Brands and marketers in Lebanon and Middle East love events to promote themselves, their products and services. And why wouldn’t they? Events let you seek new customers, interact with them, understand their needs and feedback to improve your offerings further. Events and shows give brands a real time feel of the market and their target customers.
There are multiple channels to promote your events, but email marketing still rules. Over 75% of marketers use emails to promote their event. Why? They are personal, in the sense you actually get to write to a person instead of a company. The recipient always appreciates an email in their inbox from a real individual rather than a company and the takeaways (event report, podcasts, and case studies) that you send after an event is valued above all!
Promoting Events With Email
Depending on what your event is all about – exhibition, fundraiser, festival, roadshow, a company bash, AGM etc. – the type of email varies and so does the frequency. Here are some of the commonly used email formats to promote events.
1. Save the Date/ Save your Spot:
‘Save the Date’ emails are simple and crisp focusing on the actual date and day of the event to help invitees pre-plan their schedule in order to participate. These emails are sent about 5-6 weeks before the actual event to allow participants to block their schedule for the day. Start creating a buzz, give teaser information on your Facebook page and Twitter feed. Consider offering an early registration discount to attract your first customers and start to drive attendance.
2. Detailed Email Invite:
This is the email invite which has all the details about the event right from the day, date, time, and information about the event, agenda, guests, speakers, activities, registration/booking link and call to action. Send this out 3-4 weeks before the event when you want to drive registration. Make sure all of the information is correct in the email going out, and on your registration page.
RSVP or confirmation of attendance email, is generally sent when the event is more specialized and requires plenty of arrangements that the organizer can’t afford to let go waste. High profile dinners, seminars and talks where highly influential people are involved, generally has an RSVP enclosed. Sent 5-6 weeks before the event.
4. Reminder Emails:
Reminder emails ( yes, multiple) are sent closely prior to the event day to gather all the participants and keep them updated that they have an event to attend. These emails are sent once 2 weeks prior to the event, then 1 week prior and then finally 1-2 days before the event. Sometimes to generate an urgency to register, emails are commonly titled as “Seats Filling Fast!”
5. Event Confirmation and Tickets:
Send out a confirmation email to the participant confirming their booking and enclose event tickets.
6. Post Event Email:
Post event emails are generally sent to give out the takeaways from the event, like a free report, case study or any discount coupon that was promised to the registrants. The email body generally summarizes the event and a link to view the events proceedings is provided. Sent out the very next day after the event.
Promoting an event needs a much disciplined approach. Ask for email ids, keep your lists updated and segment them as per various parameters of your event. Users are generally hesitant to share their email ids with an apprehension that their inbox will be flooded. Practice permission marketing, and email appropriate content to get higher event participation.