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© 2013 – Saffire Events®
Kendra Wright
President, Saffire Events®
Is Email MarketingDead?
NO! (Here’s Why.)

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© 2013 – Saffire Events®
Corporate Portfolio

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© 2013 – Saffire Events®
Event Portfolio
Rodeo Austin
SouthTexas State Fair
Rodeo Belton/ 4th of July
Celebration
BrazosValley Fair
Heart O' Texas Fair & Rodeo
Amarillo Tri-State Fair
FortBend CountyFair
Central Texas State Fair
Comal CountyFair
Okeechobee CountyFair
Amador CountyFair
Chowchilla Fair
Palomino Fest
Lea County
CoorsCowboy Club
WashingtonCountyFair
Texas State ForestFestival
American Royal
Colorado State Fair
Napa CountyFair
DodgeCity RoundUp
Brazoria CountyFair
SanAngelo
Rogers CountyFair
Greater BatonRougeState Fair
Central States
Black Hills StockShow/Rodeo
Los Fresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
NorthwestWashington
Fair
SikestonRodeo
Delaware State Fair
SangamonCountyFair
East Texas
Park of East Texas
Laramie CountyFair
Benton-FranklinFair
Carroll CountyFair
Pendleton Round-Up
PonyExpress Days
Arizona National
Livestock Show
YoloCountyFair
California Rodeo Salinas
Rio Grande Valley Livestock Show
Old Sorehead Trade Days
Cuero TurkeyFest
Fiesta San Antonio
Glenn CountyFair
State Fair of Louisiana
FourStates Fair
MontgomeryCountyFair
AgriculturalLearning Center
GrantCountyFair
NorthTexas State Fair
Rooftop Rodeo
West End Fair
Crabtree Amusements
Trinity Valley Exposition
Brackenridge Recreation Complex

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© 2013 – Saffire Events®
Saffire Association Partners

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© 2013 – Saffire Events®
NOT COOL: Oldest Tactic

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© 2013 – Saffire Events®
COOL: Most Successful

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Poll

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© 2013 – Saffire Events®

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© 2013 – Saffire Events®
Email &Social Media

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BOOSTS
Social sharing
email results!

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Most Cost-Effective
Top Revenue Generator
Fastest Results

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© 2013 – Saffire Events®
What Leads to Mobile Purchase?

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© 2013 – Saffire Events®
Multi-ScreenMarketing

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Really Old Days
FairlyOld Days
Now

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SOFA
MAXIMIZEthe

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© 2013 – Saffire Events®
Anatomy of Success
Big Email List
Lots Opened
Lots Clicked
$$$

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© 2013 – Saffire Events®
Elements of Success
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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© 2013 – Saffire Events®
Step 1: Make Game Plan
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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Choose
your team

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Brainstorm
with yourteam

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1. Write down the target
audiences for your event.

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2. Think of reasons each
audience attends your event

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2. Match topics to reasons

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What we want to
tell people

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What people want
to hear

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Mindshare
With
Community
Connections
Inform Entice Keep
About
Events,
News,
Promotions
With
Many
Buying
Options
Categories of Info to Share

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Plan for:
When to send?
How often?
How willyou send?

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Poll

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Year Around
1-2/Month
Articles, Announcements, Offers

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Occasional
One Subject Blasts
Entertainment line-up, gala, golf
tourney, etc.

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Poll

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Before Event
CONSIDER DOUBLING “Pre-Event”
Email Success Builds Daily

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During Event
Never Miss a Day
“Today at the event”

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After Event
“Immediate” recap

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Organized?
How do you get

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© 2013 – Saffire Events®
Editorial Calendar

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www.SaffireEvents.com/calendar

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© 2013 – Saffire Events®
Step 2: Build a list
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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© 2013 – Saffire Events®
Starting from scratch
Outlook contacts
Boardof Directors
Volunteers
Sponsors
Exhibitors
Past Purchasers
Etc.

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© 2013 – Saffire Events®
Email signups on everypage

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© 2013 – Saffire Events®
Ongoing - Online
When people share anevent photo
When they complete an online form
On Facebook, offer Likeand email signup
On Twitter, promote by teasing pending campaign

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© 2013 – Saffire Events®
Ongoing - Offline
Door prizeorsignup at events
Anytime they purchase something

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Have a Facebook Contest
Goal = Email addresses
Use a platform thatyou don’t own
To get email addresses you do!

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Contest Prizes
Tickets
(Autographed) Merchandise
Experiences
Meet& Greets

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© 2013 – Saffire Events®
Step 3: Write it
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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© 2013 – Saffire Events®
Use Your Calendar!

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Don’t Tellthe Whole Story

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Goal:Clicks to website!

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© 2013 – Saffire Events®
one main
story
two smaller
features
TEST
AGAINST
EACH OTHER
two smaller
features
Consider a Pyramid

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The Formula
Headline
Image
Text(short,with links)
Callto action
e.g.,“Click here to enter now!”

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© 2013 – Saffire Events®
Encourage Sharing!

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© 2013 – Saffire Events®
Step 4: Include good imagery
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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One that makes you click!
What makes a
good image?

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© 2013 – Saffire Events®
Step 5: Strong subject line
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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Good content and images
CLICKS…
Good subject line
OPENS!

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© 2013 – Saffire Events®
Good subject lines
Something recognizable
Action words
Not too spammy
50 characters or less

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© 2013 – Saffire Events®
BONUS POINTS
Turn into Tweet
120 characters, #and shortened URL
Turn into Facebook post
150 characters,image and no #

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© 2013 – Saffire Events®
Step 6: Track the performance
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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You’re not
Marketing!
If you’re
not measuring,

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1
Track
PER EMAIL

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Open Rate

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Click-Through Rate (CTR)

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Responserate – web visits, revenue

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2
Track
OVER TIME

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House File Size

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Churn (% who leave your list)

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Cost/Email

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Revenue/Email

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&
Sample
OPEN RATESVaries a lot by client
9-15% on low end
30-35% on high end

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© 2013 – Saffire Events®
Highest open rates
Good subject line
Clients who sell online
Clients with a strong brand
Sent at the right time/day
Tuesday mid-morning, evenings & weekends

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&
Sample
CLICK RATESNot as much variance by client
Around 10-20%

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© 2013 – Saffire Events®
Calls to Action = Clicks
Use action words
Get MoreInfo!
Sign Up!
Buy Now!
MorePhotos!
Don’t tell the whole story

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© 2013 – Saffire Events®
Step 7: Learn and repeat
MAKE A GAME
PLAN
CREATE A LIST
OF RECIPIENTS
WRITE THE
MESSAGE
INCLUDE GOOD
IMAGERY
USE A STRONG
SUBJECT LINE
TRACK THE
PERFORMANCE
LEARN AND
REPEAT

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MOST SUCCESSFUL?
Which ones have been
DO
MORE!
LEAST SUCCESSFUL?
Which ones have been
TWEAK
THEM!

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Learn and repeat
How have they affectedwebsite visits or revenue?
What trends have you noticed that are actionable?

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© 2013 – Saffire Events®
To review
Createan editorial calendar
Prioritize email, especially during your event
In this order, focus on integrating with social media
Facebook, Twitter,YouTube,Pinterest/Instagram
Improve your tracking

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Kendra Wright
WWW.SAFFIREEVENTS.COM
@SAFFIREEVENTS
SAFFIREEVENT