Why Email Marketing Still Matters for Trainers
- Direct Communication: Email lands straight in the inbox of your target audience, cutting through the noise of other channels.
- Segmentation & Personalization: You can tailor messages based on interests, past attendance, and behavior to make them highly relevant.
- Ownership: You control your email list, a valuable asset less vulnerable to algorithm shifts compared to social media.
- Measurable ROI: Email analytics track opens, clicks, conversions, making it easy to demonstrate success.
Key Concepts for Training
- List Building Foundations
- Opt-in Forms: Prominent placement on the event website, enticing offers (e.g., early-bird discounts).
- Landing Pages: Dedicated pages focused on a single call-to-action (subscribing to the event email list)
- Lead Magnets: Valuable content (ebooks, checklists) in exchange for email signups.
- Subject Line Mastery
- Curiosity & Urgency: Tease content, use numbers, time-sensitive language.
- Personalization: Include names when possible, segment based on interests.
- A/B Testing: Test variations to see what gets the most opens.
- Email Content That Converts
- Value First: What’s the benefit to the reader?
- Visuals: Break up text, use images/videos tied to the event.
- Clear CTAs: “Register Now,” “Learn More” buttons that stand out.
- Mobile Optimization: Most emails are read on phones now!
- Automation Power
- Welcome Series: Auto-greetings to new subscribers, building anticipation.
- Reminder Sequences: Lead-up to the event date, reducing no-shows.
- Post-Event Follow-ups: Surveys, exclusive content offers, thanking attendees.
Training Activities
- Subject Line Smackdown: Provide weak subject lines, have trainees improve them with a focus on different goals (boosting opens, clicks, etc.).
- Email Dissection: Have trainees analyze good & bad event marketing emails, identifying strong points and potential improvements.
- Campaign Flowchart: Using whiteboards or online tools (https://www.lucidchart.com/), have trainees design a multi-step email campaign (welcome, reminders, post-event).
Training Resources
- Mailchimp Blog: A wealth of knowledge, even if you’re not using their platform (https://mailchimp.com/resources/).
- Copywriting Guides: Help trainees craft compelling email text (https://copyhackers.com/).
- Email Design Inspiration: Sites like Really Good Emails ([invalid URL removed]) offer a well of creative examples.
Trainer Tips
- Deliverability Matters: Briefly discuss spam filters, reputable email platforms, and best practices to avoid getting blocked.
- Showcase Variety: Analyze examples across event types – B2B, B2C, nonprofit – to see how email styles differ.
- Data-Driven Decisions: Emphasize the importance of tracking open rates, clicks, and using this to optimize future campaigns.