Start sending too much email, smartly
Last year, during a marketing session in Europe, the topic of how many emails an event should send was broached.
Will sending less email get you more results? Or, is it the old-school direct response mantra? "The more you tell, the more you sell!"
At last year's marketing session, I was attempting to encourage an event organizer and their team to send more emails. As I recall, the event sent between 5 to 10 marketing emails annually.
To be fair, there were some additional considerations. Each event email they sent was written in 3 or 4 different languages. That's at least 3x the work!
At the same time, I must give them high marks. The European event is sending email in the most common languages of their target market. And they have data to back up their approach!
During our discussion, the following happened unexpectedly ...
An event team member referenced a similar event in the United Kingdom and their approach to email marketing. Their point was this (paraphrased), "the U.K. event sends an email every day, and their event is SOLD OUT!"
That's "SOLD OUT!" weeks or months before the event takes place!
How would you feel if that was your event? Pretty dang good.
Does this mean you should send an email every day for your event? Not necessarily.
Instead of making that massive leap, can you increase your event marketing email sends by 50-100%? Then, let the results decide.
One important thing to remember about email marketing, you don't want to send – "just because!" At a minimum, send more email to strengthen the relationship with your list. That means the quality of your content needs to increase.
For what it's worth, every client that increased their email frequency has gone on to skyrocket their ticket revenue. In particular, record advance ticket revenues for outdoor events!
May's Event Profit Report will give you a behind the scenes look at multimillion-dollar email campaigns used by Platinum clients. The proven approach is radically different than what almost every event organizer is using ... regardless of email frequency.
Want to get more info? Check out the articles below:
- The Content King of the Internet
- Advertising and Marketing that Sells
- Does Your Headline Grab Their Undivided Attention?
- Get Your Audience Involved Through Their Emotions
- Words with Pizzazz and Razzle Dazzle
- Web Copy Argument: Short or Long?
- Simple Long Copy Advice
- Promotional Headlines for Your Event
- Keep Your Text Columns Narrow
- Is Your Text the Right Color?
- Proofing your Work On Paper