Event creators agree that email marketing continues to be one of the most effective event marketing channels you can use to promote an event. But that doesn’t mean any old email campaign will do. Today’s event-goers are savvy consumers — and it takes way more than a few one-off emails to stand out in their busy inboxes.
Here’s how to take your email strategy from meh to magnificent by using Eventbrite and Mailchimp to drive more ticket sales.
The four basics of an event email marketing strategy
Whether you’re relatively new to email marketing or working on refining your current strategy, there are three important tips to keep in mind:
Tip #1: Segment your mailing list
Plenty of generic emails get sent out every day, yet most of them remain unopened. The best way to improve the relevancy of your messages is by tailoring your emails (from subject line to body copy and call to action) to be more targeted.
- How it works: You can segment your list by various factors, such as geography, interests, demographics, and more to hone in on what makes people click.
- What it looks like: You could personalize your event email invitations by specific attendees, such as repeat attendees and VIPs, with special discount codes for each.
To learn more about segmentation, read 4 Benefits of Sending More Targeted Event Emails.
Tip #2: Lean on automation to scale your sends
Keeping track of who clicks on what in your emails gets overwhelming, fast. That’s why savvy event marketers make sure they have the tools to automate these kinds of tasks. That way, no matter how big your mailing list gets, you can always deliver relevant content.
- How it works: You can automate your email marketing by using an email marketing tool like Mailchimp to do all the hard work for you.
- What it looks like: You could tag people on your list based on their status (such as repeat attendee, VIP, etc.), so they’re automatically sorted to that segment.
Hungry for a deeper dive? Check out Targeting 101: A Beginner’s Guide to Segmentation.
Tip #3: Use a tool that integrates with your event technology
Adding a new platform into your marketing mix can be confusing, especially if you don’t have a lot of time to learn a new tool. As an Eventbrite customer, you can sync your email marketing platforms with your account.
Keep on reading to learn how it works, what it looks like, and next steps for getting started with Mailchimp for Eventbrite Sync.
How to link your Eventbrite and Mailchimp accounts
If you’re an Eventbrite customer, getting started with Mailchimp Sync is super easy. (If you’re not an Eventbrite customer, you can go here to sign up for an account.) Simply follow the instructions below.
Install the Mailchimp Sync Extension in seven easy steps:
- Click the “Get App” button on this page
- Hit the green “Connect to Mailchimp” button in your account
- Login with your Mailchimp user account
- The plugin is now connected
- Select which attendees you want to sync and which list you want to sync them to
- Click “start synching”
- Find your Eventbrite attendees in the selected Mailchimp list
Having trouble? You can checkout the Mailchimp tutorial on their website here.
How to send Mailchimp emails to your attendees
After the sync is complete, you’ll have access to Mailchimp’s e-commerce features, such as the ability to create purchase-based segments to use with campaigns, track and report data, and send custom recommendations. And, of course, create and send beautiful email campaigns.
Send Mailchimp emails to your attendees in three easy steps:
- Find your Eventbrite attendees in the selected Mailchimp list
- Design an eye-catching HTML email campaign and select it as the campaign
- Hit send
Not sure how to write an email that sells your event? Use one of these seven copy templates.
Sync your Mailchimp and Eventbrite accounts today
Ready to send emails that convert interested event-goers into ticket holding attendees? Log into your Eventbrite account today to send your next round of emails.
