Writing a relevant and appealing email subject for your event

Writing a relevant and appealing email subject for your event

There are a number of commu­nic­ation channels at your disposal for promoting your events. including online advert­ising, web indexing, social networks, flyers, commu­nic­ation by phone, and more. However, the only one that is essential for estab­lishing a long-term relationship with your attendees is email.

When announcing your event by email or sending invit­a­tions directly through this channel, you need to ensure that recip­ients will open them. To improve your chances, your email’s subject line must be well thought-out, as the reader will make their decision in a matter of seconds, among a dozen other emails of different levels of sophist­ic­ation.

Here are some tips for catching the reader’s attention from the first glance.

Summary

  1. Under­stand the importance of the subject line
  2. Master the essen­tials
  3. Avoid the obvious pitfalls

1. Understand the importance of the subject line

The importance of the subject line

It’s statist­ically proven that 33% of recip­ients decide whether or not to open an email based solely on its subject.

On average, people read 700 words per minute, whereas the length of an email subject is only around 50 characters. This means that you have only four seconds to engage your reader. Four seconds… to make an attractive and relevant offer.

Consider your audience

For any task related to writing, it’s important to first of all consider the audience. The subject of an event invit­ation email is no exception. What interests your audience? What will they learn from reading your subject line? Will it interest them and encourage them to open the email and read it?

Define your writing tone

Readers are always more willing to open an email when the subject is written with an original touch. If they think “another email ad” when they receive your email, you’ve lost.

If you word your subject carefully, you will increase your chances of success.

Why are you sending this email?

This isn’t the time for being mysterious. You must be 100% clear about your aim and let customers know exactly what they’re opening. It’s all about cla-ri-ty!

2. Master the essentials

Use the recipient’s name

People are always flattered when they read their name somewhere. That doesn’t change when it comes to emails, even if the person knows that their first name hadn’t neces­sarily been typed letter by letter by a human.

Attract with action verbs

Make your recip­ients want to click by adding a call-to-action verb at the start of your subject.

Make sure that your recipients feel privileged

These two examples success­fully illus­trate what makes someone want to open an email:

  • “An offer for you as a loyal attendee of our event”
  • “Invit­ation to the private party on 22 May”

Provide figures

Figures talk — they allow people to assess and envisage future benefits, and to see the big picture. A good practice is to use figures in email subjects. Use them sparingly, and wisely!

Test several variations

You can’t rely on your own predic­tions. A good way to test email subjects is to choose two really different variations. Play around with all the elements at your disposal, including value, length, tone, content, and so on.

Show these two versions to two audiences of similar sizes, and identify the one that has been most successful.

3. Avoid the obvious pitfalls

No false promises…

Nobody likes a liar. Defin­itely don’t try to encourage your recip­ients to open an email by using false promises in the subject. Broken promises have consequences. They may increase your open rate, but they will also increase the unsub­scribe rate for your email marketing campaigns. Is this really what you’re looking for?

… or too much extravagance

Capital letters, punctu­ation and puns must be used sparingly. They often don’t do much, and at first glance remind recip­ients of spam emails.

Beware of length

An email subject line will be cut off in the recipient’s inbox if it’s too long, especially on a smart­phone, so don’t exceed 50 characters.

No more errors

Recip­ients won’t trust an event that sends emails whose subject lines contain spelling or grammar mistakes. Have at least two people proofread what you’ve written.

Before we finish, here are four examples of relevant and appealing email subjects for events:

  • Free workshop: 3 winning marketing strategies
  • Your invit­ation to Pigalle’s Neigh­bours’ Day
  • Only 24 hours left to sign up for our yoga classes
  • Monday 23: Spanish speakers’ meeting at the Botanic Garden

As well as your emails’ subject lines, optim­ising your campaigns’ targeting and segment­ation is essential to their success. Our Marketing and CRM tool, WeezTarget, allows you to do this. Write to us by clicking on the button below to get the beta version of WeezTarget now:

Write to us

You can also discover all the features of our solutions for online ticketing and regis­tration, access control and cashless payment, all specially designed to allow you to learn more about your attendees and thus make your events a success:

Organ­ising an event

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