Develop effective and profitable communication thanks to email marketing

Although the new marketing tools guarantee innovative ways to reach and conquer new customers, email marketing does not seem to have lost its importance in the field of communication, quite the contrary! 

Let's see how this type of communication can be adapted and used in the events sector.

Let's start from the beginning, what is email marketing

Email marketing is a type of direct communication with your contacts or "leads", if we wanted to use a term that has taken hold in recent years. 

The emails are sent to structured lists of contacts that have distinct characteristics and therefore need to receive a different communication. 

A fundamental aspect to understand is that email marketing does not necessarily have as its purpose the sale of a product or service but can also be used to explain and inform your audience.

Personalization is the cornerstone of email marketing

As we said earlier, sending the same emails to all contacts is an extremely ineffective strategy ... it is therefore necessary to develop effective communication and personalize your emails according to two criteria: 

• make the email clear and recognizable on a graphic level 
• customize the contents according to the characteristics of the various audiences

We quote you a figure to make it clear how important these two factors are: the number of emails that a person receives on average per day is 30! 

Yes to aesthetics ... but pay attention to clarity

To emerge from the enormous amount of content it will therefore be necessary to segment the mailing list by type of user (personas), structuring the content on the basis of the recipient-type. 

But segmentation alone is not enough: it is not enough because we live in an era where the visual impact of the content has more value than verbal communication. Structuring, therefore, the visual impact of your emails is essential! We need to be clear and captivating. 

The layout of your emails must be clear and uniform because as various marketing studies show, users look for certain functions where they usually look for them:

• The company name and / or logo at the top left
• Contacts and references in evidence 
• If you are promoting an event, the date and time must be easily available to readers

With these structural tips in mind, you can unleash your imagination regarding the aesthetic side of your emails, trying to make them pleasing to the eye and not make them deviate too much from your corporate image.  

What types of content for the events sector?

Now that we understand what email marketing is and how to structure an email, let's see some examples of content from the events sector:

• If you are a company that wants to communicate its participation in a fair, you could encourage your contacts to visit your stand by reserving them special treatment or promising them unique offers or gadgets
• If you are an event organizer who wants to invite companies to participate in your event, you could offer them visibility by sponsoring some interventions or workshops
• If you have a mailing list with possible visitors, you could send them the program of the event, illustrating the companies that will be present or any speakers with attractive names
• Create special invitations for foreign visitors, incentivizing their visit by promising them a special treatment (for example the possibility to rest, eat or have meetings in a private lounge)

These are just a few examples of the types of content that you can apply to your email marketing campaigns related to our sector.

Track email performance

Last but not least, it is essential to check the performance of your email marketing campaigns: sending rate, opening rate, clicks on the call to action, download of any attachments… keeping track of this data will help you understand what you are doing well and where, instead, it would be better to make changes. 

We have therefore seen how thanks to email marketing it is possible to develop effective and profitable communication. 

With an event platform like Letzfair, you will help exhibitors and visitors in the exchange of contact information (fully automated functionality) by helping them to start and develop a relationship that can continue even after the event is over. 

If you care about the satisfaction of your exhibitors and visitors and would like them to remain fully satisfied with their participation, request a demo!