No feedback with your mass email invitation? Did you figure out whether it’s issue with the copy, timing, channel or database? You can automate the registration process, why not also automate your marketing campaigns with your delegate’s preferences? Engage with your delegate prior, during & post event with their most updated behaviour & most-engaging channel.

2. Maximize your revenue by
maximizing delegate
profile value
Benjamin Glynn
Managing Director, Emarsys

3. 1 What delegates expect from
modern event communications?
2
3
How to engage with delegates
the right way?
Key Takeaways

4. Common event marketing practices & challenges
• Mass email invitation in regular schedule
• Mass brochure mailing
• Limited Data Capture & Database Segmentation
• Content – One size fits all (One to Many)
• High delegate acquisition costs

5. 74%of people get frustrated when
content (e.g. offers, ads, promotions)
appears that has nothing to do with
their interests.
Source: Janrain & Harris Interactive

6. The Key is in creating a personalised
and relevant experience

7. What strategies do you find most effective for increasing customer
lifetime value? (Source: Econsultancy, April 2014)

8. START WITH IMPROVING DATA
CAPTURE FROM PROSPECTS AND
PAST DELEGATE

9. Make it easy as
possible to subscribe
Offer value in
exchange for
registration

10. Use multiple channels
to capture information
and sign up
Offer value in
exchange for
registration

11. Use Advertising To Drive Database Growth
Use display advertising
to promote the latest
whitepaper to people
who have previously
attended an event

12. Use Advertising To Drive Database Growth
Promote your Facebook
newsletter sign up using
Facebook ads
+ incentives

13. Use Advertising To Drive Database Growth
Organic traffic
Fb ad traffic
Display ad traffic
ANALYZE
LEAD SOURCE
FOR OPTIMIZED
INVESTMENT

14. Conduct Post Event Surveys
MEASURE NPS
TO IDENTIFY
KEY
ADVOCATES
Focus efforts on
delegates with high
repeat attendance
potential
Satisfaction
Survey

15. What type of information can help us increase relevancy?
Clicked certain topic
within the email
Registered with
email and
phone no.
Visited the website and
browsed a specific
category yesterday
Attended and event
And completed a
Post event survey
Data from 3rd
Party Software
Additional
Offline Data – Spoke to a
Sales representative
DATA
ANALYTICS

16. Example: Prospect Profiles
Registered to newsletter 300 days ago, Told us she was interested in IOT
Marketing, Marketing Director
Registered 300 days ago, Told us she was interested in Email Marketing,
Visited the website 2 weeks ago, Browsed IOT category page, Downloaded
IOT Whitepaper 3 days ago, Opened Newsletter and clicked on IOT content

17. Example: Automated and personalize lead nurturing
ACQUIRE

18. Example: Automated and personalize lead nurturing
NURTURE

19. Example: Automated and personalize lead nurturing
CONVERT

20. Engage with delegates prior, during & post event
Welcome Coming to event!
Facebook
Retargeting
RSVPFacebook
signup
Love the event! In App Recommendation SMS

21. Key Takeaways
Delegates nowadays demand personalized content
from our event communications.
Gathering data into a unified delegate profile helps us understand their
preferences.
Automate marketing campaigns throughout the delegate lifecycle to deliver
the right content at the right time on the right channel.

22. THANK YOU.
www.emarsys.com