What makes an event “stand out”?
Over the last few quarters, we have had conversations with clients both new and tenured around best practices when building an event. What makes an event “stand out”? How can I increase and measure engagement?
When a user makes the choice to subscribe to a calendar, they are also making the choice to connect themselves to your brand. This presents a sizable opportunity for you to deliver meaningful content to subscribers that drives engagement and loyalty. “Optimizing the event”, as we call it, is fundamental to ensure the most success from a CalReply calendar, measured by (1) subscriber growth, (2) retention, and (3) potential upsell.
See it in action!
For the purpose of this study, the two events below illustrate the difference in event presentation and results, before optimizing the event and after.
4 relevant fields when building a well-executed event:
Location Field (We recommend this as the Call to Action)
Example A (Before):
In the first example, we see an event that is basic in execution:
The event name consists of the teams playing
There is no call to action in the “Location Field”
There is no description
3 Best Practices for Optimizing your Events:
In Example B, we made the following enhancements:
Adding Emojis to Event Name enhances the aesthetic of the notification and differentiates from any other notification a subscriber receives. Feel free to copy/paste from Emojipedia.org .
Restructuring the Location field to include channel information as well as a mention of other details inside the event, incentivizes the user to swipe through.
Optimizing the Description by including trackable, shortened URL’s allows your brand to upsell related products and services or drive additional revenue in the moments when consumers are heavily engaged. Our team can then report on engagement within the event and help you measure the value of a calendar subscriber. We suggest linking back to a website, ticketing pages, app-download pages, merchandise outlets.
Example B (After):
The results are in!
At CalReply, we measure engagement as a percentage of total subscribers who have interacted with an event from the reminder time set at the event to 30 minutes after the notification. Interactions can include calendar refreshes, clicking into the event, ect. In this scenario, it’s important to pay attention to the increased engagement score from Example A to Example B. While A received an engagement score of 14%, B, the optimized event, had an engagement score of 50%, a whopping 3X more. The surge in engagement score directly correlates to the optimizations made.
Not only can event optimization via CalReply lead to a greater reach amongst a subscriber base, but help brands who are looking to achieve goals such as tune ins, ticket-sales, or app downloads. If building a loyal subscriber base and connecting with fans through content matters to you, optimizing your events is a great place to start to ensure ultimate engagement.
This article originally came from our March 2019 newsletter.