Event marketing Series

Part 1: Getting into the impenetrable inbox

Direct marketing (also known as Email Marketing) has grown in popularity over the past 5 years. It’s comeback is partially due to the growth in other digital platforms, including Facebook, Linkedin, and Instagram. As consumers become de-sensitized to paid digital advertising like adwords, Facebook ads and such, vehicles that were once burnt out and overused (like email) are surging back in popularity - and effectiveness.

Technology really is an ecosystem, so with the rise in email marketing, comes the increase in email security. Email platforms like gmail, Outlook, and iCloud are continually updating spam filters and algorithms to filter out marketing emails. I hear you - What a pain, right?! So when it comes time to start marketing your event, you need the best tips and tricks to ensure you’re getting into as many inboxes as possible….lucky we’re here to help!

Tip 1: Personalize it

Using platforms that allow you to include personalization variables can help you cut through email filters exponentially. A simple execution of this is replacing your opening email line with “Hi [first name]” rather than “Hi there.”

Take this tip even further and try personalizing the subject line. Not only will that help get through the email filters, it will also help your open rates - we’re naturally inquisitive creatures, and when a subject line says our name, we can’t help but click!

One of my most successful emails had a hashtag in it - it felt super personal to the recipient: #NAMElovesevents

Tip 2: A/B test your formats

This just means ‘split your database in half, send each group a different format then see which one has the best results.' Some email filters scan for rich, html formatted emails. Although these are pretty, to a computer they’re a sure sign that your email is ‘promotional’ and therefore should be sorted into a lower tier inbox. Try also sending plain text emails. These will not only help your success rate, but may also help encourage better, more personal connections with your audience.

Tip 3: Change your sender details

Most marketing automation and email blast software allows you to edit the name and email address of the sender. Most of us typically respond to this by making the sender our company name, event name or a department name.

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But remember! You are trying to outsmart the email filters and make them think that your email is in fact intended for that particular recipient. Changing the sender details to a simple name and email address of someone in your company (perhaps your primary event organizer or head of communications) will give your email more personality...and pervasiveness.

Tip 4: Timing is crucial

Setting up your email to send during the working day is crucial for open rates. Day time sending tells the inbox that you’re in the same timezone as the recipient (that makes you more real, apparently!) It also means it will be fresh and ready for your audience to read it hot off the press. Although most of us check our emails first thing in the morning, it’s typically with a plan to start on a productive note - anything deemed unnecessary can be lost or deleted. I recommend sending emails in the early afternoon as people check through their inbox after coming back from lunch.

Days of the week can also affect your email success rate. This varies between industry, but a typical rule of thumb is to avoid avoid weekends and aim for mid-week (Tuesday-Thursday).

Tip 4: Think long term - don’t overload them

Building credibility in the inbox is a long game that you’ll need to work on over time. Email filters will come to remember which senders are ‘trusted’ and preferred by the recipient. Make sure that all of your emails are relevant and try not to blast your recipients with too many emails in a short period of time - activity like that can often raise the spam filters which is not what we want!

Tip 5: Try emailing from your event tech software

You may be using a popular email marketing system like Mailchimp or Sendgrid; these tools are great but are so popular that they are often flagged by email filters as marketing platforms. Sending email notifications to your attendees via your event technology suite is sometimes a more reliable way to get your email in front of the eyes who need it.

Let us know if you have more tips to share with our community, we'd love to hear your experiences

GDPR FAQ: The Most Pressing Event Marketing Questions - ANSWERED

GDPR FAQ: The Most Pressing Event Marketing Questions - ANSWERED

The General Data Protection Regulation is the EU’s new regulation, causing widespread panic in the world of event marketing. But you can stop panicking - our Tribe member Glisser has compiled everything you need to know into this one download

Replay: Data Roundup - An Analytical Approach to Understanding Your Event

Get the who, what, where, when, why and how of event analytics!

Learn the simple tools and techniques you can use to drive more registrations! Data allows you to understand and target your audience, and to see what efforts are working and what needs to be tweaked.

The best part? You don’t need to be an analyst or good at math; the tools are inexpensive (or free!) and techniques are simple.

Attendees will leave this webinar, hosted by Event Tech Tribe-member Swoogo, knowing…

  • The benefits of tracking event analytics
  • What to track
  • How to get started
  • What tools to use
  • How to spot beneficial insights and trends

Event Professionals prepare to ‘Unite’ in NYC and DC

The Event Tech Tribe have announced new details about Unite 2017: two half-day gatherings for set to run next week. Unite 2017 is a collaborative, unconference style meeting for event professionals to connect and re-define what it means to be in the industry in 2017.

Event and media veteran, and founder of Bizbash, David Adler has been confirmed as the MC for both New York and Washington D.C events on the 6th and 7th of June respectively.

Both half day events are running on an unconference style agenda. “From 3pm-5pm our guests will be collaborating with one-another in various different Tables of Interest,” said representative from the Tribe, Lara Simmons, “the Tables of Interest have been designed to be fluid. We want event professionals to have their say at this event, rather than us telling them what to pay attention to,” she continued. Both events will end with drinks and networking amongst attendees.

Findings from Unite 2017 will be amalgamated into the industry’s first definitive report on the event ecosystem. “Unite is an opportunity for us all to introduce each other and share experiences for the benefit of the wider industry, we’re expecting an immense amount of intel to come out of these events, which we will be furiously bringing together into a report to share with the industry,” said Tribe leader, Marie-Claire Andrews.

Both events are free and have a limited number of spots still available in both locations. Registrations can be made via www.eventtechtribe.com/unite

New York City: 6th June 1:30pm - 6:00pm | Interface: 140 W 30th street, NY 10001

Washington D.C: 7th June 1:30pm - 6:00pm | OpenGov Hub: 1110 Vermont Ave NW #500

About the Event Tech Tribe: The Event Tech Tribe is a collaborative ensemble of best-in-craft event technologies that have chosen to work together technically, but more importantly to collaborate at a client level. We've brought together similarly minded companies and built a way of working that puts the customer first. Every member of the Tribe is run by an experienced event professional, culturally hard-wired to think like an event planner.  

About Unite: Our mission is to bring a community of event professionals together to discuss the state of events, collect and share insights, and come away with meaningful data and understanding.

Media Enquiries: Lara Simmons lara@eventtechtribe.com