Successful events consistently leverage a few key tactics in email design, content, and cadence that are useful in producing effective event programs: email length, fonts, and the usage of a value reminder email.
The average character count of emails for top events is 1,115 characters: almost exactly the length of four tweets. As usual, shorter is more effective. The median length of all emails for the top events is only 638 characters.
Although Helvetica Neue is the default font in the Splash email tool, it is most closely associated with successful events. 79% use Helvetica Neue in some capacity, which is a stark contrast against the second most commonly-used font: Arial, which is only used on 4% of the top events. 12% use image-as-text, which is only recommended sparingly and only with alternative text provided to ensure that emails are accessible to wider audiences.
Value reminders are considered those emails which function to not only remind guests that they have an event coming up for which they are registered or to garner a few extra RSVPs from invitees who are as-yet undecided, but which offer some new information or offering to guests. 67% of top events leveraged a value reminder email, and some examples of this include emails that detail new giveaways or perks, activities, speakers, surprise guests, sessions, and more.
In addition to world-class service, the Splash Creative services team is armed with industry knowledge around best practices for web design. We have a lot more where this came from, so feel free to reach out if you’re ever curious about color theory as it pertains to event websites, or what types of fonts are most commonly used on events.
Special thanks to Aidan Zanders and Mon Liang, both creative designers at Splash, for research assistance.