Female business person reading email on computer screen at work

How to Craft the Perfect Event Email & Win More Attendees

Email continues to be a dominant form of communication across for businesses and consumers alike. According to a statistics report by Radicati, 269 billion emails were sent every day in 2017 and that number is expected to grow 4.4% annually over the next four years, resulting in nearly 320 billion emails sent daily in the year 2021. So it wouldn’t be hyperbole to say that email will have long-term influence on how professionals communicate with one another.

The key to harnessing this powerful tool is to know how to apply it in a way that best addresses the goals of your specific profession and industry. With this mind, this article will strive to offer new and innovative ways to approach event email strategy in your marketing.

Emails are a powerful means of promotion.

According to the 2018 Event Marketing Benchmarks and Trends Report, most marketers (40%) believe email to be the most effective channel for promoting events – more so than digital ads, social media, or content marketing. Statistics shows that event marketers recognize the power of live event email marketing and are eager to learn more ways to leverage its effectiveness. There are countless ways to devise an email strategy but as an event professional, your game plan should be specifically tailored to meet your goals, namely to increase registrations and elevate event brand equity. The tips below can help you produce effective email communication while also achieving your overarching event marketing goals.

Start the process early.

The best way to ensure your event stays top of mind among potential attendees is to let them know about the event details as early as possible. Literally. Many conferences send out the date and location for the following years event while the current event is still proceeding. Below, you can see how the event team for Consensus decided to inform attendees of next year’s event while the current one had yet to close out.

event email example

Keep in mind that the point of starting your email campaign early is not only to keep your event information top of mind to potential attendees. More importantly, it’s also to set the foundation for a strong event branding strategy.

Remember, your event is not just a one-time occurrence that is only relevant when it’s happening. As counterintuitive as it may sound, an event is not just an event. The momentum leading up to the event as well as the wrap-up that follows the event is an extension of the brand and, more importantly, the larger vision.

In order to build a following for your event, you must start email campaigns early. This will plant the seeds that will grow into positive brand equity and association for your event.

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Create serial content.

Emails are one of the best ways to disseminate content that further solidifies your event brand. If every email campaign was solely dedicated to increasing registrations, recipients would grow tired of the messaging and your email strategy becomes one-dimensional.

Instead, think of ways to create content that gives value to your audience while also tying it back to the event. This way you are introducing different sides of your event brand, further increasing the likelihood that potential attendees will engage with the brand and in turn feel compelled to buy a ticket.

A great example of a content strategy is how Salesforce uses a video series to build up anticipation for their annual flagship event, Dreamforce. This series, called Road to Dreamforce, explores the different ways in which one could make the most out of their conference experience while also educating attendees on how certain aspects of the event all come together.

idea for event email strategy from Dreamforce

Although this example isn’t specific to email marketing, the idea can surely be applied to an email strategy. Promoting a series like the Road to Dreamforce would be a great way to strengthen your event brand.

Create an exceptional design.

As with all things visual, design plays a crucial role in the overall success of the initiative. For email marketing, design is especially important. Within the space of creative freedom that comes with email design, there are a few rules of thumb you should aim to follow.

  1. Keep a consistent design theme
  2. Utilize accented colors
  3. Make sure your CTA (call-to-action) stands out
  4. Spotlight the speakers
  5. Maintain the rule of three

The below example of the Women’s Conference email faithfully follows the design rules of thumb, and then some. You can see that the same purple to orange color gradient is consistent throughout.

cohesive email design

The overall aesthetic is also very simple, making it easier for the colors to pop out against the white background. Their main speaker, Jean Chatzky, is given her own section within the email, spotlighting her credentials and relevance to the event. Finally, the key CTA buttons are accented with pink so that they stand out from the other buttons. This gives a sense of significance and urgency to the buttons, immediately calling the reader’s attention.

Remember that the best part of email design is that you can really let your artistic creativity shine through. Just keep these core design principles in mind and you’ll achieve your goal effectively. If you’d like more design inspiration, check out this list of event email marketing examples.

Now it’s time to go chase event email perfection.

Crafting the “perfect” event email may be an elusive task, but when equipped the right tools and knowledge, creating an event email this perfectly aligns with your overarching goals is absolutely possible. We hope that these event email marketing tips prove useful as you formulate a strategy that is tailored to your specific needs as an event organizer.

Now that you know how to craft the perfect event email, it might be time to turn a lens to your social media tactics. We’ve put together a free ebook to help you develop engaging content that converts on Facebook, LinkedIn, Twitter, Instagram, and Snapchat.



Stephen Kim

Stephen is a Content Marketing Strategist at Bizzabo. Launched in July 2012, Bizzabo is the world’s first event success software. It helps organizers create successful events by empowering them to build amazing websites, manage event registration, grow communities, go mobile and maximize event experiences — all using a beautiful, user-friendly platform.