactive event and scale up your email campaigns.
While on-site event marketing has become a virtual event marketing strategy, there are still many ways to create unique and memorable experiences for your attendees as far as your email campaigns for event marketing are concerned.
It would be best to consider participants’ desire, bring personalization factor in, and create great content.