Email is a hugely effective and cost effective way to market your events, but it only works where recipients choose to open your email, rather than moving it straight to trash. In a time when people receive a constant flow of emails to their bloated inboxes, how do you make your emails stand out from the rest?
Here we will share 10 simple tips to help you to increase the open rate on your emails and build interest around your next event.
Open With a Strong Subject Line
A strong subject line is clear and to the point. Studies have shown that subject lines with the highest open rates include key information such as the company name, who the invitation is from and a little information about the event.
The best subject lines are clear, honest and have a sense of urgency e.g. “pre-registration ends soon”.
Don’t Click Bait
It can be tempting to encourage users to open your emails by using misleading subject lines, but ultimately your readers will feel cheated by these tactics. Full transparency is always the best policy.
Sloppy spelling mistakes in the subject header and content of your email will make your business appear unprofessional. Nowadays, it is very easy to check for spelling mistakes using in built tools, so always remember to take advantage of these.
Proof read and proof read again.
You will need to decide on how often you will send emails. If you send them too frequently, this could irritate recipients and result in them choosing to unsubscribe. However, if you send them too infrequently, your recipients may lose interest between contact.
It’s a fine balance to strike, but you can always ask for feedback to gain an understanding of what your audience want.
Take Advantage of Test Tools
Email services, such as Mail Chimp, allow you to send test emails before sending out to your entire mail list. This is a good way to check for errors and format issues, and it is always helpful to send the test email to more than one person. It has been scientifically proven that it is easier to spot errors in other people’s work than your own.
With email marketing, it is always a good idea to give with any take. For example, if you send an email promoting ticket sales, you could also include a link to a helpful video tutorial you have just created, you could provide details of a competition to win tickets, or you could try giving away small titbits of what they might gain from attending your event which can entice them into not only opening, but also attending.
The idea is to give your reader something of value to build loyalty and encourage them to read your emails.
Establishing the best time to email your mail list will be a matter of trial and error. You will want to aim for a time where your recipients have adequate opportunity to read your email. This could be over the weekend, on lunch breaks, or even first thing on a Monday morning. The right time will be very much dependent on your audience.
One tip that may help, is to schedule your emails to go out in the small hours of the morning – this way they will have a greater chance of being at the top of your recipients mail list when they wake – or timed to when you know most people will be starting their work day.
Using a mailing tool like Cvent or Mailchimp can help you identify when your emails are most likely to be opened, so you can time these more effectively over time.
A great way to minimise unsubscribes and increase open rates is to make your mail list aware of how often you will email from the outset. This could be a weekly or monthly newsletter, or maybe you only email to notify them of a new event. Either way, setting expectations is a good way of building trust with your subscribers.
Another thing to keep in mind is that many mail systems now allow subscribers to alter the frequency of their emails, which is another great way to increase opens and reduce unsubscribes.
If you would like help and support in creating a mailing strategy for your next event, please contact Wendy at Wendy Marston Events.