Metrics like unsubscribe rates can also
provide clues to success. And you can
measure your success with A/B testing — using two different subject lines
for two different groups of recipients, to
see which one performs better.
› EMAIL@MEETINGS Email marketing
plays a different role when it comes to
business events versus, say, musical
concerts, Sharma said. Thinking ahead
is critical. “You don’t start emailing a
month before the conference,” Sharma
said. “You should be thinking about
a six- to eight-month program” — to
give potential attendees time to make
travel plans. Your email campaign could
include an event recap from the previ-
ous year’s meeting, or use content from
past events to boost excitement for an
upcoming conference. This can be par-
ticularly useful if you haven’t decided
on speakers or topics yet. Organizers
should make sure to send emails with
location and date of a convention or
meeting well in advance.
› ADDING VALUE Not every email
should be about selling tickets or getting
immediate registrations, Sharma said.
It’s important for your communications
to add value. That might mean including
short video clips of powerful keynote
speeches from past events, or engaging
graphics that highlight important statistics from your industry. And you can
offer language to help attendees justify
the expense of an event. “If a manager is
thinking about their training budget and
how an event fits in,” Sharma said, “give
them language to get approval for it.”
› MORE, MORE, MORE The Eventbrite
report also contains suggestions for
improving the power of your email
punch. Adding more links to an email
can improve the click-through rate,
including a relevant, eye-catching
image can make an impression, and
offering a customized email frequency
schedule can help lower unsubscribe
rates. “People are not spending enough
time on email marketing,” Sharma said.
“It’s an important piece of the suite of
digital marketing.” .
Contributing Editor Michelle R. Davis is a writer
and editor based in Silver Spring, Maryland.
Time Well Spent On average, U.K. and
U.S. event organizers take an hour and a
half to craft their email messaging.
‘You don’t start emailing a
month before the conference.
You should be thinking about
a six- to eight-month program.’
ON THE WEB
Download a free copy of
Eventbrite’s 2017 Event Email
Benchmarking Report at