Create a successful invitation email campaign

Create a successful invitation email campaign

Email is the per­fect com­mu­ni­ca­tion chan­nel to send your event invi­ta­tions. It’s sim­ple, fast, low-cost and offers an almost instant response. As a result, it is now used by most event plan­ners.

Are you won­der­ing how to cre­ate an effec­tive invi­ta­tion email cam­paign?

How to be sure that your email will catch your tar­get audience’s atten­tion and encour­age peo­ple to attend your event?

Here are 9 tips to increase your chances of cre­at­ing a suc­cess­ful event invi­ta­tion email cam­paign.

1. Your customer database is the key to your success

Have you organ­ised an event using Weezevent before? Use our Back Office plat­form: Go to Atten­dees > Man­age atten­dees > Down­load to eas­i­ly export a list of all your atten­dees’ emails address­es for pre­vi­ous events. They are con­sid­ered high-affin­i­ty audi­ences like­ly to pro­vide a high­er con­ver­sion rate! Once down­loaded, you just need to send your cus­tom mes­sage from your pro­fes­sion­al email account or use an email mar­ket­ing plat­form — e.g. Mailchimp, Mail­jet, YMLP, etc — to cre­ate your mes­sage.

Tip: to grow your data­base between events, you should col­lect your fol­low­ers’ con­tact emails (from your blog, web­site, etc.) by reg­u­lar­ly post­ing infor­ma­tion about your indus­try and your event.

2. The subject line should be simple and eye-catching

Your sub­ject line should out­line the essen­tial infor­ma­tion. Ide­al­ly, it should intro­duce the con­tent of the event. It should be sim­ple and short (40 to 50 char­ac­ters max). More­over, stud­ies have shown that adding a sym­bol in the sub­ject line of a mar­ket­ing email makes the mes­sage stand out in the recipient’s inbox and increas­es the open­ing rate by 15%

e.g. “☺ Weezevent invites you for drinks in Lon­don!”

3. The sender should be easily identified

Your email’s sender should be recog­nis­able at a glance. The recip­i­ent should be able to quick­ly iden­ti­fy your com­pa­ny, your prod­uct or a point of con­tact.

e.g. “Weezevent” or “Geof­frey from Weezevent”

4. The body of the message should be minimal and contain visuals

The body of your mes­sage should not have too much text. Favour images (sta­t­ic or ani­mat­ed) as they will be more like­ly to catch the atten­tion of your read­er, and don’t for­get to add your company’s logo.  The most impor­tant infor­ma­tion (the name, date and loca­tion of your event) should be in the head­er, at the top of your mes­sage. Your read­er should be able to under­stand the gist of your mes­sage from the first para­graph.

5. Your message must contain the essential info

In the body of your mes­sage, don’t for­get to men­tion briefly:

  • The con­cept.
  • The speak­ers: for instance, men­tion­ing a celebri­ty who will attend can con­vince your audi­ence to attend your event.
  • Clear instruc­tions on how to book or reg­is­ter.
  • A clear­ly iden­ti­fied call to action, e.g. “Book a tick­et”.

You can also add a link to your web­site and social media pages (Face­book, Twit­ter, LinkedIn) as but­tons.

6. The “call to action” should be efficient

Favour sim­plic­i­ty and reduce the num­ber of steps need­ed to reg­is­ter. If there is a reg­is­tra­tion form to com­plete, try to lim­it the num­ber of manda­to­ry fields to the bare min­i­mum. For your reg­is­tra­tion but­ton, use a dynam­ic verb as it is gen­er­al­ly more effi­cient at encour­ag­ing peo­ple to sign up. If rel­e­vant, you can use an incen­tive such as a pro­mo­tion­al offer (e.g. a free invite for the first three peo­ple to sign up).

7. The campaign should be scheduled carefully

Announce the event ear­ly enough to leave time to your atten­dees to reg­is­ter, then send reminders (don’t for­get to remove the peo­ple who have already reg­is­tered from the list of reminders). Also think about send­ing a  “Remem­ber the date” email about the event a few days before. And remind the peo­ple who haven’t reg­is­tered that they can still do so with an email titled, for instance, “Just a few days left to register/attend”.

8. The message should be customised based on the recipient

For your email to have a high­er impact, start with remind­ing the recip­i­ent about your his­to­ry with them. You can seg­ment your mes­sage accord­ing to your audi­ence, and cus­tomise it with the person’s name (e.g. “Dear Mr/Ms X”). It is also impor­tant to cus­tomise each invi­ta­tion.

9. Communicate with your audience after the event too

After the event is over, wait a cou­ple of days before send­ing a thank you note to your atten­dees. You can include a report about the event or a link to a video of the event. You can even send one to peo­ple who have not attend­ed the event as it may encour­age them to attend the next one. You can also send a cus­tomer sat­is­fac­tion sur­vey to assess your strengths and areas for improve­ment, and imple­ment the feed­back for your next event.

It’s in your hands now! Eas­i­ly cre­ate online invi­ta­tions using Weezevent by click­ing on the link below:

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