Success by Association - July/August 2016 - (Page 16)
Email Marketing Advice for
Exhibitors and Sponsors
Deirdre Reid, CAE
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
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.
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
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
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
Executive Director’s Message
Success by Association - July/August 2016