June 29, 2016

5 tips for creating the most effective email campaign

With all of the social media platforms and communication channels available, it can be hard to stay on top of everything. It’s important to know this; trusty old email is still the most effective channel to communicate directly with your audience and is something that should be prioritised for your event communications. Could you be using this channel better? Here are our top 5 tips for creating the most effective email campaign.

Hand pressing an email icon on blurred cityscape background

Catchy subject line

We’re not sure about you but the staff here at ticketscript are inundated with promotional emails from various brands so it pays to stand out from the bunch. Your first chance at engaging with your audience is in the subject line. You want to strike a chord with your audience and encourage them to click on your email to find out more. Could you turn that boring copy into something exciting and enticing? See our example below:

Original subject line: Tickets on sale for ABC Event

New subject line: ABC Event tickets are in high demand! Have you got yours yet?


Keep it simple

Yes, it is amazing to incorporate high end design and compelling visuals into your email, but it is a luxury. It can also be to no avail if it compromises the message and overshadows your call-to-action. Keep the written content clear and concise. Sometimes we get on a roll and love to write as it sounds so good in our own heads, but remember your audience is busy and you only have a small window of opportunity to capture their attention, then convert that attention into an action. Less is more people!



It makes a significant difference when engaging with your community if you speak to them directly and personably. After all, you run an event that the recipient is interested in so one thing is certain, they like what you do! Try writing in the 2nd personal narrative to create a more compelling email campaign.


Example of 2nd personal narrative – correct

We can’t wait to host you at our event in August. Have you thought about upgrading to VIP tickets to make the most of our exclusive area side of stage?

Avoid talking in the 3rd person like so:

ABC Event can’t wait to host its fans at the event in August. Customers should think about upgrading to VIP tickets to make the most of the exclusive area side of stage.

To further personalise your email campaigns (and avoid spam filters) you can use merge fields which allow you to insert data (i.e. the recipient’s name) from your mailing list directly into email campaigns. The process of implementing merge fields will vary dependent on your email software tool so search for ‘merge field’ in the support section of your email provider’s website.


Clear call-to-action

In order to create a successful call-to-action, you first need to understand what it is your email campaign is trying to achieve. Do you want to sell tickets? Or do you want to encourage your audience to share a particular piece of content/message with their friends via social? If it’s to sell tickets then ensure you have a bold ‘Buy tickets now’ button (or use bolded text) near the top of your email. If you want them to share, do you have easy to find social media buttons/links for the reader to spread the message?

Determine the purpose of your email campaign and use the appropriate call-to-action. Easy.


Analyse results

We recommend using MailChimp to send out email campaigns as you gain great reporting on performance including open rates & click-through rates*. To improve the effectiveness of your campaigns try some simple A/B testing. What does this actually mean? Quite simply, divide your database in two (group A & B) and send out a different version of the same email campaign to each group so you can discover which version is most effective.


Group A – Use a subject line that ends with a question

Group B – Use a subject line that makes a statement

If you see a much higher open rate in Group A then you know for your next email campaign to go with a question in the subject line. Data wins again :)

* Most email marketing products will track your results and provide both basic and in-depth reports to analyse.


In summary

Remember, gain your audience’s attention with the subject line, then win them over with a personalised message. From here keep things brief and get to the point quickly, followed by an obvious call-to-action. Follow these pointers and you’ll be increasing those open and click-through rates in no time!