Events and emails go hand in hand. Whether you host an open house, charity gala, webinar or customer appreciation day, the best way to promote your event and invite guests is through email. Next to newsletters, they’re the second most popular email to create and send. That’s why we wanted to create a handy guide to help you with your next event email.
Using an example, we’ll breakdown the anatomy of a successful event email and explain the key components. We’ll also give you a few tips to make sure your email gets maximum exposure. Let’s start by going over the anatomy of an event email. We’ll use this simple example that anyone can easily create:
1. Subject line
You need an engaging and interesting subject line to pull your reader in. It’s especially important with an event email because registration depends on getting the recipient to open your invitation. Remember, a good subject line tells the reader what to expect, offers interesting information and has a sense of urgency that propels the reader to act. Using the phrase, “you’re invited” is also simple, yet powerful. Keep the subject line around 40-50 characters so it’s not cut off in a subscriber’s inbox.
2. Logo or company name
Sounds like a no-brainer, but you want to reinforce who the invitation is from by including your logo and company name clearly in the email. Using a masthead, as you would in a newsletter, works well.
You’re throwing an event and/or inviting people to try something new, which is great, but why? Aside from telling people about the event, let readers know what’s in it for them. Will they learn something new? Will they get to make and take something home? Will they get to network with 500 people in their industry? Will they get to meet a new director or talk to someone interesting? Will they get a sneak peek at products or services? State your reasoning and people will want to come. If you’re throwing a physical event and your venue is stellar (even if it’s your own business location), be sure to tout why people would want to visit the venue as well. You’d be surprised how often the venue or location alone persuades people to attend. If you’re giving people a glimpse behind the scenes of your own business, inquiring minds will be intrigued.