9 questions to ask yourself when choosing an emailing solution for your events

Send­ing emails is a neces­si­ty for any event organ­is­er. Atten­dees, part­ners, sup­pli­ers, spon­sors… Com­mu­ni­cat­ing and send­ing infor­ma­tion to all your con­tacts can take up a large amount of your activ­i­ty. But as the num­ber of emails to be sent ris­es with the growth of your activ­i­ty, it’s impor­tant that you choose an email­ing solu­tion that’s suit­ed to your needs. Here are the 9 ques­tions you need to ask your­self when choos­ing an email­ing solu­tion for your events.

Sum­ma­ry

1. Is the solu­tion synced with my tick­et­ing, access and cash­less pay­ment data?
2. Is the email­ing tool easy to use?
3. How are my con­tacts import­ed and organ­ised?
4. Who does the data belong to?
5. Will my emails reach the right peo­ple?
6. What sta­tis­tics will I have access to?
7. Can I pro­gramme auto­mat­ic cam­paigns?
8. What fea­tures will allow me to inno­vate?
9. Can I test the solu­tion before get­ting start­ed?

1. Is the solution synced with my ticketing, access and cashless payment data?

Among all the tools avail­able online, email­ing solu­tions for events are rare. Gen­er­al­ly, the most used soft­ware pro­grams are gen­er­al­ist, and only allow you to send mar­ket­ing emails and newslet­ters. This means that event organ­is­ers must often spend a lot of their pre­cious time export­ing, import­ing and sort­ing data­bas­es. All these oper­a­tions take prece­dence over tasks that could bring more val­ue to your events.

With a tru­ly events-focused CRM, event organ­is­ers can be more effec­tive in their cus­tomer rela­tions and make bet­ter use of their time. One of the most impor­tant fea­tures of an email­ing tool for events is there­fore its abil­i­ty to auto­mat­i­cal­ly sync all of your tick­et­ing, access con­trol and cash­less pay­ment data. This will allow you to con­cen­trate on high-val­ue actions.

2. Is the emailing tool easy to use?

As event organ­is­ers, you need to be able to mul­ti­task and use a large num­ber of tools. How­ev­er, you can’t afford to spend too much time learn­ing how to use these. It’s up to you to choose an email­ing solu­tion that’s easy to use, with which you can con­fig­ure and design newslet­ters in record time. Why make it com­pli­cat­ed when it can be easy?

Make sure that the email­ing tool you choose will auto­mat­i­cal­ly sync your tick­et­ing data and that the process for cre­at­ing mar­ket­ing emails is intu­itive — for you and for every­one who uses it.

3. How are my contacts imported and organised?

With a con­ven­tion­al email­ing tool, event organ­is­ers gen­er­al­ly have to export their tick­et­ing data­bas­es to be able to then sort their email address­es. How­ev­er, this is tedious and errors are often made. With an email­ing tool for events, your con­tacts are auto­mat­i­cal­ly synced accord­ing to the pur­chas­es on your tick­et­ing sys­tems. You can even sort your tar­get audi­ences in the click of a fin­ger, accord­ing to sev­er­al cri­te­ria: events, num­ber of tick­ets pur­chased, date of pur­chase, prices, scans at entrances to your event, etc.

These con­tact groups can be dynam­ic, mean­ing that atten­dees can be auto­mat­i­cal­ly added to them with­out any action required on your part. To do this, the email­ing tool updates an attendee’s con­tact form when­ev­er they make a pur­chase for one of your events. They are instant­ly added to the group for which they meet the cri­te­ria that you will have defined pre­vi­ous­ly.

4. Who does the data belong to?

Before choos­ing an email­ing solu­tion for your events, ensure that the solu­tion does not com­mu­ni­cate your data to oth­er organ­i­sa­tions or allow oth­er events to tar­get your atten­dees. Your data must be secure, and owned by you alone.

5. Will my emails reach the right people?

Send­ing emails is good; ensur­ing that they reach their recip­i­ents is bet­ter. Email deliv­er­abil­i­ty is even more essen­tial when you’re send­ing prac­ti­cal infor­ma­tion for an event, and when you find you need to com­mu­ni­cate infor­ma­tion at the last minute.

6. What statistics will I have access to?

Email­ing solu­tions can all pro­vide you with the usu­al sta­tis­tics: open rates, click-through rates, unsub­scribe rates, and so on. An email­ing tool for events will allow you to access even more sta­tis­tics after send­ing each cam­paign, includ­ing the num­ber of orders placed, num­ber of tick­ets pur­chased, aver­age bas­ket, and turnover gen­er­at­ed. And all this with­out need­ing to con­fig­ure any­thing!

7. Can I programme automatic campaigns?

The gen­er­al trend in com­mu­ni­ca­tion and cus­tomer rela­tions is towards per­son­al­is­ing inter­ac­tions with recip­i­ents of mes­sages. In the events indus­try, this can mean your abil­i­ty to com­mu­ni­cate with your atten­dees accord­ing to their actions on your tick­et­ing sys­tem. Has an attendee reg­is­tered for your event? Send them an instant con­fir­ma­tion email as well as a reminder 48 hours lat­er to encour­age them to invite their friends.

With an email­ing solu­tion for events, you can pro­gramme these kinds of cam­paigns with­out even train­ing your­self on com­put­er code. All you have to do is cre­ate an auto­mat­ic cam­paign that trig­gers an email accord­ing to the actions of each attendee.

8. What features will allow me to innovate?

Pre­cise and dynam­ic seg­men­ta­tion of con­tacts, auto­mat­ic cam­paigns, per­for­mance track­ing, send­ing invi­ta­tions to atten­dees of pre­vi­ous edi­tions… Be on the look­out for fea­tures that will help you to rein­vent both your com­mu­ni­ca­tion and your event. Try to always go fur­ther by propos­ing new offers and new expe­ri­ences to your atten­dees.

9. Can I test the solution before getting started?

Start using Weez­Tar­get, our email­ing and CRM solu­tion for events, with no cost or com­mit­ment. Enjoy access to all the fea­tures you need to aim right with each cam­paign! Dis­cov­er them now by click­ing on the but­ton below:

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