With developments in experiential and guerrilla marketing taking the business sector by storm, it can be easy to overlook the power of more conventional marketing methods. While some traditional modes of advertising might be tired, there’s still a lot of mileage left in other avenues - and today we’re shining the spotlight on email marketing.
Recent stats have revealed that email marketing placement has dipped below 80%, but when executed correctly, a well-timed email campaign can propel your brand out into the competitive sphere and ensure you’re the talk of the town long after an event.
If you’re wondering how you can harness the power of email marketing for your next brand event, today’s post is breaking down 5 reasons why an effective email marketing campaign could be the weapon missing from your marketing toolbox.
1. You can create stronger connections
While business events provide a perfect platform from which you can establish new and exciting connections, how can you grow those connections into longstanding consumers?
Email marketing allows you to do just that - and it all starts at your event. Whether you’re handing out branded business cards or display contact details on your exhibition unit, make sure your audience has access to your email address. This way, even passersby can take the opportunity to get in touch - without feeling like they have to approach you on the day.
On the flip side, it’s also essential to collect contact information from attendees on the day to feed into your mailing lists. Timely email follow up is key to turning a successful event into profits, keeping your brand fresh in the consumer’s mind while carefully converting them from a prospect into a paying customer.
2. You can target emails
One of the greatest benefits of email marketing is the opportunity to target specific demographics with particular types of content. Advancements in CRM tools and email software mean you’re able to segment customers on your mailing list, ensuring you’re showing them more of what they like - by monitoring and adapting to their behaviour. This will ensure you’re reaching out to a relevant audience each time and only showing them products or content they’re guaranteed to be interested in.
By delivering a regular stream of relevant content to your audience, not only are you giving your audience what they want, you’re also building your business’ credibility as you drive them along your nurture path and turn them into a profitable lead.
3. You can increase brand awareness
Emails are one of the quickest ways of getting your brand out there, and every time you email a prospect you’re showcasing your brand. While sending a stream of irrelevant emails is a sure fire way to lose you leads, a well-timed newsletter or special offer will help to keep your brand fresh in a prospect’s mind.
While impactful exhibition trailers or boldly branded banner stands will help you make a splash on the big day, ensuring your business stays relevant after an event is key. Email marketing is the opportune platform for frequent contact with prospective customers - allowing you to nurture the relationships you’ve already made and attempt to create new ones by reaching out to new audiences.
4. Your content is instantly shareable
Aside from social media channels, email is one of the easiest platforms for sharing content. If you’re sending out special offers or deals in your emails, your clients or prospective leads will be able to pass on those offers with the click of a button.
This form of content sharing will expand your reach and give your brand maximum exposure - with little effort on your part. If you’re looking to reach a mass audience as quickly and easily as possible, email is undoubtedly one of the most cost-effective marketing channels.
5. You can measure success
When it comes to measuring the success of your marketing strategy, email allows you to hone in on specific results and find out what worked and why. Whether you want to pin-point specific data in analytics or uncover open rates, you can drill down on which campaigns have worked best for your brand - and allow them to influence your future tactics.
Keeping a record of specific audiences’ behaviours and interests means you can target them in a way that guarantees they’ll be responsive - saving you time and securing your business more leads. Once you have this invaluable information at your disposal, you can begin building a marketing strategy that will work every time.
Are you ready to take your brand to the next level? Don't let the ever-changing digital world stop you from experimenting with baser marketing techniques. Once you find a strategy that works for your brand, you can sit back and watch as the leads roll in.
By Sam Wright, events blogger at The Events Structure.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus