{"id":2832,"date":"2021-07-21T09:00:00","date_gmt":"2021-07-21T07:00:00","guid":{"rendered":"https:\/\/eventscase.com\/blog\/?p=2832"},"modified":"2022-07-05T10:59:20","modified_gmt":"2022-07-05T08:59:20","slug":"email-marketing-campaigns-for-hybrid-events","status":"publish","type":"post","link":"https:\/\/eventscase.com\/blog\/email-marketing-campaigns-for-hybrid-events","title":{"rendered":"Email Marketing for Hybrid Events Everything You Need to Know"},"content":{"rendered":"\n

Do you want to level up your hybrid events email marketing campaigns<\/strong>? Sorry, a silly question! <\/p>\n\n\n\n

Who doesn’t want to leverage this huge marketing channel in this going pandemic?<\/p>\n\n\n\n

But, wait a minute! Do you know the altitude of emails sent and received per day?<\/p>\n\n\n\n

Let us tell you- it exceeded 293 billion<\/a> in 2019 and is expected to grow to more than 347 billion by the end of 2023.<\/p>\n\n\n\n

Imagine, how many people will read your emails in jam-packed email inboxes?  <\/p>\n\n\n\n

And the only way to make your event marketing campaign a success is to stand out from the crowd. Yes, it is difficult but not impossible.<\/p>\n\n\n\n

So, today we will discuss practical email marketing strategies along with easy-to-follow tips and tricks to get you higher open and click-through rates.<\/p>\n\n\n\n

10 Best Hybrid Event Email Marketing Strategies<\/strong><\/h2>\n\n\n\n

Fasten your seat belt because now you are ready to consume valuable information that will lead you to huge event marketing success. <\/p>\n\n\n\n

Let\u2019s go! <\/p>\n\n\n\n

1. Be Crystal Clear About Your Target Audience<\/strong><\/p>\n\n\n\n

Defining your audience is the most crucial step of an email campaign. <\/p>\n\n\n\n

Do you know why?<\/p>\n\n\n\n

It is the base upon which the success of your email marketing relies. <\/p>\n\n\n\n

Just imagine, you have sent an email to 1,000 random people and only received the desired response from one or two recipients. On the other hand, what about sending an email to 100 relevant people and receiving an overwhelming response?<\/p>\n\n\n\n

Yes, the latter scenario has fewer recipients but a \u201crelevant audience<\/strong>\u201d has made this campaign successful.<\/p>\n\n\n\n

Hence, at first, be clear about your audience. Instead of focusing on quantity, your focus should be on quality<\/strong>. <\/p>\n\n\n\n

It is just like, you can\u2019t expect to sell non-branded stuff to the elite class. Will you receive any response? Well, you are wise enough to understand.<\/p>\n\n\n\n

So, define your market carefully<\/strong>. You must be aware of your potential audience before launching a campaign. <\/p>\n\n\n\n

You might be thinking, where should I grab all these quality recipients? <\/p>\n\n\n\n

You can achieve this by having a newsletter subscription on your website. It helps in garnering the email addresses of the potential audience<\/strong>.<\/p>\n\n\n\n

Likewise, if you have conducted relevant events in the past then the email addresses of those attendees<\/strong> aren\u2019t less than a gold mine for your event\u2019s email marketing. As it is easy to sell to an audience already familiar with your brand.   <\/p>\n\n\n\n

Pro Tip: <\/p>\n\n\n\n

If you are starting from scratch then work hard on building your subscribers list. Along with other hundred ways, offering a free invaluable digital gift in return to the email address works quite well.<\/p>\n\n\n\n

2. Choose Campaign Timing Wisely<\/strong><\/p>\n\n\n\n

Let\u2019s assume, you are all set to launch an amazing email marketing campaign just a few days before your hybrid event\u2019s starting date. <\/p>\n\n\n\n

Will it work effectively? \u201cNO\u201d<\/p>\n\n\n\n

The reason is you need appropriate time to drive your audience\u2019s attention<\/strong> and get reasonable registrations.<\/p>\n\n\n\n

So, when should you start your email marketing campaign?<\/p>\n\n\n\n

For hybrid events, launching your campaign 7-8 weeks<\/strong> before the event’s starting date is a wise move. It is a reasonable time frame to build buzz and keep your audience engaged till the end. <\/p>\n\n\n\n

On the other hand, too short a period results in inadequate campaign reach – resulting in losing potential leads. Likewise, for longer time frames you might fail to keep your potential audience glued till the end.<\/p>\n\n\n\n

Moreover, this time frame is also appropriate for attendees interested in joining hybrid events on-site. As they can plan their trip properly.<\/p>\n\n\n\n

Wait, have you ever thought about days and perfect time slots as well?<\/p>\n\n\n\n

Data<\/a> shows that Tuesday is the best day to send emails<\/strong>. <\/p>\n\n\n\n

\"-\"
Source: Customer.io<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Likewise, several studies prove the effectiveness of choosing an appropriate timing. Many find 10 am <\/strong>as a sweet spot because it has the highest opening rates.<\/p>\n\n\n\n

Yet, email opening and replying are two different things<\/strong>. <\/p>\n\n\n\n

If you are sending emails with intentions to get a response such as event registration, then you should send emails at relatively free slots of recipients. <\/p>\n\n\n\n

It seems to be 8 pm – 12 am<\/strong> as the highest engagement occurs between this time slot.<\/p>\n\n\n\n

\"-\"
Source: Customer.io<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n

3. Address Recipient\u2019s Pain Points Instead of Bragging About Your Business<\/strong><\/p>\n\n\n\n

Remember, it isn\u2019t about you, it is about them. Yes, read that again till it becomes part of your event\u2019s email marketing strategy. <\/p>\n\n\n\n

Your potential audience has no interest in knowing how much effort your business is putting into making this event successful. All they want to hear is \u201cwhat will they get?<\/strong>\u201d<\/p>\n\n\n\n

So, wrap your all emails – informational, teaser, or action-oriented, around your audience benefits. Make these emails \u201cbuyer-centric\u201d<\/strong>.<\/p>\n\n\n\n

How can you do this?<\/em><\/p>\n\n\n\n

Get into the shoes of your audience. Analyze their pain points<\/strong> and sufferings. Look out for their needs and wants<\/strong>.<\/p>\n\n\n\n

Make your recipients understand that you understand their pain quite well and highlight what makes your event the \u201cbest solution.\u201d Let them realize why they couldn\u2019t afford to miss your event in the presence of hundreds of other ongoing workshops, events, and free content available online.<\/p>\n\n\n\n

It drives us to another crucial point\u2026<\/em><\/p>\n\n\n\n

4. Practice Event Email Segmentation<\/strong><\/p>\n\n\n\n

The point to ponder is, do all of your potential audience have the same pain points, needs, and wants? <\/p>\n\n\n\n

Most probably NOT! <\/p>\n\n\n\n

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So, can the same email bring an overwhelming response from all your recipients?<\/p>\n\n\n\n

Not at all!<\/em><\/p>\n\n\n\n

The solution here is to categorize your audience. In the formal language, we call it email segmentation.<\/p>\n<\/div>\n\n\n\n

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\"-\"<\/figure><\/div>\n<\/div>\n<\/div>\n\n\n\n

You can categorize your audience based on their demographic, age, gender, income, profession, and more. Afterward, sending emails based on their interests will drive more engagement and conversions to your table.<\/p>\n\n\n\n

Do you know the powerful tactic used in this regard? Well, it is\u2026<\/em><\/p>\n\n\n\n

5. Use Smart Content In Your Email Marketing Campaigns<\/strong><\/p>\n\n\n\n

How cool will it be to use content that dynamically updates based on the people who are seeing it? <\/p>\n\n\n\n

Yes, smart content changes videos, images, and other content in your emails based on the person\u2019s preferences.<\/p>\n\n\n\n

For instance, if you are sending emails to different countries the same content will not work equally well for both citizens.<\/p>\n\n\n\n

So, in order to add a touch of personalization, <\/strong>you should use smart content. <\/p>\n\n\n\n

\u201c72% of consumers reported they only engage with personalized messaging.\u201d<\/em><\/strong><\/p>SmarterHQ<\/a><\/cite><\/blockquote>\n\n\n\n

In this regard, you can send images, use videos, write language or add offers that match precisely with recipients\u2019 background and culture, etc.<\/p>\n\n\n\n

Moreover, it is a powerful tactic to categorize your content based on device type and ad source.<\/p>\n\n\n\n

6. Conduct A\/B Testing<\/strong><\/p>\n\n\n\n

You must separate yourself from the email marketers who throw darts blindfolded by using A\/B testing<\/strong>. Test your emails before sending them to the whole list. <\/p>\n\n\n\n

How?<\/p>\n\n\n\n

Like experienced email marketers, you should craft multiple versions of your email. Afterward, send them to a small portion of the subscriber’s list. The email version getting a good response should be your finalized email.<\/p>\n\n\n\n

In this regard, you can play with different subject lines, preview text, visual content, and CTAs. (We will discuss all of them in detail in the later sections, keep reading.<\/em>)<\/p>\n\n\n\n

7. Leverage Reminder Emails<\/strong><\/p>\n\n\n\n

Make reminder emails part of your event strategy; it gives you an edge to boost your event registrations.<\/p>\n\n\n\n

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\"-\"<\/figure><\/div>\n<\/div>\n\n\n\n
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According to Splashthat<\/a>, 70% of tickets are sold 2 weeks before the event\u2019s starting date.   <\/p>\n\n\n\n

What does it take? Nothing much!<\/p>\n<\/div>\n<\/div>\n\n\n\n

By only crafting time-sensitive<\/strong> email copy,<\/strong> you can convert a huge ratio of potential buyers into attendees. <\/p>\n\n\n\n

In general, sending three reminders<\/strong> is good enough.<\/p>\n\n\n\n

But, as we said earlier \u201cit isn\u2019t about you but them.\u201d So, rather than begging for registrations, make your audience understand how getting enrolled in an event will be beneficial for them. <\/p>\n\n\n\n

Moreover, don\u2019t write long stories; instead, deliver your message clearly and concisely<\/strong>. <\/p>\n\n\n\n

Pro Tip:<\/p>\n\n\n\n

What if you get 30% off on the item you are highly interested in? Most probably, you will grab this offer instantly. The same is the case with an interested audience. Offering them a last-minute ticket flash sale<\/strong> can magnify conversions.<\/p>\n\n\n\n

8. Send Follow Up Email<\/strong><\/p>\n\n\n\n

Don\u2019t make the mistake of ending your email campaigns with reminder emails. Remember, now attendees have become familiar with your business, and retaining them can sky-rocket your revenue<\/strong>. <\/p>\n\n\n\n

\u201cAcquiring a new customer can cost five times more than retaining an existing customer. Increasing customer retention by 5% can increase profits from 25-95%.\u201d<\/em><\/strong><\/p>OutBoundEngine<\/strong><\/a><\/cite><\/blockquote>\n\n\n\n

But, wait! Will you only practice the age-old tactic of asking for feedback or you\u2019ll include other things as well?<\/p>\n\n\n\n

We recommend writing a \u2018thank you\u2019 message first; thank your participants for joining your event. You can also add visual content – event images and videos, to make them remember the good time they had with your business.<\/p>\n\n\n\n

Pro Tip:<\/p>\n\n\n\n

You might be thinking that follow-up emails should only be sent to the attendees. No, you should consider the other two categories as well, i.e.,<\/p>\n\n\n\n