When you are hosting an event, it is important to spread the news through various marketing strategies.
One of the best ways to invite people to your events is via email marketing. If you can use a proper event email marketing strategy, then you can expect a lot of attendees right off the bat.
Today, you will learn how can plan an event invitation email campaign that can help you leverage your leads into getting more sign-ups and attendees easily.
So let’s begin.
What Is An Event Invitation Email Campaign?
An event invitation email campaign is a well-planned email marketing plan where you use a series of emails to inform, attract, convince, and convert people into attending your event.
If you have a lot of leads who are interested in topics or activities to be explored in your event, then an event invitation email campaign will be one of the best ways to captivate many of them to register and attend your event.
Importance Of Event Invitation Emails In Modern Marketing
Most people will advise you to create a landing page and run Paid Ads to drive traffic to your landing page to get sign-ups. Sure, do that. But that doesn’t mean you shouldn’t use email marketing.
While Ads will get you a continuous stream of prospects, it is still uncertain how many attendees you can accrue and if the ROI will be satisfactory. Email marketing will give you a more targeted advantage due to having those leads already in your hands. You will be able to expect a few guaranteed sign-ups for your events due to having an email list of people with relevant interests.
Overall, event invitation emails are super important and come with several advantages.
- Targeted & Personalized Engagement
You will be able to tailor your email copy according to the interests of your leads, getting a more targeted connection with them. Plus, you know they are interested in what you have to offer in your event. Hence, the emails are bound to convert if the offer is right.
- Building Anticipation & Excitement
Event invitation emails can also help get people excited prior to the event. Yes, the main goal would be to get more attendees. But often people don’t get interested in attending immediately. through a well-planned series, you have the opportunity to build excitement multiple times leading up to the event, and hopefully convert many on the process.
- Trackable Metrics
Event invitation emails provide invaluable data through trackable metrics such as open rates, click-through rates, and conversion rates. Analyzing these metrics offers insights into the effectiveness of email content, subject lines, and overall campaign strategies. Hence, you will be able to optimize your campaigns over time for better results.
- Cost-Effective
Compared to traditional marketing channels like Paid Ads, sponsored influencers, print advertising or direct mail, event invitation emails offer a cost-effective solution. With minimal expenses for sending bulk emails, the return on investment (ROI) for email campaigns can be significantly higher. This cost efficiency is especially beneficial for smaller-scale events or organizations with limited marketing budgets.
Key Elements of Effective Event Invitation Emails
An effective event invitation email holds a few key elements:
i. Subject Line
It’s the first thing people see. Having a good subject line either with a direct reference to the event or what it offers is crucial for initial attraction.
ii. Persuasive Copy
The email copy has to be persuasive, focusing on the key benefits to try and convince the prospect to accept your invitation.
iii. Personalization
Customize the emails with recipient-specific details or interests to establish a deeper connection.
iii. Event Details
Provide clear and concise details on the event specifics: date, time, venue, agenda, registration process, and any exclusive offers.
iii. CTA (Call-to-Action):
Use a clear and compelling call-to-action guiding recipients on what steps to take next, encouraging event registration.
Crafting A 3-Step Event Invitation Email Campaign
Now, let us look at a 3-step event invitation email campaign to understand the whole strategy more clearly.
The is campaign will consist of 3 emails:
- The Big Announcement And Invitation
- Book Your Spot Before It’s Too Late
- Last Call Email
Email 1 – The Big Announcement And Invitation
The primary purpose of this email is to announce the event and extend a warm invitation to potential attendees. Tell everyone about your event and make them feel it’s going to be special. The goal is to make them excited and looking forward to your upcoming event.
Subject Line
Craft an attention-grabbing subject line that highlights the event’s uniqueness or urgency.
Examples:
- “Unlock Your Exclusive Access: [Event Name] Revealed!”
- “Your VIP Pass Awaits: Join Us for [Event Name]!”
- “Get Ready for [Event Name] – Your Special Invitation Inside!”
- “Experience the Magic: [Event Name] is Calling Your Name!”
- “Don’t Miss Out! [Event Name] – Where Moments Come Alive!”
Email Body
Once someone enters the email, it’s your job to make sure he is excited about the event. To do so, you need to use a persuasive copy with a benefit-rich approach.
The copy should clearly focus on what benefits the person will get when attending the event. At the same time, the visuals and media used in the email should convey excitement. You could add a GIF or a link to a video as a teaser for the event.
Event Details and Offer
Followed by the copy and visuals, create a clutter-free space to give clear details on the event.
People should clearly know the date, time, venue, way to participate, and any special offers (discounts, bonus merch, etc) involved here.
The Clear CTA
Use a creative CTA to make the reader click on the button to accept the invitation.
Here are a few examples of CTAs you may use:
- “Reserve Your Spot Now!”
- “Claim Your Exclusive Invitation!”
- “Secure Your Attendance – Book Today!”
- “Join the Excitement – RSVP Now!”
- “Don’t Miss Out! Save Your Spot!”
Clicking on it should either take the prospect to a registration form or an event landing page.
Email 2 – Book Your Spot Before It’s Too Late
After sending the initial email, 3-5 days later, send a second email to give them a reminder about the event with a copy focused on urgency.
The purpose of this email is to create urgency by reminding recipients of the event’s value and limited availability.
Subject Line
Craft subject lines emphasizing urgency or scarcity. Here are a few examples:
- “Secure Your Spot for [Event Name] Before It Sells Out!”
- “Time’s Running Out: Don’t Miss [Event Name] – Book Now!”
- “It’s Almost Fully Booked: Reserve Your Spot at [Event Name]!”
- “Limited Spots Left! Book Your Attendance for [Event Name]!”
- “Act Fast: Your Exclusive Invitation to [Event Name] Awaits!”
Email Body
The email copy for this email should be aimed at FOMO strategy, leveraging limited spots in your event. You may write a copy to give a quick recap of the event and use CTAs fused with urgency to take part in the event.
Here’s an example of the email copy you may use:
Dear [Recipient’s Name], We hope you’re as excited as we are about [Event Name and its Function]! Our spots are filling up, and we wanted to give you a heads-up before it’s fully booked. Imagine [highlight a key event feature] and [another enticing aspect]. This is your chance to be part of something extraordinary, and we wouldn’t want you to miss out. Let’s make sure you don’t miss this unforgettable experience: [Visuals or Promo Teaser]
Event Details and Offer
Reiterate the essential event and offer details to make it easy for them to book their spot.
FOMO or Urgency CTA
Much like subject lines, the CTA should be fused with FOMO or urgency.
- “Reserve Your Spot Before It’s Gone!”
- “Secure Your Attendance Now – Act Fast!”
- “Don’t Miss Out – Claim Your Spot!”
- “Book Now And Save Your Seat!”
- “Act Quickly: Save Your Spot for [Event Name]!”
Email 3 – Last Call Email
The final email serves as a final reminder to evoke FOMO and prompt immediate action. This can be sent 24, 12, or 6 hours prior to the deadline of accepting registrations.
Subject Line
It will have a direct FOMO subject line.
- “Hurry Up! Time Is Running Out To Book A Spot At [Event Name]!”
- “Last Call! Grab Your Spot Now for [Event Name]!”
- “Don’t Miss Out: Time’s Running Out for [Event Name]!”
- “Final Call: Save Your Seat at [Event Name]!”
- “Act Fast: Your Last Chance for [Event Name]!”
Email Body
The copy will be totally focused on the deadline and FOMO.
You could use a one-sentence description about the event and then focus the rest of the copy on the lack of time to book a spot, and the special offer (if any).
A few visuals should be aimed at urgency. You may even consider adding up a countdown timer.
Event Details and Offer
Again, add the event and offer details in this email.
CTA Examples
The CTAs on this email can be straightforward or FOMO-infused, your choice. The copy has already created the extra push so a normal CTA is enough in this email.
Here are a few examples:
- “Last Chance: Grab Your Spot Now!”
- “Don’t Miss Out – Book Now!”
- “Book My Spot Now!”
- “Act Now or Miss the Fun – Book Now!”
- “Yes! I Want To Attend!”
Summary Of The 3-Step Event Invitation Email Campaign
As you saw, this email series creates a journey from the introduction of the event, to urgency triggers, to finally a last call FOMO.
The success will totally depend on the subject lines and the email copies. So make sure you have written them well.
Best Practices To Get Increased Results From Event Invitation Emails
You should follow a few best practices to ensure you get the maximum results from your invitation email campaigns.
i. Optimizing Sending Times and Email Frequency
Understanding the behavior of your target audience is crucial. Analyze data to determine the optimal times and days when recipients are most likely to engage with your emails. Additionally, strike a balance in email frequency to avoid overwhelming recipients while ensuring consistent visibility before the event.
ii. Personalization Techniques that Work
Go beyond using the recipient’s name; personalize based on their interests, location, or past interactions. Tailoring content to cater to individual needs or segments within your audience will help to get a stronger connection and increase the likelihood of engagement.
iii. A/B Testing and Continuous Optimization
Conduct A/B tests on various elements of your emails, such as subject lines, CTAs, visuals, or email copy, to determine what resonates best with your audience.
Continuously optimize your emails based on the results to refine your strategies for future campaigns.
iv. Tracking Key Metrics To Improve Email Content
Monitor essential metrics like open rates, click-through rates, conversion rates, and unsubscribe rates.
Analyzing these metrics provides insights into the effectiveness of your email content and helps in refining future campaigns for better engagement and higher conversion rates.
v. Leveraging Automation for Effective Follow-ups
Utilize automation tools to schedule follow-up emails based on recipient behavior. Automated follow-ups can include reminders, additional information about the event, or personalized messages to encourage registration.
Automation can optimize the process and ensure timely communication with potential attendees.
Good Event Invitation Email Examples
Now let’s look at 2 examples of some well-done event invitation emails, and discuss why they are good.
Example 1 – “Music Festival – London” Event Invitation Email
This a great example of an event invitation email to invite people to book free tickets. Although it doesn’t hold much of a personalized approach, the email adds a persuasive touch by mentioning the famous people who will be part of this event. Moreover, rather than making it a direct event participation, they turned it into a contest, which is a brilliant way to be creative with these emails.
Example 2 – DreamyForce Event Invitation
This one is a classic example of a highly converting event invitation email. This particular one is the second email where they added a touch of FOMO with limited seats while adding a persuasive touch regarding the value the event holds. The overall design feels motivating and exciting and the CTAs are great.
Reliable Tools To Send Event Invitation Email Campaigns
Selecting the right tool for executing event invitation email campaigns is crucial. Here are some reliable platforms that offer essential features for crafting and managing successful email campaigns:
i. Mail Mint
Mail Mint is an efficient email marketing tool in WordPress that comes with exclusive features such as lead management, email customization, planned email series, email automation workflows, and lead forms. The plugin is super easy to use and perfect for email marketing for your events.
ii. AWeber
AWeber is a comprehensive email marketing platform known for its user-friendly interface and extensive array of features. It enables you to create visually appealing emails, segment audiences, automate campaigns, and track performance metrics, making it suitable for managing event invitation campaigns efficiently.
iii. MailChimp
MailChimp is a widely used email marketing tool offering intuitive drag-and-drop email builders, marketing automation, A/B testing, and audience segmentation. With its user-friendly interface and extensive integrations, MailChimp allows users to create, send, and track event invitation emails effectively.
iv. HubSpot
HubSpot’s marketing automation suite provides a broad spectrum of tools, including email marketing features, CRM integration, personalized content creation, and analytics. It’s suitable for businesses seeking a comprehensive platform for managing event campaigns and nurturing leads.
v. Brevo
Brevo is an email marketing platform offering features like customizable templates, contact list management, automation workflows, and detailed analytics. Its user-friendly interface and affordable pricing make it a viable option for creating and sending event invitation email campaigns.
All of these tools are great and have all the features you need to successfully launch your event invitation email campaign.
Time To Launch Successful Event Invitation Email Campaigns
Now you know everything related to how you can launch a successful event invitation email campaign.
By incorporating the outlined strategies, understanding the importance of key elements, and utilizing reliable tools, you can significantly enhance your event promotion efforts.
Efficiently crafted event invitation emails not only attract attention but also drive engagement, leading to higher attendance rates and ultimately contributing to the success of the event.
Frequently Asked Questions
1. How frequently should you send event invitation emails?
Striking a balance between maintaining visibility and avoiding excessive communication is essential. Consider a sequence of three emails, strategically spaced over a few days, which usually works well to create urgency without inundating recipients.
2. How do you measure the success of your event invitation email campaign?
Key metrics such as open rates, click-through rates, conversion rates, and registrations directly reflect the success of your email campaign. Track these metrics for continuous optimization and improvement of future campaigns.
3. How do I allow people to book a personalized session that I want to promote as an event?
You can always link to your booking form in the email CTA.
