The Use of Email As an Event Marketing Tool

February 25, 2010 by  Filed under: Email 

A recent survey highlighted that event managers are now using email as a key part of the event planning process; 83% of the event planners that took part use email to promote their events and communicate with delegates.

This is a trend that has been slowly rising over the last five years. The increase in the sophistication of email marketing tools, together with the increasing cost of other forms of promotion such as direct mail are making email a more attractive offering for event managers.

Email can be used in a multitude of areas when planning events:

· Event promotion / awareness generation

· Invitations

· Reminders

· Post event thanks

· Post event surveys

The benefits of using email marketing as an event tool are:

Low costs: The cost of sending an email can be as low as 1p per recipient. Compared to the cost of a first class stamp (which is currently 38p) this is quite a saving. That is even before you take into account the cost of designing and printing of the mailshot. Many event managers invest in an event and delegate management solution, which will include an integrated email marketing tool; further driving down the costs.

Customisable email templates to match business branding: Email marketing tools make it easy for event managers to create branded templates. Emails can be branded to match the website or a specific campaign. These can then be saved, ready for future use.

Schedule dates and times to send automatic invites: Email marketing allows event managers to create emails to be sent out automatically; removing some of the manual and more time consuming jobs. Emails such as save the date reminders, confirmations and thank you’s can all be scheduled in advance.

Ability to send reminder emails: Scheduling reminder emails to those who have not yet registered for events has shown to increases response and registration rates.

Personalise communications: Email marketing tools can be integrated with databases or CRM systems allowing event managers to easily customise emails with details such as name, job title, address etc.

Measure results: Emails give the unique ability to track the results of a specific campaign. Event managers can measure actions such as open rates, undeliverables and click throughs. Event managers can view results for a campaign as a whole, or can drill down and view the actions of a specific recipient.

Ability to test: Since email marketing solutions come with tracking and reporting tools, event mangers can use this to test various things before sending out an email to the whole database. Testing the style and design, messaging, subject message and calls to action with a small number of recipients beforehand can have a huge impact on the success of the campaign and the subsequent registration rate.

Ability to add ‘Forward to a Friend’: Emails are easy and quick to forward on. Email marketing tools often have a specific ‘Forward to a friend’ function which recipients can use to send the email onto anyone who they feel may be interested. This hugely increases the reach of that email campaign.

Interactivity: Emails are able to host links which can go directly to the event mangers website. The ability to capture people whilst their interest is high, and continue to direct them through a pre-planned online sales funnel is now a vital part of the registration and sales process. This is not something that can be easily achieved through direct post mail.

As the results of the survey showed, more and more event managers are using email as an integral part of their event planning. The rise in the use of technology also means that event mangers are turning to event and delegate management solutions to manage the entire event process. High quality event software solutions should include email marketing which will integrate directly to the CRM or back end office solution. Not only does this allow event managers to produce and send marketing emails regarding events, but combined with invitation management tools, means that their events are likely to get an increased uptake in the right attendees.

Event management software also utilises emails to help manage the post event analysis. By being able to produce surveys which can be automatically sent out after the event, it lets event managers concentrate on the follow up of leads and enquiries. Survey tools should be linked to the CRM system, automatically populating the results into the database ready for analysis.

For more information on event management software solutions, talk to evocos. In the past year alone evocos event & delegate management software solution has created over 7000 events, managed approximately 75,000 delegates and has taken over 50,000 online.

Incorporating email marketing, website integration, registration, online payment, badge production, resource management, event surveys and integrated reporting and analysis, evocos is one of the most comprehensive event management software solutions on the market today.

evocos event management software team ensures our customers are able to seamlessly manage their events; gaining huge cost and efficiency benefits.

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