Marketing
In a nutshell
• Keep your content simple and
strong
• Write an enticing subject line
• Enhance content with visuals
• Create a sense of urgency
• Personalise your subject lines,
but don’t overuse them
• Use behavioural content to drive
click-through rates
• Avoid "spammy" keywords in
your copy
• Write for your target market
• Personalise email send times
• Offer users a reason to opt-in
be sent out to this segment. Keep
your email design layout simple but
ensure that it’s also mobile friendly.
Use call-to-action buttons with unique
promo code links to track and analyse
engagement and see which design
elements of visprom email perform
better and adjust those accordingly in
follow up email campaigns.
New visitors: These are people who
have recently subscribed. In order to
engage and convert these visitors, best
practice is to set-up automated series of
emails to further educate them about an
event. Timely and interesting content is
a killer combination.
Risky visitors: These people are
starting to lose interest and haven’t
opened an email recently (e.g. last few
emails). To get them to re-engage it’s
best to design an email that includes an
incentive to win them back.
Inactive visitors: Those who haven’t
engaged in a while. The key is to spend
time designing a ‘win back’ email for
this segment. These are also known as
‘wake the dead’ campaigns.
Visitor subscription engagement data
is a powerful tool that event organisers
can use to improve email deliverability,
opens and clicks. Applying a strategy
based on levels of engagement will
boost overall email performance and
send emails your subscribers actually
want to receive. Plus, you can leverage
email automation to trigger based on
unique subscriber actions, so you send
the email exactly when subscribers
are most likely to engage. It’s a win-
win for your email strategy and your
deliverability.
As a final point, it goes without saying
that adherence to GDPR regulations and
an awareness of data security are a vital
part of the email marketing mix. GDPR
forced a positive change in how the
exhibition industry uses, handles and
exchanges data. The people on the other
end of your email marketing campaigns
have expressed an interest in you, your
company and your event and the core
of a successful campaign is providing
interesting, relevant messages which
don’t abuse that trust.
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