Event Marketer: Don’t be Desperate

Old-line retailers—desperate for sales—were criticized last month for deluging holiday shoppers with irrelevant emails.


Are you guilty of acting desperately, too?


Many event marketers are swamping attendees' in-boxes with vague offers of "must-attend" trade shows and conferences.


Attendees are growing angrier and more resistant by the day.


How can you tell you’re sending too much email?


Your opt-out rate.


If you see it start to climb abnormally, you can bet you’re sending subscribers too many emails.


One easy way to prevent opt-outs is personalization.


Personalization counteracts the impression you’re “spamming” subscribers.


Personalization also boosts response. Simply including the reader's name in the Subject line boosts open rates over 25%.

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