EVENT EMAIL CONVERSION TIPSLONDON BRITE SPACE 2014

Tim WatsonEmail Marketing Consultant

Twitter: @tawatson

Four key questionsEvery email must answer

1. Who is this from?2. What is it about?3. What’s in it for me?4. What do I need to do?

And it must do it as a quickly as possible

Motivate the click

Email Click to Landing

page

1. What’s

happening?2. Why should I attend?

3. Is the location convenient for me?

4. Can I make the

date?

5. How much time

must I commit?6. How much does it cost?

7. What action should I take?

Three C’s email layout

C1 = Capture

C2 = Convince

C3 = Close

C1: Capture

C2: Convince

C3: Close

Rescue

Capture

Convince

Close

Campaign Content• Benefits

– How attending will help you– Specifically what you can expect to learn– Enjoyment aspects– Special discounts / price

• Speakers– Who they are– Why you should listen to them

• Testimonials– Previous attendees– Social comments previously

• Video/photos– Previous event

• Limited time offer– Discount– Multi-buyer

Plan your campaignEvent concept and major themes decided

Build Initial awareness by incorporating top line details in existing emails such as your regular newsletters.

Date and location fixed Begin dedicated email campaigns and use of early booking incentives

Speakers confirmed Send detail of speakers, their credentials, why they should be listened to and title of their sessions

Detail agenda and session takeaways decided

Specific details of what attendees will learn by attending. For webinars and virtual events offer to send a recording to people who register but are unable to attend live

Warm prospects extra nudge Extra email and incentive to nudge people who clicked previously and haven’t booked yet

Notable brands attending Social proof. The brands and job roles of people attending, so that others can identify themselves as in the same peer group.

Urgency. Getting close, last places and last call

Urgency to drive action for those still undecided. For virtual and online events last call can be as close a few hours before.

More details on mapping an email sequence:http://www.zettasphere.com/webinar-event-email-invitation-examples-planning/

Or just search for ‘irresistible event email’

Questions about Email?

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