Updated: Mar 6
Are you wondering how email marketing can make a difference for your event planning business? If so, read until the end to find out.
Articles upon articles say that if you’re a business owner, email marketing is the bee’s knees.
But, I know you are scratching your head as to what type of emails could do wonders for your event planning business.
Let’s start by going over the importance of email marketing for any business owner.
The Importance of Email Marketing
To sum it up, big businesses won’t stop emailing us, so something must be great about emails.
In all seriousness, email addresses hardly ever change. And, people rarely ever stop using the ones they have.
They are great for wooing prospective clients. And, they help past clients remember you in the event they need someone with your superstar talents.
Emails are also known for having the biggest ROI based on many market research studies.
But, I know. It is hard to believe that marketing works sometimes.
So much of how marketing works goes unseen because it is all about getting into someone’s conscious and subconscious.
And, to be a thought or afterthought, someone has to know, like, and trust you.
Why People Should Know, Like, and Trust You
Think about the last event you ran. Who were your number one picks for vendors?
Your goal is to be that person in the minds of your network. The person they think to call on because they know, like, and trust you.
There’s no magic. No red or blue pills. There is only the opportunity to be first to mind when someone is looking for an event planner. Emails can help do this.
But, you have to consider the client journey first. It is simple. You must consider how a client engages with you before the sale, during, and after.
The Client Journey and Email Marketing
In the context of email marketing, you want to try to get a person’s name and email address before the sale. And, then use email marketing to foster the relationship.
Pre-Sale Email Address Acquisition
So, how do we get email addresses before the sale? There are two ways to do this.
Option #1. You request an email address when someone fills out your website’s event inquiry form.
Option #2. You offer a lead magnet or something of value (e.g., a worksheet) in exchange for an email address.
Let’s address getting an email address with Option #2.
For example, in exchange for a potential client’s email address, you could offer:
A list of questions clients should answer before contacting an event planner.
Or, a worksheet to help potential clients determine if they should hire an event planner.
As you can see, both lead magnets will help you get a prospective client’s email address. They will also help potential clients qualify themselves.
And after a person downloads one of these lead magnets, you can send them a sequence of emails. These emails can educate the person on the event planning process until they are ready to hire you.
Emails for the Sales Process
Next, you need to have some email communications ready to go once a person reaches out to you.
You may think this is unnecessary because you’re responding to them after an inquiry. But, depending on form responses, you can tailor email communications.
For example, you can automate an email sequence that provides:
A vendor resource list
Tips on how to choose a vendor
A trend report for events
An event planning checklist
Links to your portfolio and testimonials
Don’t be afraid to provide value during the sales process. It will boost the chances of your new lead becoming a client.
Emails After the Sale and the Event Is Over
Now, let’s say a person has decided to do business with you. And that you’ve tackled their event like a Super Bowl champ. You want to re-engage these past clients.
You can re-engage past clients in many different ways, including:
Asking them for a testimonial (video or written)
Asking them for introductions or referrals – encourage them to give others the same joy they were able to experience working with you for their event.
Reaching out to congratulate them on any milestones you know of.
Quarterly asking them if they need help with any upcoming events (if you focus on more than one type of event).
Sending them a survey asking them to help you improve your event planning business.
The key is to spread these communications out a bit in a way that makes sense. Don’t send all these emails out right after you finished planning a person’s event.
Depending on the event, wait at least a week or so before asking for a testimonial or referrals.
And for all other emails, how they are to be sent is totally up to you. But, make sure you reach out at least every three months or every quarter. After all, happy clients are your best future clients.
And, a referral is more likely to do business with you because someone they trust told them that they should.
I hope you now see the true potential of email marketing for your events business. As I say, events are stressful enough. Marketing for more clients shouldn't be.
And if you need help with your email marketing, don’t hesitate to reach out. Brazen marketer helps with everything from content development to email drip sequences.
Brazen Marketer can also help with survey development.