From — May 2nd, 2023
Event emails are even more important since shifting in-person events to online formats. Show your audience why your event is worth their time and money.
Audiences are inundated with more webinar and event emails than ever. In a 2020 event outlook report, 93% of marketers said they planned to invest in virtual events moving forward. And that was before the pandemic hit in full force.
But events have changed, and so have event emails. Readers want to know what the event will do for them, if it’s a good fit for their time, and if it’s worth their money. This is where you come in. Guide your audience, show them the value of your event, and work smarter not harder with your promotional event emails.
Most events are recorded, especially webinars or conferences. Take Litmus Live, for example. Litmus announced in that it would switch from hosting Litmus Live, its annual paid conference in three locations (Boston, Silicon Valley, and London), to hosting Litmus Live Everywhere online.
This new format still gave email geeks the opportunity to learn and participate in workshops, but the events are free, and attendees can watch from the comfort of their home.
In order for your company and events to pivot like this, you need to explain the value of your event and guide your audience to the registration page. If an event is free, why do people need to RSVP? What will entice them to click into your event and watch rather than schedule something else because your event was free?
Notify attendees when you’re going live. Explain if and how the event will be recorded. Let them know when recordings will be available. Place the recording information in proximity to your CTA button.
The key here is to make the RSVP process simple and easy for your audience.
Entice your audience to come to your event based on other people’s experiences with prior webinars and events.
If your brand doesn’t have social proof for an upcoming event, send a quick survey to people who attended the last event and ask them for a quick quote or stat that you can use.
If this is your inaugural event, ask for quotes from people who have worked with you and request speakers to get quotes from their audiences who have heard them speak. You can use a combination of testimonials from those speakers and your internal team to beef up your social proof.
Yes, you should collect first name, last name, and email address at the minimum. But also create a personalized experience in the event email and at the event. How can attendees interact with each other? Is there an opportunity for 1:1 networking?
Can you poll attendees before the event and incorporate that (or give attendees shout-outs at the event)? If not, how can you create that experience for them?
Test elements throughout your event emails, such as photos of previous attendees, an app screenshot, original photography, or illustrations to see what receives the most engagement.
A resources page can help guide your audience through the online platform they’ll be using, as well as access important documents like the event schedule.
Include a branded downloadable Google Doc for attendees to take notes during the event. Another interactive option is to create a spreadsheet for attendees to fill out their contact info and social media profiles so they can exchange virtual business cards, networking before, during, and after your event.
Outside of the documents, will attendees need to learn how to use an online platform for your event? Even if you’re hosting the event on Zoom, some audience members might not be familiar with the platform (or maybe they delete the app when they’re finished with a call).
Include all of these instructions on how to download and use the online platform with screenshots and text to walk them through it on your event website resources page.
You’ve worked so hard to get attendees in the virtual door, so keeping them engaged post-event is just as important! If you promise them a follow-up with recordings, follow through on that promise. Don’t be the friend that says, “Yeah! Let’s hang out sometime!” leaving the details up in the air.
Inform your audience on how they can view the event recordings, how they can stay connected with more information on upcoming events, continuing the conversation online, and connecting with speakers.
Get inspired with these event email collections on our site:
Kira's collection of event emails features bright and bold designs from companies like Bit Bash, Litmus, Emma, and Google.
Jessie's event emails collection features designs from Apple, Sprout Social, and Mintel.
Check out some of the emails featured in this article:
Keep your audience in mind when you’re sending event emails. Make it easy for them to understand the value of the event.
Send them links with more information on the event agenda, how to get tickets, why they should spend their time – and money, if it’s a paid event – on the event, and how they can access recordings after the event. Build trust with your audience and nurture that relationship so they’ll come back to support your company, mission, and future events!
Know of a really good event email? Send it to us!
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