October 4, 2017
Email is a great way to keep your attendees in the loop on your upcoming events! But putting together a successful promotional email isn’t always so easy.
If you’ve never done it before, or you’re looking for ways to improve results, here are some best practices to help you out.
The open rate of emails in 2017 is less than 25%… and that’s if you’re doing well! So don’t waste your opportunity to communicate with the title, it’s the only part of the email that’s seen before it’s deleted or skipped. Avoid being vague or click-baity, it’s too much of a risk. Instead, be specific and intentional. That way, even if it isn’t read, you are still communicating your message.Examples of bad email titles:
Examples of good email titles:
A great promotional email is short enough to be scanned in less than 15 seconds. The average person gets 88 emails per day and only opens 34 of them, so don’t make them regret their choice to click yours by boring them to death.Get to the point, fast.
An image or video is far more likely to peak someone’s interest than a clump of text. Use bright colors, high-resolution images, or fun videos. Have clear and colorful buttons to direct them where you want them to click. With all the readily available email design resources, there is no excuse for being uninteresting.
You should have a reason for every email you send out. Before you schedule it, ask yourself, “What do I want my registrants to DO?”, then make sure it’s easy for them to do it. For example, if you want someone to register for your event, have that link click-ready so they can do it in a snap.
Don’t be afraid to inject some personality into everything you send. Of course, you want to be consistent with the tone of your brand. But you can be professional without being flat.
Think about who your audience is then find a way to surprise and delight them. It will set the tone for a wonderful event.
Finally, you can never go wrong by giving people incentive to subscribe to your emails. Reward them by giving them deals that nobody else can get. If staying in the loop saves them money, they are far more likely to stay subscribed.
And when we say sweet deal, we mean sweet. Be generous with what you’re offering. That will keep ‘em happy.
Have you noticed that certain emails you’ve sent are more clickable than others? Tell us your secrets!