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In our first on-demand content session of this year, we wanted to present a new development in our platform – a simple and effective solution for the challenge posed above. Eventscase system allows you to plan and automate the sending of emails to registered event attendees, covering a variety of scenarios such as pre-event reminders, specific instructions on location or dress code, and thank you messages to keep engagement at its peak right after the event.
In event management, where every minute counts, efficiency is key. One way to achieve this is through technology that has advanced by leaps and bounds over the years, offering solutions that can radically transform how events are planned and executed.
Imagine a common scenario in the life of an event organiser: the need to send multiple emails to attendees, from event reminders to post-event thank yous and important updates. This task may consume a significant amount of time and energy, resources that could be better spent on tasks that require a more human and creative touch.
The importance of email as a means of communication between organisers and attendees cannot be underestimated. According to MarketSplash, 46% of event planners consider content creation and agenda setting to be the most time-consuming tasks in event planning. In addition, email marketing ranks as the second most influential marketing tool for event planners, with 66% of votes, second only to social media. This highlights the relevance of email as a key tool for generating engagement before, during and after the event.
Importance of Email in Event Organisation
In terms of organising events, email emerges as an indispensable tool. For event marketing, a study shows the average open rate of 16.97% and click-through rate of 10.29% in 2022. These figures not only demonstrate user engagement with branded emails but also highlight the opportunity to close sales through a strategically positioned CTA. This data reflects how emailing can be a powerful channel for communicating with attendees, promoting events and securing meaningful engagement.
Since 2020, a significant increase in open and click-through rates has been observed, evidencing a shift towards an online shopping culture that appears to be permanent. This phenomenon has underlined the relevance of email not only as a means of communication but as an essential strategy to effectively connect with audiences.
Automation and Customisation with Eventscase
The effectiveness of email is further enhanced by automation and personalisation. Automated emails, for example, not only generate much higher click-through rates (5.82%) compared to one-off emails (1.42%), but also offer the ability to send targeted messages that can increase revenue by up to 18 times. This efficiency translates into considerable time savings and a highly personalised user experience, leading to an impressive 52% welcome conversion rate.
To maximise the impact of email marketing, it is essential to adopt certain strategies. Personalising subject lines and message content, as well as incorporating visual elements such as emojis and GIFs, can enrich emails, increasing open and click-through rates and therefore the effectiveness of marketing campaigns.
The ability to automate these communications not only saves time but also ensures that no detail is overlooked in the frenzy of event planning. The flexibility to schedule emails according to the time zone of the target audience is particularly useful for international events, ensuring that the message arrives at the right time no matter where attendees are located.
This innovation underlines a crucial point: in the digital age, event organisers should not waste time on tasks that can be automated. Freeing up time from these activities allows them to focus on more critical elements of the event experience, such as creative conceptualisation and personalised interaction with customers and attendees.
Conclusions and Recommendations
The strategic use of email in event organisation not only improves the efficiency and effectiveness of marketing campaigns but also allows organisers to focus on creating memorable experiences for attendees. The adoption of automation tools is a crucial step in this direction.
This holistic approach will not only provide event organisers with the necessary tools to meet the challenges of communicating with attendees, but will also position their events to stand out in an increasingly competitive market. In the end, the goal is to effectively connect with the audience, generating meaningful interactions that transcend the event itself and create a community around the brand or cause represented.
If you want to know more in detail the development presented in this on-demand content session, register now by clicking on the link below.
As an added bonus, once you register, you will have access to all the sessions from last year and all the ones we will be uploading this year. You can find them all in the “Resources” section of our corporate website.
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