And How To Do It
Email marketing is a game changer for air shows. When it comes to promoting, finding the most cost-effective strategies is critical to the event’s success. Email marketing is one of the most powerful tools in the event planning toolbox. Building and leveraging an email list can offer immense value, allowing air show organizers to develop and maintain relationships with potential attendees, drive engagement, increase ticket sales and conversions, and reduce reliance on more expensive marketing tactics over time.
We will explore the many reasons why air shows should invest in building email lists and methods to do so effectively.
4 Reasons Email Lists Are a Must for Air Shows
Email Marketing is One of the Most Cost Effective Options
Unlike social media ads or traditional advertising, email marketing provides a direct, low-cost line of communication to your audience. On average, email marketing earns businesses $36 for every dollar spent. Once you’ve built an email list, you own that audience and can reach out to them repeatedly without ongoing ad spend. With a simple, targeted email, you can announce event updates and share exciting performer news and exclusive discounts without worrying about your advertising budget.
Presale Access Builds Loyalty
One of the most significant advantages of having a robust email list is the ability to offer exclusive perks to subscribers, like presale access to tickets. Giving your email subscribers a chance to purchase tickets before the general public fosters a sense of loyalty and makes them feel like VIPs. The sense of exclusivity encourages more people to subscribe to your list, and over time, you’ll build a community of engaged and loyal attendees.
Subscribers Stay Informed and Engaged
Building an email list lets you inform your audience with pertinent information from performer announcements to ‘know before you go’ logistics. Subscribers should always be the first to know air show news, creating anticipation and maintaining engagement long before show day. By providing valuable, exclusive content, you keep your audience engaged and give them reasons to stay subscribed and not just receive but interact with your emails. This sense of exclusivity will make your audience feel special and appreciated.
The key to maximizing this communication tool is personalization and segmentation. Simply sending mass emails to everyone on your list won’t drive the best results. To optimize your email marketing efforts, sending tailored messages to different segments of your list is crucial. For example, ticket buyers should receive engaging content that creates excitement surrounding the event, not just generic invitations to purchase tickets they’ve already bought. Previous attendees and new subscribers need different messaging to keep them engaged, with exclusive offers or updates that resonate with their relationship with your air show.
Reduced Need for Ad Spend
While initial investments in growing an email list might involve ads or giveaways, you’ll have a ready-made audience at your fingertips as your list expands. Over time, this reduces the need for continued heavy ad spending, as email becomes your primary channel for direct communication. This gives you the power to control your marketing efforts, reaching out to your subscriber base before diving into more costly promotions, effectively lowering overall marketing expenses.
As your email list grows, the need for spending on ads diminishes. Instead of continually paying for new audiences through ads, you’ll have a dedicated list of engaged subscribers already interested in your air show, making your promotion efforts more efficient and cost-effective. This efficiency will give you confidence in your marketing strategy, knowing you’re reaching the right people without unnecessary costs.
How to Build a High-Value Email List for Your Air Show
Now that we’ve covered the “why,” let’s dive into the “how.” Growing an email list takes thoughtful strategy and effort, but the payoff is worth it.
Offer Presale Access to Ticket Sales
The promise of early access to tickets can be a powerful motivator for people to join your email list. By simply adding an “Air Show Alerts” form on your website and social media pages, and during the checkout process, you can collect email addresses and entice people to buy tickets before the general public. Promote this benefit consistently, highlighting how subscribers will have first access to high-demand tickets.
Offer Giveaways to Boost Email List Sign-Ups
One of the quickest ways to grow your email list is by offering a compelling giveaway. Partner with local businesses or air show sponsors to offer prize packages that appeal to potential attendees, such as VIP tickets or exclusive meet-and-greets with performers. Promote the giveaway on social media and other platforms, encouraging people to subscribe to your email list for a chance to win. This approach helps you build your list while also generating excitement for the event.
Utilize Popup Forms
Popup forms are a highly effective tool for capturing email addresses and growing your air show subscriber list. According to OptiMonk, popups convert between 5.1% and 20% of visitors. To make the most of them, offer clear incentives such as a discount code, a percentage off, or exclusive perks, and ensure the design is simple with a strong call to action.
Timing is critical. Whether scroll-activated or time-delayed, popups can engage visitors without overwhelming them. The most important thing to do is capture the email address, so strongly consider the form’s messaging, timing, and placement to turn website visitors into email subscribers.
Key Takeaways
Building and maintaining a high-value email list is one of the most cost-effective strategies for promoting air shows. By leveraging email marketing, organizers can engage their audience directly, offer exclusive benefits, and foster brand loyalty. As the email list grows, the reliance on expensive advertising diminishes, providing long-term savings and control over marketing efforts. Additionally, target messaging and segmentation ensure that each email resonates with your intended audience, driving ticket sales and enhancing overall success.
