Email Marketing Best Practices

Posted by Cat Virca in Tips, Trends

Trade show marketing campaigns consist of many different strategies and techniques to catch the attention of attendees and prospects. One of the most effective and cost efficient methods of outreach is email marketing. Eric Dyson, Author at Nimlok Trade Show Marketing Tips, shares a few helpful hints for successful email marketing campaigns in his article, “Trade Show Marketing 101: Email Marketing Tips.”

Before you write any content, establish who your target audience is. Tailor your message to be receptive to your intended audience. Consider how likely they are to open email communications and how much buying authority they posses. It’s helpful to form a buyer persona of your ideal customer and outline their likes, dislikes, temperament, and personality traits. You’ll be able to zero in on your target demographic, which should leader to greater ROI.

Be aware of the trade show marketing cycle, which includes pre-event, in-event, and post-event stages. Send emails at each of these phases to boost engagement. The pre-event phase is arguably the most important as these emails will set the pace for the rest of your campaign. Figure out what resource or promotion you can push to generate the most buzz around your company leading up to the event. In-event emails need to drive traffic to your trade show booth. Create engaging content with a strong subject line and include a call-to-action, such as special giveaways or exclusive samples. Post-event emails are a great way to follow up with attendees and receive feedback after the show.

Email marketing may require a certain amount of trial and error. Test out different approaches to find what works best for your business goals.

Read the full article.