Increase Your Event Registrations With Email Invites That Work – Part 1
Email is a great tool and arguably one of the biggest leaps forward for business in the last 20 years. As we become more and more attached to this form of communication we must also become more aware of the pitfalls that go along with it. This month we’re going to cover some important things to consider when sending out an email invite for your next event.
If you typically send your event invitations through the mail you may be used to the traditional process of proofing copy, images etc. before the final version is printed and sent. With email invites the process is similar. However, it is important to remember that unlike paper invitations your email has many hurdles to overcome, such as spam filters, grabbing the attention of the user before it’s quickly deleted and whether or not the email recipients software downloads it as it was meant to be seen…to name a few.
Before you send your next email campaign, use this checklist to make sure you have some of the basics covered :
- Subject Line – this will make or break your campaign. You have two important tasks here. One, get through the spam filter, and two, catch the readers attention…quickly. Descriptive subject lines are great for both of these goals. Which of these subject lines would prompt you to continue reading “2009 Computer Conference” or “Registration for the 2009 Computer Conference is Now Open”?
Spam filters keep an eye out for certain words. So when creating your subject line and copy (#3) try to avoid words like ’Free’, ’$$$’, ’Save’, ’Discount’, etc. And yes, I do realize the irony in that sentence.
- Images – Although the designer in all of us would love to have an image rich email it can be a red flag for Spam filters, and not all users have ’allow images’ turned on. Get your message out with text and support it with images (not the other way around). If you create a good balance between these elements more potential registrants will receive your message.
- Well Written Copy – This seems basic, but I regularly receive emails that don’t seem to be written for a human being. If you were to send your email to anyone, right now, would they know what it’s about? If you do not have a good in-house copywriter that’s okay, contract it out with all that money you saved ditching the paper invitation campaign!
- Call to Action – Now that the email has reached the recipient and they are engaged, what do they do? Ask yourself, “Why am I sending this email?” If that’s not clear in the body then your call to action is not clear and concise.
Make sure the reader is doing exactly what you want them to do. This is where an image is great! Have your designer create something eye catching (Note to designers: This is my version of an apology for #2), or, feel free to use this button in your next campaign (right click then ’save as’).
- Links – Although the above button is eye catching and it’s no mystery what action to take, it is always good practice to include a text link to your registration form just in case your recipient’s inbox does not download images.
Next Post : Part 2 of Increase Your Event Registrations with Email Invites That Work – five more items to check…
Questions? We are always happy to offer some free advice and give you some ideas ? 1-800-507-3759.