While there may seem to be an endless list of right and wrongs in email marketing handbooks, there are a few mistakes that can be absolute killers when it comes to promoting your special event. Any thorough email marketing campaign will require a lot of attention to detail to regulate properly, however, the main focus here is to maintain a viable campaign or improve on its performance by avoiding common mistakes during this element of marketing.
Let’s take a look at the most common mistakes to avoid.
If you do not make sure your email is following guidelines for getting around spam blockers, you’re event invitation is likely to go to the trash can. Common mistakes include spammy subject lines, too many emails in the CC: and attachments. To avoid this issue, make sure you use catchy but unique subject line text, utilize the BCC: or blind carbon copy feature in your email tools and avoid attaching anything to the email. Go with text based email options and platforms.
2. Too Much Content
Another reason your event email marketing campaign could be setting itself up for failure is if it contains just too much information. Don’t use the invitation to share everything your event will entail. Keep away from long blocks of text, keep your language easy-to-read and when and where possible, leave a little mystery where it counts! Use links for any supporting sign up requirements that lead to your event management site for more information. Keep it simple and to the point.
3. Not Optimized for Mobile
Many email campaigns are still failing to remember mobile users when sending out their event invitations. Make sure you are using a quality platform that will enable mobile users to easily view and participate in any requirements the invitation suggest. Considering that over 80% of Smartphone owners use their devices for reading their emails, this is an absolute must. Consider creating responsive email templates for sending event invitations.
4. Using Private Emails and sending invitation using ‘Bcc’
Using your private email may seem like a good idea, that is, until you find that your private email provider doesn’t provide the options you need when it comes to ensuring each recipient’s digital data remains private. Using a private email also means your recipients will not be provided with an unsubscribe option, and that’s a big no-no when it comes to the world of email marketing. Consider using a reputable email marketing software for promoting your next event.
5. No Test Run
The problem with not doing a test run is that once the invitation to your special event is sent, it’s sent. Any mistakes are now permanent results. Once you believe your event email campaign details are in order, shoot a test invite to a friend, family member or business partner. The human eye can play tricks on the brain. Mistakes you didn’t see proof reading thirty times can be spotted quickly by an unbiased eye. Make sure to have at least one pair check your work.
As mentioned before, a successful event email marketing campaign has a long list of do’s and don’ts. It is up to each event planner or organizer to walk through the process with a critical eye on their own work, to ensure a successful and enjoyable event.
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