West Coast Swing Event Marketing: Why Email?

In the last two and a half years that I have been an active member of the event going community, I can honestly say that e-mail is the most under-used tool for many events,  West Coast Swing event marketing can be so much better.

Why e-mail?

There are so many reason why email wins when it comes to West Coast Swing event marketing:

Email marketing is the undisputed champion of return on investment (ROI) with a 3800% ROI, or $38 return for every $1 invested.

You are 6 times more likely to get a click-through from an email campaign than you are from sending a tweet. – Campaign Monitor

Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail or other channels. – DMA

A message is 5 times more likely to be seen in email than via Facebook. – Radicati

Email is such a powerful tool for two powerful reasons: 

      1. It’s based on permission.  When people give you their email address, they are giving you entry to their inner world.
      2. It is based on action.  An email has to be opened, or deleted.  Social media can be completely passive, but an email requires a negative or positive response from the receiver.  This need for response keeps people engaged with you.  That presence in their lives is powerful.

Think about your own behaviour, how often do you check your emails each day?  92% of online adults use email, with 61% using it on an average day, according to  Pew Research.  90% of email gets delivered to the intended recipient’s inbox, whereas only an average of 10% of your Facebook fans see your posts in their News Feed. – Forrester Research.

With social media, the platform and the user control the deliverability of your messages. With email, it is a one-to-one relationship.

Leave a Reply

Your email address will not be published. Required fields are marked *