Creating effective event emails

Inboxes are a crowded place, but emails are an incredibly effective way to market your event. One of the easiest ways to get people to open your event emails is to write great subject lines. Here are three tips for crafting effective subject lines for invites, post-event wrap-ups, and other event emails:

1- Be specific. Be brief and ultra-specific. You want to let your reader know what to expect when they click.
2- Create a sense of urgency. Subject lines that create a sense of urgency or exclusivity can boost open rates by 22%.
3-Make it personal. Personalizing a subject line with the recipient’s name or city can increase open rates by 20%.

To get your event emails opened, send your emails from a recognizable source (in other words, from your organization’s email alias, not from your personal gmail account) — especially if it’s the first time you’re reaching out. This lets your reader know you’re a trusted source, at a glance.

Here’s an example of a well-constructed event email:

In general, keep event promotion emails short and to-the-point. Place essential information about your event (like date, location, and a link to buy tickets) at the top of the email. The less your reader has to scroll to find need-to-know information, the better.

Use the body of the email to tell your reader the benefits of attending your event — not just your event “features.” For example, instead of describing an event feature like “5x more mobile charging stations than any other festival,” frame your copy to focus on how it benefits the reader: “Stay connected and share your memories as they happen; 5x more charging stations means you’ll never be without your phone.”

If you have great visual content to feature in your email (like past event photos or a headshots of your speakers), include it! Just don’t hide your call to action (CTA). Put your CTA at the very top and bottom of your email to make it as fast and easy as possible for attendees to find — and click.