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Effective E-mail Marketing Campaign Tips Promoters Need To Know

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The importance of e-mail in every-day communication is pretty much a given and a necessity in today’s world. It has become part of day-to-day life that 91% of people check their email every day. As such, it is important all the more for events promoters that their email marketing campaigns get to reach its intended audience effectively.

But the question arises: how do you actually know if your e-mails are reaching your audience effectively? Admittedly, this is something that is not easy to determine without access to event industry e-mail standards. Fortunately, Eventbrite’s Event E-mail Benchmarking Report offers great insight on e-mail marketing campaigns and their varying levels of effectiveness.

Effectiveness here refers to the number of those who received an e-mail actually clicking on the e-mail link to sign up or buy tickets for an event. This number is measured by the “click-to-open rate” (CTOR) which programs like Mailchimp are able to measure.

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Promoter Tips: The Best Time and Frequency For Your E-mail Campaigns

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E-mail has become an invaluable tool today for communication. In particular for those who organize and promote parties, concerts, music festivals, and other events, e-mails ensure that invitations and other information on these events are sent at a much quicker pace and get to reach more people. But the technology is just part of the equation for a successful event. As far as emails go, one must make sure that those invites sent actually reach the eyes of their intended recipients.

That part, admittedly, poses quite a challenge. Sometimes, invites fail to reach their intended recipients due to factors like the e-mail being detected as spam or unfortunately getting buried in the many e-mails the recipient gets in a day. There is also the question as to how often should event organizers and promoters send e-mails in the first place. Sending too many e-mails annoys recipients and will result in a spam block versus the sender. Meanwhile, sending fewer e-mails run the risk of reduced engagement that leads to lower attendance.

These questions have been addressed recently by Eventbrite in its first Event Email Benchmarking Report. Gathering input from the survey responses of over 340 event organizers in the U.S. and U.K., this report seeks to provide event organizers and promoters an idea on how to improve their communication for these events and ensure their success. If you’re an event organizer or promoter, read on and learn from these invaluable insights.

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