Give your event follow-up a personal touch
Event organisers can reap the benefits of follow-up campaigns if done right , says streamGo ’ s head of marketing , Jack Ford
There are countless articles , tips and tricks to help you turn physical events into online ones . But as you get to grips with the logistics of running engaging and impactful online events , have you considered how to improve your post-event follow-up campaigns ?
The case for personalising your follow-up campaign is compelling : research suggests that 72 % of consumers only engage with marketing messages tailored to their interests . 1
Personalisation , then , is an excellent starting point . As McKinsey ’ s research highlights2 : “ personalisation can reduce acquisition costs by as much as 50 %, lift revenues by 5-15 %, and increase the efficiency of marketing spend by 10 to 30 %.”
Before we look at using data to make your follow-up more effective , make sure you ’ ve established clear goals . These could include :
• Increased sales
• Engagement in your online community
• Sponsorship for future events
• Registrations for future events
Setting goals will help you choose the most important data and decide how to best personalise your follow-up campaign .
Timing is everything
While physical event organisers will use technology to record attendees online , there is still the dreaded pen and paper list , or pile of business cards , to be entered into the CRM . And this can take precious time . Research suggests that for every day you don ’ t follow up , you ’ ll see a 20 % drop in engagement . 3 With online events , this data is readily available to import into your CRM – or your event platform may have an integration for automated data syncing . This makes it much easier to segment , personalise and send follow-up campaigns quickly .
Personalise your comms
Some online event providers support referral tags ; these tell you which channel or ad drove the most sign ups , no-shows , attendees , engagement , clicks , questions and more . They can also give you
“ PERSONALISATION CAN REDUCE ACQUISITION COSTS BY AS MUCH AS 50 %, LIFT REVENUES BY 5-15 %, AND INCREASE THE EFFICIENCY OF MARKETING SPEND BY 10 TO 30 % .”