AuSAE - How an Effective Email Marketing Campaign Can Drive Registration

How an Effective Email Marketing Campaign Can Drive Registration

20 Jun 2017 1:30 PM | Deleted user

While using social media channels to get the word out about your meeting or event might be getting all the attention right now, don’t make the mistake of discounting a tried-and-true channel 91 percent of us check every day: email.

Yes, that humble in-box is responsible for 43 percent of all ticket sales, according to the 2017 Event Email Benchmarking Report from event technology platform company EventBrite. The study involved 341 organizers in the U.S. and U.K., the majority of whom—51 percent—planned business events, along with festivals (14 percent), classes (12 percent), and musical (7 percent) and sporting events (5 percent).

When It Comes to Lists, Size Matters

While of course your list will scale to the size of the event you’re marketing, generally speaking, bigger is better, according to the survey. Almost half of the survey respondents said their lists went to 1,000 or fewer recipients, while 20 percent went to 10,000 or more, and 29 percent said their list lands somewhere in between. About a fifth, however, said they don’t actively grow their lists—but you likely don’t want to be in that group if you also want to grow your event registrations.

Ways to collect email addresses include:

Require an email address on the registration form for your events, e-newsletters, and websites.
See if your sponsors and other business partners will share their lists. You also can ask if they would let you run a promotion on their website, mail or e-newsletters.
In printed mailed fliers, onsite promotions, and through social media, offer a discount or an opportunity to win free tickets or a VIP pass to those who share their email addresses. You can tell them they have to provide their email to claim their prize. Social media was the most popular inbound marketing channel for survey participants, used by 45 percent of U.S. and 51 percent of U.K. respondents.
Ask those on your current list to pass your emails—especially those filled with non-promotional content—with their network.
Add a sign-up button to your event’s Facebook page that links to great content they have to register with their email to see.

When to Send

You don’t want to deluge your potential registrants with so many emails that they roll their eyes and delete your missives without opening them, but you also don’t want to have them forget all about your event with too-infrequent emails. The happy medium, survey respondents said, was about one message a week.

It is important to have a regular schedule so people will know when to expect to hear from you. To figure out when the optimal days and times are, the study suggests trying out different frequencies and measuring the results. You also can offer to let people decide for themselves how often they want to hear from you.

That being said, U.K. respondents leaned toward sending email on Tuesdays, while U.S. event marketers said Wednesdays were the best for them, especially for professional conference promotions. The study suggests starting out with a Tuesday schedule (adding Thursday if you opt for twice-a-week), but keep testing to see what days work best for your specific audience.

For more benchmarking data on open, click-through, click-to-open, and conversion rates, and other metrics and email marketing strategy tips, visit the EventBrite download page. Yes, free registration, including an email address, is required.

This article was originally sourced from Meetings Net.

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

Receive expert guidance and support to bring conferences or member events to New Zealand.
Access funding assistance through Tourism New Zealand Business Events.
Expand your network and build partnerships with New Zealand peers and industry leaders.
Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

Strengthen professional connections with Australian association leaders through AuSAE’s network.
Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
Gain visibility within the broader association community in Australia and New Zealand.
Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia