Occasion advertising and marketing is even simpler while you reap the benefits of electronic mail automation, which lets you schedule a collection of emails upfront and frees your time to give attention to different advertising and marketing efforts. Make your subsequent occasion a hit by automating the next seven emails designed to spice up attendance and drive ticket gross sales.
1. Occasion invites
Start your electronic mail collection with an invite to your occasion. Your invitation emails ought to create pleasure. Ask your self:
- How is your occasion related to your viewers?
- Why ought to they attend? What advantages will they get, and what expertise can they anticipate?
- The place can they be taught extra?
- How can they register?
Widespread sense says your occasion invites (and all of your occasion emails) should embody the title, date, time and placement in addition to your occasion brand. However go the additional mile by telling your viewers what’s in it for them.
2. Early fowl reductions and incentives
What are you able to supply to individuals who register early? A reduction or freebie generally is a highly effective incentive that additionally helps you identify what number of attendees you’ll want to plan for. Concepts embody:
- A reduction on occasion tickets bought earlier than a deadline
- A collection of tiered reductions main as much as the occasion
- A freebie in the event that they enroll by a sure date, reminiscent of a T-shirt
- VIP seating or lodging
- First dibs on the official occasion lodge
- Most well-liked parking or a free parking move
- Backstage passes
- Foods and drinks vouchers
Unsure which supply will encourage your viewers? Take into account A/B break up testing in opposition to small segments of your listing to see which will get the best response. Then, ship that supply to your bigger listing.
3. Referral requests
Occasions are extra enjoyable with mates, so embody referral requests as a part of your electronic mail collection. You may ship emails that:
- Ask registered attendees to ask mates, and supply an incentive for each good friend who registers
- Provide particular incentives to teams of three or extra to encourage a number of ticket gross sales
- Promote an in-event contest, reminiscent of finest group T-shirt or costume
- Provide lodge room reductions for multi-room bookings
- Provide free or low cost parking for automobiles with three or extra folks
- Give attendees a social hyperlink to simply share and invite their mates
- Encourage attendees to ahead your electronic mail invite to their contacts
Remind your viewers how a lot they’ll get pleasure from your occasion if they carry mates alongside, and you may simply double or triple your ticket gross sales.
4. Group gross sales emails
Use electronic mail to advertise group gross sales and earn a large spike in ticket gross sales. Concepts embody emails that:
- Ask your viewers to share your occasion with their teams, reminiscent of nonprofits, church teams, golf equipment, sports activities groups, faculties, Fb teams, neighborhood organizations and every other group they’re a part of
- Provide group reductions and incentives reminiscent of reserved seating so teams can sit collectively
- Provide particular incentives for nonprofit teams, reminiscent of a portion of ticket gross sales donated to a given trigger
- Promote a charity that teams will likely be desirous about supporting: They get to contribute and have a good time doing it
Take into account which forms of teams are more likely to be desirous about your occasion. Then, assist them see why attending your occasion is a good suggestion for his or her group.
5. Occasion newsletters and bulletins
Ship common electronic mail updates to maintain your viewers and excited. Concepts embody:
- Leisure bulletins: Inform your viewers who will likely be performing as you ink contracts
- Meals and vendor bulletins: What treats can they get pleasure from at your occasion? Which distributors supply on-site purchasing?
- Out there experiences: Will your occasion have video games, contests, obstacles and different experiences attendees can take part in?
- Useful ideas: How can they get in early? The place ought to they park? What are the perfect instructions? The place are the perfect seats?
- Occasion schedule: Make it simple for attendees to print a schedule to maintain of their pockets
Use electronic mail newsletters and bulletins to repeatedly create buzz round your occasion and improve registrations because the date attracts close to.
6. Social shares
Use electronic mail to ask your viewers to share your occasions on Fb, Twitter, Instagram and different social accounts. A easy request can work, however you may get higher outcomes if:
- You connect your electronic mail to a contest; for instance, promote a photograph contest previous to the occasion and let others decide the winners on social media
- You supply a particular incentive for sharing your occasion, particularly if these shares result in ticket gross sales
- Your occasion helps a trigger, remind your viewers about your occasion’s impression and counsel social sharing as a easy means they might help
Don’t underestimate the facility of social media for occasion promotion or the flexibility of electronic mail to drive social shares.
7. Product gross sales
Providing cool swag at your occasion? Let your attendees get it early with emails that promote product gross sales. Concepts embody:
- T-shirts, hats and different attire
- Wristbands or occasion bracelets
- Sun shades
- Drinkware reminiscent of tumblers, water bottles and low mugs
- Flying discs
- Umbrellas
- Tote luggage
Even higher, create an official occasion swag bag full of the requirements attendees have to “survive” your occasion. Promote it as an add-on to ticket gross sales or supply it as an early registration incentive.
Get even higher outcomes with superior occasion electronic mail automation
These seven forms of occasion emails are an important begin for occasion promotion, however you possibly can take your advertising and marketing a step additional with superior automation. For instance, you possibly can:
- Mechanically section registrants into new lists and automate emails that concentrate on referrals and product gross sales
- Mechanically section your viewers by demographics and promote distinctive promoting factors by section; for instance, you possibly can promote the charitable trigger your occasion helps or the leisure worth of your occasion
- Mechanically section VIP ticket holders from normal registrants and automate totally different emails in line with the experiences they’ll have — and promote distinctive upsells related to every viewers
Bear in mind, the extra your emails communicate to your viewers, the extra doubtless they’re to reply, share and register. Superior automation can maximize ticket gross sales to your occasion.
Increase your electronic mail advertising and marketing with social automation
E-mail isn’t the one occasion advertising and marketing platform you possibly can automate. Increase your electronic mail promotions with social posts scheduled to coincide along with your emails. Doing so affords a number of advantages, together with:
- Multi-channel advertising and marketing and repetition that influences registrations
- Social proof when your viewers likes and shares your occasion
- “Set it and overlook it” simplicity while you schedule your posts forward of time
- The flexibility to focus your efforts on new occasion advertising and marketing alternatives because it attracts close to
E-mail and social automation are highly effective advertising and marketing instruments which are confirmed to extend occasion attendance and increase ticket gross sales. Leverage the facility of automation to make your subsequent occasion a roaring success.
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