How to Create Engaging Dance Event Marketing Email Copy

Think about what would happen if you hosted your annual recital or fundraising event without a dedicated marketing strategy. While people might learn about the event from word of mouth, you won’t maximize your event’s potential and attendance rates.

With an average open rate of 41.8% for recreational businesses like dance studios, email marketing campaigns allow you to promote your studio’s events, boost return on investment (ROI), and create memorable experiences for your community.

To get the most out of this marketing channel, you need to write engaging dance event marketing email copy that grabs your audience’s attention and encourages them to sign up. This guide will help you create standout email marketing campaigns by covering the following:

• What Is Dance Event Marketing Email Copy?
• What Should You Include in Your Dance Event Marketing Emails?
• 10 Dance Event Email Marketing Best Practices
• 5 Dance Event Marketing Email Copy Templates

What Is Dance Event Marketing Email Copy?

Dance event marketing email copy is written content that dance studios use to promote their events, including recitals, performances, workshops, and fundraisers, via email. This type of email copy should engage your audience, inform them about your event, and encourage them to sign up.

What Should You Include in Your Dance Event Marketing Emails?

The specific content of your marketing emails will depend on the type of event you’re promoting. However, all dance event marketing emails should contain the same basic elements:

• Subject line. Make a great first impression with compelling subject lines. Considering 64% of recipients decide whether to open emails based on subject lines alone, these small opening lines can make or break your event email marketing campaigns.
• Greeting. Use automation to address recipients by name. For example, “Dear Samantha, we can’t wait to see you at our upcoming recital!” is much more compelling than “Hi Community Member, you’re invited to our recital!”
• Event overview. Recipients should be able to gather all crucial event details at a glance so they can make an informed decision about whether to attend. Briefly explain what the event is and why it’s an exciting opportunity. Then, include the event’s date, time, and location. You may also add directions attendees will need upon arrival, such as where to park or enter the building.
• Pricing and ticketing details. If your event involves ticket sales, let recipients know how much tickets cost, if there are any discounts they can unlock, and how they can purchase tickets. For example, families may receive an early bird discount if they buy recital tickets before a certain date.
• Call to action. Drive results by indicating what recipients should do next. Add a button with bold text that describes the recipients’ next step and links to a relevant landing page. For instance, you may have a call to action that says “Get your recital tickets today!” and links to your ticket sales page.

If you have experience hosting events, you know your studio’s email address may get flooded with dozens of the same inquiries. Limit the time you spend on responses by including a frequently asked questions (FAQ) section in your dance event marketing emails. That way, you can efficiently address common questions and make it easier for recipients to register for your event shortly after receiving your email.

10 Dance Event Email Marketing Best Practices

Maximize your email marketing campaigns’ success by implementing these best practices:

1. Optimize your subject lines.

Put thought into your subject lines to encourage high email open rates. Implement action-oriented language that makes recipients want to get involved.

For instance, instead of titling your email “Our annual recital will be on 6/8!”, opt for something more actionable like “Join us at our annual recital on 6/8!” or “Don’t miss our recital coming up on 6/8!”

Whenever possible, personalize your subject lines with recipients’ names and make them more engaging with playful language, questions, and emojis. You may take the subject lines above a step further by saying something like, “Amelia, are you ready to witness life-changing performances at our recital on 6/8? 🩰”

Additionally, keep your subject lines short so they fit within the allotted space on recipients’ devices. Most experts recommend using 30 to 50 characters or 4 to 7 words.

2. Structure the email body strategically.

Set up your emails to provide a positive user experience that pushes recipients to follow through. Start with a compelling hook that grabs your audience’s attention. This may be something like, “Lights, camera, action! Join us for another showstopping recital that’s bound to be a hit!”

Then, highlight key event details. Use bullet points, short paragraphs, and bold lettering to make the most important information stand out to recipients.

Break up the text with visual elements. Photos and videos can hold recipients’ attention and give them an idea of what they can expect at your event.

3. Incorporate social proof and testimonials.

Persuade recipients to attend your event by including social proof and testimonials from past event attendees. Ask influential community members if they’d be willing to share a bit about their event experience, and use one of their quotes alongside their photo in your event emails.

Here’s what a testimonial may look like for a performance workshop:

“I loved attending the summer performance workshop last year!” said Ellie, one of our competition team dancers. “It gave me the chance to brush up on my skills before the new competition season started and learn from some amazing teachers whom I had never gotten to work with before.”

4. Ensure mobile-friendliness.

The average American checks their phone 205 times a day. Chances are, many of your recipients will view your emails on their phones, so you must ensure mobile optimization.

For best results, use an email marketing tool that automatically resizes content for mobile devices. Make all text and touch targets large enough for mobile users to read and tap.

5. Segment your email lists.

• Demographics like age or relationship to your studio (parent, teacher, student, alum, etc.)
• Previous event attendance
• Email engagement history

For instance, if you segment recipients based on previous event attendance, you may create two different versions of your event email marketing campaigns for those who have and haven’t attended one of your events before. The subject line for past attendees may be something like “Welcome back to our silent auction, Ryan!” while the subject line for new attendees may be “We’d love to have you join us at our silent auction, Maria!”

6. Use the right tools.

The right technology makes it easy to create and send email marketing campaigns. Determine your studio’s must-have features in an email platform, and research different vendors.

For instance, if you want to create robust visuals, you may use Canva to design your emails. If you’re looking to keep all dance studio communications in one place, opt for comprehensive dance studio software that streamlines studio operations and helps you keep in touch with your community.

7. Understand and implement relevant regulations.

• Don’t use deceptive subject lines.
• Avoid misleading recipients.
• Allow recipients to opt out of communications.
• Provide their addresses.
• Identify ads.

Before sending any email marketing communications, familiarize yourself with the full CAN-SPAM Act to ensure compliance.

8. Consider frequency and timing.

• An initial save-the-date email a few months before the event
• An official event invitation email a few weeks before the event
• A reminder email one week before the event
• A reminder email one day before the event
• A thank-you email following the event

9. Analyze performance metrics.

Leveraging data allows you to assess which communications and messaging choices resonate most with your audience. Use your email marketing software to track metrics like open rates, click-through rates, and conversion rates, and compare these analytics among campaigns to see which are most effective.

10. Leverage A/B testing.

• Subject lines
• Calls to action
• Images
• Greetings
• Hooks

For instance, you may test the call to action “Attend our yearly recital!” against “Be a part of our annual recital.” Then, use your email marketing software to track relevant metrics and analyze the results. In this case, you would likely track conversion rates to evaluate which call to action drove more ticket sales.

5 Dance Event Marketing Email Copy Templates

Now that you understand how to craft a dance event email marketing campaign, let’s explore some templates you can leverage to streamline the process.

1. Dance Event Announcement Email

• Event name
• Date, time, and location
• Event description
• Call to action

Here’s what it might look like:

2. Dance Event Discount Offer Email

• Discounted ticket information
• Call to action
• Message of urgency

Take a look at this example:

3. Dance Event Reminder Email

• Event details
• Reminder call to action
• Any last-minute promotions
• An enticing visual, testimonial, or other interactive element

Check out what your reminder emails might look like:

4. Dance Event Thank-You Email

• Thank-you message
• Quick event recap
• Event photos and videos
• Request for feedback

Altogether, this type of email may look like this:

5. Dance Event Follow-Up Email

• Photos and videos from the event
• Full event recap
• Special thanks to key players
• Links to your social media accounts
• Callout to look out for future events

Wrap up your event email marketing campaign with an email like this:

Promote Your Dance Studio’s Events with Studio Pro

• How to Develop a Compelling Dance Studio Newsletter. Keep in touch with your studio community and inform them about any upcoming events with a dance studio newsletter.
• Dance Studio Marketing: 12 Ideas to Attract New Students. Promote your events and offerings far and wide. Check out this ultimate guide to dance studio marketing.
• 12 Best Dance Studio Forms to Simplify Operations + Template. Streamline studio operations with the right forms. This guide features 12 different forms your studio should leverage.