Detailed Anatomy Of An Email Used To Promote A Benefit Fair
Specifics about the design and distribution of the email that is used to promote a benefit fair in any organization
Who Should Receive Benefit Fair Promotional Emails
Because employee benefits are offered to everyone who works at the company, every single company employee should be notified about the event and no one should be excluded from the emails. For larger companies this could be separated by division. Everyone from the company’s CEO, to the administrative staff and even the evening custodians, should be invited via an email to attend the event. Benefit fair coordinators must get access to a company employee list and they should not shy away from reaching out to the upper level management to get both their endorsement and attendance at the event. The initial email should be addressed to the CEO. Senior managers should be “CC’d” on the invite email, whereas employees should all be “BCC’d” on the email to avoid reply-all disasters. The follow up emails can be addresses to “undisclosed recipients”
An employee benefit fair is an opportunity for lowly benefit coordinators to demonstrate to both management and employees the work they have done to benefit the organization at the HR level. Benefit coordinators who only invite lower level employees to the fair are missing a great opportunity to show to management what they can do. Furthermore, if coordinators can get executives to attend the fair in person, there is a good chance that many more employees will follow suit, because they will not want to miss an opportunity to mingle with upper level management themselves and do some self promotion of their own.
When Should Benefit Fair Promotional Emails Be Sent Out
There should be no more than four emails sent out regarding promotion for an employee benefit fair. Sending three emails is optimal , two is less than ideal and one is the bare minimum that provides little value in promoting the event. The first email can be sent out one month before the event. This one is for the ‘type A’ employees who want to schedule their time far in advance. The second email should be sent out a week before the event, this one is to create excitement for the fair and make sure employees know what day to not call in sick to work. Another email should be scheduled to be sent out on the morning of the benefit fair to remind employees about the plans for the day. Optionally if the fair is running slowly and employee turnout is low, one more email can be sent actually during the benefit fair itself. This last email promoting the benefit fair is to get the last few stragglers to come to the fair, it can be sent out around the middle of the workday when most of the employees are planning to take a lunch break.
What The Subject Line Of The Employee Benefit Fair Promotional Email Should Be
Employees (especially in large companies) can receive many emails every day, consisting of both important work information and lesser mail of ‘junk’ status. When employees sort through their emails to determine which emails are important, the main way they decide is by reading the email’s subject line. The goal of the subject line is to rise past all the other emails in the employee’s inbox and catch the attention of the employee, so the subject line must be deliberate and well thought through. The subject must have two elements: information about the event and a call-to-action for the employees. If those two requirements are met, more employees will read the email, which will increase the attendance at the benefit fair.
Other Ways To Improve Employee Benefit Fair Promotional Emails
Other interesting information that can be added to the email could include what games, music, food or prizes are being offered at the event. Information about what vendors will be at the fair is also encouraged. Vendor information should be minimal and should lean on the side of promoting the value proposition of attending.
Other formats such as images, videos or gifs can be added to the emails, but are more for advanced tech users to implement.