Ask anyone in event management how they promote their events and in 90% cases email marketing is going to be near the top of their list. Despite being one of the most effective and reliable marketing channels for the promotion of events; email marketing is often neglected.
I love email marketing; without it my events would be a fraction of the size and popularity they are now. I’ve only scratched the surface of email marketing and e-crm but I want to share with you some practical advice about making more from the email marketing channel.
1. Start Building Your List Now
Seriously if you don’t have an email capture form up on the home-page of your site stop reading now and get it sorted. If someone’s managed to come along to your website, you want to make it as easy as possible for them to get more information about your event.
As soon as we decide to host an event, we get up a holding page with an email capture form to start collecting the details of people interested in the event. I’ve heard of event companies taking this to it’s logical conclusion, putting up email capture forms for “events coming soon” not having any venue booked or any other prep carried out. They use the rate of email sign ups to decide whether to host the event in the first place.
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