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Drive More Customers to Your Booth Through Better Email-Invite Open Rates - Elijah Logan Longview Texas

Aug 30th 2017, 3:39 pm
Posted by juliusdani
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Elijah Logan Longview Texas
@EliLoganTx

A customer/ potential customer email list is a valuable resource when it comes to promoting your presence at a trade show. But with most decision-makers receiving up to 400 emails a day, how do you ensure your message stands out enough to be opened and read?

Make sure your subject line is succinct and clear about what’s contained in the email:
Come See [Insert Company Name] in [BOOTH#] at the 20xx Expo

[Insert New Product/ Service/ Location] to [Launch/ Premier] at the 20xx Expo

Don’t write it in all CAPS; most recipients see all CAPS and think SPAM

Ensure that your company name is prevalent and visible in the "From" area; this will help your recipients recognize and remember you. It will also make it less likely for your company to receive SPAM complaints.
Make sure your email content is clear, concise, informative and to-the-point
Once you’ve come up with some good subject lines, figure which ones work best by engaging in A/B testing:

Take a predetermined number of email addresses and break them into List A and List B. Pick a small round number, like 50 addresses for each list for a total sample size of 100 recipients.
Use a different subject line for each email.
Send both emails and after a certain amount of time (an hour or maybe an hour and a half, stop the email blast.
Look to see which email is receiving more opens. Take the most successful subject line and send it to the remainder of your list.
Once the blast is completed and your analytics are in, change your subject line and send the blast again, minus the opens. Repeat this process until you’ve seen an acceptable open rate for that message.
Sounds spammy, doesn’t it? As long as you’re removing the email addresses of the contacts that have opened your message with each new send, you’re in the clear. Remember: contacts that have not opened your email have no idea they’re receiving the same content because they’ve never laid eyes on your original message.

Looking for more information on what an acceptable open rate is for your industry/ email list size? Or need recommendations on which email marketing service would work best for your company? Check us out on Twitter (@EliLoganTx) Be sure to check out the blog at ElijahLogan.com, and connect.

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