How Brighttail boosted event registration by 150% with interactive emails

Challenge

Brighttail, a leading marketing agency for high-tech B2B and SaaS businesses, sought to increase registrations and engagement for Ignite 2024, the annual virtual conference for Atlassian marketplace, using email marketing.

However, traditional email campaigns often led to registration drop-offs due to multiple steps and friction in the sign-up process. They needed an innovative approach to boost event signups and keep attendees engaged before, during, and after the event - all of this without overwhelming its limited team or attendees.

Solution

Brighttail leveraged Mailmodo’s interactive email technology to remove barriers to registration and create a seamless event marketing experience.

They implemented interactive emails featuring one-click registration, pre-event engagement forms, gamified quizzes, and in-email feedback surveys.

Here’s a breakdown of their event emails that led to friction-free registration and interactive engagement.

One-click event registration

Brighttail embedded one-click registration buttons inside their emails, allowing recipients to sign up for Ignite 2024 instantly—without being redirected to a landing page. This eliminated unnecessary steps and drastically improved conversion rates.

Pre-event engagement via interactive forms

To build anticipation, Brighttail included interactive forms within emails, prompting registrants to share their excitement about Ignite 2024. This approach simulated a live event experience and made attendees feel like active participants before the event even started.

Gamification with quizzes

Post-registration emails featured interactive quizzes, asking attendees to vote on topics and speakers they were most excited about. This boosted engagement while providing Brighttail with valuable insights to refine its event programming.

Seamless post-event feedback collection

After the conference, Brighttail sent an interactive, in-email survey, enabling attendees to submit feedback without navigating away from their inbox. This frictionless approach led to significantly higher response rates.

Impact

✅ 150% increase in event registrations via email, thanks to friction-free, in-mail sign-ups.
✅ 128% higher survey responses, proving that interactive emails improve engagement.
✅ 8% average CTR on interactive elements like quizzes and forms—2.5X the industry benchmark of 3%.

Key Takeaways for Event Marketers

Make Registration Effortless

Email marketing drives 45% of event ticket sales, yet traditional multi-step sign-ups cause drop-offs. Brighttail’s one-click registration approach proves that simplified, in-email sign-ups can dramatically increase event attendance.

Use Interactive Elements to Build Excitement

Attendee engagement starts long before the event. Brighttail kept interest high with quizzes, polls, and countdown timers—a strategy that any event marketer can replicate to boost participation and enthusiasm.

Final Thoughts

By prioritizing frictionless registration and interactive engagement, Brighttail not only increased event sign-ups but also redefined how email marketing drives real business impact. For event marketers looking to enhance registration and engagement, interactive emails are the future.