What are some common email marketing mistakes to avoid when promoting an event?

Set the stage for effective email communication with clear objectives: Define Event Purpose: Clarify the event's purpose and objectives. Identify Attendee Benefits: Highlight the benefits attendees will gain. Ideal Prospect Definition: Clearly outline your ideal prospects. Segmentation Strategy: Segment based on interests, needs, and behavior. Craft Relevant Messages: Create personalized, engaging messages. Motivate Registration: Tailor messages to resonate and drive registration. 🚀 Start your email journey with a well-defined plan for impactful communication! 📧💡

Before sending emails, define your goals and target audience. Determine the purpose of your event, the benefits for attendees, and identify your ideal prospects. Segment them based on interests, needs, and behavior. This clarity enables you to craft personalized, engaging messages that resonate and motivate registration.

Diving into the world of email campaigns without a map is like setting sail without a compass—you might end up anywhere. Before you hit send, it's crucial to pause and ponder: What's the treasure you're hunting? Who's joining you on this voyage? Identifying the purpose of your event is like charting your course, ensuring you know where you're headed. Understanding what's in it for the attendees is your North Star, guiding your messaging to ensure it shines bright with benefits.

This can be deadly, as if you don’t know who your target in your message will fall on deaf ears. As you wanna make sure you’re messaging actually defines what your audience are looking for.

Create an audience persona, so you gain a clear picture of who you are talking to. Then talk to that one person. Then have the endpoint in mind. Always keep in mind, "What do I want this person to do?" And don't confuse them by giving them too many options. Focus on just one.

There are the 3 types of emails that you must cover to promote an event: 1. Emails to get registrations 2. Post-registration reminders to drive attendance 3. Post-event emails to keep engaging with registrants. Regardless of how many emails you send for each category, it's important that you cover each of these segments when you set up your emails.

Frequency vs. Quality: Balance is key; avoid overwhelming or underwhelming subscribers. Risk of Over-Mailing: Excessive emails can lead to annoyance and higher unsubscribe rates. Risk of Under-Mailing: Too few emails may result in loss of attention and interest. Optimal Frequency Factors: Consider industry, event type, audience preferences, and content. Create Email Calendar: Plan key milestones and messages in an organized email calendar. Test and Monitor: Regularly assess email performance and adjust frequency accordingly. 📅 Calibration is the key; adjust your approach based on performance metrics and subscriber engagement! 📧📊

Getting the amount of emails you sent right is really important I try my best to stagger the amount of emails that I’m sending between now and your event I don’t send more than two a week as I don’t want to annoy my audience when some industry sending emails daily can work I just don’t advise it because you may know your audience.

Like Goldilocks and her porridge, your email frequency must be just right! If you have too many emails, subscribers might start seeing you as that overly chatty neighbor. Too few, and they might forget you even exist, like that gym membership you swore you’d use. The trick? Find your sweet spot. Consider your industry, event type, and audience preferences. An email calendar can help keep things organized and ensure you hit those key milestones without becoming the email equivalent of spam. Test, monitor, and adjust as needed. Remember, a well-timed email is worth its weight in gold(en porridge)! 🍚📧

Think about what cadence your audience is used to seeing in their inbox. If you send a monthly newsletter, then suddenly start a launch sequence, people will be shocked and likely unsubscribe. Give people an on ramp to your marketing. Also, give them a way to say, “Count me out for this round.” Giving people the chance to avoid the launch emails may keep them on your list for a different, better-fit launch.

Together, the subject line and preheader hold the power to captivate or lose your audience. Crafting a compelling subject line that is under 60 characters or less than 9 words is not just about enticing clicks; it's a gateway to testing and discovering what truly resonates with different audiences. Overlooking this duo isn't just a missed conversion; it's a missed opportunity to stand out in the cluttered inbox. A/B testing lets subscribers guide your strategy before a full send. Aligning the preheader with the subject line ensures relevance, avoiding reader misdirection with the content in the body of the email.

Having a week, subject line is like a death sentence in email marketing. Your subject line is the first thing that your audience will see so if you don’t give a good first impression, then you’ve lost the battle before it’s even begun . Make your subject line personalised as much as you can, and make sure it is actually in relation to the content in your email.

Catchy & Clear: Make them catchy, clear, and straight to the point. Avoid Vagueness: Steer clear of vague, generic, or misleading language. Convey Value & Urgency: Clearly communicate the value and urgency of your event. Specific & Relevant: Use specific, relevant, and enticing words. Spark Curiosity & Emotion: Choose words that spark curiosity and evoke emotion. Example: Instead of: "Don't miss our event" Use: "Last chance to join the ultimate event for email marketers" 🔍 Craft subject lines and preheaders that captivate and entice your subscribers! 📧

Think of your subject line and preheader as the dynamic duo of email marketing—they need to be Batman and Robin. Avoid vague, generic, or misleading phrases that make your email the digital equivalent of spam. Instead, use specific, relevant, and tantalizing words that spark curiosity and emotion. For example, swap "Don't miss our event" with "Last chance to join the ultimate email marketing extravaganza!" Remember, you’re not just sending an email; you’re making a first impression

If the open rate of an email isn’t great, change the subject line before touching the actual email copy. Usually, a catchier subject line is all it needed.

Craft visually appealing emails for a positive brand perception: Professional Appearance: A well-designed email enhances professionalism. Avoid Poor Design: Poorly designed emails may seem unprofessional or spammy. User-Friendly Layout: Opt for clean, simple, and user-friendly layouts. Consistent Font: Use a readable and consistent font throughout. Color Harmony: Choose a harmonious and contrasting color scheme. High-Quality Images: Include relevant, high-quality images to captivate. Clear CTA Buttons: Ensure clear and visible call-to-action buttons. 🚀 Design matters; create emails that reflect the appeal and credibility of your event!

Like with all of the content if your email doesn’t look good, it won’t perform well. So make sure it’s formatted to look good on mobile and desktop and make sure all of the elements are in the right places on your email.

A cluttered, poorly formatted email screams unprofessional and screams "spam" even louder. On the flip side, a sleek, responsive design can make your event look like the must-attend bash of the year. Think clean and simple layouts, readable fonts, harmonious color schemes, and high-quality images. And don’t forget those call-to-action buttons—make them clear and visible!

*A well-designed email is critical. Keep the layout clean, responsive, and easy to navigate. Make sure your CTAs (like "Register Now") stand out. *Segmentation allows you to adjust the design based on the audience. A corporate segment may prefer a professional look, while creative attendees might respond better to something more visually dynamic. *Use automation to personalize content and layout dynamically based on each recipient’s past interactions—show relevant event tracks, speakers, or offers to each group

When testing your emails on different devices, you should also check how your content looks in the dark mode. Sometimes, adjusting your email's background and media content for different color modes is crucial to make it eye-catching and good-looking in all possible scenarios.

Responsive Templates: Utilize responsive email templates for adaptability. Concise Text: Keep text short and easy to scan for quick comprehension. Large Tappable Buttons: Use sizable buttons for easy interaction on mobile devices. Testing Across Devices: Test your email on various devices and email clients. 🚀 Optimize for mobile to ensure your event message reaches and engages a wider audience! 📧📲✨

Forgetting to optimize for mobile devices is a critical mistake in email marketing. With over half of all emails opened on mobile devices, a non-optimized email can significantly lose those needing help reading or interacting with your email properly. To ensure your email is mobile-friendly, use a responsive email template that adapts to various screen sizes. Keep your text concise and easy to scan, and make sure buttons are large and tappable for effortless clicking. Test your email on different devices and email clients before sending it out. Remember, if it doesn't look good on mobile, it won't look good.

A lot more people use the emails on their mobile phones, so if you are not optimised for mobile you are going to cripple your campaign by a lot.

A/B Testing should be mandatory, here's how: 1. Figure out what you are testing for 2. Create a new variation - That you think will perform better than current one. 3. Fill in the tracking sheet (resource at top) 4. Run the test → Wait 5. Measure and log results (in resource sheet) 6. Analyse and implement *Its a good practice to go in and look at previous test and results when you’ve built up a couple bi-weekly or monthly depending on how often you test*

Real-time Analysis: Track metrics like open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate. Identify Improvement Areas: Analyze results to pinpoint areas for enhancement. Utilize Tracking Tools: Employ tools like Google Analytics or UTM parameters for traffic and conversion tracking. Optimize Strategy: Use insights to optimize your email strategy for maximum event ROI. 🚀 Harness the data to refine and enhance your email marketing effectiveness! 📧📈

Failure or lack of interest in tracking results hinders insights into campaign performance, audience interest, and resource allocation. This means missing opportunities for improvement and jeopardizing the ability to gauge the effectiveness of strategies. Tracking is essential for optimizing content, refining timing, and ensuring efficient resource utilization, ultimately enhancing the overall impact of email campaigns.

It’s really simple, if you wanna know what you’re doing wrong, I know what to do to improve. Do you need to assess the results of what happened before.

*To determine what's working and what's not, you need to measure key metrics like open rates, CTRs, and conversions. *Segmentation enables you to analyze performance by audience groups, giving you insights into which segments are responding best to your emails. *Set up automated reports to track these metrics in real-time. Based on performance data, trigger automated adjustments to your campaign, such as sending more emails to highly engaged segments or refining messaging for those who aren’t.

Forgetting to highlight crucial information specific to the event such as the date, format, and potential outcomes it is expected to bring is also quite a common mistake. Also, if you're promoting an offline event, make sure you start promoting it ahead giving the audience enough time to make the decision and adjust their plans.

I can't stress enough that you should talk as if there is an audience of one. And always end with a call to action. Otherwise, they will do exactly as you asked...nothing.

Bad formatting. Copywriting and email marketing aren't like writing an essay in school Paragraphs can be one line or even have an emoji. You have to draw the eye down with copy that they want to keep reading which is aided by the formatting of it Avoid walls of text. The better your body copy is and the more your audience trusts you then the more likely they are to read your emails (but having a uniform design that they immediately recognize helps) Also, don't be afraid of selling! Your email list can be super powerful--you just need the right strategy

People get tons of emails. You don’t want them to see your email and think “who’s this again?” then open it up and…still feel confused. It’s so important to make who you are and what you do really obvious in your emails. Consistent branding and anchor images or emojis also help.

I can't stress this enough: Please send some test emails to yourself and even others on the team. Because I still get emails with broken links, missing CTAs, or even missing key details like the event time and date.