Event Email Marketing

Background

Semrush was preparing to host the second edition of its Spotlight marketing conference. Email was a key driver for ticket sales and attendee engagement.

Challenge

Previous event emails were informative but lacked perceived value. Readers opened them, but didn’t always click. The content was more announcement-driven, rather than focusing on what would be interesting to the reader.

We needed to:

• Deliver more why it matters instead of what’s happening
• Maintain excitement across long promotion cycles (starting in full force in February up until the event at the end of October)
• Improve CTR and conversions without increasing send frequency

Solution