Leading Meeting Professionals

Professional Convention Management Association

June 09 2014

3 Ways To Get Your Attendees To Open And Read Your Emails

By David McMillin

While meeting professionals face plenty of challenges during a meeting, there’s one big question that must be answered long before anyone ever arrives: what will motivate attendees to bother reading the marketing emails that communicate the reasons why they should register?

No matter what type of work your attendees do, they receive loads of messages in their inboxes each day. If they can’t keep up with priority emails from their own colleagues, how can you get them to care about your promotional emails? HubSpot worked to answer this question in the 2014 Science of Email Report, which collected data from 1,000+ email users, 150,000+ email campaigns and 300+ million opened marketing emails. You can download the full report for free, but here’s a preview of three key takeaways that can apply directly to your next meeting marketing campaign.

SEE ALSO: Tips For Effective Email Marketing From PCMA’s Greater Midwest Chapter

1)    Mobile matters - big time. 

Still sending emails that aren’t mobile-optimized? You’re giving your prospective attendees a less-than-enjoyable electronic experience. While veteran attendees may be less likely to comb through emails on their smartphones, the up-and-coming audience is relying on mobile devices to digest information. More than 70 percent of 18-44 year-old respondents indicated that they use their phones to read email.

If you haven’t updated your approach to mobile email engagement, here are 32 responsive email templates that can meet your needs. 

2)    Brevity is brilliance. 

You want to make sure that your audience knows about all those educational sessions, all those speakers and all those networking opportunities. Oh, and all those education credits. And all those exhibitors. The list goes on. However, cramming all the benefits of the meeting into verbose, mile-long messaging will turn off readers. The survey revealed that longer subject lines and longer email body lengths had lower click-through rates than short and sweet emails. 

Focus on crafting emails that clearly communicate one or two key benefits to readers. Your audience should be able to open, read, understand and click without feeling like they’re looking at a novel. 

3)    Your timing may be off. 

Think sending that registration announcement email at 9:30 AM on Monday is a good idea? You might want to think again.

“Most people get a lot of email during the week,” Dan Zarrella, social media scientist at HubSpot and author of The Science of Marketing, writes. “The going theory is that sending marketing emails works best during the workweek when recipients are paying attention to their work inboxes.”

“But then, you run into the problem of everyone sending email at the same time, which, combined with the fact that recipients are most likely busy at work, leads to less chances of your emails being read.”

Zarrella recommends experimenting with sending emails on weekends when the electronic traffic flow is much lighter.

SEE ALSO: 5 Ways To Make Your Conference Marketing About Attendee Benefits

Looking for more help with your meeting marketing efforts? Click here to check out four helpful tips for talking to your attendees on Facebook and Twitter.

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