Your company’s networking event is right around the corner and, despite your efforts to push for attendees, your head count is still low. You understand that the effectiveness of your event is reliant on how many attendees walk through the door. So how do you compel people to sign up?

Email marketing.

Think about how often you check your email; you’re most likely among the 91 percent of people who check their virtual inbox every day. If you’re trying to get the word out about an event, email is an optimal channel to build your audience.

Take a look at a few ways that you can leverage your next event through email marketing:

1. Make a targeted list.
Say you’re holding an event in downtown Los Angeles. Does it make sense to send the email to people in Scotland? Probably not – unless the event is worth flying overseas for. Send personalized emails to specific groups or individuals based off where they reside and the chance of them being able to attend.

2. Provide a thorough description.
When creating your next event invitation, make sure to include a detailed description of the event based on whether it’s a physical location or virtual, like a webinar. Details such as time and location are important, along with other information such as parking, transportation, dress code, URL’s and other contact details.

Bonus: Include a link for the invitees to add the event to their calendar. The best way to do so is to provide a downloadable file or embed a Google Calendar button.

3. Utilize social validity.
Part of attracting attendees is to provide a reason for them to register. Even if your event is free, people are still taking time off to join your festivities. And we all know that time is money.

In your email invitation, consider including elements of social authentication, such as testimonials and reviews of previous similar events. Invitees can be reassured that your event is worth their time, and may be prompted to help spread the news.

4. Include a call-to-action.
Remember, the most important part of your email invitation is to compel people to register and attend your event. This can be done by providing a prominent call-to-action (CTA). Include a link to register or RSVP to the event; this can increase the likelihood of your invitees committing to attending.

5. Reach out again.
People are busy – that’s a fact. Don’t be afraid to send a secondary email to folks who didn’t open the first one. A friendly reminder later on may trigger them to take action and register. If it’s appropriate for your event, consider offering an exclusive promotional offer, such as an early-bird deal. Everyone likes to feel special, after all.

Utilizing email campaigns is the best way to announce your event and get more people on the guest list. If things are off to a slow start, don’t panic. Take a different perspective and ask yourself: Does the subject line create urgency? Was the email easy to read? Were the CTAs visible? You can always analyze your data to see what worked – and what didn’t – to better optimize for the next email.

Whether it’s a conference or a holiday party, Red Mallard can help you manage and market your next event. Contact us today to get started.

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