This is a guest post from McKenzie Gregory of Emma.
It can be difficult for your event invitation email to stand out in people’s inboxes. After all, you aren’t just competing with other events and promotional messages — you’re also competing against work emails, messages from friends, and newsletters from their favorite brands.
However, when you get the subscriber experience right, it leads to major results. According to Litmus, email has higher conversion rates per session than both search and social media.
1. The mobile-friendly example: The Tennessee Titans
We live on our phones, so it’s unsurprising that’s where most people open their email.
At this point, it’s passé to even consider designing your event emails without mobile in mind, but there’s a reason we repeatedly stress the importance of responsive emails: event creators still send emails that don’t render on a small screen!
To provide a great mobile experience, stick with a scannable, one-column design, like this example from the Tennessee Titans. You’ll also want to include a big, tappable CTA button and only use text that’s 14px or larger. Finally, if you’re directing recipients to a landing page, make sure that page is mobile-friendly, too.
2. The GIF genius: China Chilcano
You’re not seeing GIFs everywhere because they’re trendy — you’re seeing them because they work. The majority of ticket sales tend to happen right after the announcement or right before the event. For all your other sends, including a compelling GIF in your email can be a great way to grab subscriber attention and boost sales during the down period. Check out this event invitation email sample from China Chilcano.
3. The sponsor send: Yoga in the Field
Another great way to fill the time between your announcement and the actual event? An email that promotes your sponsors. Your event wouldn’t be possible without your sponsors, so show them some love with a dedicated email to attendees.
Not only will it make your sponsors happy, but it’ll also provide value to attendees by making them aware of helpful products or services that will be at your event. This example from Yoga in the Field showcases how to promote a sponsor while still keeping the imagery and messaging relevant to the event.
4. The event follow-up: Marketing United
Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. But your follow-up email is one of the most important you’ll ever send.
Your post-event email is your best opportunity to thank attendees for their time, follow up with any promised content, and ask for invaluable attendee feedback.
For Emma’s Marketing United conference, we follow up the day after we wrap with a post-conference video recap, some valuable takeaways, and our attendee survey.
5. The content-based email: charity: water
Even after your event has wrapped, you can (and should) continue to serve attendees valuable content. This applies especially in the nonprofit and university space. If you want to encourage donations, it’s crucial to finish the thought and maintain a connection with attendees after you’ve engaged with them in person.
Emma’s client charity: water does this better than anyone, following up with impactful content after every in-person event they host. Note how they use this as an opportunity to remind attendees to fulfill their pledged donation, too.
6. The win-back email: Vans Warped Tour
While you want to reach as many potential attendees as possible, you also want to keep your email list clean. This is vital to preserve your sender reputation and avoid deliverability issues (aka, landing in the dreaded spam folder).
One effective strategy to maintain list hygiene is to send the occasional re-engagement email to your list, asking them to opt in to future communications if they still want to hear from you — like in this example from Vans Warped Tour. Past attendees may not be able to return, so allow them to self-select to ensure you’re getting the right message to the right people.
When using Eventbrite to manage your email communications to attendees, you’re able to view attendees who agreed to marketing emails and see who unsubscribed. Eventbrite also automatically removes unsubscribed users from your emails to make the process easy for you.
Interested in more marketing strategies for your next event?
Check out Emma’s guide, How to Sell Out Your Next Event in Record Time, to learn how to sell more tickets, boost revenue during sales lulls, and get actionable strategies to make your emails more likely to convert. Or, for more email inspiration, check out these four examples of a great event email template to drive attendance and sell more tickets.