How to use email marketing to explode event attendance
Are you running events? It's a great way to promote your business or nonprofit.
No matter what type of event that you run, you need a cost effective way to get your attendees to come.
The great news is the more often you have events, the easier it will be to get attendees at future events.
In this guide, we will explore ways to utilize email marketing to get more people to attend your events.
I've hosted dozes of events the past 5 years as part of my partnership with Constant Contact.
I've also hosted several events for Toastmasters. In 2013, when I was Public Relations Director for Toastmasters District 40, I actually promoted and hosted an event that broke a 20 year old attendance record!
So, yeah, I may know a thing or two about this topic.There are 2 keys you need to understand when promoting an event with email marketing. Those keys are:relevance of your emails to your audienceand frequency of your email promotion.
It doesn't matter if this is a paid gig, nonprofit fundraiser, or a free church meet and greet. These rules all apply. Let's examine each one in depth.
Because there are a lot of lessons to be learned about promoting events with email marketing, this post has been broken down into two seperate parts.
If you are promoting events through email marketing, relevance is incredibly important. If your subscriber doesn't see value in your emails, they will unsubscribe. They will not find out about later events that actually ARE relevant to their interests. Even worse, if it's really irrelevant, they may share a bad word on social media or one of the various review websites.
There are two types of relevance to be aware of and the solution is the same: segmentation.
The first type of relevance is audience relevance.
For example, say you are running events for the YMCA. Your audience is every member of the YMCA and all potential members. All ages are represented.
Should you tell everybody about every single event?
No, you shouldn't.
Here's the problem.
The senior citizens will tune you out for things that aren't relevant to them.
The teens will tune you out for the senior events.
Pretty soon, both will get annoyed and tune you out for everything.
In other words, only send the senior citizen activity promotion to the senior citizens.
Only send the teen promotion to the teens.
How To Segment Your Email List
There are a few ways to segment like this.
For example, you can segment by leveraging your attendee list. If they came to the event before, they will come again.
You could also segment your email list through your sign up process. Simply ASK your subscriber what types of events they want to hear about and only tell them about those.
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