Leading Meeting Professionals

Professional Convention Management Association

February 24 2014

The Key To Make Your Attendees Care About Your Emails

By David McMillin

As your meeting dates approach, chances are your email marketing efforts intensify. Your attendees’ inboxes represent an easy and cost-effective promotional route. However, getting them to open your message is only the first step in making all those mass electronic mailings actually lead to an increase in registration numbers. Where the message takes them is equally essential. In today’s on-the-go economy, that means that it needs to guide them to an easy-to-read mobile site. As more members of your audience grow accustomed to managing their lives via their smartphones and tablets, mobile optimization is no longer an option. It’s a necessity.

SEE ALSO: How To Take Your Meeting Mobile

Now, I know you hear the word “mobile” everywhere you turn. Well, it arrives with some very compelling statistics this time. According to data from eMarketer, nearly 45 percent of all marketing emails are opened on a mobile device. When prospective attendees look through your message and click on links to learn more, are they visiting a site built for a smooth mobile experience? Or is it a clunky, hard-to-view and downright frustrating appearance? If your answer falls into the latter category, you could be in trouble. Google says that 61 percent of users are unlikely to return to a mobile site they had trouble accessing.

SEE ALSO: Why You Should Break Up With Your Email

While meeting marketers may worry that mobile optimization will require a huge investment (and the budget approval of higher-ups), there are many relatively low-cost solutions. New York-based bMobilized specializes solely in mobile design with a full design and implementation that costs $399 along with a monthly fee of $15.20. You can get a full free preview of the mobile site before signing on for their services, too.

Email Still A Powerful Marketing Channel

Worried that inbox overload is making email marketing irrelevant? A recent study from McKinsey & Company highlights that email continues to be a huge customer acquisition tool. In fact, email appears to be 40 times more likely to convert someone into a new customer than the talked-about tools of Facebook and Twitter.

Looking for more advice on creating better attendee communications? Click here for three tips to get your audience to open your emails.

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