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Event marketing | 20 August 2014

5 Crucial Email Hacks Every Event Marketer Should Know

David Epstein
Email marketing is a critical aspect of any successful event marketing campaign. From selling more tickets to recruiting potential sponsors, proper email marketing can go a long way to make your event a smashing success. It’s a cost effective way to inform and excite event participants (when done right!). Alternatively, a mismanaged email marketing campaign can waste your precious time and money, not to mention, an abundance of clicks on the doomed “unsubscribe” button.

We’ve compiled the 5 email hacks and statistics that shed some light on the current state of email marketing and will help you build better and smarter email marketing campaigns.

1. Set Goals: Before you begin your email marketing campaign, set achievable goals. A good place to start is aiming to outperform the event industry average. According to a report from MailChimp, the events industry averages an email open rate of 20.9% and a click through rate (CTR) of 2.51%.

To track and compare performances against your goals, consider using an email service. Providers like Mailchimp, Hubspot, Campaign Monitor, Constant Contact, or GetResponse allow users to see helpful metrics that make it a snap to keep an eye on email campaign performance. You can also find great email best practices in the educational resources provided by these platforms.

2. Mobilize: In a study released by Litmus, it was reported that 48% of emails are opened on a mobile device. More importantly, 69% of users said they delete emails that are not optimized for mobile. This means that you must make sure your emails are mobile device friendly (!!!). All texts and visuals should be scaled to screens of any size, and copy should be concise so that it can be easily consumed on the go.

3. Segment: Sending the same email to attendees, sponsors, event staff and exhibitors is a sure-fire way to get ignored. Emails should be segmented so that the messaging can be tailored to the wants and needs of disparate groups. Quicksprout recently reported that email marketers got nearly 15% better open and click rates when they segmented their emails for different audiences. A 15% improvement in open rate for an email encouraging potential attendees to buy a ticket could represent a significant increase in revenue.

4. Personalize: Think about it – when you’re scrolling through your mailbox, are you more likely to pay attention to a one size fits all email, or one that appears to be tailored to you? Personalization is key in a world where 838 billion marketing emails were sent last year (Forrester). Email marketing firm, Adestra, reports that emails with a personalized subject line were 22.2% more likely to be opened.

5. Be Brief: Keep it short and sweet! An infographic from, MarketingProfs, indicates that highly downloaded pieces of content contain 20% fewer words than the average marketing email. Lengthy emails will be skimmed-over at best, more likely, they’ll be consigned to the trashbin.

For more information on how to make your next email marketing campaign kick serious butts and other best practices, snag the presentation created by Bizzabo CMO and email marketing captain, Alon Alroy!

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