After sending out an email newsletter promoting an event, have you been noticing a lower click through rate and social media shares, compared to the previous campaign?
Has event attendance and media coverage also gone down and you’re stuck on how to fix it
Well, there’s a few important elements that you have to remember in order to fix a situation like this. If you get these things right, you’ll see increases in:
- Email Open Rates
- Clickthrough Rates
- Event Attendance
The Most Important Tip to Remember
In order to write high-converting emails, you have to focus what you want each element such as the subject line, the content and the call-to-action TO DO.
Decide on what you want each email element to do before proceeding with the campaign. That way, you’re not muddying the campaign’s intent and confusing your customers.
The role of the email subject line
The subject line has only ONE JOB: to sell people on opening & reading your email. The goal is to get people to actually open the email to READ more about your event, product or service.
Keep the subject lines short (around 10 words, if possible) and compelling by letting audiences know right away what the email is about. If the subject line is too long, it will get cut off when prospective attendees view the email on mobile. If it’s about a gala fundraiser, mention the fundraiser in the subject line. If it’s about a networking event with prizes, mention that.
Avoid putting your call-to-action in your subject line such as Call now, buy now, click here or act fast, Using terms like these in your subject line along with words such as ‘purchase’, ‘free’, ‘discount’, ‘best’, ‘guarantee’ or ‘urgent’ will turn off prospective customers because they feel like they’re being pushed to buy and many of these words will also cause your campaign to go directly into the Junk Mail folder.
Make sure you also A/B test your email subject lines before sending out the actual campaign to see which version of your subject line is more popular with your contact list.
Create engaging content
Audiences respond best to engaging, interactive content. Incorporate images, videos, infographics and slideshows into your content where appropriate to help promote events, services and new initiatives. Make sure you diversify the content too, sending a mix of visual graphics and original/curated content to keep things interesting.
Also, personalize your e-newsletters by making sure to include the name of the person you’re sending the email to, showing prospective customers that you know who they are and care about their attendance at your event.
Make your calls-to-action stand out
Don’t wait until the closing paragraph of your email campaign to display your CTA. Making your CTV stand out with a button, bright colors and placing it in more than one location in your e-newsletter will make it easy for subscribers to purchase tickets, download an e-book or donate funds to your cause.
Make sure your CTAs are also direct and to the point on what you want subscribers to do and make sure you focus on ONE action. Adding CTAs that tell customers to do more than one action will confuse them and dilute its effectiveness.
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