Case Study: Email Marketing for Web 2.0

19 07 2011

A while back I received this great email for the web2.0 conference. It struck me as a great email case study to highlight for conference marketers, it’s an excellent email and a remarkable piece of content tied together into an amazing piece of conference marketing.

The email has a lot of valuable points, but for me the highlights are:

  • The from address is two of the most influential people in the space – You open it ASAP.
  • In case you forgot there’s a photo of them talking to one of the most powerful men in the world in the header.
  • There is a clear call to action – Register Now & Save, repeated 4 times – twice as a button, twice as a link (not too much but just enough).
  • It links to an amazing interactive piece of content, a blog post explaining it and to the conference page. More value and engagement with the audience, past and present.
  • It has the main social media sharing tools and ways to stay engaged (if you want).
  • A strong tie into last year including – A highlight that this amazing piece of content has been updated, and made more interactive, video, slides and photos from last year in case you forgot what an amazing event you attended. And how they are planning to delve deeper this year.
  • Still highlights speakers (with photos – they are real people!) and you can check out how they crowd sourced the event with the advisory board.

The content and the blog post also help drive the engagement:

  • The map (content piece) is interactive, it pulls you in, if you are into the topic.
  • The blog post is informative and also pulls you into the notion behind the event (with some very valuable insight and data).
  • Both are aligned to the topic area, viral, interactive and highly relevant to the topic.

I’m not saying every event needs interactive maps or infographics, but we should be working on remarkable content like this that drives engagement and think about how we communicate our event VP in different formats whilst still driving registrations. Of course, it’s not perfect, there are some improvements I (and no doubt you) would make, but….. compare this to the last email you sent for your event?

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