How to Craft a Strategic Email Campaign

By Mindy Hylton, March 28, 2017

An email campaign is one of the most effective and affordable ways to promote your event. Develop your email blueprint with these seven tips.

1. Identify goals.

Start by pinpointing your marketing and event goals. Are you looking to generate leads? Create brand awareness? Increase registration or ticket sales? By identifying your goals upfront, you can map out a cohesive message, call to action and timeline.

2. Analyze past campaigns.

Determine what worked from past events and do it again. Don’t repeat mistakes from previous years simply because that’s how it’s always been done. Look at survey results and feedback from attendees. Was there a time when registrations peaked? Did a specific message or call to action get higher results? Use this data to create a best practices cheat sheet. If this is your inaugural event, you may not have past campaigns to pull data from. In this case, competitive events are a great place to start. See what they’re doing and use that research as guidance.

3. Know your competition.

Anything that could deter attendees from attending your event is considered competition. It can be date conflicts, blackout periods, inclement weather, holidays, travel time, etc. Identifying these factors now will allow you to plan ahead and avoid wasted marketing efforts.

4. Know your audience.

Why are your members attending, and what’s important to them? Is it keynotes, education, networking or professional development? How does your audience behave? Do they register early or wait until the last minute? When you pinpoint who your audience is and what’s important to them, you can develop a timeline and messaging that speaks directly to them.

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