Marketers will tell you, it’s all about breaking through the noise.
Click-delete. Rinse-repeat. So many messages, we skim and pass and really only spend time on the ones that do something different to catch our attention. The ones that stick out and break away from the pack.
So how can you help your message be the one that gets their attention? Here are three tips that might help.
ONE: email – still the most power at your fingertips.
Email is the gold standard for quick communication. A few tips to help you event invitation email convert invitees to guests:
- Brand the invitation with event-specific graphic design and messaging.
One of the first steps in the process of event planning is to develop a theme and visual communication and marketing plan. When your email strategy is launched according to the plan and timeline, all elements will be cohesive, branded, and unique. Graphic elements should carry strong conceptual messages.
- Segment your list and customize your subject line.
It might take a bit more time but if you customize content and subject line for different demographic groups on your list, the extra time will pay off in higher response. Read a few great tips on subject line strategy here.
- Include something unexpected.
In addition to a link to event information, registration and/or ticketing, be sure to include an additional link to an additional helpful or informative site or valuable download (such as a whitepaper or coupon.) Perhaps embed a static video image that links to a video landing page that will also help you track traffic.
TWO: mail – once considered passe, now making a comeback.
Opening mail now mostly consists of tossing the junk in the recycle can and the bills in the “to-pay” file. How fun when we receive a real invitation to a party!
- Break through the mailbox noise with a party invitation!
A colorful invitation-size envelope is nearly guaranteed to be opened. Couple the eye-catching envelope with a hand-written address and hand-affixed, first-class stamp, and you are nearly guaranteed to be noticed. Do not count on the “handwriting” font and bulk processing indicia to get the same attention.
- Enclose a reply function card and envelope with a stamp.
This step is costly and perhaps not always necessary but it demonstrates your commitment to your guest’s experience and shows how much you value their time and presence at your event. If you use this method, you should attempt a follow-up for non-responses within about two weeks of the original invitation since RSVPs are sometimes difficult to extract. Your follow up can be a simple postcard. Do not send a follow up to anyone who has already RSVP’d.
THREE: never underestimate the power of the voice of the leader.
When communications move at a dizzying pace, sometimes the slow approach is the very best.
- There are a few (or more) guests that your event cannot do without.
The VIP list may be reached best with a phone call made by an organization leader. When a C-Suite staff member takes their time to extend an invitation, that gesture carries a lot of weight. Your event planner will be able to provide recommendations on which guests would be the best for these calls and provide pertinent event details and/or a basic script. These phone calls must be followed up immediately with a written acknowledgment.
Be sure to make your event’s invitation strategy one of the first priorities for your event planner to ensure timely RSVPs.
Photo by John-Mark Smith from Pexels https://www.pexels.com/photo/brown-paper-envelope-on-table-211290/