The event planning industry is definitely not a small one! It was valued at more than 4 billion USD in 2022, which is why a lot of entrepreneurs and investors are eager to hop on the bandwagon. Despite its big potential, joining this field still offers its own set of challenges.
This can be a very exciting field, especially if you and your crew are more of the creative types. You can bring your wildest and most out-of-the-box ideas to life and collaborate with all kinds of people. However, it can also be tough at times, particularly when it comes to finding clients.
So, what can an event planning business do to ensure its success in this field? Below, we will talk about how email marketing can be useful in helping event planners market their services and get new clients as well as several tips to allow them to take their businesses to a new level!
Using Email Marketing As An Event Planning Business
There are many reasons why event planners should use email as a marketing tool. To start, it can be an efficient but not intrusive way to interact with potential clients. And, it can also be tailored to suit any marketing goals. Here are a few ways to use this tool as an event planner.
Creating Segments
One of the many things that makes email marketing stand out from other commercial marketing tools and strategies is its ability to segment audiences into multiple categories. You can easily sort out your clients into different groups based on company types, locations, industries, etc.
Why do you, as a new and upcoming event planner, need to segment your email receiver list? First of all, different clients may need a different communication approach. In addition, it allows you to easily filter which clients are more interested in your event planning services.
Crafting Messages
Once you are done with segmenting the email list, you can start writing email messages. But, before you start typing, you should understand what kind of email you are trying to make because every segment will require a unique email form and language.
For instance, if you are writing an email for those who just joined your subscriber list, you can make a welcome email. This kind of email typically involves your gratitude for their decision to get involved with your business. To make the email appealing, use invitation email templates.
Monitoring The Results
Your job, however, is not done with creating the segments and creating the appropriate email messages. Instead, you must monitor the results of your email marketing efforts. Luckily, many email marketing platforms already make it easy for you to check out and analyze the indicators.
Some indicators you can use to check how well your messages perform are open rate, click-to-open rate, and conversion rate. The number one thing you should focus on the most is the conversion rate. Yet, you can still use other indicators in measuring your marketing efforts.
Other Ways To Optimally Market Your Event Planning Business
Running an event-planning business involves more than just knowing how to promote the business and market its solutions. It is a service-based business, which is why providing a satisfying experience to the customers is essential for the sustainability of such a business.
That being said, having excellent communication skills is crucial for an event planner. These skills are the key to managing and achieving customers’ expectations. Without such an ability, you will find it hard to meet your clients’ expectations and they will not be satisfied with your work.
Remember, your client’s satisfaction should be your top priority when you work as an event planner. When they are happy with what you’ve done, you can ask them for a referral. Who knows, this might lead to higher-profile clients showing up on your doorstep in the future.
The Takeaway
When you are starting an event planning business, there are a lot of things you should think about. You should, without a doubt, have a sense of creativity and project management skills. On top of that, you should also be familiar with numerous marketing tools to get new clients.
Of all the promotional and marketing tools available, email messages remain to be one of the most reliable options an event planning business can use. It still has that ability to get in touch directly with (potential) clients and ensure that you can get your messages in front of them.
If you want to get the most out of your event planner’s email marketing efforts, you should make sure that you use the right feature to make your promotional materials more eye-catching. Also, be extra sure that you send the right message to the right people!