Throughout the digital era, event marketing has undergone many transformations, with email playing a pivotal role in shaping its landscape. In many ways, email revolutionized how organizers promote and engage fans for events. However, as channels like social and text grow in popularity, should event creators still focus on email to promote their events?
In this blog, we will delve into the impact of email on event marketing now and our expectations for the future - backed by expert insights.
The Rise of Email Marketing in Event Promotion
Email marketing has emerged as a critical element of successful event promotion, offering a direct and cost-effective channel to reach fans at scale.
According to Statista, the number of email users worldwide could reach 4.6 billion by 2025, highlighting the potential reach and impact of emails. Meanwhile, concert industry revenues may eclipse $34 billion in the same timeframe. (Source: Statista - Email Users, Concert Industry Sizing)
So, there's still plenty of opportunity for venues and event organizers to capitalize on email to reach fans - but how should they do it?
Personalization and Targeting for Better Engagement
One of the best ways event marketers can send more effective emails is to utilize a platform like Cymbal to personalize content and tailor messages based on fan preferences.
Data has shown that personalized emails boost click-through rates by over 14% and sales by 20%. (Source: Aberdeen Group - Email Personalization)
That said, content creation is only one piece of the puzzle; the timing of campaigns is just as crucial.
Automation Streamlining Event Marketing Workflows
Automation has become a game-changer for email, allowing marketers to streamline workflows and efficiently manage campaigns.
With tools like Cymbal, event marketers can create campaigns that launch automatically based on triggers like time to event, remaining inventory, and more.
Doing so means that fans receive content when it's most impactful instead of in the few free moments an event marketer has time to spend on it.
Data-Driven Insights for Strategic Decision-Making
Platforms like Cymbal provide valuable data and analytics that empower event marketers to make informed decisions.
For example, an event can see which emails are most effective during their event lifecycle and use that information to optimize their automated campaigns further or create new ones.
Databox notes that 55% of small businesses consider promotional emails the most important type of email for the success of their venture, emphasizing the importance of leveraging data to get them right. (Source: Databox - Email Marketing Statistics)
Email marketing is still as critical as ever for event marketers. Tools like Cymbal can make it easier to get it right. If you're thinking about how to reach more fans or drive more ticket sales with your email campaigns, reach out here! We'd love to talk with you.