Did you know that email is 40 times more effective at acquiring new customers than Facebook and Twitter? In addition, people are more likely to visit a website and buy from an email marketing message than search, social media, or any other marketing channel. The data doesn’t lie. Email marketing works!
The challenge for event organizers who need to sell tickets is figuring out what email messages to send without bombarding people with heavy-handed sales messages. You have to strike a balance between being useful and informative versus spammy. It’s all about perception in marketing.
To ease some of the event email marketing burden for you, I’ve put together a list of 10 event marketing email messages that can have a positive impact on your ticket sales. Keep in mind, there are more factors that affect your results than just the message. If your email list is terrible, your email marketing tool stinks, or your email design is unappealing, your results will suffer. Messaging is just one part of the puzzle, but it’s a very important part.
1. Save the Date
Before ticket sales begin, you should start emailing information about your upcoming event to your list. Be sure to include the name of the event, theme, date, and location if you have all of that information already. The goal of this message is to create early excitement and get people talking about the event.
2. Speaker or Performer Announcements
The next email you send to your list should provide details about the speakers or performers who will appear at your event. Include their bios and credentials, photos, and reasons why recipients should buy tickets to see them. The goal here is to generate interest and excitement in the expertise or talent that will be at your event, which can motivate people to not only talk about the event but also share it with other people through their social media profiles. That means more promotion for your event!
Keep in mind, messages sent after this one should include a message about any updates to the speaker or performer line-up and schedule. Make sure these updates are easy to see, so recipients can’t miss them!
This email message tells recipients that ticket sales are starting soon (typically within 24-48 hours). Early ticket sales are so important to the success of your event, so it’s essential that you continue to create a sense of excitement and urgency around ticket sales. Remind recipients of the benefits of your event, not just the features. In other words, you want them to understand how the event will help them or add value to their lives. Sell it!
4. Special Offer Now Available
As mentioned above, early ticket sales are critical. With that said, you should definitely offer an early bird discount on your ticket prices. The fourth message in your email marketing campaign to boost event ticket sales should announce that tickets are now available to purchase and hype the details of your early bird discount.
5. Is This Event Right for You?
It’s time to get personal in your email message. You want recipients to feel comfortable buying tickets for your event by explaining who the event is for. The goal in this message is to create an emotional connection between the recipient and the event and show them that if they attend, they’ll be among like-minded people. In other words, you’re appealing to the psychological need that human beings have which makes us crave acceptance and a sense of belonging.
When you reach an exciting milestone, share it with your email recipients. For example, the milestone could be a certain number of tickets sold, a certain number of performers, or something else related to your event that does one of two things:
- Makes people feel like everyone else is going to the event but them.
- Makes people feel like they’ll be missing something big if they don’t get tickets.
The milestone could also be the end of the early bird discount or the start of another promotion. It’s up to you. Just make sure it’s meaningful to the recipients.
7. Sneak Peek
As the event is getting closer, it’s a great idea to share something behind the scenes. For example, share the menu, special schedule details, or pictures of the event location. What you share in this email message depends on your event, but the goal is to make recipients feel more connected to the event. Photos are very helpful in this message!
8. Almost Here
A week or so before the event, you should send an email marketing message that recaps all of the event details. If anyone has missed anything along the way, they’ll see it in this message. Most importantly, be sure to include a call to action that reminds recipients to buy tickets.
9. Time is Running Out
Two or three days before ticket sales will end, you should send a message that creates a sense of urgency around purchasing. Tell recipients time is running out and let them know how much time is left to buy tickets. Include a countdown clock if you can. MotionMail and Outtatimr are both great tools to add a countdown clock to your email messages.
10. Last Call
Your last message should be sent out a few hours before ticket sales end. Of course, depending on the type of event and location, the timing might have to change a bit, but the purpose will be the same. You should include a countdown clock in the message, and make sure recipients understand it is their last chance to buy tickets to the event. Include any final promotional offers – such as last minute discounts – in this message as well. Go ahead and use strong promotional language and sales messages. This is your last chance to convince recipients to buy, so go big!
Your Next Steps
I’ve given you an effective email marketing campaign sequence that you can use for your next event. However, don’t think you have to follow the sequence exactly. It might make more sense to send out these messages in a different order or add more messages if you have more useful, meaningful information to share with recipients. The keywords here are “useful” and “meaningful” because sending messages that recipients perceive as irrelevant will have the opposite effect on your ticket sales than what you want.
Email marketing does work – extremely well. However, it takes some testing to find what works best for you and your audience. Choose an email marketing tool that enables you to segment your audience, so when someone buys tickets, they’re removed from the list that gets the 10-message sequence above and put into a separate campaign created specifically for ticket buyers. If you set up your campaigns correctly, people will be glad to get email messages from you because they’ll be interesting and helpful. That’s your goal. Now, go give it a try!