Event Email Marketing: How To Attract, Engage, and Convert Attendees

Want to know the secret to getting people to come to your event?

It’s simple: just put up posters in your local area and hope people see them…

Kidding! Obviously.

OK, so once upon a time this sort of thing used to be all that was required to get people through your doors (and is potentially even used now as part of a wider campaign). But the world has changed, so your tactics have to change with it.

The modern-day equivalent is much more effective, has a longer reach, makes use of better targeting systems, and doesn’t require a trip to your local newsagents to print out a thousand copies of a flyer with poor-quality ink that fades as soon as sunlight hits it.

We’re talking about emails.

TikTok may be dominating the planet. Instagram is continuing to grow and grow. And Facebook is somehow hanging around to remind us all of our worst moments captured on film. But emails are still king when it comes to getting word out there and marketing your event.

When you know what you’re doing, well-crafted event marketing emails can help your businesses attract a ton of attendees, keep them engaged before and after the event itself, and convert their interest into meaningful results.

That’s what we’re here to help with. To show you exactly what you need to do to successfully market your event, and how ScoreApp can do all the hard work and heavy lifting for you.

Here’s everything you need to know about getting people to open your emails and turn up to your real-world event or function.

Why email marketing is critical for event success 

So, why is email marketing so crucial for getting people to take the step from online to in person?

Can’t you just post about it on social media or holler about it in the street?

You can – and should as part of your overall strategy (well, maybe not the street-corner shouting). But emails are your go-to when it comes to event promotion, for a few key reasons.

First of all, it’s incredibly cost effective. You aren’t having to pay to be seen – you already have people’s contact details in your mailing lists, and it costs nothing to slide into their inboxes.

Secondly, and relatedly, you’re hitting them up directly. No need to set your audience parameters and hope it reaches them across your social channels. Nope, you can go straight to the people you want to attend your event, and add those simple personal touches which show you’re speaking to them specifically.

Finally, email marketing campaigns provide measurable results, so you can see what’s working and what isn’t, along with who is showing actual interest by opening, reading, and responding.

They’re also pretty exciting emails to receive. People crave an invite to something fun and exciting – this is your chance to make them feel popular when your email wings its way to them.

Let’s find out how to put together a strong event marketing campaign then…

Key stages of event email marketing 

There are three main stages you need to focus on when creating email marketing campaigns for your event – you’re looking to attract, engage, and convert.

We’ll go through these one by one so you know exactly what to do for each phase.

1. Attracting the right audience with event emails 

Your first task is to build excitement and encourage sign-ups. Just like on a date, you want to be seen as absolutely irresistible. You want people to not stop thinking about you and be desperate to see you again.

Thankfully, there are a few ways you can do just that (although we can’t help you with the dating stuff, we’re afraid):

• Write irresistible subject lines to boost your open rates.
• Create clear and visually appealing email designs.
• Promote your value – highlight the key benefits of your event, such as guest speakers, live giveaways, or what the amazing outcomes will be for attendees.

How ScoreApp helps: Choose from dozens of quizzes or scorecards that will have you attracting the right audience and qualifying your leads before your event.

2. Engaging attendees with meaningful email communication 

Once you’ve got attraction sorted, your next step is engagement (again, kind of like dating).

Getting them hooked is all well and good, but you need to keep their interest in the lead-up to your event (and beyond).

How do you nurture your registrants to keep them invested and interested? You could:

• Send timely reminders (e.g. “One week to go!” or “Here’s what to expect tomorrow”)
• Personalise event emails with dynamic content (e.g. attendee names, tailored information)
• Offer sneak peeks, such as agendas, speaker bios, or bonus content.

How ScoreApp helps: ScoreApp has built-in email integration for making this personalisation process simple and sending tailored follow-ups easy.

3. Converting attendees into leads or customers post-event 

Your ultimate goal is to turn your event attendees into loyal followers or buyers.

You want people to love what you do and what you can offer them so much that they’ll keep coming back for more, tell others about you, and contribute towards your bottom line. (We don’t mean to sound cynical, but you are running a business, after all.)

Some ways to make this happen include:

• Sending a follow-up email with key takeaways, thank yous, or event highlights
• Sharing exclusive offers, resources, or bonus materials to incentivise further engagement
• Collecting feedback through post-event surveys or ScoreApp scorecards to nurture relationships.

How ScoreApp helps: Automate these follow-up processes to track and measure your campaigns with ScoreApp’s built-in webinar and event marketing tools.

Practical tips for creating high-converting event emails 

Before you get working on your own campaigns to attract, engage, and convert leads, we’ve got a few extra event marketing tips for really getting people eager to attend your online or in-person happenings.

Try some of these on for size:

• Write clear and compelling calls to action (CTAs) telling people exactly what they need to do next (e.g. “Reserve your seat now!”).
• Use segmentation to send targeted messages to different groups (e.g. VIPs, general attendees).
• Optimise send times for better open rates and engagement.
• Split test and refine your subject lines, email content, and design elements.

Real-life examples: using ScoreApp to boost event attendance 

Look, obviously we’re going to tell you how great ScoreApp is for generating leads, marketing your business, and converting people into legitimate customers.

And it really is – but you probably want some examples of how it has worked for other companies and brands.

Well, we’ve got plenty of proof for you…

There’s Baiju, who used ScoreApp to enhance his customer engagement and really personalise his communications to his clients.

And Daniel, who generated almost 10,000 extra leads using our scorecard templates!

And Phil, who took his lead generation game to a whole new level using ScoreApp’s built-in tools.

They’re not alone either – we’ve helped thousands of business owners step up their marketing campaigns and bring in more clients and revenue.

Check out some more customer success stories to see just what ScoreApp has done for them, and what it can do for you.

How ScoreApp helps you maximise event email marketing

No matter what industry you’re in or what event you’re looking to promote through your email marketing campaigns, ScoreApp is here to help.

It’s ideal for all forms of event email marketing, as it allows you to:

• Attract qualified attendees with interactive lead magnets such as scorecards and quizzes
• Collect data to segment your audience and tailor your email messaging
• Send automated post-event follow-ups to nurture attendees and convert them into paying customers
• Easily integrate with email marketing platforms such as Mailchimp, ActiveCampaign, and MailerLite.

Every step of the journey becomes far easier and much more exciting – for you and your leads – when you get ScoreApp involved in your event email marketing process.

Build stronger events with smarter email marketing

Hopefully, by now, you’ve seen just why ScoreApp is the ideal virtual and live event marketing tool to elevate your brand’s efforts – and you’re eager to see just how many people you can get flocking to your next event!

Give ScoreApp a try for free today to start attracting, engaging, and converting attendees for your business. Believe the hype, then get ready to build your own!