Email Marketing: 5 Tips For Increasing Conversions

Email marketing is dead, right? WROOOONNG.

Super wrong, actually, to the tune of 70% of US-based Internet users choosing email as their preferred method of contact from a business.

When it comes to spreading the good word about your event, email marketing should probably be at the top of your communications list. It’s effective, it’s cheap, and it allows for hyper-targeting and superior analytics.

But just busting out any old marketing email isn’t going to give you the ROI you’re dreaming of, and knowing what to say (and where) can be tough to figure out.

We rounded up the 5 building blocks for crafting an event marketing email that people actually will (and will want to) read.

While we’re on the subject…

Here’s the 📠: 35% of email recipients choose what to open based on just the subject line. That means you have exactly one sentence to capture your audience’s attention and make them complete an action. No pressure!

When it comes to writing subject lines that get clicked, it’s more about what to avoid than what exactly to say.

Subject lines that include overdone superlatives turn viewers off, so avoid phrases like “biggest event” “best event for…” or “THE event of…” The truth is, your audience knows this is just marketing speak, and we’re all programmed to try and tune our advertising.

It’s also a good idea to avoid being too dry or giving away the entire contents of your email in your subject line. This way your audience is forced to click to get more information.

Do: Don’t let all your friends hang out without you…

Don’t: Attend MyEvent 2018, the #1 event for events professionals!

Here’s a lil’ sneak peek

The subject line is what catches them, but it’s what directly follows that keeps them around. 84% of people between the ages of 18 and 34 use an email preview pane-- a snippet of email content that appears before taking the deep dive into a full open. It’s important to keep this content relevant, entertaining, and captivating enough to get you the full monty: a boss-aweing, big@ss open rate.

In Gmail this can just be a few words, while in Outlook you could be showing half the email. It’s most important to optimize for short previews, assuming you’re also paying close attention to your email’s body content (we’ll get into this in a sec).

Short previews, like in Gmail, can be anything from 4 words to a few sentences. This is a great place to add a little more context to your subject line, without giving away the farm.

Your headline could be a nice place to employ some social currency, which is fancy marketing speak for name-dropping your previous VIP attendees. If your subject line was super vague, you can use your header to clarify who you are.

It’s most important to think of this as a complement to your subject line: if that was more specific, use your headline to be a little more provocative. If you subject line was catchy but unclear, use this space to fill in the blanks.

Do: Don’t let all your friends hang out without you…

Inc Magazine and Whole Foods are already attending MyEvent 2018. You in?

Don’t: Attend MyEvent 2018, the #1 event for events professionals!

MyEvent 2018 is the best place for events professionals to talk about events.

The Devil’s in the details.

Woohoo! They opened it! Now you have 15-20 seconds to tell them everything they need to know.

No, seriously. That’s how long email recipients spend reading your email that took 3 days to perfect and went through 4 rounds of approvals. We’re def not saying you should throw in the towel and send whatever crappy email first comes to mind— just that you need to be really intentional about how you’re communicating with your audience.

The best practice is making key details stand out. Who, what, when, where, and why— in bold, in large font, and moving down the page towards your CTA.

The last point can be the most important-- your most important information and the link you want your audience to click need to be close together, or you’ll lose your reader before they ever see your button.

This doesn’t necessarily mean moving your CTA to the top, however. You can use bold type, larger fonts, and color in your important details to lead your reader all the way to the bottom of your email, where your link lives.


When it comes to wooing potential customers (or literally anyone), making them feel special goes a long way.

Personalization is important, and it’s a good idea to send emails through a gateway that allows you to make your message feel totally custom to the recipient.

The number one way to do this is though adding a *name tag to your post, so your email greets its reader with their first name. Yeah yeah, we all know it’s a formula— but we still gravitate it, and it indicates that somewhere along the way we opted into this email; it’s not just spam.

Arguably the most important form of personalization is speaking to your audience in their language: literally. While it may be true that your event will be in English and most of your attendees will know how to speak English, sending an email in Dutch to a Dutch attendee can make you look really savvy, and make that person feel like your communications are really tailored for them.

Call to action

Ok, dope, they’re at the bottom of your email. Your open rate is achieved, and your clickthrough rate is like the final boss to beat before you can officially call this marketing communication a success.

There are 3 basic rules for successful CTAs:

Make it a button

This one’s simple: buttons just stand out better than text links do. Use a bright, contrast color and bold or all caps text to make it even clickable-ier.

Use a verb

A call to action needs to imply just that: action. Use a strong, decisive verb so readers are prompted to make a choice.

Keep it snappy

Long buttons are weird, and your CTA should be to the point. Keep it short to maximize its effect on the page.

Now, go get em! That email’s not gonna write itself.