Success by Association - July/August 2017 - 20

emailmarketing

Get the
Message
Michelle R. Davis

Email is a vitally important and frequently overlooked tool for event
marketing. A new report from Eventbrite shows how to make full use of it.

W

hen it comes to heightening anticipation and
boosting registration for an upcoming event,
email marketing can be a powerful tool. But
many organizers don't make effective use of
the strategies that could help them connect with the right
audience and ensure participation, according to a new report
from Eventbrite, the event-technology platform.
The 2017 Event Email Benchmarking Report makes a
compelling case: Ninety-one percent of people check their
email every day, and 43 percent of all ticket sales can be
attributed to its use-meaning email is a direct conduit for
delivering messages about the importance of a conference or
other event.
But organizers who regularly use email often fail to look
closely at their own data, don't test different strategies, or
alienate recipients with ineffectual techniques, said Sheena
Sharma, senior channel marketing manager for Eventbrite,
which powered 2.5 million events last year. "Email is one of the
biggest ways to reach out to an audience," Sharma said. "But
it's often something people don't spend that much time on."

20

success || july/august 2017

Eventbrite surveyed more than 340 event organizers in
the United States and the United Kingdom; 51 percent were
organizers of meetings, conferences, and other professional
events. More than anything, the report stresses the
importance of data when using email effectively. You should
know your open rates (the percentage of recipients who
viewed your emails), click-through rates (the percentage of
people who clicked on a link in your emails, compared to the
total number of messages delivered), and conversion rates
(the percentage of recipients who clicked your email link and
completed an action, such as registering for a conference),
among other metrics. Then, use that information:

Timing is Everything
Experiment with everything from subject-line wording and
frequency of emails to the day of the week they go out. Emails
about professional events do better on weekdays, according
to the report; Wednesday is the most popular day for sending
them. Timing of email communications should be thoughtful
and deliberate. "You shouldn't send three in one week and
then none later," Sharma said. "If you don't have a regular
cadence, you can annoy people."



Table of Contents for the Digital Edition of Success by Association - July/August 2017

President’s Message
Event Calendar
Four Ways Managers Can Help Improve Employee Performance
Attract Millennials to Your Meeting
Address These Employee Needs for Maximum Retention
Seven Ways to Improve Panel Presentations
Growing Event Attendance Through Content: Very Useful for Associations
Thank You to our Annual Meeting Sponsors
Creating a Pocket of Excellence When Surrounded by Mediocrity
Get the Message
Member Updates
5 Reasons to Consider Live Streaming Your Next Event
Strategies for Effective Business Networking for Young Professionals
Young Leader Profile
Buyers’ Guide
Advertiser Showcase
Advertiser Index
Executive Director’s Message
Success by Association - July/August 2017 - intro
Success by Association - July/August 2017 - cover1
Success by Association - July/August 2017 - cover2
Success by Association - July/August 2017 - 3
Success by Association - July/August 2017 - President’s Message
Success by Association - July/August 2017 - Event Calendar
Success by Association - July/August 2017 - 6
Success by Association - July/August 2017 - Four Ways Managers Can Help Improve Employee Performance
Success by Association - July/August 2017 - Attract Millennials to Your Meeting
Success by Association - July/August 2017 - 9
Success by Association - July/August 2017 - 10
Success by Association - July/August 2017 - Address These Employee Needs for Maximum Retention
Success by Association - July/August 2017 - Seven Ways to Improve Panel Presentations
Success by Association - July/August 2017 - 13
Success by Association - July/August 2017 - Growing Event Attendance Through Content: Very Useful for Associations
Success by Association - July/August 2017 - 15
Success by Association - July/August 2017 - Thank You to our Annual Meeting Sponsors
Success by Association - July/August 2017 - 17
Success by Association - July/August 2017 - Creating a Pocket of Excellence When Surrounded by Mediocrity
Success by Association - July/August 2017 - 19
Success by Association - July/August 2017 - Get the Message
Success by Association - July/August 2017 - 21
Success by Association - July/August 2017 - Member Updates
Success by Association - July/August 2017 - 5 Reasons to Consider Live Streaming Your Next Event
Success by Association - July/August 2017 - Strategies for Effective Business Networking for Young Professionals
Success by Association - July/August 2017 - 25
Success by Association - July/August 2017 - Young Leader Profile
Success by Association - July/August 2017 - Buyers’ Guide
Success by Association - July/August 2017 - Advertiser Showcase
Success by Association - July/August 2017 - Advertiser Index
Success by Association - July/August 2017 - Executive Director’s Message
Success by Association - July/August 2017 - cover3
Success by Association - July/August 2017 - cover4
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