Mastering the Art of Email For Event Marketing

EventKloud - EventKloud is a audience-driven marketing & advertising automation platform for events. Mastering the Art of Email for Event Marketing.

Transcript

1. MASTERING E-MAIL EVENT MARKETING
2. Some words that describe events Energetic Happy Experiential Engaging Exciting Transformative Educational Trendy Fun Party Social
3. Some words that describe email marketing Spam Boring To Long; Didn’t Read (TL;DR) Too Many Spam Promotions Sales Cold Non-personal
4. Both have a message they are trying to convey Where do Events & Emails intersect? EVENTS EMAILS
5. To much spam = not enough time to filter, assess, and gain value out of our email marketing efforts. E-mail’s Bad Rap Spam messages are sent per day 94 Billion of all E-mail is spam 78% Spam costs the global economy about $20 Billion
6. The Claim…. E-MAIL MARKETING IS DEAD
7. E-Mail Marketing is Not Dead!
8. 1) Nearly everyone has an e-mail address, and you have to use one to sign up for anything online 2) It is the primary form of business communication. 3) Open rates and emails are consistently rising. Mobile is making it happen. 4) We use e-mail data to support other channels. How do we know?
9. • Authentication Services – Using reputation data, inbound mail servers review the email & its contents to determine whether or not to pass along to the email to the recipient • Spam Folders – Automatic service that sorts messages determined to be spam. Recipients are able to review those messages to assess value. • Instant Unsubscribe – A popular G-Mail function is the instant unsubscribe feature. Allows user to bypass e-mail specific unsubscribe process. • Automatic Filter Tabs – E-mail service provider “reads” the content of an email to determine it’s nature – promotional, direct recipient, spam, social, etc… What are the current solutions?
10. Obstacle for Event Marketers Who do these solutions help? Good for E-mail Recipients ✔ ✖
11. Creating content that convinces automated services that your e-mail marketing is intentional, direct, and NOT SPAM. The Challenge
12. Re-Focusing Email Marketing Consider the customer more than you consider your product that you’re selling.
13. Draft every email with the 4 P’s of Marketing in Mind (NOT Price, Product, Place, & Promotion) How?
14. Pervasive “Let me read wherever I am.” Participatory “I have a voice and I’m going to use it.” Personalized “Make it relevant to me.” Prescriptive “I’m in control of the shopping process.” McKinsey’s 4 P’s of Marketing
15. People can be reading emails everywhere from any device. Mobile optimized content is a must – your audience’s experience should be consistent on all devices. Be concise – get your point across quickly at the top of your message and persuade the reader to continue. Pervasive
16. Social Engagement: Find ways to integrate social content into e-mail marketing. Make your readers eager for more. Develop Audience-First content that helps drive cross channel opt- in’s. Your audience shares data (willingly or not) to help improve their digital experience – use it! Participatory
17. Use their name. Nothing triggers the “Sale” warning than Dear Valued Attendee Leverage segmentation to reach a variety of demographics in a way that appeals to them directly. Layers of Personalization: Gender, Location, Seasonal, Actual Event, Time of Day when email is read. Personalization
18. Don’t purchase distribution lists. Generate your list from sources that are relevant, and give your recipients the option to opt-out easily. Create a layer of segmentation by allowing recipients to tell you what they would like to hear about. Let your recipients determine how often they receive your emails. Prescriptive
19. Pervasive: Parallax (Single Page Scrolling) websites are all the rage. It keeps things columnar and web optimized. Check out www.basilicablockparty.com for an example. Participatory: Do you want input on artists or speakers to have at your next event? Want to run a campaign to crowdsource menu options? Include action buttons in your emails to give your recipients a reason to engage. Personalization: Do you have guests buying VIP tickets or upper level packages? Target them with messages relating to perks of VIP purchases and advanced ticket sale options. Prescriptive: Do you send out weekly announcements about your event? Give your recipients the option to only receive a monthly email and draft a “digest” to cover any updates that are important for them to have. Event Examples
20. E-mail event marketing is not dead. It just needs to be re-focused to capture your guests in a way that makes them feel like it is an extension of the event. Use the 4 P’s to convey an audience-first message rather than positioning your event ahead of your target audience. Research language and tools to use in your e-mails avoid being caught in the filter. In Summary
21. QUESTIONS? For more info on best practices & event marketing Subscribe to our newsletter Join our next webinar Interested in learning more about our event marketing platform? Let’s talk! (855)438-5568 Check out our blog Visit us! eventkloud.com REQUEST A DEMO!