Events are likely one of the biggest revenue drivers (and if they’re not, they should be!) Everyone knows, the more people you get to your event – the BIGGER the revenue it delivers.
When it comes to marketing your events, your email database is your most valuable asset. It is the number one driver of ticket sales, and 40% of marketers said email marketing is the single-most effective channel to promote an event.
A robust email database improves awareness and engagement and better drives prospects through your event funnel.
When you view your potential attendees through the lens of the funnel, you can easily address your readers at each stage towards purchasing a ticket or RSVPing to your free event.
Build awareness and find prospects to enter your funnel with promotions like ticket sweepstakes, quizzes, and photo contests. By utilizing lead-generation questions in your promotions, you can collect valuable data on prospective attendees like their zip code, age, and gender, as well as interest-based information. That data helps move readers to the next stage of your funnel.
Based on the data you gather from your promotions efforts, you can identify the prospects most interested in your event. You shouldn’t send emails to your database at large – you need to segment your database into different interest groups. This way you can engage them more frequently without worrying about opt-outs or ruining your sender reputation.
Once you have a dedicated event list, keep them engaged and email them throughout the customer journey. Here are just a few emails you should consider sending around each event:
Once you have a list of those who attended your event, target them with specific messaging to move them through your funnel for your next event. As you continue to build your database year-round with promotions, you will build an engaged database and be able to provide the right information in the right context.
More about Julie: Julie is a Director of Affiliate Success at Second Street and has an extensive background in media. For the past ten years, Julie has helped local media companies find success through their promotions and email programs to deliver results big enough to matter.
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