Events and emails go hand in hand. Whether you host an open house, charity gala, webinar or customer appreciation day, the best way to promote your event and invite guests is through email. Next to newsletters, they’re the second most popular email to create and send. That’s why we wanted to create a handy guide to help you with your next event email.
Using an example, we’ll breakdown the anatomy of a successful event email and explain the key components. We’ll also give you a few tips to make sure your email gets maximum exposure. Let’s start by going over the anatomy of an event email. We’ll use this simple example that anyone can easily create:
1. Subject line
You need an engaging and interesting subject line to pull your reader in. It’s especially important with an event email because registration depends on getting the recipient to open your invitation. Remember, a good subject line tells the reader what to expect, offers interesting information and has a sense of urgency that propels the reader to act. Using the phrase, “you’re invited” is also simple, yet powerful. Keep the subject line around 40-50 characters so it’s not cut off in a subscriber’s inbox.
2. Logo or company name
Sounds like a no-brainer, but you want to reinforce who the invitation is from by including your logo and company name clearly in the email. Using a masthead, as you would in a newsletter, works well.
You’re throwing an event and/or inviting people to try something new, which is great, but why? Aside from telling people about the event, let readers know what’s in it for them. Will they learn something new? Will they get to make and take something home? Will they get to network with 500 people in their industry? Will they get to meet a new director or talk to someone interesting? Will they get a sneak peek at products or services? State your reasoning and people will want to come. If you’re throwing a physical event and your venue is stellar (even if it’s your own business location), be sure to tout why people would want to visit the venue as well. You’d be surprised how often the venue or location alone persuades people to attend. If you’re giving people a glimpse behind the scenes of your own business, inquiring minds will be intrigued.
4. Event details
You obviously can’t have an event without a date, time and place. Be sure to include all of the necessary information in your email. If you’re throwing a physical event, include the full address of the venue, parking information, etc. If you’re inviting people to a demo, webinar, or new service, include full log in or sign up details. Also include a link back to your website, and contact info such as a phone number or email address for your business so someone can call with questions if need be.
5. Call to Action
Every email needs a call to action. Use a button maker to help with this task, and direct people to either your sign up form, your site, to a landing page, blog post, or even a Facebook events page with more details.
Your invitation should include an image that represents the event. If your event is tied to a specific person, include his or her picture (including yourself!). This will help attendees recognize him, her, or you immediately. If you’re hosting a grand opening, include a picture of your new building. Is your event connected to a cause? Use its logo in your email. If you’re giving a demo, webinar, or introducing a new service, include an inciting snapshot. Images are powerful for engagement.
In addition to sending your event email, you should also do the following to drive sign ups and ticket sales:
- Send more than one email
An event email isn’t a one-and-done deal. You should send at least three emails about your event. Be sure to send reminders to those who haven’t opened or clicked your email. The day before the event, send one last email to recap important information like where to park and directions.
- Invite guests via Facebook and other social channels
In addition to inviting your contacts via email, you can also invite guests via Facebook by creating an event. It’s not only another way to promote your event, but you can invite people that you don’t have email addresses for. Creating an event on Facebook is quite simple. Facebook has step-by-step instructions on its website. It takes just a few minutes to do it.
- Email past participants first, and/or offer them a discount
If this is a recurring event, reward past participants by emailing them first and/or offering them a discount.
- Offer early bird and regular pricing
If your event comes with a cost, offer two pricing options: Early bird and regular. Reward people who jump on the opportunity early. With these tips, your next event email should be a shining success.
Do you send event emails? If so, tell us what works best for you. You can use Deluxe Email Marketing to send your email invitations for free. Get started now.
Editor’s note: This blog post was originally published on February 5, 2015 at VerticalResponse.