How to Master Email Event Marketing

Five expert tips on avoiding the spam folder and turning email prospects into attendees.

email marketing

Whether you're hosting a virtual, in-person or hybrid event, one of the best ways to spread the word and increase attendance is through email marketing. However, if you don’t show people what your event is about and why they should attend, then people will either send your email to the spam folder or delete it altogether. 

Fortunately, in recent years, email marketing has seen a rebound and businesses are getting smarter with their techniques. In this quick guide, we’ll discuss:

  • Spam scoring;
  • How to avoid being labeled as spam; and
  • Seven helpful tips for making your email event marketing strategy a success.

How to Avoid the Spam Folder

Nowadays, mail servers and applications come with various ways of "scoring" emails to see if they’re legitimate or spam. If an email is scored too high, then it will be automatically labeled as spam and most recipients won't receive it.

While there’s no fool-proof way to avoid the spam folder, there are some steps you can take to reduce your chances of getting there.

  • Check your email settings. If your email address doesn’t match the domain, the message is likely to be automatically labeled as spam. Be sure to contact the person or organization that manages your domain and request that they add any relevant email addresses to the sender policy framework, which prevents spam.
  • Never buy or rent lists. As much as you want an easy way to grow your potential event attendee list, buying or renting lists can ruin your sender reputation. In fact, this is the fastest way to get your emails labeled as spam, causing you to lose more event attendees than you will gain. 
  • Check "from" addresses. Mail servers often focus more on "from" addresses than the domain and content. So, refrain from changing your "from" address frequently, or else you’ll raise your spam score.

Top Tips to Consider

So, now that you know about the spammy side of things, here are seven tips on how to maximize your event turnout.

  1. Make your email mobile-friendly. Nowadays, people are on their phones and mobile devices a lot. It's therefore essential that your event invites and all other email marketing messages are optimized for mobile, so that people can easily read them and respond. Always preview your mobile templates before hitting send.
  2. Take time to conduct A/B testing. It's important to do carful testing on your email marketing before releasing them into the wild. A/B testing can be used to determine which subject lines prompt higher open rates, as well as which call to actions are more likely to drive registrants. 
  3. Make your content compelling and original. Generic invites will likely be ignored or deleted, and poor-quality content can damper your chances of getting people to accept your invites. Try adding a catchy subject line along with an emoji, or embedding a video into the copy. These techniques will help your message stand out from the rest and can increase conversation rates.   
  4. Personalize your message. A little personalization can go a long way when it comes to email marketing. Consider adding the recipient's name and company into the subject line and body copy of the email. 
  5. Create clear and bold CTAs. Having a call to action is essential for every email because it tells readers what to do and where to go from your message. In other words, do you want recipients to accept your invite, spread the word about your event or share their thoughts on what content they'd like to see at the meeting? Be sure to create a clear CTA and make sure it's visible as a button at the bottom of the email, rather than a simple hyperlink, so readers can easily find it and take action.

Kendra Beckley writes and edits at Write My Research Proposal. As a business expert, she helps companies enter a new market and build long-term relationships with partners.