The importance of e-mail in every-day communication is pretty much a given and a necessity in today’s world. It has become part of day-to-day life that 91% of people check their email every day. As such, it is important all the more for events promoters that their email marketing campaigns get to reach its intended audience effectively.
But the question arises: how do you actually know if your e-mails are reaching your audience effectively? Admittedly, this is something that is not easy to determine without access to event industry e-mail standards. Fortunately, Eventbrite’s Event E-mail Benchmarking Report offers great insight on e-mail marketing campaigns and their varying levels of effectiveness.
Effectiveness here refers to the number of those who received an e-mail actually clicking on the e-mail link to sign up or buy tickets for an event. This number is measured by the “click-to-open rate” (CTOR) which programs like Mailchimp are able to measure.
Unfortunately, many promoters have no idea what CTOR is, more so their CTOR figures. In fact, 2 out of 5 event organizers aren’t measuring their e-mail content performance effectively.
With that said, the key in a successful event promotion is knowing your CTOR. But that’s just part of the story, so to speak. In this case, this is where good old e-mail marketing strategies comes in. And good marketing starts with enticing recipients to open your message with the subject line.
If you have a standard subject line you use but you get low CTOR, try using different subject lines and body content. Monitor each change closely and analyze how your audience will respond. This will help you determine what type of language and content works well with your audience so you can create more effective e-mails.
Here are a few more simple strategies for improving your CTOR:
Hopefully, these tips will be of help so your e-mails become more effective in reaching your audience. Which, in turn, ensures a more successful event overall.
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