By Jody Long
Why use it?
· Allows you to stay in contact with customers and event attendees before, during, and after the event.
· Allows you to invite them to future events.
· Allows you to offer them other services or products.
When to use it?
· 5- 6 weeks out from the event start creating a buzz, give teaser information on your facebook page and twitter feed. Let your audience know there is more information to come, or provide them with a save-the-date email. Consider offering an early registration discount to attract your first customers and start to drive attendance.
· 3-4 weeks out from the event is when you want to drive registration. Email everything you have regarding the event. Make sure all of the information is correct in the email going out, and on your registration page.
· 0 – 2 weeks out from the event, maximize your attendance. Don't overwhelm your audience with emails, but send out a reminder email to those who haven't responded. Email all registrants before the event with details including parking, directions, name badge info, etc. This will also serve as a reminder that they signed up for your event.
How to use it?
People are usually hesitant to give you their email address, because they don't want their inbox flooded with spam. They also don't want it cluttered with emails from you. For this reasons, you must ask for their permission to email them, and you must email appropriate content. For more information on “permission marketing”, and how to go about it the right way, check out the expert in marketing, Seth Godin, when he discusses this topic: http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html
Remember, it's about sharing good information, and building relationships. People open emails from businesses, companies, and people they trust. One way to build trust is to send out a welcome email as soon as a customer gives you their email address. It should remind them who you are, and why they signed up. Always offer the unsubscribe button on each of your emails.
Some of the more popular email marketing programs and websites include: Mail Chimp, Constant Contact, and iContact. Each have their own features an benefits, and some offer free trials so you can be sure it's the right program for your marketing needs.
Another way to use email marketing at your events, is by capturing email address on the spot. QR codes are very popular for capturing customer information, especially if you are collecting information from new clients, or those who haven't signed up for your event.