Email specialists tasked with promoting virtual events should know that engagement is one of the two main obstacles organizers face, according to the 2021 Virtual Event Benchmarks, a study by Bizzabo. The other is networking.
Still, virtual events proliferated last year, partly due to the COVID-19 pandemic.
Of those of who registered, 50% converted — that is, they actually attended. And they were engaged for 53% of virtual sessions.
Granted, there was a low barrier to entry — 80% of virtual event registrations were free between March and June, and that number remained consistent through the year.
Of the relatively few paid events, the average price was $443 in the last six months of 2020, up from $378 in Q2.
Event organizers can break out their lists by attendance, and personalize their emails accordingly.
Despite that, “there are inherent limitations around meeting virtually,” states Alon Alroy, co-founder, CMO and CCO of Bizzabo.
In-person events are irreplaceable, both organizers and attendees say, Alroy adds.
“This is why we believe hybrid events, which combine the best of virtual and in-person events, are how organizers can best future-proof their event programs,” Alroy continues.
Alroy concludes, “Virtual events are helping forward-thinking business leaders and marketers break down the barriers of place, cost and time, and navigate the coronavirus pandemic.”
Bizzabo analyzed 1,850 virtual events between July 1 and October 31, 2020.