In 2013, attendee newsletters will no longer just be about spreading your latest news. With the global economies reviving, attendees will be busier than ever and looking for tools that will allow them to be more productive while attending your event. Below are the top 5 newsletter features that we think will be critical to the success of your newsletter campaigns in the coming year.
- Videos: Tutorial videos can offer attendees a quick and easy way to learn how to use your event tools. For example, you may offer a mobile app or networking website. By posting a tutorial video on how to obtain and use these tools, you have reduced the entry barrier for the attendee. Videos are also easily consumed on mobile devices and shared with others.
- QR codes: QR Codes allow readers to quickly access videos, websites, messages and images without having to type a URL. Attendees can easily share content with colleagues and friends by allowing them to scan the QR code, found in your newsletter, from their phone. With mobile phones and tablets gaining a huge market share, it is critical to ensure that they can access your content on these devices.
- Personalized information: Attendees get so many emails, not only about your event, but in general. You have a better chance of being read if you address the attendee personally in your email. This can easily be achieved with a simple mail merge, which most email software should offer. In addition, the success of your campaign will ride on the fact of whether each attendee is getting information relevant to him or her. Segment your attendee list by categories, interests and past preferences and send targeted communications to get the maximum bang for your buck.
- Extras/special deals: Reward your newsletter readers for taking the time to read your announcements. Include a special deal or bit of information that is only revealed in your newsletter. For example, all newsletter readers can come to your booth and receive a Starbucks gift card between 9am-10am on Monday. Or all newsletter readers can save 10% when they sign up to attend the conference sessions.
- Short cuts: Your newsletter should offer easy access to your event’s information. Be sure to carve out a section in your newsletter for quick access to your website’s most popular pages (log in page, floor plan, exhibitor list, etc.). You may also want to consider offering Single Sign On links for logging into the attendee portal or registration site. Single Sign On links do not require the attendee to enter a username and password to log in to your site, just another way to make your attendee more productive and increase website traffic.
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