Question

Topic: E-Marketing

Distribution Lists For Pre-trade Show Mailers

Posted by lisaverrecchia on 8/14/2014 at 2:40 PM ET 25 Points
Requesting thoughts and perspectives:
When sending a pre-show email for trade shows we are attending, sometimes we receive the attendee list with email addresses so we know who is registered and are sure they will be there. One thought is to distribute the email only to attendees. Another thought is to send to additional, targeted individuals who are not registered to attend the show, but still good for them to know we are active and out there. Keep it to only attendees or include others as well? thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/14/2014 at 5:11 PM Accepted
    If you're attending the trade show, then your mailers to the attendees is more of an invitation to visit you (and a clear call to action to do so). For the non-attendees, your mailer would focus more about their needs than the event.
  • Posted by Gary Bloomer on 8/14/2014 at 7:41 PM Accepted
    Snail mail to one and all … BUT, send one offer to attendees and a different offer to non-registered folks. Include a solid call to action in both mailings that send recipients to different landing pages on which you get them to opt in. This then covers your rear against spam and gives you an asset that's pre-segmented to then continue messaging to.
  • Posted by lisaverrecchia on 8/22/2014 at 9:04 AM Author
    Thanks for the feedback and advice!
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