Confirmation emails are one of the most engaged with communications that a business can send out. As the specific event details are highly relevant to the recipient, the confirmation email is not only an excellent opportunity to put forward as much information as possible about the specific event, but also to include information about your business, people, and thought leadership connected to the event topic. Below is a list of things to consider including in your next confirmation email to see what content your audience engages with most.
An iCalendar file that can be placed in a contact's diary is a great way to ensure people do not forget your even is coming up. Placing the iCalendar file in the confirmation email also ensures that contacts do not download the reminder without registering, throwing off your attendee list on the day. Find the steps to create an iCalendar file here.
It is always good to make it easy for people to find and plan how to get to your events. This is why it is a good idea to include a link which provides directions to the event venue in your confirmation email. Luckily you can easily create a Google Maps link in your confirmation email using the link icon in your editor bar.
This may seem like a no-brainer, but you would be surprised how rarely an agenda is included! If you let a contact know the schedule for a two hour session, it helps them fit their event into a busy schedule. This can be as simple as letting people know what time registration starts vs. the event itself or as granular as a breakdown of when each speaker will be speaking within the time allotted for the presentation.
At an event your speakers will be the key to how people engage with the topic on the day. With that in mind, a confirmation email is a great way to highlight your speakers' credentials in advance of the event. If your speaker is a leader in the specific field, highlight that fact by linking to their bio page on your website, as well as their LinkedIn page or any writings they have done. It is a great way to highlight their knowledge, as well as promote their presence in the wider market.
Thought leadership on the topic from your business
The recipient list for a confirmation email is often considered a "captive audience" as they are people who are expecting to receive an email once their registration is complete. As such, you can use this audience to promote information from around the business that touches on the event topic. You can also provide your contacts with information to consider in advance of the event itself. This could be a previous piece of writing on a topic, an article that discusses the topic, or even a poll asking for the audience's thoughts on the topic. Each of these options will help create a more informed session, especially if you are including a Q&A section in your event.
Contact details for those who need to update registration information
Making it easy for people to contact you to update or cancel their registration, means they are more likely to do so. Make sure to include either an email address or a phone number for people to use if they need to change their registration details. With the Concep tool's link functionality, you can even include a subject line for people so you know which event they are contacting you about.