Leading Meeting Professionals

Professional Convention Management Association

August 29 2016

Remember This Rule When Emailing Your Attendees

David McMillin


As your organization’s marketing department aims to connect with prospective attendees, email continues to be one of the most effective routes to their eyeballs. Sure, they may spend time on Facebook, Twitter, Snapchat and a range of other social media platforms, but the inbox is still king.

Last week, I tuned into Mashable’s #BizChat to monitor the conversation on best practices for email communication. From crafting compelling subject lines to knowing when to insert images, marketing experts weighed in on some of the most important pieces of a successful email strategy. There were plenty of strong insights, but one key piece stood out from the crowd. When asked why email etiquette is so important in business, AJ Ghergich, SEO and content marketing guru, shared a simple tip. “You’re not emailing a list,” Ghergich wrote. “You’re emailing people who trust you with their personal space. Don’t forget!”

Unfortunately, most businesses do forget. For example, consider a few recent emails that arrived in my inbox. One begins “Hello Travel and Tourism Industry Professional.” Another message, designed to drive registration for an upcoming conference, simply includes a long list of speakers and an invitation to “use promo code XXXXX to reserve your seat.” Aside from these mistakes, the vast majority of marketing emails I receive read like standard sales pitches. There’s no personality. There’s no fun. It feels like a brand is talking to me, and no one really wants to talk to brands. They want to talk to real people.

MORE: 5 Tips To Improve Your Communication With Attendees From Around The World

As your marketing team works to connect with prospective attendees and drive interest in an upcoming conference, give each email the Ghergich test. Does it feel personal? Or does it read like a message meant for an endless list of addresses?

Looking for more tips to empower your email marketing plan? Check out “3 Ways To Get Your Attendees To Open And Read Your Emails.” Also, click here to take a look at Mashable’s Storify summary of last week’s #BizChats conversation for additional insights from some respected marketing minds.

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