Event marketing plans always rely heavily on email to build excitement and convert contacts to registrations, sponsors, exhibitors and more. Many times, event email marketing programs suffer from a lack of precision and measurement. “Register Now” emails go out repeatedly in the lead up to the event, many times still including folks who’ve already signed up in the recipient list.
Instead of focusing on just the subject line or call-to-action in an event email, event marketers must recognize that targeting the right audience matters. Emails are the strongest weapons in your promotional event arsenal, and they should be optimized to the audience at every touchpoint throughout to ensure a reader interacts with the message and delivers the ultimate payoff – a click on the call-to-action.
Do you segment and measure your email marketing for events? Do you use separate software to do this? Do you scrub Excel lists against registration data? Share your tactics with us in the comments!
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