How To Optimize Your Event Email Marketing Campaign

For event marketers, email is an integral part of the overall strategy. In fact, studies show that 40% of marketers believe email marketing to be the most effective channel for event promotion. Stats like these prove that email marketing is still very much alive. The challenge for event marketers is to craft an email strategy that directly addresses their needs and objectives.

One of these key objectives is event registration. This is always an important metric for success because more registrations results in higher revenue, which provides a stronger ROI. So it shouldn’t come as a surprise that live event email marketing campaigns are usually dedicated to boosting event registrations.

Achieving such a task requires a well designed email with a strong call-to-action. Regardless of the industry, a good email inspires some sort of action, whether that be to purchase a product, petition for a cause, or register for an event. The following steps will help you crystallize your message and convince readers to attend your event.

Email Marketing and Event Promotion

Steps for a successful Event Email Marketing campaign:

1. Segment Your Campaigns

Emails are most impactful when they specifically relate to the reader. If the message is tailored for the recipient, there is a higher likelihood that he or she will respond to the message. Effectively segmenting your email marketing data is key to campaign success. There are numerous ways one can segment an email database and there are specific factors event marketers should always keep in mind. Some of these include:

  • Job Title
  • Industry
  • Geographic Region
  • Ticket Type

These characteristics should determine the type of message you plan to send out and the more relevant you can make the email content, the higher the engagement.

2. Keep a Clear Message

A common mistake among emails is cluttered and lengthy messaging. Given that a person receives over 120 emails per day on average, it is important to send a message that is clear, concise, and memorable. As soon as the reader opens the email, he or she should know what it’s about.

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In the example above, C100, host of 48 Hours In The Valley, does an effective job of grabbing the reader’s attention with a short, to-the-point message. After a quick scan of the email, one can surmise that this is a message announcing the companies who were invited to the event. In just two enthusiastic sentences, coupled with eye-catching logos, the message is clearly conveyed.

3. Maintain a Clean Design

Keeping in line with simplicity, an email’s visual language should also be easily digestible and eye-catching. An email fails to do its job if the reader is not immediately attracted to its aesthetic. And more often than not, a simple and clean design is the best way to capture the recipient’s attention.

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A specific way to achieve this is to maintain a consistent color scheme. As shown in the example above, this email promoting Forecast 2017 does a good job of maintaining a pink-to-purple color palette throughout the email, staying consistent throughout. This creates a unified visual feel and further strengthens the event brand.

4. Know Your Audience

Similar to our previous point on segmentation, being deeply knowledgeable of your target audience could help you create messages that really resonate. For example, this promotion email for Apple WWDC shows that the message is intended not only for a specific person, but a specific type of person.

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The strategy here was to leverage the fact that most of the recipients of this email were going to be developers. This short, humorous message is one that developers will immediately understand and appreciate as an inside joke. Being intimately familiar with your audience and their particular vantage point can empower you to make bold email strategy decisions such as this.

5. Create Catchy Subject Lines

The first thing that your reader will see when they see your email hit their inbox will be the subject line. So it makes sense to focus on creating a subject line that begs to be opened. Writing the perfect subject line is never easy, but it will help to keep these three things in mind.

  • Personalization – As long as it is applicable, use a personalization token in the subject line to grab the reader’s attention. This will help it stand out among the other emails that do not directly address the reader by name. The personalization can come in the form of a first name or even the company name. Depending on the context of the message, apply the token that would make the most sense.
  • Emoji – Though there are not yet enough statistics to show if emojis in subject lines help increase open rates, plenty of companies are nonetheless adopting it as a strategy. Because using emojis in subject lines is a relatively new method, doing so will help your email stand out in a jam-packed inbox.
  • Short Length – Keeping a short subject line tends to result in stronger click-through rates. According to one study, emails with subject lines less than 10 characters long had open rates of nearly 50%. Although correlation never equals causation, it’s worth noting the relation between having a short, to-the-point subject line and high open rates. Below you can find a few examples of short subject lines used by top companies.

 

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Wrapping Up

Creating the perfect email marketing strategy may not be completely possible, but with the right tips and knowledge you can craft a campaign that hits all of your major goals. As mentioned, an event marketer’s core objective is to drive registration. Hopefully you can mix and match these best practices to create a campaign that aligns with your events strategy.

 

Mailjet Helps Facilitate Inter-team Collaboration

If you are already a customer or you follow our news, you know that over the past few years we have been taking the use of our tools very seriously, allowing you to better collaborate with your teams.
Now, we have decided to go a step further and offer even more new features:

  • Advanced restrictions
  • Blocked sections
  • Draft mode

More Sophisticated Advanced Restrictions To Share Only What You Choose

Now, you have the possibility of giving access to your account or sub-accounts to other employees. Now, you can go even further in the management of access sharing by selecting advanced restrictions.

Improve exchanges between your teams by giving specific roles to your employees. You can also set who has the right to block sections, manage your gallery or edit your e-mail templates.

In your account, head to My Account > Account Sharing. Here, you can invite new users and set which pages and which of your account features you would like to give them access to.

Let’s take a specific example: you want to invite your designer to create templates on your account, but you don’t want to let her send an email, because you would like to validate each of her creations before they are used.  

Simply select the role “Designer” when you invite her to your account. She can access all the templates but can only save them in ‘Draft’ status. She will also be able to block the formatting of some sections to prevent other employees from modifying them.

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If you don’t want to choose one of the predefined roles – Accountant, Developer, Marketer or Designer – you can choose the “Customized” option and individually select the pages or features to which you would like your colleague to have access.

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You now know all you need to ensure that your team members only manage actions they are responsible for, according to the roles you yourself will have set.

This feature is available only for Premium subscriptions starting with Cristal. The number of people to which advanced restrictions can be applied is limited based on subscription type.

Block Section Editing

When you edit a template, you can now choose to block one or several of its sections to prevent one of your employees from editing or deleting them. That way, you can better protect the design of your emails and make work easier for your teams. As for your employees, they can focus on tasks that are assigned to them.

  • When you click on a section, blue edges appear:

Locked Sections

  • Click on the lock and a pop-up will appear to let you select the limitations you would like to implement for each section:

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  • You can choose to:
    • Completely lock the section so that it can no longer be modified or deleted
    • Authorize only changes to text and images so that the formatting of your section can no longer be modified

Users for whom you have not assigned modification rights for the locked sections will be limited when editing a template. If you have completely locked the section, no access will be allowed (as shown in the image below). If you have blocked editing for formatting only, they can update content without having any impact on design.

Section Locked

This feature is only available for Premium subscriptions.

Edit Your Template Safely In Draft Mode

You can now edit your email without needing to publish it. Why is this useful? You can modify your template without worrying about affecting a template which is already in use. While waiting for a template to be validated, you can simply save it as a draft.

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Saving a template in draft mode also lets you authorize members of your team to work on it without necessarily granting the right to publish, leaving you as the designated person in charge of publishing the final version.

 

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That way, your marketing templates in draft status won’t be visible in your gallery when you create a new campaign. Additionally, changes made to an automated template won’t be applied to a workflow once it has been published. Lastly, the final ID of a transactional template will not be provided unless you have published it, thus preventing you from affecting an email in production.

You can head right over to your account to implement advanced restrictions and make collaboration easier between your teams.

We hope you like these new features. Feel free to tell us what you think on Twitter.

Manage Your Templates Easily With Mailjet’s Gallery

A few days ago, we came out with quite a few improvements and features. Today, we’re taking a closer look at the ones that involve managing your templates, to help you get the best use out of them. These new features will let you organize yourself better and save precious time.

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As a reminder, Mailjet gives you free access to more than 50 templates to get inspired, but you can also create your own easily with our intuitive e-mail editor.

Find your templates easily in your Mailjet gallery

Once you’ve created or modified a template, you can save it and find it directly in your gallery. We have improved its interface so you can find the templates that interest you in just a few clicks.

A new scrolling menu to rank your templates

In your gallery, you’ll find a scrolling menu in the top-right corner  that allows you to organize your templates in the order that you like. You can now sort them by alphabetical order, last modified or creation date.

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Advanced search to find the template of your choice

In the top-left corner of your gallery, you now have access to a search field that lets you find one or several templates by searching by name, desired language or applied labels (learn more about labels below).

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Improved management of your templates

If you click on the small nut above your template to the right, you can choose from a variety of options. Since last year, you have been able to export templates to a sub account  or download your template in HTML or MJML in order to make collaboration easier with your teams.

Today, we have added two new options: adding categories and viewing editing history.

Adding categories to your templates

Most of our customers use Mailjet to create newsletters using different themes, and with more than twenty templates, it can be difficult to find your way around.

In order to quickly find the templates you’re interested in using, we have implemented labels. You can now add labels to your templates to easily find them in your gallery using their colour or apply a filter to group them together easily when you are searching for them from the search field.

In your template gallery, above the menu to the right:

  • Click on the Manage labels button

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  • Then on the button Create a label

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  • Give the name of your choice to your label and select a colour, then click on save and your label has been created!

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To add the label to a template:

  • Click on the nut on the template of your choice and then on Assign a label

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  • Select the label of your choice and click Save

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  • The label will appear on your template.

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This feature is only available for Premium subscriptions.

See publication history for your templates

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Hover your cursor over the template of your choice and a new “Preview & history” link will appear. Click on it and you’ll land on a template previsualization page where you can find up to the last 5 published versions of your e-mail. That way, if you’re not satisfied with the most recent changes you made to your template or if you want to see what it looked like before you made them, you can easily turn back the clock by selecting a previously published version.

 

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Now head to your template gallery to test out these new features.

We hope you like these new features. Feel free to tell us what you think on Twitter.

Facilitated Collaboration And Advanced E-mail Template Management, New At Mailjet!

Ho, ho, ho… No, it’s not Christmas yet, but it’s easy to see why you might think so at Mailjet!

Have you been very nice this year? Probably, because today we have six gifts for you that you can unwrap under the tree (the tree being your Mailjet account – play along ;)).

We are proud to announce the arrival of a bunch of improvements and new features. In a few minutes, you will learn about everything you can now benefit from as soon as you next log in.

A more advanced collaboration with Mailjet

In order to prevent the back and forth in the steps leading to template publication, we have implemented features to let you take on the role of each of your team’s members.

  • 🎁 A lock to secure your favorite sections

Locked Sections

Set which employees can edit a template’s sections to protect the content or your design.

This feature is only available for Premium subscriptions.

  • 🎁 Advanced restrictions for better collaboration

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Improve collaboration between your teams using advanced settings to define who has the right to block sections, manage your gallery or edit your templates.   

This feature is only available for Premium plans, on Crystal and above.

A more advanced template management

To prevent errors and make it easier to fix them, here are two new features that will put your mind at ease.

  • 🎁 Publication history to go back in time

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Select the template of your choice and see up to five previous versions published, allowing you to go back to a previous version at any moment.  

  • 🎁 Draft status for your templates

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Save changes to your templates without needing to publish them by using Draft mode. That way, you can work on your Marketing, Automated or Transactional email templates without affecting those already in production. Additionally, you can allow some members of your team to continue working on drafts without granting them the right to publish.

Better organization, effortlessly

Since we know that there is nothing greater than immediately finding what you’re looking for, these features let you gain precious time:   

  • 🎁 Advanced search to find things in the bat of an eyelash

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In your gallery, you now have access to a search field that lets you find templates or template categories by simply typing the name, the desired language or the label of your choosing.

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We also added a new scrolling menu to let you organize your templates the way you like. You can now sort them in alphabetical order, or by last modified or creation date.

  • 🎁 Labels to better organize your template gallery

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You can now add labels to your templates to easily find them in your gallery using their color or apply a filter to group them together easily when you are searching for them in the search field.

This feature is only available for Premium subscriptions.

So, isn’t it time to go make a hot chocolate, set your computer on your lap(yes, using it as a heating pad is a well-known trick) and unwrap all your gifts?

Stay tuned – in the next few days, we will present these new features in greater detail so that you can get the most out of them.

Come meet us in person at Mailjet ! :)
While you wait, tell us what you think of your gifts on Twitter and who knows, maybe some new gifts will land under the tree before Christmas ;).