2021 Event Email Marketing: The 5-Email Roadmap to Success

Why Email Marketing for Events

Email marketing is now an essential tool for event promotion post COVID. The rapid shift in marketing trends has highlighted the need for communication channels. Email is a key channel for customer loyalty, acquisition and retention so it’s critical for event success.

Despite the challenges of COVID, there are plenty of opportunities for email marketing in 2021. Marketers have had to adapt and innovate, tailor their strategies to the needs. That adaptability is key to surviving in a post COVID world where one size fits all no longer works.

5-Email Roadmap Overview

The 5-email roadmap is a strategic approach to maximize event engagement and attendance. This roadmap includes 5 emails: Save the Date, Early Bird Registration, Event Details, Last Chance to Register and Post-Event Follow-Up. Each email has a specific purpose and is designed to guide the recipient through the event journey.

By following this roadmap, marketers can keep their audience informed, engaged and motivated to attend. The structured approach builds anticipation, provides the necessary information and maintains post event connections.

Email 1: Save the Date

Purpose and Timing

The “Save the Date” email is the first email in the 5-email roadmap. Its purpose is to inform potential attendees about the event and get them to put it in their diary. Timing is key; this email should be sent well in advance so they have time to plan.

Sending this email early creates initial awareness and excitement. It sets the scene for future communications and gets the event on your target audience’s radar.

What to Include

A good “Save the Date” email should include the event name, date and location. A brief summary of what attendees can expect will get their interest. Visuals like logos and banners can add to the email’s appeal.

A call-to-action (CTA) to add the event to their diary can also be useful. This will ensure the date doesn’t get forgotten and builds anticipation.

Tips

To get the most out of your “Save the Date” email:

• Keep it simple and short.
• Use eye catching visuals.
• Include a strong CTA to add to diary.

By following these tips you’ll set a good tone for the rest of your campaign.

Email 2: Early Bird Registration

Create Urgency

The “Early Bird Registration” email is to create urgency with potential attendees. By offering limited time discounts or special offers you can get early sign ups. This will not only get more initial registrations but also measure interest.

Show the benefits of early registration such as discounted rates or exclusive access and this will motivate recipients to act fast. The key is to make the offer good enough to get them to act now.

Incentives and Offers

Incentives drive early registrations. These can be discounts, exclusive content or special access to certain event features. Clearly state these incentives in your email so the offer is unmissable.

Make sure the terms and conditions of the offer are clear. This builds trust and gets more recipients to take advantage of early bird registration.

Examples

Using pre-designed templates can save you time creating your “Early Bird Registration” email. Templates should be visually appealing and easy to customise. They should also have placeholders for key information such as event details, offers and CTAs.

By using templates you can maintain consistency in your email design and ensure all the essential elements are included. It’s more efficient and effective.

Email 3: Event Details

Agenda and Speakers

The “Event Details” email is to provide attendees with all the information they need about the event. This includes the agenda, key speakers and session topics. The more detail the better attendees can plan and get excited.

Featuring well known speakers or unique sessions can be a big draw. Use this email to show what makes your event special and worth attending.

Logistics and FAQs

Logistical information is important for a smooth event experience. Include venue location, transport options and accommodation recommendations. A FAQ section can also help answer common questions.

Get this information out early so attendees can make arrangements and it’s hassle free. Clear and concise communication will avoid any confusion.

Visuals

Visuals are important in making your “Event Details” email engaging. Use high quality images, infographics and banners to break up the text and make the email look good.

Consistent branding throughout the email will reinforce your event’s identity and make the communication more professional. A visually appealing email will grab and retain the recipient’s attention.

Email 4: Last Chance to Register

Create Urgency

The “Last Chance to Register” email is a final reminder for potential attendees. Create urgency for those who haven’t signed up yet. Highlight the time left.

Use bold language to get them to register now. This email should leave no doubt time is running out.

Key Benefits

Remind them of the key benefits of attending the event. This can be networking opportunities, exclusive content or hearing from industry leaders. Highlight these benefits to the undecided.

By reiterating what they’ll get they’ll have a strong reason not to miss the event.

CTA

A clear call to action (CTA) is important in the “Last Chance to Register” email. Make it simple for them to register. Use buttons or links that stand out and guide them through the process.

Make sure the CTA is prominent and easy to find. This will increase the chance of them taking the desired action.

Email 5: Post-Event Follow-Up

Thank You

The “Post-Event Follow-Up” email is to thank attendees. A simple thank you message will leave a good impression and create a sense of community. Acknowledge their attendance and contribution to the event.

Personalise the thank you message by mentioning specific highlights or moments from the event.

Event Highlights

Sharing event highlights will keep the momentum going. Include key takeaways, memorable moments and any notable achievements. This will reinforce the value of the event and keep attendees engaged.

Use multimedia elements like images, videos and infographics to make the highlights more engaging. Visual content will be shared more and extend the reach of your event.

Feedback

Collecting feedback is important for future events. Include a survey or feedback form in your follow-up email to get insights from attendees. Ask about their overall experience, what they liked and what can be improved.

Acting on the feedback shows you value attendee input and are committed to making future events better. This will build loyalty and encourage repeat attendance.

5-Email Roadmap Recap

The 5-email roadmap is a structured approach to event email marketing. From the “Save the Date” to the “Post-Event Follow-Up” each email has a specific purpose to engage and inform your audience. Follow this roadmap and you’ll see better event results.

By planning and executing each email well you’ll keep your audience engaged and motivated throughout the event journey. This will maximise attendance and create a great event experience.

Top Tips

To make your email campaign successful:

• Personalise your emails.
• Use visuals.
• Use clear and bold CTAs.

Follow these and you’ll have a better email campaign.

Go Ahead

Use the 5-email roadmap to change your event marketing. Follow the steps and best practices and you’ll have a seamless and effective email campaign that will drive attendance and event experience.

Go for it.