How to market your event on Twitter

How to market your event on Twitter

Social media moves fast, but nowhere is it faster than on Twitter. If you’re promoting events on Twitter, it means your marketing strategy needs to evolve quickly too. 

Twitter may be one of the most challenging networks for social media event marketing. Still, it’s also one of the most rewarding.  

What makes Twitter a unique platform for events 

Tweets may be short, but the Twitter community is large: the platform has 320 million monthly active users. Used by 21% of women and 24% of men, Twitter is most popular among high-income millennials: a prime ticket-buying demographic. 

 If your event draws a younger, tech-savvy crowd, Twitter should be a vital part of your promotion strategy. Michelle Manafy of Inc. calls Twitter users “information junkies,” referring to a wide variety of information: technology, news, sports, marketing, journalism etc. 

Choosing an event hashtag and Twitter bio 

The first step in promoting your event on Twitter is to create a hashtag and bio that embodies your event’s spirit. 

Hashtags are one of the most effective ways to consolidate conversation about your event on Twitter. When choosing an event hashtag, you want to keep it concise and memorable. When in doubt, consider simply using your event name, its acronym, or even including a hashtag in your event’s official name. Also, be sure to double-check that the hashtag isn’t already being used. Before finalising your event hashtag, search Twitter to make sure it’s not already in use. 

Your event’s Twitter bio is one of the first things people will see on your profile. As Google prioritises social media profiles, it’s likely your Twitter account will show up high in search results for your event. 

Write a brief, catchy profile — ideally just one sentence — that describes your event and gives the date, location, and link to the next event’s ticketing page.  

And don’t forget the value of images on social media. You’ll want to use your logo as the profile picture and a fun photo of a recent event for your banner photo that captures the excitement from a previous event. Your Twitter profile photo should be 400×400 pixels, and your header image should be 1500×1500 pixels. 

How to market your event on Twitter

Promoting your event on Twitter 

Culturally relevant and timely posts work great on Twitter. Twitter users are usually most interested in news, quick tips, interesting articles, and trending topics. Use quick, witty, and eye-catching updates to engage them with your event. 

Every social media platform is a bit different, but on Twitter, images are king. According to Twitter, posts with images are a third more likely to get retweeted than posts without them. 

Beyond images, keep the post as concise (obviously) and eye-catching and to the point as possible. Send out news, tips, how-tos, interesting articles and trends. And ideally, you’ll want to keep them shorter than the 140 character limit. The ideal length depends on your audience, but in general, stick to a 70 to 100 character range. According to the social media management platform Buffer, tweets shorter than 100 characters have a 17% higher engagement rate.

Be aware that a tweet reaches its peak after 18 minutes, so you’ll want to post more frequently than on other networks!  

The best time to tweet 

Most tweets are sent between noon and 1pm in each time zone. This could be because many people are engaging with Twitter at that time, but it could not. You’ll need to run some tests to work out what times of day your particular audience is on Twitter.  

You don’t need fancy analytics to find the best time to use Twitter for events. For a week, try posting once a day during that noon prime time and once during a less popular hour. Then look back on your tweet impressions for each post, which you can find in Twitter’s free analytics. See which time slot is getting your posts in front of the most eyes, and stick with that. 

Using Twitter walls at the event 

At the event, it’s worth showcasing a Twitter wall. These screens display tweets and images as they’re posted — if they’re tagged with your event’s hashtag. People love to be in the spotlight on these tweet walls, and your attendees are no exception. 

To encourage use, make sure your hashtag is visible on displays and screens throughout the event, so people don’t forget it.  

Twitter is face-paced. While that may seem intimidating, it offers various opportunities to get in front of your potential audience and become essential in your social media marketing toolbelt.  

Basics: How to Create An Event on Facebook

Basics: How to Create An Event on Facebook

Facebook, the most popular social media in the world, has more than 2.7 billion monthly users. With that staggering number, it is easily the best platform to use in promoting your upcoming events.

Set up your events on Facebook to reach people, increase attendance, or even sell tickets. About 700 million people market events on Facebook monthly, with 35 million people viewing a Facebook event every day. This makes it easy for every event planner or host to make their events easily discoverable by people.

So how do you set up an event on Facebook? Whether you are creating from a business page or a Facebook personal profile, here is a quick guide to help you.

Creating a Facebook Event:  

1 On your computer desktop, log in to Facebook, go straight to your brand page and click “Create Post”.

2 Choose “Create Event” as the post you want to make.




You can also do this by going to the Events tab under your Page name. In the “Upcoming Events” section, click “Create New Event” in the upper right.



For Event creation under a personal page, on your Facebook homepage click Events on the left sidebar menu.



Then click Create New Event


3. Choose whether you’re hosting an Online or In-Person Event.



4. Input the event details on the left side of the screen – event name, date, time, location, description, and event category (music, food, networking, etc.).

Privacy of events posted on business or brand pages is automatically set to Public.



You can preview the event details you’ve input on the right side of the screen to make sure all the details are correct. 

On the event details of In-Person events, you can choose whether it’s a recurring event and you can input frequency.



5. Click Next and choose the appropriate “Location”.

For online events, choose how people can join your event. You can host through Facebook Live, through external links, or Others.

For in-person events, input the physical location of where the event will be held.


6. Once done, click Next. This is the last part of the Facebook Event creation and where you can edit the cover photo of your event as well as other necessary event settings.

Click Event Settings to add co-hosts or to make your guest list viewable by all invitees.



For In-Person events, you have the option to include additional information on admission tickets. You can input the price or ticket URL on this part.



7. Check that all event details are correct. Click Create Event and you’re done!

8. Upon completing details of your Facebook event, a pop-up will ask if you want to boost your event.

When you boost your event, you can pay for targeted ads to certain audiences that you want to reach.



On your final Event page, you can now share your event link and see event insights – know how many people have seen your event, how many responded, audience data, as well as ticket link sales.

Unlike business pages, events posted from personal Facebook profiles have the option to be shared with friends.



A typical Facebook event should look like this to your audience:


Now that you’ve created your event on Facebook, you can now start inviting guests. It’s an easy-to-use platform that offers great leverage and can be an asset you can utilize for your next big event.

10 Affordable Event Printing Websites

10 Affordable Event Printing Websites

10 Affordable Event Printing Websites

As an event planner, it’s important to have a clear vision of the overall experience you want your guests to have – a crucial part of this experience is the branding design of your event.

Exceptional marketing materials are an integral part of effectively branding an event. The more creative and individualized your brand and event is, the more memorable it will be. Successful branding will leave a lasting impression on your audience even after the event is done.

No matter your budget, there are cost-efficient event printing websites out there that can help better position your brand and build deeper connections with your audience. We’ve listed down the 10 most affordable event printing websites to help you get started:




Headquartered in Los Angeles, California, this online printing firm specializes in on-demand business printing and graphic printing orders. Their print products range from marketing essentials such as booklets, brochures, and flyers to business essentials like business cards and stickers, to event marketing printables such as banners, event tickets, invitations, name tags, etc.

Their top sellers include packaging labels, stickers, and postcards that start at $0.02. Yard signs start from $0.38. The site offers easy product configuration and overview that you can tweak according to your event material requirement. You can even upload your file or easily create your design online on UPrinting. Customer reviews are also available on the product page and an estimate of shipping and delivery.

UPrinting also offers eco-friendly printing services, so it’s worth checking out if you’re leaning towards a sustainable approach to hosting your events. The site also offers free sample kits so you can check their products before placing your first order.


2. is an online printing website based in the UK that offers event marketing materials, printing and bespoke printing services.

Products range from business cards to indoor posters to brochures up to display boards. The site also offers printed bundles and special offers on their Bundles and Offer page, where you can find the best offers like 20% on business cards, event bundle promos for different events and occasions, and referral discounts. also offers different delivery options to suit your needs – standard delivery, same-day delivery, next-day delivery as well as international shipping. is also committed to sustainability and is certified by Forest Stewardship Council® (FSC®) standards and ISO Management standards.


3. PartyInkers



If you’re looking for an on-site printing services company to help spice up your event experience, PartyInkers might be the one for you.

PartyInkers is a live event and on-site printing services company based in Singapore that offers customizable printing applications and packages to match your event branding needs perfectly.

The site offers live screen printing and digital printing. Live screen printing is a unique and creative way to level up any event by offering custom-printed apparel to guests. Digital printing, on the other hand, allows guests to get their custom merchandise printed.


4. Vistaprint



With its wide array of products available and shipping options, Vistaprint’s one of the most popular and most affordable printing websites out there.

The site offers a streamlined process for customers to design easily and order products. Their products range from business cards, banners, photo gifts, wall arts, invitations to advertising signages and promotional products like tote bags, mugs, etc.

Vistaprint offers 100 business cards for $15. You can start by choosing from premade templates, or you can upload your design and then choose the right size, colour, and other requirements that fit your liking.


5. PsPrint


An online print production and design company, PsPrint offers sample kits and products ranging from banners and signs, booklets, brochures, ID badges, memo pads, and more.

The site offers easily customizable products on its pages with real-time customer feedback. PsPrint also has an available deals page where you can check out available deals and promos from time to time. Currently, their booklets, catalogues, stickers, and envelopes are at a 10% discount. Business cards and door hangers are both at 5% off.


6. GotPrint



Based in California, GotPrint offers printing services both for professional and personal use.

They have available booklets, brochures, flyers, hang tags, stickers, event tickets, and more for event marketing materials. They currently have a special offer for 500 business cards starting at $8.50.

GotPrint also offers custom design services and free sample kits.


7. Moo


With their next-day delivery offer, Moo is an online printing services company that offers premium products with fast turnaround for their customers.

You can choose from postcards, flyers, stickers, posters, menus, and business cards. Moo also offers sales on many of their products that you can regularly check. They have on sale products of up to 35% off, from business cards to stickers. Check it here.

Moo operates in 10 different countries, and if you’re on a tight schedule and need your printed materials fast, you may want to take a look at them.


8. Crisp Branding


Crisp Branding is an online printing company based in the UK and offers fast delivery options to your ordered branded merchandise.

They have a vast array of products available for you to choose from. Crisp also offers instant order quote on ready-made products, or you can upload your design and then ask for a quote.

If you’re planning to have giveaways at your event, you can check Crisp for ideas. They have lots of products from pens, tech accessories, umbrellas to keyrings.

Notepads start at £1.14 – artwork, setup, printing, and delivery included, while tote bags start at £0.73 with a minimum order quantity of 100. Branded pens start at £0.59 with 250 as the minimum order requirement.


9. Purely Digital


For events requiring complex and sophisticated printed marketing materials, you can visit Purely Digital. It’s a printing company that offers 3D prints, block foiling & embossing, large format printing, digital print, etc.

Some of their famous services include die cutting & drilling as well as personalization of products. For the unique touch on your event materials, you can check these out.


10. Discount Displays


Discount Displays is the printing website to visit if you’re looking for large printed displays for your upcoming event.

They offer exhibition and indoor displays as well as outdoor displays. The company also offers large format prints, banners, and signs. Their site also has a special offers page that includes all discounted bundle products and promotional items, so make sure to check that if you want to save a few bucks.


How to market your event on Facebook

How to market your event on Facebook

Facebook isn’t just the world’s favourite social media platform; it’s also a powerful events hub. With 490 million people using Facebook events every month, it’s the discovery site many people turn to when they want to find out what’s going on in their area. 

Naturally, Facebook is also a competitive space for event marketing. Last year alone saw 38 million events created by Facebook Pages. It’s easy to get overwhelmed by the sheer volume of other events competing in the space. 

To stand out, you need to know a few fundamental things. Facebook’s display algorithms reward events that are listed and advertised in particular ways. 

So here are a few of our tips to help you market your event more efficiently on Facebook. 

Optimise it for mobile 

You don’t just want people to find out about your event. You want them to buy tickets. 

Since most Facebook traffic takes place on mobile, you’ll want to make sure your checkout process is mobile-optimised. The user shouldn’t have to pinch and zoom in to read text or make a purchase. The “buy” button should be easy to find and click on a small screen. The form fields must be mobile-friendly. 

Taking these steps reduces friction for users and makes it easier to checkout. In fact, events see a 160% lift in conversion with mobile-optimised payment processes. With Helm Tickets, the event page we create for you and the whole checkout process is already mobile optimised. 

Manage and monitor your events faster 

Facebook Events sees 40% year on year growth in engagement; Facebook works hard to make event publishing easier for event creators. With Facebook publishing tools, you can publish, edit, and update multiple events from one dashboard. 

Similarly, Facebook event insights allow you to view insights about the people your events have reached and their response to each event. 

Soon, Facebook will redesign the feature to include expanded audience insights to give you a better sense of who your audience is. 

Facebook supports event creators by making events easy to publish and manage and also makes it simple for users to find events with powerful search and browse capabilities.  

Target your ads to the right audiences 

Facebook’s targeting tools are highly sophisticated, making for an extremely effective ad platform. To reach a new audience or do a better job of connecting with your current target demographic, boost your event. 

You don’t have to have a huge ad budget to increase the impact of an event post. 

Event creators have a lot to gain from boosting their events, customers who see the ad can click on the ad immediately to act on their impulse to attend and buy a ticket all within the app. 

Facebook’s ad pricing is unique because the social platform charges less for ads that are more relevant to audiences (what they call a ‘relevance score’). This might sound contradictory, but it’s for a good reason: Facebook constantly strives to present better options to its users. So if your ads hit the mark with your audience, you actually pay less. 

Using Facebook’s targeting parameters to reach receptive audiences, your ads become more relevant and less expensive. And more importantly, they do a better job of reaching the right audience, so you sell more tickets.  

Facebook is an incredibly powerful event marketing tool to use to promote your event better. By making the most out of their events feature combined with some PPC (pay per click) ads, you can see a huge uptake in ticket sales if done right.  

How to market your event on LinkedIn

How to market your event on LinkedIn

With new social networks being created regularly, LinkedIn can be a platform that’s often forgotten about and underused. However, it can be an incredibly powerful tool for marketing your event – especially if you’re aware of many of the platform’s hidden tools that don’t seem to get the attention they deserve. 

To help you learn how to use LinkedIn effectively to promote your next event, here are some tips to show why it shouldn’t be overlooked. 

What is LinkedIn? 

Before we jump into the tips here’s a quick overview of LinkedIn as a social media platform. It launched in 2003 and is the fourth most popular social media network among US adults.  It’s primarily centred around careers and business and enables users to connect and share content with other professionals, including colleagues, potential employers, business partners and new employees. If you run a B2B or career-focused event, LinkedIn can be a fantastic marketing tool. 

How to market your event on LinkedIn

24 tips on promoting your event on LinkedIn 

  1. Customise your public profile URL. Make your personal profile look more professional and easier to share by customising your LinkedIn public profile URL. Instead of a URL with a million confusing numbers, it will look more clean and professional.

  2. Add a LinkedIn background photo to your personal profile. In June 2014 LinkedIn jumped on the ‘cover photo bandwagon and started rolling out the ability for users to add a background photo to their personal profiles. This gives your LinkedIn profile a little more personality and can be a great way of promoting your event if you have a social media banner prepared.  Don’t forget, LinkedIn is a professional network so make sure you choose your photo accordingly!

  3. Add a ProFinder badge to your profile. LinkedIn has made some changes to the types of badges that are available over the years. Depending on what you’re trying to accomplish, you may want to consider adding a ProFinder Badge, which is used to identify freelancers and services within LinkedIn’s ProFinder network. This is a service that matches contractors with project managers seeking help.

  4. Take advantage of the blog/website links on your profile. Instead of using the default anchor text links in the website list within your LinkedIn profile’s contact info section, you can now add links to your portfolio and social networks. You can also add links to your work under each job description, so if you’re looking to increase clicks through to your event, make sure you populate those areas with the online presence you want to draw the most attention to. There’s now also the option to upload multimedia for a given job or project. For example, if you have some photos or video content of your event you can add those in to help promote your event.

  5. Search engine optimise your LinkedIn profile. SEO isn’t just limited to blogging. You can also optimise your profile to get discovered by people searching LinkedIn for key terms. You can add these words to various sections of your profile, such as your headline, your summary, and your work experience.

  6. Add, remove and rearrange entire sections of your profile. LinkedIn also enables you to reorder entire sections of your profile in any way you prefer. When in edit mode simply hover your mouse over the double-sided arrow in each section. Your mouse will turn into a four arrowed icon, at which point you can click then drag and drop another position on your profile. This way you can prioritise event-related media to the top of your profile.

  7. Use open messages to send messages to people you aren’t connected to. With the exception of your fellow group members, LinkedIn only allows you to send messages to people with who you share a first-degree connection. But some people let you send message to them anyway, even if you aren’t connected. The ability to be a part of the Open Profile network is only available to premium account holders, but it allows users to choose to be available for messaging by any other LinkedIn member, regardless of their membership level. This is perfect for reaching out to people who may be an asset to your event team or simply promoting your event to a larger network. There are other options for sending messages to those you’re not yet connected with, like sending a request to connect with a note attached. We don’t recommend overusing this. If you’re a premium account member you can also use InMail.

  8. Check your network updates or share your own. Found on your LinkedIn home page, network updates are essentially LinkedIn’s version of the Facebook newsfeed. Check this feed periodically for a quick snapshot of what your connections are up to and sharing, or share updates of your own, such as noteworthy content related to your event. You can also sign up for email notifications and sort by top updates or recent updates to filter your feed one way or another.

  9. Be identifiable. Allowing others to see who you are if you view their profile. To enable this, visit your settings (click your thumbnail image on the top right and click Privacy & Settings) and then click “Profile Viewing Options” under “Privacy”. Make sure you check off the ‘Your Name’ and ‘Headline’ (which is the recommended option), as it will allow you to take advantage of the next tip on our list!

  10. Check out who’s viewed your LinkedIn profile. The ‘Who’s Viewed Your Profile’ tool, which is accessible in the main navigation via the profile dropdown, allows you to identify which other LinkedIn users have visited your profile page. In fact, LinkedIn gave this a facelift in February 2014, so the information it provides is better than ever. You can now also see how you stack up against your profile views for your connections, people in your company, and other professionals like you. This is useful if someone has been checking out your profile who you’d like to connect with or who could be potentially interested in your event. This could be the ‘in’ you’ve been waiting for to connect. This feature is only available if you follow the above steps though.

  11. Easily find new connections – or reconnect with old ones. The connections tab in the top navigation offers multiple tools to grow and connect with contacts in your professional network. When viewing your connections, click the “Manage your synced and imported contacts”  and from there you’ll be able to sync your email contact to see who’s on LinkedIn and who you can invite to join. These contacts can be essential when it comes to spreading the word about your event and offering support on the contact you may share regarding your event.

  12. Make the most out of LinkedIn groups – Did you know that if you’re a member of the same group as another user you can bypass the need to be a first-degree connection in order to message them? As long as you’ve been a member of LinkedIn for at least 30 days and a member of a particular group for at least 4 days, LinkedIn allows you to send up to 15 free 1:1 messages to fellow group members a month (across all groups you belong to). In addition to this group, members are also able to view the profiles of other members of the same group without being connected. Join more groups relevant to your event and industry to enable more direct messaging possibilities and make sure you participate in discussions to build trust within your group.

  13. Share your LinkedIn status updates on Twitter. Ever since the LinkedIn/Twitter breakup of 2012, you can no longer automatically sync your tweets to publish on LinkedIn. However, as long as you add your Twitter account, the opposite is still possible. So if you’re posting an update about your event to LinkedIn that you’d also like your Twitter followers to see, you can easily syndicate that update to Twitter by selecting the Public + Twitter option in the dropdown menu within the LinkedIn update composer. This tool is perfect for making sure your event updates are consistent across both platforms.

  14. Leverage @mentions in your status updates. In 2013, LinkedIn rolled out the ability to tag or @mention other users and companies in status updates – much like the way it works on Facebook, Twitter and Instagram. So if you want another LinkedIn user or company to see your status update, you just need to include the @ symbol immediately before the user or company’s name in your status update. As a result, that user/company will get alerted that you mentioned them and their name will also link their profile/page in the status update itself. This is great if you have event partners you wish to mention and promote your own updates. It will also encourage them to reshare your update to their network.

  15. Optimise your LinkedIn company/event page. The design of the LinkedIn Company page has changed a lot over the years. Make sure yours is set up correctly and optimised for the latest layout, featuring a compelling and high-quality banner image. If you’re setting up your page for the first time, LinkedIn has a great walkthrough process to make sure you don’t miss anything out.

  16. Created targeted LinkedIn showcase pages. LinkedIn Showcase Pages are niche pages that branch off from your main company page. Think of them as extensions of your main company page that allow you to promote specific events/products, or use them to cater to a more individual marketing persona. This provides a more personalised experience for your company page visitors.LinkedIn users can also follow more specific Showcase Pages without having to follow the company’s main page or its other Showcase Pages. This allows your business to tailor the page closely to the audience of the specific page. This makes this feature perfect if you’re a business that runs events as a side project instead of an ‘events only’ business. To create a Showcase Page, go to your Company Page and click “Manage page.”  At the top, click “Admin Tools,” and select “Create a Showcase Page.” 

  17. Post company status updates and target them. Make the most of your LinkedIn company page by publishing company status updates for all your page followers to see. This will give LinkedIn users even more reason to follow your company page, growing your LinkedIn reach. Here’s some of LinkedIn’s advice for sharing company status updates. If you’ve already mastered updating your company’s status, you can take it to the next level by using the power of segmentation with LinkedIn’s targeting options. These enable you to target your status updates to specific users. Company page admins can target their updates using criteria like company size, industry, job function, seniority, geography, language or even by including/excluding company employees. These targeted updates will appear on the company/showcase page itself for those users as well as in the user’s network updates feed on their LinkedIn home page. This is perfect if you’re running a medical conference, for example, and you only want to target people who work in the medical profession instead of your entire network who may not be interested. This ensures their own feeds aren’t getting clogged up by posts that aren’t relevant to what they want to see

  18. Check out LinkedIn’s ‘Content Marketing Score’ & ‘Trending Content’ resources – If you’re a LinkedIn Business Solutions customer, you can learn how impactful your organic and paid LinkedIn content is with the Content Marketing Score and Trending Content resources. Your content marketing score measures user engagement with your sponsored updates, company pages, LinkedIn groups, employee updates and influencer posts when applicable. It then provides recommendations for how you can improve your score, and thus the effectiveness of your LinkedIn content.

  19. Experiment with LinkedIn Ads and Sponsored Updates – If you’re looking to complement your organic LinkedIn marketing efforts with some paid advertising, LinkedIn Ads are a smart choice. One of the biggest benefits of LinkedIn advertising is the targeting options. LinkedIn’s PPC ads let you target specific job titles, job functions, industries, or company size, to name a few. You’ll be reaching people who are more likely to be interested in your content and your event. For more information on LinkedIn, Ads click here.

  20. Create your own industry LinkedIn Group, and join other relevant groups. Create a group based on a relevant industry-related topic, and become a LinkedIn group admin. You may use this to establish yourself as a thought leader in your industry, grow a community of advocates, generate new marketing content idea and eventually generate new leads. You should also consider joining and getting executives from your business or event to join other relevant groups and positively participate in discussions to exhibit thought and leadership in your industry and event.

  21. Email your LinkedIn group. One of the perks of managing a LinkedIn group is that you can email all the members of your group, up to once a week. These emails take the form of LinkedIn Announcements, which are messages sent directly to the email inboxes of group members (if they’ve enabled messages from groups in their settings). It’s the perfect opportunity for generating new leads for your event from LinkedIn, particularly if you’ve managed to build up a solid group of users.

  22. Experiment with publishing content on LinkedIn’s publishing platform. Publishing is available to all users. Experiment with how this feature can support your event marketing goals by creating content for the platform and promoting it through your company page. For example, you could experiment with syndicating content from your events blog to LinkedIn Pulse and using it to promote a subscription to your full blog.To publish an article, click “Write an article” on the update box on your LinkedIn homepage. From there, you’ll be taken to the publishing platform where you can compose your draft.

  23. Add the ‘Company Follow’ and ‘LinkedIn Share’ buttons to your website and content.  Promote your company’s LinkedIn presence and help grow the reach of your company or event page by adding the ‘Company Follow’ button to your event’s website. Also consider adding the ‘LinkedIn Share’ button to your various content assets like blog posts, emails, and landing pages to extend the reach of your content to LinkedIn users. 

  24. Analyse your LinkedIn marketing performance with the Analytics tab on your Company Page. Use your Company Page Analytics to evaluate the performance of your Company Page. This feature offers data about the effectiveness of your page’s status updates, engagement, and reach, as well as information about your page’s followers — demographics, where they came from, how your following has grown over time, how your data compares to other companies.

Over the last few years, LinkedIn has had a huge overhaul that’s led it to be one of the most prevalent social media platforms in the world, carving out its niche by focusing on the business community. It’s added a variety of features that make it perfect for promoting events, through both personal profiles and company pages.  

Basics of Email Marketing – Part 4

Basics of Email Marketing – Part 4

Last time we took a look at how to how to report on all the efforts you’ve put into your email marketing campaign, from what metrics to look out for, to how to A/B test your content. If you missed the blog, check it out here.  

This time we’re taking a look at how to use email marketing for SMBs (small and medium-sized businesses). Email marketing changes depending on who you’re marketing to, your industry, and whether it’s  B2B (business to business)  or B2C (business to customer). You’ll have to look at your current audience and who you want to attend your events to decide which bracket you’ll fall into.  

We’ll also look at the best email marketing services to help you choose which would work best for your needs. 

Below are some key stats to consider when putting together a campaign that’s either B2B or B2C specific. 

B2B key email marketing stats:

  • Emails that are triggered by an action perform 3X better than nurture emails or drip campaigns 
  • Email is the preferred communication channel for 86% of professionals 
  • 60% of marketers believe that email marketing produces a positive ROI 
  • Click-through rates are 47% higher for B2B emails than B2C 
  • Subject-line emojis accounted for increased open rates for 56% of brands 

B2C key email marketing stats:

  • 78% of consumers have unsubscribed from lists because a brand was sending too many emails 
  • Over 90% of consumers check their emails daily 
  • Video increases CTR by 64.8% 
  • Email subscribers are 3X more likely to share social content than others 

Best email marketing services 

Hopefully, you should have a pretty good understanding of email marketing campaigns in their entirety, so the next step is to pick an email marketing company that works for you. When choosing an email service provider (ESP), make sure it offers the following services:  

  • CRM platform with segmentation capabilities 
  • Good standing with Internet Service Providers 
  • A positive reputation as an email service provider (ESP) 
  • Easy-to-build forms, landing pages, and CTAs 
  • Automation 
  • Simple ways to comply with email regulations 
  • Ability to split test your emails 
  • Built-in analytics 
  • Downloadable reports 

These features generally come as standard with most ESPs, but it’s always worth double-checking to ensure you get the most for your money. 

Email marketing templates

Templates take the design, coding and UX (user experience) work out of crafting your emails. Unless you’re a designer or developer, templates will save you lots of time when it comes to putting together a beautiful email to send out to your audience. 

When making your choice remember to choose templates that are proven to be effective; high-quality templates come from reputable ESPs that have tested them against many alternatives. Do your research, and you’re sure to find one that works for your needs. 

Email marketing examples

One of the first steps you can take is to look at your own inbox. Which marketing emails have you opened lately? Think why you opened them. What did they do that made you open that email or click on that link?  There are plenty of online resources to help you gather ideas and seek inspiration, so we recommend finding some examples you like and building from there.   

Whilst it may seem there are many rules when putting together an email marketing campaign, as long as you keep this key rule in mind, you won’t go far wrong: Treat your subscribers like humans. You can achieve all your email marketing goals if you keep this golden rule in mind regarding every subject line or call to action (CTA). 

Your subscribers have chosen to hear from you, and they want to relate to you. So be genuine, informative, and valuable to them, and they will look forward to hearing from you.