Those in the know claim that email marketing is an essential tool in the event management industry.

A study carried out by evocos, an event management software provider, found that events planners and managers use email marketing in 80 per cent of cases, showing that it is a popular way to spread word in the industry.

The firm’s managing director, Kate Oxton, explained, “being able to send out event invitations via email is not only more cost effective than traditional mail, but it comes with a lower carbon footprint and the ability to track and measure the results.”

Only 17 per cent of event managers said that email marketing played no part in their marketing strategies. Most of these managers attributed this to their perceived lack of technical skill or a lack of understanding of the benefits of such marketing.

Oxton says using email marketing is simple: “Email marketing is so easy and intuitive to use nowadays. There’s no requirement to understand HTML. All good quality solutions come with easy to use editing platforms.” She adds that anyone who can use simple programs, like Microsoft Word, can use email marketing to help promote their events.