January 30, 2017
By Amrutha Sarayu

If you are reading this blog, it probably means that you are considering email marketing as a way to reach out to your attendees. Email marketing has become a very popular mode of promoting events and engaging attendees. Here are a few tips that can make all the difference between an average email campaign and an email campaign that converts:

Interesting subject line: First impression is the last impression. Always keep in mind this phrase while writing the subject line of your email. Is it attractive, yet informative enough? There has to be a balance between the two unless you want your emails to land up in spam folder. Make use of tools such as email content analyser to see if your mails have the potential to evade spam filters. Lastly, write short subject lines, you don’t want the message to be hidden in email previewers.

Purpose of the email: Like any other email, always define the purpose of your email before formally writing it. Apart from the 5 Ws (when, where, who, why and what), always check if the verbiage will make your readers come back for more or will foster new readers. Remember, effective verbiage of an email should do the following:

  • Help promote your brand
  • Expand your readership with useful content
  • Drive traffic to your website
  • Create suspense or a sense of urgency
  • Increase conversions in sales funnel

Targeting audience: Sending emails to random people can surely be embarrassing, if not disastrous. Always understand your target audience and their challenges. Your emails should show that you empathise with your audience and wish to solve their issues.

Tone of your email: Conversational tones have replaced the old, boring formal mails. Your emails should come across as personal, making it look like an email coming from a person rather than a robot. The sense of urgency in your email is surely going to get more responses instead of a flat, tedious email.

Call-to-action: This is perhaps the most important part of your email – the call to action tab.  The main purpose of this valuable tab is to ask your readers to respond or take some action with your brand. The reader can either foster a new relation, leave the page, or worse, delete your email. The action of your reader will mostly depend upon the above points. Some of the CTAs that can help you get some traffic are “Call us to know more”, “Subscribe” and “Sign up for more information”.

Amrutha Sarayu

Amrutha Sarayu

Amrutha is a content writer and marketer at Cvent. She mainly writes about the meetings and events industry, with a special focus on technology that is designed for making the lives of planners easier. When not writing, she can be found taking part in reading challenges or watching food videos on YouTube. 
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