Crisis Management Guide
Convention Services Manager
As prospective attendees receive hundreds of messages each day, meeting marketers must take extra steps to ensure that their promotional emails stand out from the other bolded text on the screen. If you’re aiming to get the body of your message in front of more eyes, here are three steps to help you increase your open rates.
Thinking of sending a few emails each week about your upcoming annual meeting? Think again.
Rather than sending just to send, your email calendar should be respectful of your prospective attendees. They don’t want you to bombard them with daily emails the same way that an online retailer might in the hopes of landing a sale. Instead, reduce the frequency of your emails, and only deliver relevant and exciting updates that will truly matter to your audience.
SEE ALSO: Why You Should Break Up With Your Email
Your attendees are not identical.
If you have thousands of attendees who register for your meeting, think about dividing your audience into specific categories based on their industry segment, their needs, their location and their history with your organization. For example, if you’re looking to re-engage lapsed attendees, your messaging will need to clearly communicate what’s changed while they’ve been away.
As you outline your email marketing program, list the big-picture benefits for each audience. Segmentation doesn’t have to mean drastically different copywriting. In some cases, you may be able to simply alter the subject line, course listing and speaker names based on your specific audiences.
SEE ALSO: Is Your Meeting Marketing Program Getting Too Personal?
Email marketing is about experimentation.
As your communication schedule kicks into high gear, it’s important to test what’s working and what’s not. Are shorter subject lines getting higher open rates? Do you see a greater response when you send earlier in the day? Does inserting the location in the subject line make a difference? Does your audience respond to creative language, or do they seem to prefer a fact-based, straightforward approach? Be sure to be flexible, and adjust your strategy based on your results.
SEE ALSO: Time for a Status Update: Your Meeting Marketing Strategy
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