Many people assume email marketing and events don’t have a place together anymore as social media becomes a popular and effective platform for event promotion.
The truth is, if you aren’t utilising your subscriber database, you’re missing out on a significant amount of potential to grow your ticket sales. Email marketing is a highly targeted form of communication, making it a valuable platform for advertising your latest event.
The most obvious benefit of using email marketing to promote your event is that you are advertising to a targeted list. This list could be made up of past attendees or even those who have signed up to hear about your upcoming events. At some point, these subscribers were interested in your event, making them a prime audience for sales.
Contacting past attendees is a surefire way to sell tickets to your event. They’ve come before, so why not get them back again? These customers will be easier to get through an initial sales pitch as they are already familiar with your brand and what to expect from attending your event. You can even help make their decision a quick one by incentivising them to attend again with an exclusive subscriber discount.
Although email marketing for events is a successful tried and tested method, there are a few tricks of the trade that need to be implemented for it to work effectively.
Ensure you include a value proposition in the campaign that clearly outlines exactly what the attendees can expect to see and what they will get out of attending. This is also the opportunity to include the time, location and other important event details. The descriptive content is crucial, so it’s essential to find a balance between providing sufficient information to promote instant sales without bombarding customers with too much information causing an adverse sales effect.
If you can, include testimonials from previous attendees. This will help reassure customers about the value of your event. These testimonials will be a subtle sales pitch in themselves and will quickly build trustworthiness.
Finally, ensure the design for the campaign is clear and concise. You don’t want the customer getting distracted by other links or pages within the campaign. Having clear Call to Action buttons that direct customers to ticketing purchases will create a seamless purchasing process, resulting in more sales.
If you are eager to increase your event numbers for your biggest show yet, be sure to give email marketing a run. These tips will ensure your email marketing has the best chance of converting subscribers into your next event attendees!