Email marketing is one of the most effective ways of directly targeting an audience that’s likely to engage with your company - and also allowing you to track how effective your efforts are. If you get it right, targeted email marketing can provide a focused, direct method of keeping your potential client base informed of when and where your experiential marketing events will be, and why they should be attending.
Since email has become a vital part of the professional world, people’s inboxes have become a hotbed of email marketing. Since the competition is so fierce, it’s important that your emails become the ones that attract the right amount of attention - and today, our tips for making sure that your email marketing strategy drives people to attend your events should help you optimise your technique.
A/B split testing
While you may have streamlined and targeted your audience to try and optimise your email blast’s audience, it’s important to know what kind of content gets the best response. For some organisations, like Uber, brand continuity and simplicity are key to click through rates, while others make creative use of animated GIFs.
The process of A/B split testing is designed to help you achieve the most impactful results possible. By sending an email several times, making small changes to selected variables like subject lines or graphics, and then collecting the open and click through data, you can work out what gains the most engagement from your audience.
With this data, you can retarget your email marketing to send highly targeted ads to specific customers who’ve shown an active interest in your brand - making them more likely to attend your next experiential marketing event. Making your emails mobile friendly is also becoming more and more important, as engagement marketing through mobile is becoming an increasingly profitable channel.
Think about segmenting your audience using geolocation services to target potential attendees within a realistic area. For example, emails to Brisbane aren’t particularly effective when you’re hosting a pop-up in an exhibition trailer in the UK. Targeting an audience within a realistic distance of your event is one of those event marketing tips that seems obvious, but it’s surprising how many companies send emails far and wide advertising localised events.
Show people why they should go
Just because your audience open your email, that doesn’t mean that they’re necessarily going to go to your event. They may still need some convincing, and this is where great event marketing emails prove themselves. A good value proposition will play a crucial role in convincing your audience that your exhibition trailers are not to be missed - so it’s worth spending some time planning your strategy.
To reinforce your value proposition, think about using social proof, like testimonials or expert reviews of your previous experiential marketing events. If your audience can see that respected voices in your industry have had positive experiences at your exhibition trailer event, they’re much more likely to book it into their own calendar.
There’s something to be said for the simple things, and good copy is one of those. A touch obvious, perhaps, but engaging your reader with solid, informative text is one of the most effective ways to influence them. The point of the body text of your email is to convey the important information to your audience, so you want it to be as effective as possible.
Call to action
Some companies use RSVP buttons, while others take surveys, or direct their customers to specific parts of their website. How you do it doesn’t matter, but what does matter is leaving your reader with something actionable. However you choose to do this, make it a prominent element of your engagement marketing email.
Armed with these tips for an effective email marketing campaign, you can see greater engagement with your outreach and increased footfall to your next event.