10 Ingredients for Perfect B2B Event Invitation Emails

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Lacking creative inspiration? Creating event invitation emails of any kind can be challenging, especially for those who may have limitations to their creative skills. However, thanks to the internet and all the wonderful software available, creating B2B event invitation emails has never been easier.

With the right tools and know-how, you can create email invitations that stand out from the masses of emails that a user gets on a daily basis. In this article, you’ll get the secret recipe to a successful event invitation email for all your business needs.

The importance of emails for businesses

Emails are digested a lot more than most media and that’s due to most people having access to an email account. In 2020, the number of email users reached the 4 billion mark. That’s a lot of opportunities to reach people directly. 

Whilst users spend a lot of time on their emails, the open rate of these emails can vary. In 2020, 21.3% was the average open rate across all industries. Despite the quality of your email, there’s a fairly slim chance that it gets read. However, if you’re using the right methods, you’ll have more success with your event invitation emails being engaged with.

10 tips for creating B2B event invitation emails

Creating B2B event invitation emails can be perfected with the right ingredients thrown into it. With the average person receiving 121 emails per day, according to a Radical Group, Inc. report, your emails need to capture the business’s attention. 

What ingredients are required for creating B2B event invitation emails? Here are ten tips to get you started if you feel like you’re navigating blindly.

1. Personalize the email to your business brand and voice

Remember that every piece of marketing is a promotional opportunity for your business. When it comes to creating B2B event invitation emails, they don’t need to be extremely formal or devoid of any personality.

To increase the chances of the person or persons opening the email, personalize the subject line and the content of the email. Keep the subject line short and if possible, add the company name or the recipient’s name in that subject line.

Anything that’s going to encourage the user to click on the email is going to help increase that open rate.

2. Conduct A/B testing to see what works

It’s important to be aware that there’s no one-size-fits-all approach to email marketing. For every B2B event invitation, it’s good to conduct A/B testing to see what types of emails work best for the recipients.

There are many benefits for A/B testing from observing bounce rates to helping improve the quality of content within those emails. Spending time on A/B testing can show you what subject lines trigger more clicks and open rates.

3. Find ways to hook the reader

When it comes to business events, there needs to be a convincing message contained in the email. As it’s not a personal life event, it’s something that the recipients will need to make time for. That means they’ll need a lot of convincing!

Consider teaser videos of the event or some form of visual content that’s going to get them excited about attending. You want to sell this as the hottest ticket in town for social events.

If it’s a conference-style event, then having information about special guests that are attending can also be useful. For previous events you’ve held, you could always include previous footage or content from these to hook your reader.

4. Create the FOMO

The younger generations often refer to this when they’re disheartened about not being somewhere. FOMO, otherwise known as the ‘fear of missing out’, is something you can utilize when it comes to creating your event invitation emails.

To do this, you may want to offer some discounts that are time-restricted and deals that are exclusive to the recipient to use. It’s all about creating the allure of an event that they don’t want to miss out on under any circumstances. 

Tips for increasing the FOMO feeling is to include testimonials from previous event attendees if applicable. You can also reveal the number of businesses that have already bought tickets or are planning to attend. As a business event, it may be beneficial for some companies to attend on the basis of another company attending.

5. Use a countdown clock

For B2B event invitation emails, a good way to create a sense of urgency is by using a countdown clock. It’s a good way to get more people to sign up for the event or purchase tickets. Adding one of these features is fairly easy to do and it can create a lot of excitement when opening the email for the first time.

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Countdown timers are proven to be very effective for email marketing, with an increased open rate by 5% with most users.

It also gives the email recipients a reminder for when the event is going ahead. Therefore, when it comes to purchasing tickets or signing up for the event, they’ll know for certain if they can attend or not.

6. Use design software for examples of event invitation emails

There is plenty of design software and tools that you can make use of when it comes to designing emails. 

Great examples of event invitation emails are Flodesk. With an online tool such as this one, you can design highly professional emails that will rival some of the best graphic designers. The benefit of using a design software is that anyone can use it.

For those who don’t necessarily have the design experience, it’s a great way to build your skill set through an easy-to-use platform.

7. Send reminder emails

Reminder emails are a great way to catch up with those users that aren’t always good at responding the first time. You may have a system in place where you can see who has opened the email but not clicked on the CTA or sign up button.

With reminder emails, you can direct them to these users specifically with the hopes of securing a few extra ticket sales or sign-ups for the event.

8. Schedule the emails for the perfect delivery

With email users receiving a hefty amount of emails every day, it’s important to schedule your emails ahead of time. Finding the right time is key to increasing the open rate. 

There are lots of online tools that you can use to find the most frequently used time of day or week to send emails. However, these might only be limited to the data that a business has. On average, open rates are fairly consistent across the entire week. 

The most favorable options are Monday with 29.64% open rates and Wednesday with 29.73% open rates. You may wish to aim for these times when scheduling your event invitation emails. 

Mailer Lite also found that the most opens take place between 10am-12pm and 5-6pm. These are fairly aligned with the working day, with mid-morning being an ideal time for most email users to catch up on their work emails.

9. Keep content detailed but concise

When sending out an event invitation email to businesses, you want to ensure the content is detailed but concise in nature. You don’t want to bore your readers or give them any reason to disengage from the email itself.

Try to structure your content effectively by breaking up long bits of text and boldening certain buzz words or important event information. The more visually appealing you can make the content look, the more likely it will be read.

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Remember that many users will tend to skim read the content so don’t go too overboard with the amount of content you incorporate into it. Any additional information that you need to include can always go onto the link you send them to, whether that’s to a website where they make the payment or a landing page for RSVPs.

10. The use of GIFs

Whilst they’re somewhat overly used nowadays, GIFs are still popular to use on emails. It’s worthwhile to incorporate a GIF into your email invitations if you feel it’s applicable. Make sure that the GIF itself is one that relates to what you’re advertising as the event. Something that doesn’t make sense or is an ‘in joke’ with colleagues might not translate that way with others.

Just like countdown timers, GIFs show a 6% increase in open rate and a 109% increase when it comes to revenue. It’s well worth incorporating them where possible.

Make B2B event invitation emails that no one will want to miss out on

For business-to-business opportunities, designing the very best event invitation emails are important to making that event a success. With these suggestions, you’ll likely see an improvement in your engagement but also the number of recipients who follow through with a signup or purchase tickets.

Up your game when it comes to designing B2B event invitation emails for all your future events as a business.

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Written by:
Freelance writer for many clients across multiple industries. Natalie has two years of copywriting experience. Natalie has a wide range of experience copywriting for web pages for businesses across many industries. She’s also an owner of two blog websites and a Youtube content creator.

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