How to Use Email to Create a Successful Event

More often than not, the most challenging aspect of organizing an event is actually bringing people to it. To make it happen, you need to generate buzz around it and let people know about the occasion. Apart from social media, email poses a powerful promotional tool, one that creates a very controlled experience, because you are the master of all its elements. It also helps that the effects of email campaigns are tangible and measurable. So, here is how to make the most of email invitations and reminders to throw a memorable event and wow a big audience.


Digital spadework


The first step is to figure out who you want to attract. Just sending invitations to everyone is not advisable. Merely purchasing or renting lists is not much better either. You do not want to contribute to the avalanche of spam emails that account for the bulk of all email traffic. Instead, embrace a targeted approach and come up with a customized, accurate mailing list that minimizes the amount of unsubscribe requests.

Take some extra precautions, such as making sure that the address of your server matches the sender’s address in the email. You might have to contact your domain provider, but it will be worth it. You will avoid having your emails blocked and marked as spam. Of course, you also have to keep an eye on your reputation, as it directly impacts the delivery rates of your emails.

Finally, there are other strategies you can employ, such as whitelisting. Basically, you add your email server to the “whitelists” of the attendees’ servers. This is a particularly fruitful tactic if you target people from the same organization or those that use public mailbox providers. Just know that the process involves adjusting email servers that are otherwise outside of your control.


Creating the invitation

Next, you want to assemble a great invitation email. As a rule of thumb, it is advisable to send it two weeks and then two days before the big day. Get all the details in the email right, including the date, place, and time of the event. People do not want to engage in guesswork when it comes to the purpose of the event and what they can expect there. Create an enticing subject line to grab attention right away.


Another crucial element is an inviting call-to-action button. It prompts people to RSVP, which gives you a clear idea of how many participants you can count on. In addition, you can ask them to notify you in case they are not able to make it after all. Also, note that by using advanced filters, it is possible to send additional emails to those who have registered.


The moving parts

Likewise, feel free to send reminders. Some people will really forget about the event, while others just need a small push to come. In any regard, the more incentives and value you offer, the better chances are that people will show up in good numbers. So, do not hesitate to use discounts. On the other hand, avoid risky words such as ‘promo’, ‘buy’, ‘order’, ‘purchase’, and ‘click’. Capitalization and exclamation marks also tend to do more harm than good.


Furthermore, bear in mind that in the booming online realm, content is king. Rest assured that spam filters look into your email content. Hence, if your email contains only one link and nothing else, it will likely be recognized as spam. To steer away from this, add descriptive text or include a professional powerpoint presentation. Your audience will get the taste of what is brewing and be satisfied to see something more than meager bait.

If you cover all your bases, you should be able to carry out an impactful email marketing campaign. It always pays off to take your time for configuring your account and tracking responses. That way, you can boost your open and click-through-rates and send your emails to the right inboxes. Do not let other tasks involved in planning and organizing events inhibit your promotional efforts.


Get off on the right foot


Emails persist as one of the most effective marketing tools for events. There are, however, some steps to take if you mean to reach people, spark their attention, and successfully market your event. First off, produce a tailored mailing list and adhere to best practices. Present handy information and persuade people it is worthwhile for them to come by. Get them to sign up in advance and express their commitment. Ultimately, pre-event publicity goes a long way in allowing you to bring the house down when the big day arrives.


David Webb - Business consultant


David Webb is a Sydney-based business consultant and online marketing analyst. With six years of experience and a degree in online business strategies, he is driven to help people to better understand this new digital age. In his free time, David enjoys writing, travelling and an occasional night out with his friends.