Email marketing remains the most effective channel for promoting events and driving registrations, with over 75% of event marketers citing it as their top strategy. However, truly successful event email campaigns require more than just blasting out a few announcements.
You need a strategic approach across multiple stages, from early announcements to final excitement builds, in order to generate buzz and urgency around your event. This comprehensive guide will walk through the key components of event email marketing and provide real examples to help you craft campaigns that convert.
Hook Audiences Early with a Strong Announcement Email
Don’t wait until the last minute to promote your event. Get on your audience’s radar early with an initial “save the date” announcement email. The goal here is to incite interest and curiosity by revealing just enough intriguing details.
Some best practices for announcement emails include:
- Grabbing attention with a compelling, curiosity-gap subject line such as “You’re Invited to the Party of the Year”
- Explaining the purpose and reason for the event to build anticipation
- Providing just the key facts – date, time, location, how to register
- Using social proof with quotes from past attendees or influential speakers
- Adding visuals of the venue or past events to make it real
- Structuring copy in a fun, engaging way that makes readers feel special to be invited
Check out this example promoting a brand’s annual event:
Build Excitement with Strategic Drip Campaign Emails
Don’t stop at just one announcement email. Develop a sequenced drip campaign to continually re-engage subscribers leading up to the main event.
Effective drip emails will reveal more details, insider info, special offers, or teasers over time to stoke interest. Some ideas include:
- Introducing speakers or activities one at a time
- Sharing a schedule of events to help people plan
- Providing logistical info like parking details or event FAQs
- Offering special early bird or loyalty discounts on tickets
- Running contests for free giveaways or upgrades
- Allowing sneak peeks “behind the scenes”
See how this conference organizer uses each email to highlight specific reasons to attend:
Well-planned, spaced-out drips will make subscribers feel like insiders getting VIP access.
Spark Urgency with Countdown and Last Chance Emails
As the event nears, shift Messaging to create urgency and scarcity. Limited time offers, final ticket releases, or expiring discounts can incentivize procrastinators to commit.
Some ideas include:
- Countdown timer or graphics to emphasize shrinking time
- Calls to action like “Registration Closing Soon!”
- Scarcity alerts when limited seats remain
- “Last chance” offers or special promo codes
No matter what, make it clear that time is running out to participate in this exclusive experience.
Email marketing delivers unmatched power for turning out crowds to your events. But it takes more than a single eblast. Use these before, during and after email campaign strategies to gradually build buzz, engagement and desire for your event. With a compelling storyline and value-driven content, you’ll fill seats and drive registrations successfully every time.
