Follow the three C's formula to structure emails and write email copy for conversion

1. EVENT EMAIL CONVERSION TIPS
LONDON BRITE SPACE 2014
Tim Watson
Email Marketing Consultant
Twitter: @tawatson

3. Four key questions
Every email must answer
1. Who is this from?
2. What is it about?
3. What’s in it for me?
4. What do I need to do?
And it must do it as a quickly as possible

4. Motivate the click
Email
Click to
Landing
page

5. Three C’s email layout
C1 = Capture
C2 = Convince
C3 = Close

6. C1: Capture
C2: Convince
C3: Close
Rescue

8. Capture
Convince
Close

10. Campaign Content
• Benefits
– How attending will help you
– Specifically what you can expect to learn
– Enjoyment aspects
– Special discounts / price
• Speakers
– Who they are
– Why you should listen to them
• Testimonials
– Previous attendees
– Social comments previously
• Video/photos
– Previous event
• Limited time offer
– Discount
– Multi-buyer

11. Plan your campaign
Event concept and major
themes decided
Build Initial awareness by incorporating top line details in existing
emails such as your regular newsletters.
Date and location fixed Begin dedicated email campaigns and use of early booking
incentives
Speakers confirmed Send detail of speakers, their credentials, why they should be
listened to and title of their sessions
Detail agenda and session
takeaways decided
Specific details of what attendees will learn by attending. For
webinars and virtual events offer to send a recording to people who
register but are unable to attend live
Warm prospects extra nudge Extra email and incentive to nudge people who clicked previously
and haven’t booked yet
Notable brands attending Social proof. The brands and job roles of people attending, so that
others can identify themselves as in the same peer group.
Urgency. Getting close, last
places and last call
Urgency to drive action for those still undecided. For virtual and
online events last call can be as close a few hours before.
More details on mapping an email sequence:
http://www.zettasphere.com/webinar-event-email-invitation-examples-planning/
Or just search for ‘irresistible event email’

12. Questions about Email?
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http://www.zettasphere.com/contact/
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