Driving Post-Event Engagement with Email
Awa Ndiaye
Email Marketer
Data Analyst
Copywriter
Google Drive
SUCCESS
SUCCESS Magazine's Success Accelerator was one of the top growth events of the year—a three-hour masterclass packed with tools to elevate your personal and professional lives. But what happens after an event like this? How do you continue to engage your audience and deliver value?
Send a Drive-to-Replay email sequence.
After all, the impact doesn't have to end just because the event did.
To extend the event's reach, I wrote a three-part email sequence. The goal? To re-engage attendees and non-attendees alike, encouraging them to revisit highlights, or catch up on what they missed.
The Strategy:
When crafting this sequence, I focused on:
Messaging: Clear, benefit-driven language tailored to the audience.
Timing: Scheduling emails while the event was still fresh in recipients' minds.
CTAs: Action-oriented copy to drive clicks and views.
The Results:
Here's a snapshot of how the series performed, focusing on the click-through rate, aka the percentage of folks who viewed this email and then clicked on our call to action.
Email 1:
Sent 24 hours post-event, around noon.
CTR of 12:12%
Email 2:
Sent the same day, in the evening, to capture after-work engagement.
CTR of 17.14%
EMAIL 3
Sent 48 hours post-event as a final reminder.
CTR: 5.45%
These results show how a well-crafted email series can keep the conversation going, maximize event ROI, and create meaningful touchpoints with the audience.
Let's take a closer look at Email 2:
Content focus: Highlight key takeaways and benefits of revisiting the sessions.
Subject line: Missed Out? Watch the Replay Now!
A look at the email that generated our highest engagement, earning a 17.14% click-through rate.
Key Takeaways:
This campaign highlights how strategic follow-ups can:
Extends the life of your event content.
Drives engagement and ROI.
Strengthens audience relationships.
Want to extend your event's buzz and maximize ROI? Let’s craft an email sequence that delivers.
