Know-How Exchange : E-Marketing

Do you provide any sort of thought leadership or expertise in this industry? If you can link them to something of value on your website or blog and then let them know where they can find you at the show, that would be more effective than just a "see us at booth#123" Give them a reason why they would want to hunt you down at the show.

All the best!

Melissa Paulik
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Definitely agree with ANG. Also, remember to:

- Target and segment your list. Personalize your emails and send it to the right people.

- Give them a good reason to come by your booth. Ideally, this has something to do with your company/product, not just a freebie - because those are easy to come by at shows.

- Are your salespeople setting up meetings in advance of the show? Make sure people are getting consistent communication between you & sales - i.e., if they already have a meeting scheduled don't send them an email promo.

- You can minimize chances of being spam by running an inbox checker if your email software has that capability. I use MailChimp and it's available through them - they call it "inbox inspector" and they actually tell you how likely it is to go into spam and how to fix your email.

Everything above is right on target.

And...

We've proven over and over again that you'll increase response with each mailing, so definitely send more than once. Three times sounds good.. stop mailing to people who respond/book appts.

Also, consider keeping messaging similar and adding 'following up' or '2nd email' to your subject lines for those second emails..

And, drop the graphics for at least the last email.. although HTML is snazzy and most filters don't hurt you JUST for using graphics, some do and we've consistently seen a bump in 3rd email response when we've dropped images.

If you'd like to chat, feel free to ping me.

Good luck!