As B2B media companies, we are pretty much the experts when it comes to direct email marketing. But over the years, we’ve seen the performance of our programs decline year over year, ever so slightly. A wise man once said, “the sign of true insanity is to repeat the same thing over and over again and expect different results.” Looking at email campaigns over the years, they look different (pictures and buttons), but are they really? The one constant on mine when I first started was Register Here! Here are 7 things you can try and not go insane!
- Content - Try not selling something. Give something back. Find a relevant article, video, or podcast that made you think. I’m sure your customers might find it interesting as well.
- Social Media - Kinda like content, but different in that use it more as a resource. Find interesting conversations and point your customers in that direction (and not always yours).
- Exhibitors - Your exhibitors and sponsors have interesting things going on. Let your customers know about them before they register, not just after.
- Contests/Sweepstakes - Getting people to sign up to win something is a great way to build a relevant prospecting list and can be fun for your customer. But get creative…don’t just give away a car.
- Feedback/Surveys - Ask customers what they think about you and your industry. You can also use that to build a better show.
- Reviews - Whether it’s industry products, technology or books, this will save your customers time.
- Interact - Email is a 2 way communication tool. Ask your customers a question and publish the responses. Encourage a 2 way discussion.
These all sound the same because they share a common theme…It’s all about enabling your community. For more email insights, DJ Waldow wrote why most email marketing messages suck.
Remember, people don’t mind getting emails, they just don’t want to be spammed. If you offer them something useful, they will probably welcome hearing from you again. Then you can ask them to register later.
