How E-mail Marketing Helps with the Preparation and Follow-up of Events

Posted on |

Reading time: 4 Minutes

Participant communication is probably the most significant factor behind a successful event, in addition to the content of the event. Many organizers fight with it daily and not without reason. We are also regularly contacted by our customers about this. After all, our app is also the perfect tool for participant communication at an event. So that your communication with the event participants is successful both before and after the event, we got some tips and tricks from an expert. Diana Falke is the marketing manager at mailingwork and she knows exactly how to use e-mails successfully and how to set up the event communication.

Why E-mail?

traditional e-mail is still one of the most successful communication channels. Direct, fast, affordable, mobile and customizable – all the features you can use to make your events successful. If you know the contact details of your participants, then we do not see any alternative that is better than the Grande Dame e-mail.

Before the Event – Data, data, data

The starting point is always the contact details of your participants. You should have this well prepared and easily available at your disposal. Apart from the e-mail and the name, further information such as place of residence or interests can be very interesting for later e-mails. Many e-mail marketing software solutions give you the opportunity to use this data directly. With mailingwork, you can import such data easily and create different target groups with it.

After the data is ready, then everything really starts. The simplest thing that every organizer should use is a newsletter. Here you can regularly provide all your participants with new information, such as the use of the LineUpr app or event highlights. Surely you also want to make new contacts, who you want to welcome in the future as guests. Then make sure you include the registration for the newsletter on your event website and collect new addresses through it. You can then address them specifically with newsletters and announce, for example, exciting appointments. It is crucial that you use a call-to-action in each email and link it to where tickets can be purchased.

For Smart People: Event Marketing via Autopilot

For many processes of the event cycle, it makes sense to send e-mails via an autopilot. Here as the organizer you do not need to oversee each e-mail personally but can have the delivery done automatically at the right time. It is even possible to synchronize a whole series of e-mails and to let them run automatically. Here’s an example: somebody logs in to your event, automatically receives a confirmation and an appointment reminder shortly before the event. All this happens without your intervention.

You can even go one step further. Especially when you know more about the interests of your subscribers, you can customize the emails very personally for each visitor and you can respond individually to the openings or clicks in emails. By the way: Connect your digital communication with physical ideas and even send a postcard between lots of e-mails for a change. With that, you will definitely stand out from the crowd.

To do it all, you need a professional solution. At mailingwork this is the CampaignManager.

After the Event – Surveys and Documents

Of course, for the organizer: “After the event is before the event.” For this reason, most of the organizers stay in contact with their participants after an event. This makes sense because the event experience is still fresh and participants are more likely to respond to offers from you.

Now is a good time to learn more about the interests of your participants. What did they like about the event, what did they miss, what is important for them to say? This data can then be used for your next events and for individual emails to these persons. You could, for example, use a classic survey from LineUpr. At the same time, however, e-mail marketing solutions also provide an interface to carry out these surveys directly by e-mail.

Another reason to get in contact with your participants is the presentations of your speakers. Many participants are happy when they get access to the presentation slides of the speakers. From Diana, we know that e-mail marketing tools also allow you to create a landing page where you can, for example, offer documents for download. You could then send the link to this page to your participants by e-mail and in this context immediately ask for feedback.

What You Should Have Learned

Subscriber communication is one of the most important success factors for your event. You should invest time and work accordingly to make a good image here. Although there are now many exciting communication tools, emails are still the most effective channel. For many organizers, it can, therefore, be beneficial to use e-mail marketing software.

Mail” Icon created by Kylie Mhai from “the Noun Project“.

E-Mail-MarketingEvent Marketing
Co-Founder of LineUpr