SlideShare a Scribd company logo
1 of 24
Download to read offline
Email  Marke+ng  for  Events:  
5  Techniques  to  Jumpstart  A=endee  Growth
Email  Marke+ng  for  Events
When  this  slideshare  is  over,  you  should:
• Implement  some  of  our  list  building  tac5cs  to  grow  your  
subscriber  base  
• Understand  the  importance  of  relevance  in  the  emails  you  send  
• Create  a  killer  email  invita5on  for  your  next  event
Email  Marke+ng  for  Events
This  slideshare  is  MEME  HEAVY.  
If  you  don’t  like  memes,  then  you  probably  don’t  laugh  a  lot.    
If  you  would  like  a  meme-­‐less  presenta;on,  please  email  us  at  nofun@;cketbud.com
Email  Marke+ng  for  Events
Email  marke+ng  for  events  isn’t  dead.
• 4.1  billion  email  accounts.  Predicted  to  go  up  to  5.2  
billion  by  2018.  
• 122,500,453,020  emails  sent  every  hour.  
• Email  is  almost  40x  be5er  at  acquiring  new  
customers  than  Facebook  and  TwiGer.  
• 99%  of  event  planners  use  email  marke5ng  in  their  
event  marke5ng  campaigns.
Source:  Conven5on  &  Exhibi5on  AGendance  Marke5ng  Best  Prac5ces  Study
Email  Marke+ng  for  Events
Why  email  marke+ng  is  your  event’s  best  friend.
1.  You  OWN  the  channel.  
•  Social  pla?orms  can  pull  the  rug  out  from  under  you  
2.  Subscribers  WANT  to  hear  from  you.  
•  You’re  not  doing  interrup;ve  marke;ng.  Higher  engagement  for  
the  win.  
3.    ROI  is  fantas5c  if  done  RIGHT  
•  Cost  to  do  email  marke;ng  scales  nicely  w/  your  subscriber  list.
Email  Marke+ng  for  Events
There’s  a  lot  of  soJware  to  make  email  marke+ng  easy.
• How  big  is  your  list  already?  
• How  many  events  do  you  organize?  
• What  is  your  budget?  
• How  oYen  will  you  send  emails?
Email  Marke+ng  for  Events
List  building  101
Before  jumping  into  building  your  list,  think  long  
&  hard  about  the  type  of  content  you’ll  send  to  
these  subscribers.  This  will  influence  your  CTA.
You  have  to  create  a  quality  call-­‐to-­‐ac5on  to  
en5ce  people  to  sign  up.
A  good  CTA  is  clear,  concise,  &  directly  states  
the  benefits  to  signing  up.  
GOOD  CTA  Example
Shows  Benefits
Email  Marke+ng  for  Events
How  to  capture  a=endee  leads  on  your  website
• We  recommend  using  SumoMe  to  capture  leads  
especially  if  you’re  using  Wordpress  for  your  site.  
• SumoMe  offers  a  variety  of  plugins  that  you  can  
use  to  capture  leads  in  a  variety  of  ways.  
• You  can  test  different  copy,  integrate  into  your  
favorite  email  marke5ng  tool,  &  see  signup  stats  
in  real-­‐5me.
Email  Marke+ng  for  Events
How  to  capture  leads  on  your  website
Tac$c  #1:  Smart  bar
A  smart  bar  sits  on  the  top  of  your  website  
reminding  your  visitors  to  join  your  email  list.  It’s  
a  simple  reminder  that  can  work  wonders.
Smart  bar  in  ac5on
You  can  choose  to  show  the  smart  bar  at  all  
5mes  or  have  it  pop  up  if  a  visitor  scrolls  up  or  
down  on  your  site.
Email  Marke+ng  for  Events
How  to  capture  leads  on  your  website
Tac$c  #2:  Popups
As  annoying  as  popups  might  be,  they  work  in  
collec5ng  emails.  A  popup  detects  the  exact  
moment  when  a  visitor  is  about  to  leave.  
Immediately  before,  the  popup  fires.
Popup  in  ac5on  
Email  Marke+ng  for  Events
How  to  capture  leads  on  your  website
Tac$c  #3:  Scrollbox
Scrollbox  is  similar  to  the  Smart  bar  but  less  in  
your  face.  The  scroll  box  shows  when  a  visitor  
scrolls  down  on  your  site.
Ideally,  the  Scrollbox  will  appear  aYer  a  visitor  
has  scrolled  down  through  your  homepage.
Email  Marke+ng  for  Events
Other  list  building  tac+cs
• Gated  content  offer:  Create  an  ebook  or  video,  hide  it  behind  an  email  form.  
• Contests:  Check  out  our  past  webinar  for  a  breakdown.  
• Email  promo  swaps:  Get  in  contact  with  similar  events  in  your  space  &  get  their  lists  
• Leverage  exisGng  lists:  Cross-­‐pollinate  other  lists  you’ve  already  built  as  long  as  they’re  
relevant  to  this  new  list.  
• Social  Engagement:  If  you  spark  a  conversa5on  w/  one  of  your  TwiGer  followers,  end  it  
by  asking  them  to  sign  up  for  your  list.  (Use  TwiGer  cards)
Email  Marke+ng  for  Events
Types  of  Emails  to  Send
The  key  here  is  relevance.
Email  Marke+ng  for  Events
Types  of  Emails  to  Send
You  can’t  just  blast  your  list  with  updates  that  mean  something  to  you.  
More  importantly,  your  emails  have  to  mean  something  to  your  recipients.
Email  Marke+ng  for  Events
Drive  Urgency
Example  Subject  Line:    
Just  24  Hours  leH  to  save  $400  on  EARLY  BIRD  conference  ;ckets!  
Opener  that  pulls  you  in.
Get  right  to  urgency  while  
highlighGng  the  benefit
MORE  BENEFITS!
Direct  call  to  acGon  that  gets  
to  point
Email  Marke+ng  for  Events
Other  Email  Types
• Pre-­‐Sale  Trick:  Immediately  aYer  event  ends  send  email  for  your  next  event  at  a  
healthy  discount.  
• SPECIAL  Announcements:  Big  headliner  you  just  signed  on?  Extra  speaker  you  just  
added?  Share  with  your  subscribers,  just  make  sure  it’s  big  enough  to  maGer.  
• Drip  Lineups/Agendas:  Instead  of  releasing  everything  at  once,  spread  it  out  over  a  
series  of  emails  to  create  consistent  engagement.  
• Benefits  Blowout:  In  between  your  urgency  &  announcement  emails,  sprinkle  in  
engaging,  beau5fully  designed  emails  that  highlights  all  the  benefits  of  aGending.  
• Important  Updates:  The  main  purpose  is  to  no5fy  your  aGendees  of  stuff  like  driving  
direc5ons,  any  last  minute  changes  etc.  Try  sending  these  emails  to  your  list  as  well  &  
include  copy  about  buying  5ckets  as  well.  Think  of  it  as  a  hail  mary  right  before  your  
event  to  generate  last  second  5cket  sales.
Email  Marke+ng  for  Events
Crea+ng  a  killer  email  invita+on
Your  invita5on  will  fail  if  the  list  isn’t  targeted.
Email  Marke+ng  for  Events
Crea+ng  a  killer  email  invita+on
Once  you’ve  built  up  your  list  to  a  nice  number,  think  
about  segmen5ng  invita5ons  based  on  your  subscribers.  
Example:  You’ve  built  a  giant  list  of  subscribers  interested  in  your  na5onal  expo.  These  
subscribers  sign  up  from  all  over  the  na5on.  Months  later,  you’re  about  to  launch  
5cket  sales  to  a  local  event.  Instead  of  invi5ng  your  en5re  list,  use  geoloca5on  &  only  
send  emails  to  those  in  that  live  in  the  area.
Further  Reading  on  Geoloca5on:  Rockhouse  Partners  Start  Par5es  With  Geoloca5on
Email  Marke+ng  for  Events
Crea+ng  a  killer  email  invita+on
What’s  your  value  prop?  
Provide  a  clear,  concise  statement  
that  explains  why  the  recipient  
should  aGend  the  event.  
Don’t  just  inform.  Communicate  
the  benefits  in  aGending.
Email  Marke+ng  for  Events
The  Devil  is  in  the  Details  
Outline  exactly  what  the  aGendee  
can  expect.    
Loca5on,  date,  i5nerary,  parking,  
what  to  wear  etc.
Image  Source  &  Further  Reading:    
  4  even  invite  emails  you  can  learn  from
Email  Marke+ng  for  Events
S;ck  to  1  Call  to  Ac;on  
Use  direct,  clear  language  in  your  
CTA.  
DONT  link  to  anything  other  than  
your  5cket  sales  page.
Image  Source  &  Further  Reading:    
  6  5ps  on  effec5ve  email  invita5ons
Email  Marke+ng  for  Events
Crea+ng  a  killer  email  invita+on
Don’t  worry  if  you  don’t  have  the  
design  chops.  
If  you’re  selling  5ckets  online,  
plahorms  like  Ticketbud  provide  
an  easy  to  use  email  invita5on  
system  that’ll  meet  your  needs.  
If  you  do  want  to  spruce  up  your  
invites,  check  out  Paperless  Post.
Email  Marke+ng  for  Events
Where  to  go  from  here?
“Design  like  you  are  absolutely  right,  then  op$mize  
like  you  were  wrong  from  the  start.”
•   Implement  list  building  tac5cs  to  grow  subscribers  
•   Test  out  trigger  based  emails  &  analyze  engagement  
•   Send  your  next  event  invita5on  with  our  5ps  in  mind
Thank  You!
Want  more  event  marke5ng  tac5cs?  
Get  ‘em  here:  blog.5cketbud.com

More Related Content

Recently uploaded

Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionbzznbyd
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxelizabethella096
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxAhnaf Tahmid Haque
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetaninfoobataborsi24
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruaninfoobataborsi24
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationKaushik Jaiswal
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀Victoria Olsina
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampanginfoobataborsi24
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Md najmul Islam
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earningsabdullahspz0428
 

Recently uploaded (20)

Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & Globalization
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 

Featured

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationErica Santiago
 

Featured (20)

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 

Email Marketing for Events

  • 1. Email  Marke+ng  for  Events:   5  Techniques  to  Jumpstart  A=endee  Growth
  • 2. Email  Marke+ng  for  Events When  this  slideshare  is  over,  you  should: • Implement  some  of  our  list  building  tac5cs  to  grow  your   subscriber  base   • Understand  the  importance  of  relevance  in  the  emails  you  send   • Create  a  killer  email  invita5on  for  your  next  event
  • 3. Email  Marke+ng  for  Events This  slideshare  is  MEME  HEAVY.   If  you  don’t  like  memes,  then  you  probably  don’t  laugh  a  lot.     If  you  would  like  a  meme-­‐less  presenta;on,  please  email  us  at  nofun@;cketbud.com
  • 4. Email  Marke+ng  for  Events Email  marke+ng  for  events  isn’t  dead. • 4.1  billion  email  accounts.  Predicted  to  go  up  to  5.2   billion  by  2018.   • 122,500,453,020  emails  sent  every  hour.   • Email  is  almost  40x  be5er  at  acquiring  new   customers  than  Facebook  and  TwiGer.   • 99%  of  event  planners  use  email  marke5ng  in  their   event  marke5ng  campaigns. Source:  Conven5on  &  Exhibi5on  AGendance  Marke5ng  Best  Prac5ces  Study
  • 5. Email  Marke+ng  for  Events Why  email  marke+ng  is  your  event’s  best  friend. 1.  You  OWN  the  channel.   •  Social  pla?orms  can  pull  the  rug  out  from  under  you   2.  Subscribers  WANT  to  hear  from  you.   •  You’re  not  doing  interrup;ve  marke;ng.  Higher  engagement  for   the  win.   3.    ROI  is  fantas5c  if  done  RIGHT   •  Cost  to  do  email  marke;ng  scales  nicely  w/  your  subscriber  list.
  • 6. Email  Marke+ng  for  Events There’s  a  lot  of  soJware  to  make  email  marke+ng  easy. • How  big  is  your  list  already?   • How  many  events  do  you  organize?   • What  is  your  budget?   • How  oYen  will  you  send  emails?
  • 7. Email  Marke+ng  for  Events List  building  101 Before  jumping  into  building  your  list,  think  long   &  hard  about  the  type  of  content  you’ll  send  to   these  subscribers.  This  will  influence  your  CTA. You  have  to  create  a  quality  call-­‐to-­‐ac5on  to   en5ce  people  to  sign  up. A  good  CTA  is  clear,  concise,  &  directly  states   the  benefits  to  signing  up.   GOOD  CTA  Example Shows  Benefits
  • 8. Email  Marke+ng  for  Events How  to  capture  a=endee  leads  on  your  website • We  recommend  using  SumoMe  to  capture  leads   especially  if  you’re  using  Wordpress  for  your  site.   • SumoMe  offers  a  variety  of  plugins  that  you  can   use  to  capture  leads  in  a  variety  of  ways.   • You  can  test  different  copy,  integrate  into  your   favorite  email  marke5ng  tool,  &  see  signup  stats   in  real-­‐5me.
  • 9. Email  Marke+ng  for  Events How  to  capture  leads  on  your  website Tac$c  #1:  Smart  bar A  smart  bar  sits  on  the  top  of  your  website   reminding  your  visitors  to  join  your  email  list.  It’s   a  simple  reminder  that  can  work  wonders. Smart  bar  in  ac5on You  can  choose  to  show  the  smart  bar  at  all   5mes  or  have  it  pop  up  if  a  visitor  scrolls  up  or   down  on  your  site.
  • 10. Email  Marke+ng  for  Events How  to  capture  leads  on  your  website Tac$c  #2:  Popups As  annoying  as  popups  might  be,  they  work  in   collec5ng  emails.  A  popup  detects  the  exact   moment  when  a  visitor  is  about  to  leave.   Immediately  before,  the  popup  fires. Popup  in  ac5on  
  • 11. Email  Marke+ng  for  Events How  to  capture  leads  on  your  website Tac$c  #3:  Scrollbox Scrollbox  is  similar  to  the  Smart  bar  but  less  in   your  face.  The  scroll  box  shows  when  a  visitor   scrolls  down  on  your  site. Ideally,  the  Scrollbox  will  appear  aYer  a  visitor   has  scrolled  down  through  your  homepage.
  • 12. Email  Marke+ng  for  Events Other  list  building  tac+cs • Gated  content  offer:  Create  an  ebook  or  video,  hide  it  behind  an  email  form.   • Contests:  Check  out  our  past  webinar  for  a  breakdown.   • Email  promo  swaps:  Get  in  contact  with  similar  events  in  your  space  &  get  their  lists   • Leverage  exisGng  lists:  Cross-­‐pollinate  other  lists  you’ve  already  built  as  long  as  they’re   relevant  to  this  new  list.   • Social  Engagement:  If  you  spark  a  conversa5on  w/  one  of  your  TwiGer  followers,  end  it   by  asking  them  to  sign  up  for  your  list.  (Use  TwiGer  cards)
  • 13. Email  Marke+ng  for  Events Types  of  Emails  to  Send The  key  here  is  relevance.
  • 14. Email  Marke+ng  for  Events Types  of  Emails  to  Send You  can’t  just  blast  your  list  with  updates  that  mean  something  to  you.   More  importantly,  your  emails  have  to  mean  something  to  your  recipients.
  • 15. Email  Marke+ng  for  Events Drive  Urgency Example  Subject  Line:     Just  24  Hours  leH  to  save  $400  on  EARLY  BIRD  conference  ;ckets!   Opener  that  pulls  you  in. Get  right  to  urgency  while   highlighGng  the  benefit MORE  BENEFITS! Direct  call  to  acGon  that  gets   to  point
  • 16. Email  Marke+ng  for  Events Other  Email  Types • Pre-­‐Sale  Trick:  Immediately  aYer  event  ends  send  email  for  your  next  event  at  a   healthy  discount.   • SPECIAL  Announcements:  Big  headliner  you  just  signed  on?  Extra  speaker  you  just   added?  Share  with  your  subscribers,  just  make  sure  it’s  big  enough  to  maGer.   • Drip  Lineups/Agendas:  Instead  of  releasing  everything  at  once,  spread  it  out  over  a   series  of  emails  to  create  consistent  engagement.   • Benefits  Blowout:  In  between  your  urgency  &  announcement  emails,  sprinkle  in   engaging,  beau5fully  designed  emails  that  highlights  all  the  benefits  of  aGending.   • Important  Updates:  The  main  purpose  is  to  no5fy  your  aGendees  of  stuff  like  driving   direc5ons,  any  last  minute  changes  etc.  Try  sending  these  emails  to  your  list  as  well  &   include  copy  about  buying  5ckets  as  well.  Think  of  it  as  a  hail  mary  right  before  your   event  to  generate  last  second  5cket  sales.
  • 17. Email  Marke+ng  for  Events Crea+ng  a  killer  email  invita+on Your  invita5on  will  fail  if  the  list  isn’t  targeted.
  • 18. Email  Marke+ng  for  Events Crea+ng  a  killer  email  invita+on Once  you’ve  built  up  your  list  to  a  nice  number,  think   about  segmen5ng  invita5ons  based  on  your  subscribers.   Example:  You’ve  built  a  giant  list  of  subscribers  interested  in  your  na5onal  expo.  These   subscribers  sign  up  from  all  over  the  na5on.  Months  later,  you’re  about  to  launch   5cket  sales  to  a  local  event.  Instead  of  invi5ng  your  en5re  list,  use  geoloca5on  &  only   send  emails  to  those  in  that  live  in  the  area. Further  Reading  on  Geoloca5on:  Rockhouse  Partners  Start  Par5es  With  Geoloca5on
  • 19. Email  Marke+ng  for  Events Crea+ng  a  killer  email  invita+on What’s  your  value  prop?   Provide  a  clear,  concise  statement   that  explains  why  the  recipient   should  aGend  the  event.   Don’t  just  inform.  Communicate   the  benefits  in  aGending.
  • 20. Email  Marke+ng  for  Events The  Devil  is  in  the  Details   Outline  exactly  what  the  aGendee   can  expect.     Loca5on,  date,  i5nerary,  parking,   what  to  wear  etc. Image  Source  &  Further  Reading:      4  even  invite  emails  you  can  learn  from
  • 21. Email  Marke+ng  for  Events S;ck  to  1  Call  to  Ac;on   Use  direct,  clear  language  in  your   CTA.   DONT  link  to  anything  other  than   your  5cket  sales  page. Image  Source  &  Further  Reading:      6  5ps  on  effec5ve  email  invita5ons
  • 22. Email  Marke+ng  for  Events Crea+ng  a  killer  email  invita+on Don’t  worry  if  you  don’t  have  the   design  chops.   If  you’re  selling  5ckets  online,   plahorms  like  Ticketbud  provide   an  easy  to  use  email  invita5on   system  that’ll  meet  your  needs.   If  you  do  want  to  spruce  up  your   invites,  check  out  Paperless  Post.
  • 23. Email  Marke+ng  for  Events Where  to  go  from  here? “Design  like  you  are  absolutely  right,  then  op$mize   like  you  were  wrong  from  the  start.” •  Implement  list  building  tac5cs  to  grow  subscribers   •  Test  out  trigger  based  emails  &  analyze  engagement   •  Send  your  next  event  invita5on  with  our  5ps  in  mind
  • 24. Thank  You! Want  more  event  marke5ng  tac5cs?   Get  ‘em  here:  blog.5cketbud.com