How to write a great event announcement to get noticed
When you want more people to attend an event, you’re clearly focused on the event marketing. You’ll blog about it. You’ll get impressive content and you’ll share it all over social media. You’ll keep calling your target audience to action. Are we missing something?
What about the good old event announcement letter? Creating a great announcement is a form of art. No matter what your event is about, this letter will act both as an information pamphlet and an invitation. And, as many other things in the IT era, it will come in a digital form.
The best thing about online event announcement letters is that they don’t feel intrusive. Only those who want to access the full content will click them. Needless to say, you want more people to reserve their spot at this event and be prepared to get them checked in as efficiently as possible. How do you make them do that? It’s all about the way you write the content.
1. Design Comes First
Or does content come first? We don’t need to put any of these two factors first. Both of them are a high priority!
The design and imagery of your event invitation letter must be inviting. This will be a letter, so you’ll obviously send it to your email subscribers. The first thing they will see will be the subject line. If it attracts them, they will open the message. The design is the first thing that gets their attention at that point.
A simple You’re invited message that dominates the design will be a nice factor of attraction. Make sure the date and location of the event is clearly visible. For that purpose, it’s best to keep the colours and design subtle, but effective. You don’t want them to suffocate the message.
2. Pay Attention to the Subject Line
If the subject line fails to attract attention, the recipient will lose it among all other promotional emails in their inbox. They will just select all unread emails and send them to the trash. Since you don’t want that to happen, you have to make that subject line irresistible.
Create the sense of urgency. Words and phrases like alert, NEW, hurry, early bird special, MASSIVE OPPORTUNITY, or last chance to enter make a huge difference. They shift the mindset of the recipient, making them think that if they skip this email, they won’t benefit from a unique opportunity.
Address the recipients personally. If they subscribed to your email list, you know their names. Include the name in the subject line! You can do that with MailChimp or another email marketing tool. If you choose not to use names, the least you can do is address them with personal pronouns. They make the subject line more human.
Make the subject line exciting, enthusiastic, and unique. Keep this in mind: people receive dozens of promotional emails in a day. Why should they pay attention to your message? How can you make the subject line special enough?
3. Tell Them What to Expect
Your event invitation letter has to include a what to expect section. You don’t have to label it so evidently, but you still must include it.
When someone sees an invitation, they expect to see what you intend to give them. Are there any speakers involved? Include short bio sections about each of them. Will there be any event give-aways or promotional packages? Inform the potential attendees about them. Is there a cocktail involved after the event? What about the dress code? Will the media be there?
As you see, there’s a lot of information to include. The letter still has to be brief, though. The best way to provide loads of info through an easy-to-digest format is to use bullet points.
4. Set a Proper Tone
The tone and style for your invitation letter should be in line with its purpose. Are you throwing a charity event that’s going to support an important cause? If the reality around that cause is bitter, it’s best not to use sheer humor. It might be offensive. If it’s a fun event with speakers and performers, you can go for the humor. If it’s a formal business event, you’ll pick a tone that resonates well with that audience.
What does this tell us? You have to scan the audience and its needs before you start writing the event invitation letter. You’ll be persuasive only if you write up to their level.
5. Include a Testimonial
If this event is part of a larger series, it’s important to share the experience the attendees had during previous events. This will give the recipients the social proof they are after.
The testimonial must not be fake. Don’t even think about using a random image and writing something just to get people to think that someone enjoyed your event. That marketing trick no longer works. This has to be real experience. If you get an influencer to share it, the event invitation will be really successful.
Testimonials alleviate a recipient’s fears that the event won’t work out. It will encourage them to get more information and sign up to attend.
6. Call Them to Action
Okay, your event invitation letter informs people about the event. Then what? What are they supposed to do with it? Don’t hide the call to action in a small button at the bottom of the email. Make it really prominent! Use a button with a contrasting color. You can feature it somewhere at the top of the email, and bring it up again at the bottom.
For people who are considering to attend your event, this call to action will make the next step obvious.
Writing an event invitation letter is not such an overwhelming task. You already worked on the organisation. You know what the biggest factor of attraction is. You can trigger the interest of your audience with the uniqueness and importance of your event.
At this point, you’re only left with the task of conveying the event’s appeal through a nice invitation. You’re definitely ready for that!