Event Marketing Academy

Email marketing plays a crucial role in the success of event organisers. It serves as a powerful tool for reaching out to attendees, promoting events, and building strong relationships with the target audience. Here are several reasons why email marketing is important for event organisers:

Building an Email List

Building an email list is a fundamental step in event marketing. By collecting email addresses from interested individuals, event organisers can create a valuable database of potential attendees. This allows for direct communication and targeted messaging to a receptive audience.

Automations for New Subscribers

Automations are a game-changer when it comes to email marketing. Event organisers can set up automated email sequences to welcome new subscribers, provide event updates, and nurture relationships. These automated workflows save time and ensure that every subscriber receives timely and relevant information.

Integrating SMS and WhatsApp

To further enhance communication and engagement, event organisers can integrate SMS and WhatsApp messaging with their email marketing efforts. This multi-channel approach allows for reaching attendees through their preferred communication channels, increasing open rates and response rates.

Using Integrations with Zapier

Integrating email marketing software with Zapier opens up a world of possibilities. Event organisers can connect their email marketing platform with various other tools and platforms, such as event registration systems or CRM software. This integration streamlines processes, automates data syncing, and provides a seamless experience for both organisers and attendees.

Owning Your Data

One of the significant advantages of email marketing is that event organisers retain ownership of their data. Unlike social media platforms or event listing websites, where access to attendee information is limited, email marketing allows organisers to have direct control over their subscriber data. This ownership empowers event organisers to tailor their communication, track engagement, and make data-driven decisions.

The Importance of Segmenting Well

Segmentation is key to effective email marketing for event organisers. By segmenting their email list based on various criteria such as demographics, interests, or past attendance, organisers can send targeted and personalised messages to specific groups. This level of customisation increases the relevance of the content and improves engagement.

Depending on how far along you are in your journey, we’d recommend the following platforms at each stage:

Mailchimp: for new promoters focussing on email

Affordable: Mailchimp’s initial tiers for a low number of contacts are very reasonable
Simple: Promoters can get setup on Mailchimp and send their first campaign within minutes
SMS: Mailchimp has recently added in SMS functionality, allowing promoters to access multichannel marketing
Integrations: Mailchimp offers many integrations to help you build simple automations

1500 contacts + 18,000 sends per month = $45 / month

10,000 contacts + 120,000 sends per month = $135 / month

Brevo: for regular promoters using multi-channel marketing

Cost-Effective: Brevo is much cheaper compared to alternatives like Mailchimp. This cost advantage allows event organisers to allocate their budget more efficiently.
Integrated Communication Channels: Brevo integrates Email, SMS, WhatsApp, and Web push notifications into a single platform. This integration enables event organisers to reach attendees through their preferred communication channels, resulting in higher engagement rates.
Powerful Automations: Brevo offers robust automation capabilities, allowing event organisers to set up automated email sequences and workflows. These automations save time and ensure that every subscriber receives timely and relevant information.
Constantly Adding New Features: Brevo is continuously adding new features and improvements to its platform, ensuring that event organisers have access to the latest tools and functionality.

1500 contacts + 10,000 sends per month = $17 / month

Unlimited contacts + 100,000 sends per month = $69 / month

Klaviyo: for the heavyweight promoter

Powerful Event Tracking: Setup custom conversion events with multiple parameters to build a complete picture of your customers
Advanced Segmentation Options: Klaviyo provides advanced segmentation options, enabling event organisers to segment their email list based on various criteria such as demographics, interests, or past attendance. This level of customisation allows for sending targeted and personalised messages, increasing engagement.
Detailed Analytics: Build your own custom dashboards inside Klaviyo to better understand your campaign performance.
Integrations: Over 350 pre-built integrations to allow you to connect Klaviyo with other platforms.

1500 contacts + 15,000 sends per month = $45 / month

10,000 contacts + 100,000 sends per month = $150 / month

There are several other options such as Sendgrid, Mailjet, Mailerlite etc which are also great options. Our best advice would be to test out as many different platforms as possible and see which works best for your use case.