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
- Is the solution synced with my ticketing, access and cashless payment data?
- Is the emailing tool easy to use?
- How are my contacts imported and organised?
- Who does the data belong to?
- Will my emails reach the right people?
- What statistics will I have access to?
- Can I programme automatic campaigns?
- What features will allow me to innovate?
- 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:
