For an event email invitation or update to be effective, it needs to be read. And to be read, you need to have a subject line that actually compels people to open the email.
We’ve told you how to write event emails that convert, and with the number of emails sent and received each day set to reach 347.3 billion by 2023, standing out in an inbox is becoming even more important.
Aside from having a robust email marketing campaign and solid email copy, you need to stand out with your event email subject lines!
Here are some useful tips and examples to help you develop strong subject lines, increase your open rates, and get more email click-through rates, and overall conversions!
Email marketing remains one of the most effective marketing campaigns for reaching your target audience. But, because so many marketers know and understand email success rates, you will need to create catchy subject lines that capture attention. Whether you are sending an event email invitation or an event reminder, getting noticed is the name of the game!
Before you can write a subject line to capture attention, you need to understand whose attention it is you are trying to capture in the first place!
Who is your primary target? What will they want to get out of your event? This audience should have been clearly defined in your event planning process. Consider both primary and secondary targets. If you are hosting a virtual event or a hybrid event, it is likely that you can reach a larger and wider audience than you could with a straight-up physical event. This is why defining different subsets of your audience could make a meaningful impact on your email open rates.
You will also need to be descriptive enough to pique curiosity but not so long that the subject line gets cut off.
Lastly, run A/B tests on your email subject lines to determine which are most successful for each segment of your target audience.
To be effective, your subject lines need to be viewable, readable, and digestible. This means not too long but also not too vague.
The ideal length for subject lines is about 50 characters or 6-8 words.
If you are unsure about the length of your subject, send yourself a test email. This will allow you to view your email the way a recipient would. From there, you can make any necessary adjustments.
People say that the best way to stand out in a crowd is to just be yourself. In many ways, this advice can be applied to email subject lines.
Furthermore, your event brand should have it’s own unique voice and style. If your brand allows for humor, use it in the subject line!
Many marketers will use punctuation or emojis to draw attention. This can work for you if it fits your brand voice and narrative.
It is important, however, to not go overboard with these flourishes. You do not want to look juvenile or desperate.
All of this will depend on your target audience. If you are hosting a virtual conference for CXO level professionals, you might want to avoid the emojis. If you are planning a beer festival, or some fun outdoor event, you have a little more leeway.
You will want your email subject line to be as approachable and personal as possible.
If you have the names of your email recipients, include them in the subject line. Open rates are 50% higher when they have personalized subject lines! Look at it this way, everyone wants to be acknowledged. People love to see and hear their own names, especially when it’s from an organization who they don’t think will know their name!
When you don’t have the recipient’s name, use something that implies exclusivity as well as their importance to you. Think “valued member” or “supporter,” something that conveys that you have taken notice of them and value their participation.
The recipient’s geographical location, if you have it and it is applicable, can be included in your subject line as another form of personalized emails.
We’ve laid out these tips to help you nail your email campaign but it will likely be helpful to see how these tips work together with some real-world examples.
Below are some event email subject lines that apply to specific intents and circumstances.
Writing an event invitation is often your first real communication with a potential attendee or audience member so the email subject line will be especially important.
If you are hosting an annual event, you will want to alter your approach to appeal directly to past guests or attendees. It is important that you make them feel valued and appreciated. Add a little exclusivity and highlight discounted prices or the benefits of attending your event for another year.
Life gets busy sometimes and people may forget to register or purchase tickets when you first notify them. Do not forget last-minute buyers by sending last-minute event reminders.
The key to last-minute reminders is a sense of urgency. You want to prompt the recipient into action.
If you have landed an industry thought leader or popular performer for your event, it is sure to be a draw for many people. Including that information in your subject will generate interest and excitement.
One of the most important factors in running a successful event is reaching out for feedback. Write a follow-up email to say thank you to your attendees and share a post-event survey that will help you improve your event offerings and marketing strategy in the future.
Whether composing an invitation email for your upcoming event, a reminder email, or a follow-up email, writing great subject lines will help ensure recipients notice your email AND click to open it. If no one reads your emails, your event email marketing efforts will be lost!
But as important as email subject lines are, you have to be sure that you deliver on the expectations that the subject line creates! The copy must live up to the promise of the subject line! For additional advice on how to build an effective event email marketing campaign check out our how-to guide, here.
Sign up for our newsletter to receive useful event planning tips, sponsorship strategies, event marketing tactics, product updates and more.