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5 Tips for Writing Event Emails That Drive RSVPs

There are plenty of ways to drive RSVPs to a community’s event. However, according to a recent study, 61% of consumers prefer to be contacted by brands via email. Here are five quick tips to maximize your email efforts:

  1. Compel the leads to open the email. Just telling someone a time, date and topic is boring. Tell them why they should join. Try a subject line that’s personal and gets the lead excited for the event, such as “You’re Invited to Drinks With Your Future Neighbors” or “Fireworks, Food and Friends on the Fourth.” Entice the audience with a preview of why they should want to learn more about and attend your promoted event. Remember, you get a subject line AND preheader text that will show up in the preview pane of the inbox. Use these to your advantage to drive the opens. (Both Subject and Preheader should be less than 40 characters.)
  2. Don’t leave out the details. Make sure the Time, Date, Location and any offer at the event is mentioned clearly in the copy of the message. If there are a limited number of seats available or a cut-off date for RSVPs, make sure that is made clear as well. Finally, don’t forget to share the phone number for the lead to call with questions or to RSVP.
  3. Create a sense of urgency. Does this event feature an exclusive offer, or star a fascinating guest speaker? If yes, mention it! The copy of the message should be all about selling the lead on why they don’t want to miss out on the event. List the features and benefits proudly – creating a sense of “FOMO” is a great way to drive conversions.
  4. Promote the event, not the website. The purpose of the event email is to drive RSVPs to the event, NOT to drive leads to explore the website. Avoid adding secondary calls to action or body copy links that distract from the promoted event.
  5. If the event is part of a series, feel free to cross-promote. If you are promoting one of a series of financial related events, feel free to tee up the second one, too. This can help drive interest for both events. And for leads who might be unable to attend one date, they may be able to attend the other.

Want more examples of great event emails? Check these out.

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