4 Email Templates to Drive Event Attendance

Given the big returns companies continue to see with virtual events, it’s important to ensure that every single touchpoint is optimized for conversion. 

To help you get the most out of your email invitations, here are our four best practices for driving virtual event attendance, specifically higher end experiences for senior executive audiences.

Personalize. Personalize. Personalize.

The best practice, especially for an ABM event, is 1:1 outreach. There’s no better way to drive attendance than to leverage a personal connection when reaching out. Here’s an example:

“Hi Joan,
Alison joined a previous virtual wine event with us, but we’d love for you to get a taste at our next one! Please join {company inviting} and other marketing leaders at {event name} on Thursday, September 23rd at 4:30 pm PDT.”

With a personal reference right off the bat, Joan immediately knows that she shouldn’t ignore the email. By referencing Alison, the company is telling Joan that they have already been vetted with someone at the company and there is a relationship in place.

If you’re trying to break into a new account you might not have a connection to rely upon. If that’s the case, you should still personalize the email to ensure the recipient knows why they were invited and what they will gain by attending. 

Stress that your event will not be a sales pitch

There is a time and place for a sales pitch but you never want to surprise your event attendees with one. If you aren’t planning to talk shop, let them know in your event invitation. Stress that the purpose of the event is networking or socializing or learning something new – but make sure they know that the event will not include a sales pitch.

Here’s an example:

“Hi Nick,
I wanted to personally invite you to a fun event we have coming up on Thursday, June 17th. It’s a virtual networking event with a wine tasting with a world-renowned Champagne ambassador. It will be a great opportunity to unwind and forget about work for a few hours.”

And, here’s an example of how you can let prospects know that you will be doing a little pitch in the body of the email:

The invite-only event includes:

• Two tastings of Blue Rock Vineyard’s flagship "Best Barrels" red wines 

• Access to a casual networking environment with your fellow peers in the data and analytics space

• A sneak peek of our latest software release, guided by our very own CTO, John Dunn

Tout the exclusivity of the shared experience

The bar is high for virtual events today and to improve the odds of your accounts attending, ensure they know that it’s an exclusive group with a high-value giveaway. For example, if you’re hosting a purple cork wine tasting event, let your guests know how exclusive an opportunity it is. And, be sure they know that seats are limited.

Here is an example:

“At this virtual event, we will be tasting two special wines from Red Car Wine, one of Sonoma’s most exclusive wineries. The tasting will be led by Brady Moran from Red Car’s rockstar winemaking team. With just ten professionals invited, there will be plenty of time for quality networking.”

Keep it short and sweet

Let’s face it, no one reads anymore. Make sure your email is complete but concise. Here’s a winning formula:

Name,

Personal reference or why you are reaching out to them, specifically. Extend invitation to event, focusing on exclusivity. 

Explain the format of the event and what they will get out of it. Tell them how to sign up.

Here’s the formula in real life:

“Michelle,
It was great meeting you at our event last month in NYC. I wanted to continue the conversation by having you join us for a networking and virtual wine tasting experience featuring the rare wines from Skipstone (Alexander Valley, Sonoma County). These wines are of extremely limited production, made by world-renowned winemaker Philippe Melka. We’re in for a treat!

Leave your PPTs at the door. This event is simply an opportunity to sip fabulous wines and meet other marketing leaders in the North East.

Because seats are very limited, please sign up here by June 13th and let me know if you have any questions. Looking forward to catching up.”

Want to learn more about purple cork’s white glove event service? Please reach out today!