Looking to get a little adventurous with your next event email? Maybe it’s time to incorporate a little A/B testing into your everyday marketing routine!

A/B testing is the process of taking some marketing collateral (email, landing page, invitation, etc) and sending it to two groups: a control group and a variation group. The control group will get the original version and the variation group will get a tweaked version to see if it gathers more or less interest than the original.

Check out these seven tests you should try to bump up interest in your event emails!


  • Bullet points versus paragraph formatting
  • Focusing your content on the left versus right side of your email

Type of Offer

  • Discount or promo code on upcoming event
  • Access to behind-the-scenes content


  • Professional versus casual tone
  • Positive versus negative spin


  • Serif typefaces: Times New Roman, Georgia, Palatino and Garamond
  • Sans Serif typefaces: Arial, Helvetica and Tahoma


  • Photographs
  • Illustrations or sketches


  • Cool: Blue, green, and purple | soothing
  • Warm: Orange, yellow, and red | energizing


  • Using limited time offer versus not including one
  • If so, changing the scope of limited time offer

Planning an event, especially a big one, can seem like a daunting task. There are a million things to do and, if you’re like most organizations, very few people to help. But don’t worry! We’ve put together this complete guide on event promotion, and also broken down the event planning process into nine simple steps for overall success. Check out our free guide 9 Steps to Event Planning below!