Email marketing remains at the top for return on investment in 2015, making it the most effective channel for promoting your events. With the event season ramping up again for autumn, it’s more important than ever to make sure your emails perform the best they can so you can attract as many attendees as possible.
To give you a hand, we’ve pulled some keyword advice from our most recent Subject Line Analysis Report, specifically looking at subject lines for events.
Should you include discounts?
This is perhaps the golden question of any transaction and the report shows that only when the price is right should you focus on it. Words like ‘Early bird’, ‘Tickets’ and ‘2 for 1’ perform poorly across all metrics, which indicates that event marketers should be clear about their offer (like using a percentage), or not focus on it altogether.
But if you know discounts have worked for you in the past, ‘25% off’ seems to be an overall winner, so test it and let us know what happens!
It’s all about the learning, not the cost
The reason why we suspect subject lines focusing on cost don’t work is the great results of the following keywords. These focus on the benefit of attending an event, particularly learning and professional development.
‘Advice’ and ‘Ideas’ seem to be the best-performing ones, whereas ‘Course’ and ‘CPD’ are good for opens, but deliver below average clicks and unsubscribes for the event industry. This reinforces the idea that you need to know your audience, to make sure you get the topics of those courses right. Entice them to not just open, but to click-through as well.
Interestingly, while many of us love freebies offered at events, this strategy doesn’t seem to work in email.
Should you focus on certain areas of the event?
Ok, so we know as event marketers we need to focus on the benefit of attending, but does that mean we should expand on certain parts of the event? The data is divided, but we can assume that it’s better to communicate the outcome of attendance, than focus on a particular key speaker, or training session.
Want to find out more? Get more ideas for Events subject lines testing by discovering all the keywords in this sector in the 2015 Subject Line Report. Remember that each audience is different, so the only way to find out the impact of these words is to test them.