Hosting an event, meetup, tournament, festival or a conference is a lot of work. Connecting to the right purchaser at the right time can also be a tedious task.
In order to support your event efforts, we are constantly building tools to help you with your events and event marketing.
Today, we want to help you with emailing your event attendees and more importantly, segmenting your mailing list.
Here are a few topics segments can be based on:
- interest groups,
- demographic data
- e-commerce activity
- other subscriber data.
Segmenting isn’t necessary for every campaign, but it can significantly increase two important metrics: click-through rates and e-commerce orders generated.
“Personalized email messages improve click-through rates by an average of 14% and conversions by 10%.” – Aberdeen
Why should you segment your event email list?
When you are putting on an event – emails are not “one size fits all”. One email or subject line might appeal to 25% of your list, while another email or subject line may appeal to 75% of your list.
People on your event mailing list may delete the message, before they open it, if it does not appeal to them … or worse…. They may unsubscribe from your list completely.
In order to avoid the dreaded unsubscribe, we are going to help you segment your event list in order to get the right message to the right person at the right time.
Step One: Know Your Buyers Location In Your Sales Funnel
If you are hosting an annual event/conference or festival and your email recipient has been at all past events – teaching them about the event might not a good place to start. Instead, these subscribers or “past attendees” should receive an incentive to purchase their tickets early – something like a 24 hour early bird.
Alternatively – if these possible event attendees have just subscribed to your newsletter; to follow along with your event, but have not purchased their ticket(s) and they have not attended your event before, a great email start might be to tell them what they are going to get out of the event.
Step Two: Focus on Your Relationship
The message you provide attendees versus the messages you provide to your speakers is going to be dramatically different. Keep it that way.
You could segment your emails into “attendees” and create another segment for “speakers”. You may also want an email segmentation for “volunteers” and “sponsors”.
Your attendees will probably want to know about start time, location, early bird tickets, discounts, speakers, lunch time, round table times and anything else pertinent to your event.
Your speakers will probably want to know when they are on. How long they have to speak. What they need to bring with them on the day of the event who they speak after or where the after party for speakers is.
Step Three: A/B Split test your subject lines and information
There is nothing worse then sending out an email and having a 10% (or less) open rate. In order to avoid this disappointment A/B split test your subject lines. Maybe create one that is sassy and daring and create one that has a more professional message and tone.
Let your audience decide what they like and tweak your campaigns based on data. You will know what your audience prefers in their subject lines.
Step Four: Segment Your List Based on User Behaviour
If your users are constantly opening your event emails but not purchasing tickets to your event, it might be time to send them an amusing remark? Or maybe not (go back to step three and see what your audience likes for language.)
If your audience is of the sassy type it might be time to hit them with an, “It’s Us! Not You” or “Is it time to break up?” email. This could spark interest or simply recapture their attention so that they start re-engaging with your content.
Alternatively, you could send event email subscribers who have not purchased tickets to your event a FOMO email such as, “You Will Miss All The Fun” to see if FOMO equates to ticket purchases.
No matter what type of language you use, or how you segment your event email lists make sure you are segmenting them.
Do your best not to send the same message to everyone attending your event unless it is an email that includes:
- The event has been cancelled
- Change of venue/location
- Change of key note speaker
- Or anything else that affects everyone equally
Smaller, segmented campaigns with personalized content typically results in better open rates, better click through rates which typically results in higher ticket sales.
Good luck segmenting your email list. To make your event planning a little bit easier, we have a mailchimp integration for you.
If you want more data, stats and tips on email segmentation here is a great resource: https://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/