You already know the basic principles of email marketing. Now, you want to take your event company to new degrees of success. Refill your coffee cup and take a few minutes to dive deep into email marketing with Eventbrite’s Lifecycle Marketing Manager, Dylan Farrell, who is charged with developing Eventbrite’s global lifecycle email marketing strategy as the live events industry addresses the COVID-19 outbreak.

Aim for your targets

Everyone wants to receive emails that resonate with them. Segmentation leads to better personalisation. The more personalised an email appears to be, the more likely it is that the recipient will take additional action. Segmentation of email lists can be based on all types of data, providing a near-unlimited number of possible ways to segment your email list and better personalise your content. 

“For events, the first thing I would do is to create three groups: people that have attended an event in the past, people that have purchased a ticket and didn’t attend, and people that have never purchased a ticket,” Farrell says. “This way, you can craft messaging that will resonate with whomever you are choosing to email. This is the foundation for your email marketing strategy.” From here, you can create sub-segments for each list. Order forms are a great way to enhance your segmentation strategy. The more data that you have about your attendees, the more you will understand about how they like to be communicated with.

Get to the action

You might have learned all the basic rules for creating email content for SEO and engagement, but do you know the one strategy that outweighs all others in creating content that can get you to the action you wantthe “A” in CTA? Farrell says the secret is “finding your buyers at the exact right time.” There are important moments throughout a customer’s lifecycle that vary depending on the industry you’re in or the product your company offers. “In the years that I’ve worked in email strategy,” Farrell notes, “I’ve found that the closer a customer is to an important stage of their lifecycle (first purchase, filled out a form, subscribes to a newsletter), the more likely they are to take additional action.”

What time is right?

There are a lot of questions about timing and not always definitive answers. Does the send day or time really matter? How many reminder emails are enough or too many? Where’s the ROI sweet spot? “Unfortunately,” Farrell says, “there’s no silver bullet when it comes to the ‘right time’ to email your list. My email list likely looks different than your email list. It is easy to think that there is a widely agreed upon time across email marketers, but there isn’t.” 

Subscriber lists are filled with email addresses that are owned by humans that have different habits. The best way to learn about your audience and how they engage with the content you’re sending is to be thoughtful about testing. For example, split your audience into thirds and send each group the same email at different times and document what you find. The more emails you send, the more you test, the more you learn about your audience!

Make the most of metrics

Perhaps you’re good with content development, but reviewing metrics isn’t your thing. Understanding your metrics is crucial to improving your email marketing, though, so concentrate on a couple important data points you should review, act upon, and communicate to company leaders. 

“The fundamental email metrics that are consistently reported are open rate, click rate, click-to-open rate, and unsubscribe rate,” Farrell says. “The two that I look at most often are open rate and click-to-open rate. Of all of the recipients that have seen your email, the click-to-open rate (CTOR) shows you how many of them took action. More than click rate, CTOR gives you a better picture of how engaging the content is within your email. Open rate is a great way to measure how interested your list is in hearing from you at all and acts as a barometer for email marketers.” So if your open rate is steadily declining, something might be wrong. “You should always keep one eye on your unsubscribe rate and make sure it doesn’t creep above .2 or .3 percent,” he notes.

For everything else you need to create a well-rounded marketing plan for events, check out Eventbrite’s Ultimate Marketing Guide.