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4 tips to crafting an awesome email campaign

Event Tips >


We know that promoting a show can be time-consuming and expensive. Don’t fret! You can easily and inexpensively craft an epic email campaign to help fill the house weeks before your event. Check out some of the tips below for adding powerful email tools to your promotion plan.

1. Choose engaging subject lines: When your email pops up in your ticket buyer’s inbox, you have a very small window of opportunity to catch their attention. Oftentimes your subject line will determine whether they delete or save your email. As you craft these phrases, think of specific things that your reader will gain by opening and reading your message.

Example: “3 ways to sell tickets online” is stronger than “Selling tickets online”

2. Maximize your clicks: As you build your email, try to balance the amount of text and graphics on the page. The content of the email should naturally draw readers’ attentions to the links (in this case, your event link or purchase site). Although buttons and graphics make emails more attractive, don’t forget to include plain-text links as well.

Tip: Research shows that most readers respond better to bold and highlighted links.

3. Avoid spam filters: Most email providers have strict spam protection to block unsolicited emails from reaching their customers. To make sure that your message isn’t accidentally marked as spam, try to avoid using these words: save, discount, free, 100%, guarantee. Subject lines with these words have a higher chance of being marked as spam, but try to steer clear of using them in your email body, too.

4. When to schedule: Your email is done and it has awesome graphics, text and links! Now you have to decide when to send it. Think about your audience and when they may be more likely to clear out their inboxes. Studies have shown that the best days to send an email are Tuesdays and Wednesdays. Mondays can be hectic for people recovering from the weekend, while Thursdays and Fridays they may be preparing for the weekend. These may not be the norm for all audiences. Try to plan for the demographic of your event or industry.

Those are the basics! Email campaign management is a tough thing to tackle but well worth the effort in the end. If you’re looking for more information on how to integrate emails into your promotion plan, check out MailChimp’s great resource center. You can also check out this MailChimp integration guide that tells you how to send emails right from your Brown Paper Tickets account.

If you’d like to bounce ideas off someone as you prep for your awesome email campaign, feel free to reach out to our event promotion team or (800) 838-3006 (Option 5). We’d love to hear from you!

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