1. Targeted mailing list
Before you start sending event mailings, answer a few questions. What is the subject of the event? What range does it have? Who will be interested in it? Once you have gathered all the information, divide the list into segments and send the campaign only to those who will actually care about participating in the planned event. You will get fewer unsubscribes. Instead, you will get more opened emails, clicks, and replies.
2. Interesting subject line
Subject line - key issue. If you don't title your email correctly, many recipients will not be interested in its content at all. So try to come up with text that will encourage them to click in a concise and interesting way.
Consider adding the phrase "you are invited" - it is a nice, polite phrase, which in many cases acts as a magnet for the reader. What else can we do?
- Add a short sentence to make it clear what your event is.
- If the event is closed, i.e. only available to invited guests, inform them about it.
- Add some information in the form of factoids.
Add the name of the invited person to the subject line or content of the email. It's true that most people realize that it's the algorithm that puts our names into the email. Despite this, we are 26% more likely to open emails with our names. And since it works... it would be a waste not to take advantage of it.
Messages should be clear and aesthetically pleasing. This is so obvious that it is sometimes forgotten. But know that paying attention to detail always works to your advantage - it shows potential participants that they are dealing with a professional.
5. Clear message
Make sure that your message is crystal clear to the reader – it is not enough that you understand it. Do not forget about the basic function of the invitation email, the informative function. The message should contain clear information on what will happen at the event.
6. Particular information
Don't leave your audience room for doubt or interpretation. Carefully describe what awaits them at the event and thus attract their attention. Also, consider the questions that may arise and answer them before they come out. This way, you will quickly increase the motivation of invitees to participate in the event.
7. Highlight information
Did you know that we receive more than a hundred emails a day on average? Of course, we don't have the time to carefully read each one of them. Instead, we scan the text in search of the most important information. Keep this in mind and instead of overwhelming your readers with large walls of text, divide it into segments with attached visualizations and highlighted fragments. You will make life easier for your audience, for which they will certainly be grateful!
8. Sell the event
Selling events is what we do. Even if the event is free, you need to sell it as you would sell a product. Remember about it when promoting it and leave nothing to chance - include particular benefits of participation in your invitation.
In the Internet, nothing works better than image. Use it and have your invitation feature at least one picture showcasing the venue. You will be surprised how much it can affect your audience.
10. Social proof
As we’ve already said, every event - even a free one - needs to be sold. You have to convince the invitees to devote their time, and sometimes money, and participate. One of the best ways to assist them is to include elements confirming the value of your event in your campaign. References and opinions of your previous attendees will work wonders here.
11. Effective CTA
CTA, or call to action, is currently one of the most popular promotion techniques. First, name a few key benefits that come with attendees in your event, and then add a concise CTA. Place it at the end of the message as well - for those who prefer to read the details. Don’t forget to make it a button that allows the recipient to access the event registration form or the event page in a flash.
12. Control the entire process
There is a lot of minor steps between receiving the invitation and participating in the event. Monitor the entire process, preferably by using an event management platform or employing professional services for event organizers, to be sure that you’ve done your best to encourage your audience to take part in the event. We keep our fingers crossed!