Marketing Your Association Conference Through E-mail

When used correctly, e-mail can be one of the most effective marketing tools to take your event to the next level. Not only is it cost effective, but you have the ability through e-mail to send out timely information quickly and often.

Here are some tips to use e-mail marketing more effectively for your next association conference.

Plain Text vs. HTML – Today’s spam filters are increasingly filtering out non-spam e-mails. To get around this, send both html and plan text e-mails to help ensure more of your recipients will actually receive your e-mails.

Content. Content. Content. – Reinforce your message by repeating key points in your e-mails, but also add fresh content. For example, you may want to include a section about conference highlights or why someone should attend in every e-mail and also include a section focusing on a different speaker or topic that will be presented.

Who are you sending to? – Be sure you review list regularly and find ways to increase the numbers you send to. If you have a conference website, have a way for people to sign up for more information. You may also be able to purchase an e-mail list from another organization. This is a great way to introduce your conference and association to new people.

Is it working? – You will never know if your e-mail campaign is working if you don’t track and pay attention to the statistics. You will want to keep an eye on how many readers open the e-mails and which links are clicked on the most. You may be surprised at which e-mail topics are most popular and you can add more about these in the future e-mails.

Also keep an eye on the e-mail addresses that bounce back. If an e-mail bounces back more than three times, you should remove it from your list. This will ensure that your list stays clean and you are not penalized by some of the larger e-mail services.

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