Explore, how to improve your e-mail marketing strategy with AREA framework

2. EMAIL MARKETING STRATEGY
According to the AREA Framework from GEVME, an event is organized based on four action calls:
Attract, Register, Engage, and Attend. Here is how to reap benefits for your Email Marketing Strategy
on each of them and take event attendance to the new level.
A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A

3. ATTRACT
START
4 MUST-HAVES FOR
EVENT INVITATION:
CATER FOR
MOBILE DEVICES
Total email opens by
device in 2017:
Mobile - 50.48%
Desktop - 25.49%
Web - 24.03%
• Send from personal name
• Personalize content
• Personalize subject
• Have clear CTA
A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A

4. USE EMAIL
REMARKETING
Segmented & targeted emails
- 58% of event revenue
- 30% higher email open rate
- 50% higher email click-thru rate
Open rate without remarketing - 22%
Open rate with remarketing - 32%
GO FOR HIGHLY
SEGMENTED EMAILS
A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A

5. A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A
1. Leverage on your
contacts database
2. Send personalized
Invitations
3. Pre-population
of data
REGISTER
PRE-POPULATE DATA

6. A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A
92% -
trust referrals from
people they know
The lifetime value for a new
referral customer is 16%
higher than non-referrals
People are 4times more
likely to register when re-
ferred by a friend.
ENGAGE
USE REFERRALS. SEND EMAILS WITH
THE REQUEST “REFER TO A FRIEND”
TO EVENT REGISTRANTS AND GET
ATTENDANCE INCREASE.

7. A
ATTRACT REGISTER
R
ENGAGE
E
ATTEND
A
ATTEND
GO
OFFER THE EVENT LIVE STREAM
LINK TO THOSE WHO CAN’T
ATTEND THE EVENT.
67% of people who view a live stream
done at an event would then purchase a
ticket for a similar event.

8. Find out more about
GEVME event marketing
Your Event Success Platform
www.gevme.com