Success by Association - July/August 2016 - (Page 16)

marketingspotlight Email Marketing Advice for Exhibitors and Sponsors Deirdre Reid, CAE E very year, after registering for the ASAE Annual Meeting, my inbox is deluged with emails from exhibitors. I don't mind, I opted in to receive them. Yet, I'm stunned by the number of exhibitors who don't take advantage of this opportunity to make a good impression with their target market. Deliver value in return for your inbox privileges Most exhibitors waste this rare opportunity by sending out promotional emails about their product/service, booth number, and the prize they're giving away. You can do better than that. Rise above the crowd in a memorable way by using this opportunity to be helpful. Assuming you know your target audience, share something of value - educational content that helps association staff improve a process, solve a problem, or learn more about an issue. For example, if you sell email marketing systems, provide a tip for getting more emails opened and link to a blog post or other content that explains more. Sign off with a reminder that you'll be in booth X at the show and would love to share more tips in real life. Don't forget to remind attendees why they're receiving your email so they don't mark you as spam, for example, "We've sent you these tips because you opted in during registration to receive emails from exhibitors." Be a good community citizen Stick to your agreement with the show organizer. Most likely you'll receive permission to send one email (maybe more) to attendees. Comply with that agreement. You don't have permission to add someone to your newsletter or email marketing list just because they gave you their email address or business card. That's spammy behavior and a good way to ruin your "sender reputation." Your IP's sender score is lowered if your email is rarely opened or frequently marked as spam. Emails from IP addresses with a low sender score end up on black lists and sent to the spam folder, whether they're really spam or not. If you would like to add someone to your email marketing list, try a different tactic. Near the bottom of your exhibitor email, ask them to opt-in: "If you would like more tips for , please subscribe to our bimonthly newsletter." If they don't opt-in, remove them from your list. 16 success || july/august 2016 Segment the list before the show The most effective email marketing is targeted email marketing, but that requires knowing more about a recipient than their name and email address. If the show organizer sends you additional fields, such as company or association name and position or title, you're in luck. Review and segment the list so you're only sending your email to people who are potential leads. Remember, if an email is irrelevant, the recipient is more likely to delete it or mark it as spam. Think about your target market: a meeting planner has no interest in learning management systems, someone who works for a home builders association has no interest in abstract collection tools. And, a person who just saw a demo of your system shouldn't receive a generic email explaining what you do. Scan the list for any prospects with whom you already have a relationship. They deserve a more personal touch. Segment the post-show list too If you scanned badges and collected business cards from people who visited your booth, don't send an email like this to the entire list: "Thanks so much for stopping by our booth. We enjoyed visiting with you." How do you think an email like that goes over with an association exec who never visited your booth? I'll tell you: not well. It's a sloppy and lazy example of the "spray and pray"

Table of Contents for the Digital Edition of Success by Association - July/August 2016

President’s Message
Event Calendar
North Carolina Academy of Family Physicians Inspires the Next Generation of Family Medicine
What’s the Best Advice You’ve Been Given as a Meeting or Event Planner?
From Good to Great: 5 Little Ways to Take Your Conference Up a Notch
Email Marketing Advice for Exhibitors and Sponsors
2016 Annual Meeting Sponsor Recognition
Networking: Schmooze It or Lose It
7 Ways to Become a Meetings Industry Advocate
Member Updates
CRM for Associations: A New Approach in Member Engagement and Revenue Generation
Tips for a Meaningful Mountain Retreat
Young Leader Profile
FUEL — Strategically Creating the “Buddy System” for Young Professionals
Why Enragement Blocks Engagement
Staff Update: Introducing BriAnna Walker
Advertiser Index
Buyers’ Guide
Advertiser Showcase
Executive Director’s Message

Success by Association - July/August 2016