Must-Know Rules For Awesome Event Email Marketing (Part 3)
Published on 30/06/2016
We’ve already covered how to create the ultimate email sequence and the design and messaging framework for your event email marketing campaigns, ensuring you’re maximising the exposure and acquiring more of the right attendees. But now it’s time for the finale.
Measuring the success of your email marketing doesn’t solely happen once your event is over. Throughout your campaign you need to be analysing and dissecting your email data to help form the basis of future email communications and set the ground running for continual improvement. If an element isn’t proving effective you want to be a strong position to rectify it and move forward with confidence. How you do all this though boils down to the objectives and KPIs you originally set for the campaign, looking into key areas of data to determine if you’ve hit these targets, and also, what can you do differently to see better results.
Let’s break it down.
The first indication of a successful email marketing campaign is the open rate (essentially how many people clicked through from their inbox). Although, one glove isn’t going to fit all it’s always wise to have some ballpark benchmark figures to strive towards, based upon your peers and industry averages, so we’re happy to suggest that an open rate of 30% is a good one. Saying that, it’s important to remember that a lot of factors will inevitably influence open rate so be subjective when looking at the number. Consider the time the email was sent, the subject line and how many prospects the email was sent to. Never stop trying to make sense of where you can improve.
Sometimes these figures can look a little scary; more so if your email list isn’t clean, relevant and up to date. Split into two different types, email marketing bounce rate can either be hard or soft. Hard bounce rates indicate the email failed to deliver based on an invalid email address or incorrect domain. Soft bounce rates occur if your recipient’s inbox is full or they have an automated out-of-office reply. With the latter, so you can continue to include them in your event email communications but unfortunately the former will need to be deleted. Soft bounce rates also give you the opportunity to detect patterns in behaviour.
Well, ‘Julie Smith’s’ emails have been soft bouncing every middle of July for the past 2 years. What does this tell us? This is probably her preferred time go on holiday. In drilling down into this metric you can tailor email delivery times and dates according to prospect schedules. Of course, it’s not going to be spot on as it’s all speculative but it gives you some parameters to test out.
One of the most valuable bits of data, CTR enables you to see who clicked on the intended action of your email – visiting your event registration/booking landing page. Whatever the situation, it’s an insightful metric to analyse.
How do we calculate the CTR? Emails clicked divided by emails delivered.
You must also look at the amount of emails you send in all of your monthly email marketing campaigns. Those that send between 16-30 event emails per month see a click-through-rate 2X greater than those that send 2 or fewer. On average this translates to a healthy click rate of 6.5%.
What’s important to note is that if you received a low open rate but a high click through rate your list may not be as targeted as it could be, or your subject line needs to be revised.
Email conversion rate
The metric that seriously matters, this tells you who actually filled out the registration or RSVP form.
Time for some basic math.
200 people clicked on your call-to-action to register, book, reserve etc. 20 of those people actually followed through and signed up to attend your event. Your conversion rate is 10%. (Apologies if that was a little patronising….)
With this data you can compare the number of leads to the actual turnout figures. Those that signed up to attend but didn’t physically make it, allows for further event marketing communications. Also, it presents opportunities to segment your lists to separate hot prospects (those that have shown clear intent to engage in your event) from the rest, so you can personalise your event email marketing even more.
The metric we all secretly want to avoid but know that we must face it straight on. It’s not a pretty sight and highly deflating to see your email subscriber numbers dwindle, however it provides a lot of insight into how your audience engage in your online activities and what their preferences are. If you receive a high number of opt-out requests following on from an event email marketing campaign, you need to readdress the nature of the email. This also presents a positive in the sense that you can devise a customer retention email strategy focused on keeping your current subscribers invested in your brand messaging.
Measuring the success of your event emails is less about the numbers on their own but more about what you do with them and what they mean for your brand. Anyone can calculate rates and draw up figures, so it’s important to keep referring back to your own past performance and begin to set a realistic benchmark to work towards.
That’s your emails, but what about your actual event? One way to guarantee an excellent turn out is to offer something truly unique so that prospects can’t resist turning down an invite. Our Temporary Inflatable Structures transform any event from ‘good’ to ‘awesome’. Built to spec with your brand logo adorning it, they’re always a focal point of attention and provide a stunning setting to hold a seminar, demo or just to stand there and look pretty.
Get in touch to find out more about what our Temporary Inflatable Structures can do for you and your event. Email us on firstname.lastname@example.org or drop your local Global partner a call to speak to one of our friendly team who will accommodate your every need.