If you’ve got an upcoming event, you want to get the word out! The easiest and most common way to do so if with e-mail invitations – sending out invitations directly to your target attendees’ inboxes.
Of course, you’re not the only one doing this, and you risk having your email lost in a sea of invitations. On average, emails in the event and entertainment niche are only opened about 20% of the time. General marketing falls to about 15% — it can be difficult to stand out in a crowd!
Here are some tips on how to make your e-mail invitation is engaging and likely to be read.
The absolute worst thing you can do is have typos or spelling errors, especially in your subject lines. Doing so immediately takes away any sort of authority or strong first impression you hoped to have made. Make obvious typos and mistakes, and you’ll be banished to the spam filter.
While we’re on the subject of the subject, you want your subject line to be something that catches the eye and gets people intrigued. Oddly enough, though, studies have shown that simple subject lines tend to get opened more – perhaps because they seem more like information, and less like a spammy advertisement. “Upcoming Events at COMPANY” or “Invitation from COMPANY” work better than a clickbait “You won’t BELIEVE what’s happening at COMPANY!” sort of subject line. You want a sense of urgency, but don’t overthink it.
If you’re worried about people missing your invitation, you might be tempted to flood them with tons of invitations to make sure they see one. This is a bad idea, and is a trip to spam-filter city. This isn’t to say you should ignore them for weeks and weeks – timely reminders about deadlines and upcoming opportunities are a great reason to send e-mails and get people to engage. But if you flood them with tons of information – and information that doesn’t apply to them – they’re going to stop opening your emails entirely.