From Inbox to Event Floor: Building Anticipation Through Emails

The Project

I created a series of promotional emails for ERA26, a book event featuring authors, vendors, and sponsors. The goal was to build excitement, give creators meaningful visibility, and encourage pre-orders.

The Challenge

With dozens of participants involved, standard event promotion risked becoming repetitive and overly sales-focused. The campaign needed to keep readers engaged while showcasing the people behind the event.

The Approach

I developed a spotlight-style email campaign featuring small groups of authors, vendors, and sponsors in each newsletter.

Each spotlight highlighted:

• Key books or series

• Unique bookish merchandise

• Pre-orders or special releases

This approach focused on creator discovery, helping readers connect with the people and stories behind the event.

The Result

The campaign delivered consistent, engaging content that helped build anticipation for ERA26.

Impact:

• Increased visibility for authors and vendors

• Fresh, varied email content across the campaign

• Stronger audience connection with event creators

• Increased pre-orders for authors and vendors

Services Provided

• Email marketing copywriting

• Campaign content strategy

• Creator spotlight content

Client Testimonial

"Dandelion Digital managed the e-mail newsletter marketing for our book event. It was really great for us to be able to work with someone who is a part of the bookish community, who understands our vision, and speaks our 'bookish' language. The whole process with Jordon was seamless, and we were so happy with the result. It felt so good (and a lot less stressful!) knowing that I could trust Jordon to handle the e-mail side of marketing - thank you, Jordon!"