While we go through the COVID-19 tunnel, there is some light. The vaccine is currently being distributed and many feel the general public will start to get access in early Q2 (fingers crossed). Venues need to start thinking about how they are going to jump-start their event business.

The easiest (and least expensive) way of reaching your prospects is via email. There are hundreds of email marketing tools like Constant Contact and Mailchimp, and you just need to find the one you like. Tripleseat integrates with both Constant Contact and Mailchimp; find more information on our Marketplace page.

Once you have an email marketing tool, you need to add the content. No need to make the email loaded with pictures and paragraphs of words. Most people don’t read past the few two or three sentences anyway. Also, don’t forget about your subject line; that is critical if you want people to open the email in the first place.

Sending just one email will probably not get the response you want. A general rule of thumb is that people need eight touches. A touch is a marketing outreach from a business to its customers. Those touches can be a combination of emails, cold calls (yes cold calls, you can do it), and direct mail pieces. Putting all this together is called a sequence, which can look like something like this:

Email sequence

  1. Email #1
    Wait 3 days
  2. Follow up cold call (yes, I know, just do it and don’t forget to have a script and leave a voicemail)
    Wait 5 days
  3. Email #2
    Wait 7 days
  4. Direct Mail piece delivered
  5. Follow up warm call (you already called them once, so now you are old friends)
    Wait 7 days
  6. Final Email #3

This entire sequence paces out over a month. Be patient with your results, Rome was not built in a day. If your results are low, switch it up some, it could be your message or subject line. Use the reporting available on most email marketing tools to see if your open rate is low (bad subject line) or if your conversion is low (good subject line, bad content or call to action). Don’t send out thousands of emails at a time; pace it out so you can follow up with a call (there it is again, deep breaths) I would recommend sending emails to 100 contacts at a time/sequence; that is a manageable number.

I have included some email templates below to get you started. Review them and tweak them to fit your business and voice. The time is now — right now — to get started building your event business.

Email templates

General 

Email #1 

Subject line: Book your events at (restaurant name) 

Hello (NAME), or leave the name blank

There is no doubt about it, COVID hit (name of restaurant) hard, but we are going to keep on fighting. Our plan is to open for (private events, events, banquets, whatever you call it) in (insert month). 

We are taking extraordinary measures to make sure you and your party are safe at (name of restaurant). We will continue to follow the CDC guidelines and have already implemented (add your safety and cleanliness list). 

As we prepare to open, I wanted to reach out to you to see if you are interested in hosting your next event at (insert restaurant name). To hold a date or if you want to chat with me about your upcoming event, simply click here (insert Tripleseat lead form link) and complete the form.

We look forward to welcoming you back to (restaurant name) 

Corporate

Email #1 

Subject: Book your next meeting or event at (restaurant name) 

Greetings (NAME) or leave the name blank

There is no doubt about it, COVID hit (NAME OF RESTAURANT) hard but we are going to keep on fighting. Our plan is to open for (private events, events, banquets, whatever you call it) in (insert month). 

We are taking extraordinary measures to make sure you and your party is safe at (NAME of Restaurants). We will continue to follow the CDC guidelines and have already implemented (put in your safety and cleanliness acts) 

As we prepare to re-open I wanted to reach out to you to see if you are interested in hosting your next event or meeting at (insert restaurant name). To hold a date or if you want to chat with me about your upcoming event, simply click here (insert Tripleseat web lead form link) and complete the form.

General/Corporate

Email #2

Greetings (NAME), or leave blank

I wanted to drop you a quick note to update you on what we have been up to at (restaurant name). Safety has always been at the core of what we do but we have taken it to the next level. 

Our private event space and dining room have been (insert what you have done to make the guest safe here). 

(Insert an updated picture of your dining room/event space here) 

Event bookings are starting to roll in for (insert month), and if you are thinking of hosting an event simply click here (insert Tripleseat lead form link). 

We look to getting back to normal and hosting your event. 

General/Corporate

Email #3

Greetings (NAME), or leave blank 

Are you like us and can’t wait to get back to seeing each other in person? At (insert restaurant name), we are ready to host you and your guests at your next event. We have completely re-done our space with an emphasis on safety.

(Insert picture of event space/dining room) 

We are accepting reservations for events starting in (insert month), and I want to make sure that you don’t miss out on hosting your event here. To inquire about our event space, availability simply click on this link (insert Triplseat lead form link). 

Everyone at (insert restaurant name) is looking forward to seeing you again!

General/Corporate

Email #4

Greetings (NAME), or leave blank 

Ready to start looking for the perfect venue for your wedding, meeting, bridal shower, or birthday party? Well, look no further. (insert restaurant name) is taking inquires for events that start in (insert month). 

At (insert restaurant name) we are ready to host you and your guests at your next event. We have completely re-done our space with an emphasis on safety.

(Insert picture of event space/dining room) 

Event bookings are starting to roll in for (insert month), and if you are thinking of hosting an event simply click here (insert Tripleseat lead form link) 

We look to getting back to normal and hosting your event. 

More email marketing resources

Once you’ve set up these sales event email templates, try the tips in these blog posts to take your email marketing to the next level:

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