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3 Event Registration Email Best Practices

When done right, email marketing is an effective yet affordable way to get the word out regarding your event, attract the right type of people, and then get them to attend.

The question is: how do you create a successful email marketing plan for your events? Don’t worry, it’s not quite as daunting a task as you might think. Here are three things you need to do on your next event email marketing campaign.


1. Don’t forget the essentials

There are essential email details that you have to keep in mind, regardless of what type of event you are planning. When sending out event invitations, your email message should always contain the following:

  • Event title or tagline

Include this tidbit so that your subscribers will get an idea of what your event is about. You can also use tag lines to grab their attention by using a catchy name for your event.

  • Event purpose

This piece of information will let your subscribers know what exactly your event is for. Is the event’s purpose to launch a new product or is it an educational opportunity, or brand community event? Whatever the purpose of your event, always explain it clearly to your subscribers.

  • A link to the event website

To ensure attendees have a way to see more details, make sure to include a link to your event registration website where they can learn more.

  • Event benefits

To entice your subscribers to come, explain to them how they will benefit from attending. Are they going to learn about something new and exciting that can help them? Are they going to gain access to exclusive offers or discounts? Who are the people they are going to meet there, and what is the attendee profile?

  • Event time and location

Provide your subscribers with the complete address of the venue where your event will be held. After all, your subscribers can’t go if they don’t know where to go. You may consider also including links to the event app where you can include venue maps and further guide attendees.  In addition to the location, provide your subscribers with the exact date and time of the event as well. Doing so will help them make the proper arrangements and allow them to adjust their schedules accordingly. Again, a link to download your event app where agendas are hosted can help attendees get a full view and bookmark sessions they want to attend.


2. Target your invitations

Instead of sending out invitations to everyone on your list, segment your list and only target certain subscribers. This will result not just in a higher event turnout, but it will also lessen the risk of your email being marked as spam.

When segmenting your list for event invitations, here are subscribers you should consider sending your invites to:

  • Close geographical location

Subscribers are much more likely to attend your event if they are in close proximity to the venue.

  • Loyal customers

These are subscribers who regularly make purchases. They believe in your brand, which means they are interested in what you have to show them.

  • Current customers

These are subscribers who’ve purchased from you, whether recently or in the past.

  • Customers who engage with you on social media

When a subscriber actively engages with you on social media, they are vocal about their support for your grand. This makes them great brand ambassadors and perfect candidates to send your event invitation to.

  • Networks

While they may not be technically a part of your email list, you should also invite professional connections to your event. They operate either within your industry or an industry linked to yours, so your event is going to be worth their while.

3. Test your event invitations

No matter what type of event you’re planning, A/B testing your invitations is critical because it allows you to define which strategy is the most effective. Run A/B tests on the most important areas of your email such as:

  • Subject line

An email with a personalized subject line is 26% more likely to be opened, so make it a point to personalize the subject line by including your subscriber’s first name.

You should get the subject line right because this is the first thing that your subscriber will see before opening the email, and it can affect their decision later on as to whether they will attend your event or not.

  • Call-to-Action (CTA)

The sole purpose of your event invitation is for the reader to register for your event by clicking the CTA. This makes the CTA one of the most crucial components of your entire email campaign.

To increase the likelihood of invitees sending back an RSVP or signing up to your event, present them with a clear outline of the next steps they need to take after they click on your CTA.

For the best result, ensure the language, tone of voice, as well as fonts you use in your email message are in line with the overall theme of your event. For example, if your event is meant to be fun and laid-back, then the language, tone, and fonts should invoke a more playful sentiment. Test out different combinations to see which one works best for you.


Follow best practices

Sending email invitations doesn’t need to be a hassle. If you follow these tips, you will realize results from your email campaigns and increase the turnout for your next event.

By Lane Harbin | 5 February, 2019

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About the Author: Lane Harbin

Picture of Lane Harbin

Senior Content Marketing Manager at Campaign Monitor