Before you can motivate your attendees to be part of what’s happening on-site, your voice has to resonate on their screens. Email may be seem like the easiest route to your attendees, but mastering the electronic marketing game is no simple task. As you craft your next communications calendar, here are four mistakes to avoid making in your efforts to create some inbox appeal.
1) Sending a one-size-fits-all email.
No matter what type of meeting you run, the members of your audience each fit into different buckets. From where they live to their level of education to their annual salary and more, the demographic information you’ve been collecting represents more than an opportunity to impress your exhibitors. It also lets you create targeted messaging that will resonate with each segment of your attendee base. Rather than send generic notes that attempt to be all things to all attendees, be sure to segment your campaigns. While it may mean more time and more copywriting, that extra investment will pay off with better results. In fact, MailChimp found that segmented campaigns enjoyed an average open-rate increase of nearly 14 percent and average click-rate increase of 62 percent.
2) Letting too much time pass between messages.
Do your attendees only hear from you during the big promotional push leading toward your registration deadline? Remember that email is more than a route to encourage recipients to enter their credit card information. It’s also a way to keep the community engaged. Be sure to identify every opportunity to occasionally put your organization’s name in bold in their inboxes. Of course, be mindful of over-communicating, too. They’re already receiving too many emails — don’t let your organization’s name fall into the “automatically delete” category.
3) Directing readers to a general page on your site.
When you send your attendees a message, you aren’t just looking for them to read it. You want to inspire them to click, learn, crave more information and share with their colleagues. Think of your email as the guide that will lead them to your preferred destination. In today’s busy business world, that means taking them on the shortest route possible. Rather than send them to the general welcome page of your annual meeting website, send each segment to a customized page that clearly answers the “what’s in it for me?” question with a list of educational sessions that are in line with their interests. Instead of making them comb through your website to find the information that matters, do the work for them. Curate the right content, so that one simple click leads them straight to the correct door.
4) Failing to use responsive design.
It’s a mobile world. While those long-form, graphic-heavy email templates may have appealed to desktop users years ago, the majority of emails are now opened on smartphones and tablets. Don’t make attendees do the pinch-the-fingers-to-make-this-readable dance. Instead, make sure your email platform is optimizing those messages for simple viewing on any device.
Looking for more advice on making your emails more effective? Check out “3 Tips To Improve Your Meeting Email Marketing Communications.”