Digital marketing is an essential part of festival organisation, especially one that is looking to appeal to a wide range of attendees.
Many promoters become focused on social media and are particularly prevalent on Facebook and Twitter. Both platforms show great potential for event promotion but email can be a powerful marketing tool to promote your event.
76% of businesses are now using email for event marketing (HubSpot). It has become a reliable marketing channel for promotion and can effectively offer more ways to market your event, increase sales and encourage popularity of your festival.
Through an effective email marketing campaign you can remind customers of your festival details, encourage ticket sales, brand your event and give the reassurance that you are contactable for attendees who may have queries.
Email can provide personalised communication between you and your current or potential attendees and is a valuable resource for a successful marketing strategy for your event.
By making a few tweaks and changes for individual subscribers, newsletters can prove to be a valuable resource and can improve your open rate by 30% (NewsWeaver).
Use the subscriber’s first name and send specific emails and discounts relevant to each customer. If you know they are interested in a particular area of your festival then set it up so that information relevant to their interest is automatically added to their newsletter.
Customer needs can vary greatly. Creating varied offers for each segment will provide festival goers with a better service.
Gather information from subscribers on your signup form and send them newsletters that are relevant to their interests.
Separate your subscribers in categories according to age, gender, location and interests. This will make your emails more appealing and relevant to your customer.
Through segmenting your email subscribers you can deliver a marketing message that’s personalised to individual customers.
Check out this WikiHow list for steps on how to segment customers.
Keep it simple
Sending a newsletter with a simplified design will save time when you are changing it for your segmented mailing list subscribers. A simple design will also work better on mobile and is less likely to have elements removed by spam filters. Make sure the content and call-to-action of your email is clear.
It is important that festival promoters understand the effectiveness of their email marketing campaign.
Email monitoring programs are user-friendly and provide instant tracking information in real-time, which is extremely resourceful.
Software such as Mailchimp allows you to create, send, and track newsletters.
Some tracking features allow you to monitor:
- Emails opened
- Emails unopened
- Number of clicks
- Forwarded emails
This information can be used to improve your campaigns and learn more about your readers.