Attendee registration usually opens several weeks prior to the live event. The timeframe in between offers show organizers an excellent opportunity to engage, educate, and relay valuable planning information to attendees. Enter – the Attendee Engagement Campaign.
An attendee engagement campaign may consist of many components including emails, educational videos, social media posts and more. While other promotional channels are becoming more popular as well, results from several recent surveys comparing multiple digital communication channels indicate that email still outshines all other options. In fact, a new Email on Acid survey of 3,000 marketers and developers has revealed that 87% of the respondents plan to invest more money in their email budget in 2017! Obviously, there is a solid basis for email communications to continue to be the central part of most marketing campaigns.
When well planned and carefully executed, emails can be especially effective in delivering both fundamental and timely information, such as:
- Introducing efficient web and mobile planning tools provided for the event
- Promoting special events, new product showcase galleries, major sponsors and more
- Ways to find and connect with matched suppliers as well as peers from the industry
- Showcasing influencers and encouraging attendees to get involved in conversations surrounding the event on social media
- Highlighting the benefits of attendee loyalty programs
However, with the advent of smart marketing automation services and better integrations between technology platforms, email marketing in itself is undergoing a rapid evolution. It is, therefore, important for event marketers to stay updated on newer techniques and consistently review their strategy from time to time. Here are 3 such trending techniques which can help you strengthen their attendee engagement campaigns in the build up to successful events:
- Create Smart Segments and Personalized Communications
Brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize (Source: Experian, 2016). In addition, segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns (Source: Mailchimp, 2016). Email recipients tend to better trust communications that include their names, secure login links, and information suited to their demographics.
- Create More Triggered Campaigns
Triggered emails drive 624 percent higher conversion responses for the same number of sends as compared to “batch and blast” emails. This is driven by a 381 percent higher click rate, and a 180 percent higher post-click conversion rate (Source: VentureBeat, 2016). While batched communications are good for disseminating fundamental show information; marketers find that triggered communications, such as an automated email promoting a keynote session prompted by a visit to the session schedule web page, are much more effective in delivering re-engagement and return visits.
- Optimize for Mobile Delivery
In 2016 the greatest number of emails were opened on mobile devices at 54%, Webmail ranked second at 30% and Desktop email opens dropped to 16% (Source: Litmus 2016). Clearly, marketing communications need to seamlessly adapt to smaller screens and load much faster to accommodate the ever-increasing population of mobile recipients. This requires specialized knowledge for creating responsive email templates and optimizing images to keep download sizes reasonable.
In summary, effective email communication make the attending and planning experience for an event less overwhelming and more rewarding for event participants. Event marketers need to stay updated on latest technologies and tactics to continue to facilitate a meaningful “attendee journey”.
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