The average office employee will receive about 80 emails per day. Between spam, junk, sales and subscriptions, it’s easy for your invite to get lost in overflowing inboxes. However, with more than 4 billion accounts, email still holds the top space due to effective and popularity. It’s not a secret that many marketers view emails as the most effective tactic for awareness, conversion and retention. But how are you going to make your email shine against the other 100 billion sent every day? Follow these simple tips and you’ll be on the road to global domination. Or maybe just an increase in attendees!
Hey, hey girlfriend
It’s fine to address your invitee by their first name but don’t pretend to be well acquainted. Anybody can place a name in the greeting but forcing familiarity could turn them off. Instead, personalised emails related to the recipient’s interest’s show far greater care. Cut out the “we” and make it all about “you.” Sure, you may be sending it to a thousand other people but the recipient doesn’t and shouldn’t know that.
10 words or less
Your email should contain a short statement that explains what the event is and why the recipient should attend. It needs to be quick, clear and concise. Focusing on the benefits of attending rather than the event itself will spark their interest. And base the content on their interests. If you know what they’re into, tailor the description so your event is relevant to them. It lets recipients know they’ll gain something and increases their motivation to RSVP.
Be visually creative
Remember, less is more. So being creative with your emails does not mean a master template. Think of how to deliver your message in the simplest way possible. A friendly tone comes across as genuine and helpful. Videos and block quotes from previous events give the reader a break from chunks of text and an insight into what they should expect. Visual engagement is an absolute must, so add some impressive graphics to tempt them even more.
Keep your promise
The majority of email users open mail based on the subject alone. Make them a promise they won’t be able to resist. You want your email to stand out from the rest. Do this by gaining their attention with the fewest words possible. Persuasion is key here. Short sentences are direct and urgent and bullet points highlight key messages. Don’t be afraid to be cheeky or bold, just make sure your content delivers on the original promise that made them open it.
Most people check their emails in the morning, but they’re usually trying to start a productive day. This means your invite will be trashed or archived during work-related stress. We’ve discovered that the highest email opening rates are in the afternoon between 3pm and 5pm. Once the Monday blues subside, Tuesday has the highest weekday open rate. But surprisingly it’s the weekend that triumphs with Saturday having the highest engagement rates of the entire week. The weekends really are the best days of the week.
You know it and I know it—no one likes spam. Be careful not to alienate invitees with too many emails. Certain filters can also be triggered that will cause your mail to land straight in the SPAM box. The subject is the easiest place to fall into the trap. Remember to exclude explanation points and capital letters. (If it were that important, you’d phone them.) By avoiding these words, you can dramatically increase your open rates.
No time like the present
A call to action should fulfil the original goal of the email. So make it persuasive enough to compel the reader to RSVP as attending. Keep it short, sweet and urgent. Anything more than five words will either lose effectiveness or your reader’s attention. Once your email appears in their preview window, you’ve got 3.5 seconds to engage them. Your invitee isn’t going to read the entire email, so your call to action needs to be placed near the top.
Make it social
Anyone can copy and paste URL’s, but combining social sharing options with your emails is a great way to make it more visual, recognisable and shareable. These have been known to increase click-through rates by more than 150%. The likelihood of your event being seen by others increases as invitees share, exposing the company web to potential employees and sponsors.