To promote an event using email I propose going beyond the notion of simply sending email and tracking reads and link clicks. Instead, consider setting-up a campaign that:

• Collects RSVP Responses
• Tracks Conversions (persons on your list(s) who actually attend)
• Grows Your Database

Email marketing is an amazing event promotions tool. Here’s what you need to setuip an effective event promotions campaign:

1. Setup a “RSVP” web page for prospective attendees. The RSVP form is generated by your email marketing system and placed into your web page.
2. Setup a “Register For Event Updates” web page to allow interested persons to register. The Update Registration form is generated by your email marketing system and placed into your web page.
3. Send the initial email to your list promoting the event with one link to RSVP, and another to Register for event Updates.
4. Setup two autoresponder emails for recipients who do not open your initial email. Set the first to send 3-5 days after the initial email. Set the second to send 3-5 days prior to the event. Be sure to highlight any new developments in these emails – like new presenters, or new featured guests attending, etc.
5. Setup two autoresponder emails for recipients who registered to receive Event Updates. Set the first to send 3-5 days after they register. Set the second to send 3-5 days prior to the event. Be sure both of these emails contain some “new” information about the event. Be sure the second contains something “new” and different from the new item featured in the first email. The second should also include the new item that appeared in the first – as a reminder.
6. Be sure to setup thank you emails for persons who RSVP or Register For Updates.
7. Print the list of persons who RSVP. At the event have all attendees sign-in at the event – providing their name, email, and asking ‘how they heard about the event’.
8. Compare the event registration list against the RSVP list to see the percentage of attendees your email converted.
9. Finally, be sure to setup different post event autoresponder emails to send to 1) Persons on your list who did not open any emails; 2) Persons who opened but did not attend; 3) Persons who opened and attended. Include a brief survey in the email to persons who attended that captures their impression of the effectiveness of your promotion campaign. Send these 1-3 days after the event.

This basic campaign structure has successfully promoted attendance and built opt-in databases of prospects for marketing future events. See a case study at http://businessmarketingsystems.net/portfolio.html.

EMAIL SYSTEM REQUIREMENTS

Below is a list of features your email campaign system should have:

• Event based ‘autoresponders’ or ‘triggers’ that can be targeted based on opens and/or link clicks.
• Creation of unlimited Custom Fields of varying types including checkboxes, radio buttons, and list menus.
• Creation of simple surveys. (Optional)

Hope this is helpful. My firm, Business Marketing Systems, specializes in email and web-based event promotion. Contact me know if I can be of assistance.

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