Event marketing is still considered to be an important pillar in today’s B2B marketing & sales campaigns. Regardless of its detractors, it is thought to be a key source for building high-qualified leads pipeline. A recent study has showcased, that out of 10, more than 4 B2B marketers are tapping into the opportunities from event-based prospecting. In this digital marketing era, it is very easy to enhance your event marketing efforts specifically through focused email campaigns towards your event-based contact databases.
It has been observed that an average event marketing campaign depends on close to 6 alternate channels to optimize its results. Among these, email channel ranks the highest with closer to 76% acceptance ratio among event marketers who rely on word-of-mouth, website, social media, direct marketing, tele-calling, etc.
Email campaigns have long been the major maximizing tool for delivering extensive results for event marketing over other channels. But to consistently achieve higher returns on your email campaigns, it is vital for you to take the utmost care and build thorough backdrops about your campaigns. See below some interactive ways that can assist you in creating an effective email campaign for your targeted event
1. Organize your Email Database
As in any other strategy, quality is always supreme to quantity. The event data is usually incomplete and may not be as per your requirement. The most imperative fields like email id and contact numbers are masked. Thus, it is important to make sure to clean-up/verify previous year’s list. Immediately make the effort to append/enrichment on data collected at event venue (business cards, lead retrieval tool, etc.). Don’t make the mistake of inviting everyone in your contacts list just for the sake of it. Take some time and understand your target market/audience so that you can segment and profile your target audience for highly interested and encouraging contacts.
2. Entice your Audience through your Email
Your event email should have a certain level of top pedigree and conversion command in its messaging than any other regular email campaigns. Starting with the ‘subject’ line to the ‘call-to-action’ clicks, each element should give the user a strong reason to reach out to you and make plans to actually attend your event. Offer something interesting – may be an exclusive giveaway, a lucky draw or an invitation to the cocktail reception that you have held! Test out the messaging and its components to fix on your ideal factors required for your email campaign.
3. Check your Content Relevance
After organizing your mailing lists as per your target audience for trade-shows and other events, you need to write and develop qualitative content that keeps your user engrossed. Your content quality has the power of single-handedly making or breaking your email campaign. Good written content that helps your target audience to understand whether the event can serve its needs and expectations can go a long way in building strong relationships. Try to write something that keeps your invitee interested in attending your event and solves his problems.
4. Remember to Follow-up
Event marketing data is an ideal starting point to ‘nurture campaigns’ through marketing automation tool. Segment your email lists based on interactions and inputs received during the event & feed relevant content accordingly. Emails do play a significant role in following up and engaging with your prospects acquired during the event. Your follow-up mailers should be on time and to the point. You can time it out after the event, and focus on the important content aspects that matter most to your email recipient.
5. Tap Alternate Channels
As per Hubspot’s study, most marketers rely on mixing numerous marketing channels to support their event marketing efforts. You may be of the opinion that only 5-6 regular channels are required in your case, it still counts to depend on your social profile fans, cold calling lists, and your web visitors to explore potential event attendees.
To conclude, in your event marketing perspective, email campaigns are simply a part of the lead generation cycle. This relationship should never go the other way around at any stage.
Remember, your email plays a significant role in building awareness, presence and conversion towards your event and not just the sole emphasis of your target audience.