Promoting Your Event with Too Much Email
The Typical Email Marketing Sequence
Most email sequences usually go like this . . . “Buy Now, Hurry up, Last chance, etc.” When people look at your opt-in box, they’re already thinking “I’m probably going to get spammed if I put my information in here.” You need to break their preconceived notion by delivering high quality content first, then asking for the sale.
Start with Your Opt-in Box
Have a prominent opt-in box above the fold with lots of benefits to signing up. Don’t put up one of those lame, put your first name and email address boxes. Last year, a client cringed with horror when I insisted they put up massive an opt-in box on their home page. The sign up area contained a bunch of prospect focused benefits that web site visitors actually cared about and took up half the home page. Make it easy to have someone to put in their email address. The oversized opt-in box with lots of prospect focused benefits generated over 7,500 email sign ups in less than 60 days.
Think in terms of Insider Info
If you’re setting up an email marketing campaign an event, think in terms of insider info. Get your email list content that’s “not available to the public.” People have an insatiable curiosity that can only be fed by getting the inside scoop - use that to your advantage. Just make sure that you’re getting people information that’s important to them. Many event organizers make the mistake of providing people with information they think is important, not what their target market actually wants. Think about it this way - If your emails are full of great content are people going to say . . .“I hope I don’t get another interesting email again.” Heck no!
Not everyone is opening your Email
Realize that regardless of the size of your email list, most people aren’t opening your emails. Typical open rates for a double opt-in event email lists ranges from 20-50%. Don't be discouraged by the previous numbers. The more often you email the lower your opt-in rate is going to be - it's the reality of the situation. Think about how difficult it is for your to get through your own email on a daily basis. The easiest way to counter low open rates for your email is by having quality content.
Build Their Interest First!
How many emails should I send out for my event? For the campaigns I’ve managed the typical sequence was 10 to 15 emails long. Unless it was an existing email list, I never sent a sales email until the very end of the campaign. Important tip: It’s significantly easier to sell a ton of advance sale tickets when you have people really excited for your event. How long your tickets are for sale rarely translate into bigger advance ticket sales. This is another mistake I see event marketers and promoters make . . . trying to sell advance ticket too early. Focus on building rapport and excitement with your list before you try selling to them. People aren't going to buy from you if they feel hustled.
If you marketing for your event try to deliver great content and insider information, before hounding people to buy. You want to tickle people’s interest in your event. If you try and sales pitch people from the get go, without establishing trust and rapport, you’ll scare them off. Your email list is your single best market conduit, don’t blow it by sending lousy email.
Want to get more great info? Check out the articles below:
- Event Marketing: Start Building Your List Early
- Automatically Generate Leads for Your Event Year Round
- Keeping Your Event List Engaged
- Don't Neglect Your Email List
- Event Marketing: Multiple Ways to Engage Your List
- Simple Customer List Building Suggestions
- Start Building Your List Early
- Late Event Promotion - Big List Growth
- Building Your List Above the Fold
- Are You Opting-In Above the Fold?
- Form Placement and Growing Your List
- Turn Your Event Into an Experience
- The Event Promotion System
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