A compelling invitation for your event could be the difference between a full house and an empty one. Email remains a key marketing channel for event organizers of all types. According to Campaign Monitor, most event organizers believe it’s their most important one. A well-thought-out invitation is a staple of any organizer’s toolkit. Let’s break it down and check out 3 event email examples that big brands have used.
This is your first encounter with your prospective guests. Pay special attention to the subject line. If your message isn’t opened, the rest of your email work is irrelevant.
According to Mailchimp, event related emails usually garners around 20% open rates. If your subject line lands you in this lucky threshold, you need to keep your readers engaged.
Keep your event description short. Use this opportunity to delight them with relevant, thoughtful images and design. Assume your prospective guests know nothing about your event. This is where you need to make your event shine.
Call to action
Your call-to-action should be direct, concise and obvious. Stay away from multiple asks within an invitation. Your goal should be a ticket sale or RSVP. Use a button to achieve this. Some common CTAs include:
- Get Tickets
- RSVP (here)
- Buy Tickets
It might also be useful to collect some data around opt outs and declined invites. Use a secondary button or link so that you can prepare for future events to attract more attendees.
It’s important to tie your event to an established individual or organization. Make sure to add the following to your email: email, phone number, social links, address, company and website/even site URL. A good spot for this is within an email signature or towards the end of your email in the footer.
Your event summary needs to be compelling. It should made for the audience of your email list. It may seem obvious, but make sure you are sharing a relevant event for your audience to begin with. In general, it is safe to keep your summary to 3 sentences that convey:
- What the event is
- Why they (your prospective guest) should attend
- How they can attend or learn more
This will ensure that the purpose for reaching out to your list is clear.
Customizing invitations at scale can be tricky. You should be building an email list that contains various pieces of data about your guests. The easiest way to achieve some level of personalization is to use your guests’ names!
Generic “hello” emails tend to get lost in the noise as they appear to a reader like they’re coming from a stranger. If you know your prospect’s company, you may be able to work this field into a message as well. This should show that you have a more meaningful relationship.
If your events are already established, it’s important to convey this to a new audience. Think about highlighting your past events. This acts as social proof that your event already has traction. Even more important is the fact that it proves your event is worthwhile.
When your events grow and become more established, take the initiative. Build off the bigger reputation from your event line-up. Whether it’s the venue, your sponsors, or the tech partners you’re working with. Co-branding and social proof can help speed up the brand trust process with new guests.
This aspect of email marketing is still a bit contentious within the industry. Timing your email invitation sends can make a difference. According to OptinMonster, the best time of the day to send out emails is 10AM at their time zone. In general, you should never send an invite closer than two weeks before an event. Give yourself time to remarket and re-engage your audience. The longer you wait, the less time you have to engage your list.
A great way to leverage your guests and prospective guests is to convince them to share your event. Provide incentives to people who share your event. Discount codes or free tickets are great. Make sure that it’s easy for users to share your events. Social sharing buttons should be accessible from your invitation.
Reward your early joiners with early bird pricing in your preliminary event invitations. If your event is selling tickets, tiered pricing can help you stimulate early bird sales. It could also create several points of urgency in your ticket funnel. You can build social pushes through your ticket sale cycle if you have a tiered pricing system.
Tiered pricing, as mentioned before, is a great way to incentivize early purchasers. Mention your ticket prices for your event in your invitations. This can prepare your audience for future pricing tiers.
There are a thousand ways to do anything, but this doesn’t mean you need to reinvent the wheel. Find inspiration from bigger events. They’ve already spent time and money creating a template for an effective email. They will usually leverage someone on their team who is a dedicated marketer to do this. Here are some great examples of invitations the Picatic team has actually received.
Subject: Limited Seats For The Free Pass To Advanced Content Market Summit
While light on visuals, the email structure provides a compelling summary and CTA. Neil is leveraging his industry clout to establish his event. He also offers complimentary tickets to drive early attendance.
Subject: You’re invited to the Product Hunt meetup🎉
Product Hunt uses emojis in their invitation subject lines. This provides a familiar and fun way of conveying the event summary. The RSVP button is clear and the design is clean. The summary includes both reputation building brands and flashbacks to previous events.
Subject: You’re Invited: Join JCPenney, Belvedere Vodka, Jack Morton Worldwide and More
Chief Marketer has nailed design in their invitation. The email is colorful, clean and concise. The summary is brief but effective. The CTAs are clear, but subtle. They push the reader from left to right to complete a registration.
We hope this article helps you create an email invitation that fits your event. The 3 event email examples we listed are great as a starting point, but make sure you customize it for your brand experience! If you liked this blog, be sure to subscribe to our newsletter above!