5 tips for creating effective promotional emails for your event

Posted on Wed 13 July 2016 at 11.17PM
Categories: Tips

promotional email events

After putting a lot of hard work and effort into organising your event, don't allow the event promotion to let it down. 

So to help you out, we've put together some handy tips for making your promotional emails effective in driving ticket purchases.

1. Create a catchy subject line

If you've taken the time to put together a promotional mailout, you want people to open it and hopefully click through to whatever you want to advertise or draw attention to. The first (and possibly only!) point of contact of the email will be the subject line you choose, so make it count! 

Think about how "tickets for ABC Show available now" sounds as opposed to "tickets flying out for ABC Show! Have you got yours yet?". The second one is more personal as it addresses the reader directly and implies imminent action is needed.

2. Keep it simple

Don't overcomplicate your email marketing. If you want to draw attention to a specific upcoming event, do just that. It's easy to go off on a tangent and start highlighting next year's panto or the upcoming fixtures. Keep your communication concise and on topic for your audience.

TIP: Remember that within TicketSource you can filter customers who booked for specific events - great for tailoring your emails to specific customer segments. Got customers who booked for the panto last year? Why not send out a festive mailout with a priority discount? Customers who often book child tickets? How about a mailout that details half-term performances and upcoming events that kids will love!

3. Personalise your mailouts

Although creating unique mailouts for individual customers is impractical, using the 2nd person pronoun will make your promotions sound much more personal and friendly. Sometimes we forget that a real person will be reading the email, so keep it engaging and you're much more likely to see a return on your efforts.

4. Use clear, easy to find calls-to-action

Think about what you're trying to achieve with your mailout. Are you looking to drive ticket sales, get people to sign up to your newsletter? 

Make sure it's easy to understand what your promotion is aiming to do, otherwise it could be misleading for readers. If you're looking to highlight your upcoming events, include a button linking to your sales page, so potential customers can find the tickets they want with ease.

TIP: Include BUY TICKETS buttons in all your mailouts and potential customers will be able to buy tickets with ease.

animation of email opening

5. Analyse the results

When you create your emails, you may wonder if you're presenting your content in the best way to achieve the highest number of opens of clicks. By using MailChimp's A/B testing feature, you can test small changes to see if they make a difference. 

For example, you could test different subject lines, or differing times of the day to send out your emails. And with their reports section, you can analyse the results so that if you see a big difference, you can bear it in mind for your next mailout.

TIP: Our MailChimp integration makes it easy to send out emails to your consenting customers. You can manage your integration settings via Settings | Customers

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