Success by Association - July/August 2017 - 21

"You don't start emailing a month before
the conference. You should be thinking about
a six- to eight-month program."
Mind Your Metrics
Other mistakes? Getting too focused on some of the efficiency
metrics, like open rates or click-through rates, instead of
looking at conversions or spending time growing an emaiil list
to reach more people.
Metrics like unsubscribe rates can also provide clues to
success. And you can measure your success with A/B testing-
using two different subject lines for two different groups of
recipients, to see which one perfoms better.

Email@Meetings
Email marketing plays a different role when it comes to
business events versus, say, musical concerts, Sharma
said. Thinking ahead is critical. "You don't start emailing a
month before the conference," Sharma said. "You should be
thinking about a six- to eight-month program to give potential
attendees time to make travel plans. Your email campaign
could include an event recap from the previous year's
meeting, or use content from past events to boost excitement
for an upcoming conference. This can be particularly useful
if you haven't decided on speakers or topics yet. Organizers
should make sure to send emails with location and date of a
convention or meeting well in advance.

Adding Value
Not every email should be about selling tickets or getting
immediate registrations, Sharma said. It's important for your
communications to add value. That might mean including
short video clips of powerful keynote speeches from past
events, or engaging graphics that highlight important
statistics from your industry. And you can offer language to
help attendees justify the expense of an event. "If a manager
is thinking about their training budget and how an event fits
in," Sharma said, "give them language to get approval for it."

Small Screens
Email got its start on personal computers and
laptops, but today, you have to consider how your
communications look and feel on mobile devices.
More emails are now opened on mobile devices than
on desktops, according to the Eventbrite report. So if
your messages aren't optimized for the small screen,
you might miss out on clicks.
"Organizers need to stay on top of mobile trends,"
said Eventbrite's Sheena Sharma. That goes beyond
determining whether the email looks good to mobile
users. If someone clicks through to try to register
for your conference on a smartphone, will the
registration page work or be difficult to navigate?
"Always test everything on desktop and mobile,"
Sharma said. "Look at the flow from the prospects'
point of view and how they engage with it."

More, More, More
The Eventbrite report also contains suggestions for improving
the power of your email punch. Adding more links to an email
can improve the click-through rate; including a relevant,
eye-catching image can make an impression; and offering
a customized email frequency schedule can help lower
unsubscribe rates. "People are not spending enough time on
email markering," Sharma sayid. "It's an important piece of
the suite of digital marketing." z

Michelle R. Davis is a writer and editor based in Silver
Spring, Maryland.
Reprinted with permission of Convene, the magazine of
the Professional Convention Management Association,
©2017, pcmaconvene.org.

july/august 2017

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success

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http://www.pcmaconvene.org

Table of Contents for the Digital Edition of Success by Association - July/August 2017

President’s Message
Event Calendar
Four Ways Managers Can Help Improve Employee Performance
Attract Millennials to Your Meeting
Address These Employee Needs for Maximum Retention
Seven Ways to Improve Panel Presentations
Growing Event Attendance Through Content: Very Useful for Associations
Thank You to our Annual Meeting Sponsors
Creating a Pocket of Excellence When Surrounded by Mediocrity
Get the Message
Member Updates
5 Reasons to Consider Live Streaming Your Next Event
Strategies for Effective Business Networking for Young Professionals
Young Leader Profile
Buyers’ Guide
Advertiser Showcase
Advertiser Index
Executive Director’s Message
Success by Association - July/August 2017 - intro
Success by Association - July/August 2017 - cover1
Success by Association - July/August 2017 - cover2
Success by Association - July/August 2017 - 3
Success by Association - July/August 2017 - President’s Message
Success by Association - July/August 2017 - Event Calendar
Success by Association - July/August 2017 - 6
Success by Association - July/August 2017 - Four Ways Managers Can Help Improve Employee Performance
Success by Association - July/August 2017 - Attract Millennials to Your Meeting
Success by Association - July/August 2017 - 9
Success by Association - July/August 2017 - 10
Success by Association - July/August 2017 - Address These Employee Needs for Maximum Retention
Success by Association - July/August 2017 - Seven Ways to Improve Panel Presentations
Success by Association - July/August 2017 - 13
Success by Association - July/August 2017 - Growing Event Attendance Through Content: Very Useful for Associations
Success by Association - July/August 2017 - 15
Success by Association - July/August 2017 - Thank You to our Annual Meeting Sponsors
Success by Association - July/August 2017 - 17
Success by Association - July/August 2017 - Creating a Pocket of Excellence When Surrounded by Mediocrity
Success by Association - July/August 2017 - 19
Success by Association - July/August 2017 - Get the Message
Success by Association - July/August 2017 - 21
Success by Association - July/August 2017 - Member Updates
Success by Association - July/August 2017 - 5 Reasons to Consider Live Streaming Your Next Event
Success by Association - July/August 2017 - Strategies for Effective Business Networking for Young Professionals
Success by Association - July/August 2017 - 25
Success by Association - July/August 2017 - Young Leader Profile
Success by Association - July/August 2017 - Buyers’ Guide
Success by Association - July/August 2017 - Advertiser Showcase
Success by Association - July/August 2017 - Advertiser Index
Success by Association - July/August 2017 - Executive Director’s Message
Success by Association - July/August 2017 - cover3
Success by Association - July/August 2017 - cover4
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