Case Study: Sold out a premier event in Amsterdam, one month early, with only 3 emails

iPEC Coaching offers the most comprehensive coach training program, anywhere. (Think-- executive coaching, business coaching, professional coaching). And I worked full time on their digital marketing team for 3 years.

The Founder and President of iPEC planned to do their first in-person event in Amsterdam. And the UK team asked if I would write the emails to fill the event.

Our Global Marketing Manager in London, first met with the US and European CEO's to compile some core ideas they wanted to convey to the students and graduates who would be invited. I met with the Global Marketing Manager to fully understand the event and any details surrounding it for the best company synergy and the most seamless messaging all-around.

I pulled from my voice-of-customer research (along with all surrounding details and company goals) to shape the messaging strategy as well as the copy for the first email, and the European team sent it out.

The Director of Community also used my messaging to craft social media posts to post in our closed FB group for students.

I met with the Global Marketing Manager after each email was sent to see the tangible metrics as well as any soft feedback from our coaches. And I folded that information right into each next email.

Asking for that feedback allowed me to (respectfully) resolve any fears or confusion, and speak to their current vibe and stage of awareness. My messaging and emails sold out the event one month early, with only 3 emails (and oversold it once more seats opened up). 

You can check out the specific email copy, along with open and click rates, here.

If you’d like help with your email marketing and selling out events, get in touch.