How to Utilize Email Communication with Your Event Attendees
Events are one of the most powerful forms of connection out there—they give you the opportunity to engage with your audience in real time. Whether they’re attending based on personal or professional interests, there’s no doubt that a great event-based experience makes a strong and lasting impression.
In addition to organizing an event is the separate task of marketing it—a necessary and important task that’s worth taking seriously. Communicating with attendees is the core of a good marketing strategy, and top-of-mind marketing suggests that regular communications with event attendees can bolster engagement, brand affinity, and attendance commitment.
There are many ways to communicate with attendees, but email communication still reigns as the most successful way of reaching out and connecting with your audience. In fact, “[…] 40% of event marketers believe email marketing is the most effective channel for promoting an event.” (Endless Events, 2017)
Each email or “touch point” should be focused on your audience, first and foremost. This means providing them with real value, whether that’s a confirmation with event details, an email providing useful information (e.g. an update on weather or parking), or a thank you in the form of a clever GIF.
Below you’ll find a few a quick pointers on how to thoughtfully leverage email communication opportunities.
Registration Confirmation
When an attendee registers for your event, make sure they get a confirmation promptly. Confirmation emails creates trust through acknowledgement and validation. It’s also a great touch point to leverage.
A missing confirmation email can create a bad impression or seed doubts about your credibility from the get-go. Creating a smooth and easy experience both online and at the event itself is invaluable. It’s always harder to regain trust after you’ve lost it.
If you really want to make a great impression, add a creative element or personalized message to the confirmation. Fun, personal, or branded touches are a great way to build a positive emotional connection between your attendees and your brand.
Preparation + Anticipation for Email Communication
Continue that momentum of credibility and a good first impression by communicating with your attendees a few days before the event. Set expectations and share pertinent information or details that will ensure they get the most from the experience.
Taking the time to think about your attendees and make sure they have a great experience at your event is a small way to go above and beyond in delighting your guests. Not all brands do it, so you’ll be sure to stand out in a great way!
The Thank You
You’ve just spent all this time and effort trying to impress your guests, so don’t let it all go to waste for lack of a follow-up email! Your email should be concise, thoughtful, and convey your authentic thanks for their attendance. Letting attendees know you appreciate and respect their time can make all the difference when they’re deciding whether to continue to attend events of yours in the future.
The follow-up email is also a great place to gather feedback. Use this touch point thoughtfully—don’t overwhelm guests with a huge survey and a bazillion questions, but do ask about their experiences or any insights on how to improve.
Continue the Communication
After the follow-up email, don’t lose touch. If they’ve opted in (or haven’t opted out), you can add these folks to your general email list. Sharing valuable content in the form of newsletters, discounts, or fun promotions can keep them engaged with your events and with your brand over time.
Consistent email communication builds relationships. Share value and bring joy to the lives of your event attendeesm and they’ll be more likely to engage with your events in the future.
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