Question

Topic: E-Marketing

Email Marketing Testing

Posted by JESmith on 11/10/2009 at 9:22 AM ET 250 Points
Sometimes when you sponsor a conference, the host lets the exhibitors send a one-time email to all registrants.

I've always felt like I pay more attention to post-conference emails than pre-conference emails.

Has anyone ever done any testing as to whether one performs better than the other? (higher open rates, click through rates, etc.)

Thanks!
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  • Posted by Inbox_Interactive on 11/10/2009 at 9:37 AM Member
    At the risk of not answering your question, I don't think the two emails are comparable because they have two different goals.

    Usually, the pre-conference email is meant to ensure that your business meets as many attendees as possible. It could include a schedule or events or drawings, and possibly offer some sort of prize or award, etc.

    The post-conference email could be broken into two segments: those you saw, and those you didn't. Those are two different messages, and it would reason that people you saw are going to generate higher response than those you didn't.

    Is there a reason that you have to choose one over the other?
  • Posted by JESmith on 11/10/2009 at 9:40 AM Author
    >> Is there a reason that you have to choose one over the other?

    Yes, I'm talking about an email list that the conference gives you for one-time use only. Obviously, the opt-in emails that we collect at the conference would be different.
  • Posted by Inbox_Interactive on 11/10/2009 at 9:44 AM Member
    So you're saying that you can use the list one time, and you want to decide whether to use it before or after the event?

    If that's the case -- and this is just my feeling, I can't back it up with any data -- then I think the obvious choice is to mail pre-event, isn't it?

    You're presumably sponsoring a conference with the hopes of meeting people face to face, so doesn't the pre-event email help further that along?
  • Posted by JESmith on 11/10/2009 at 9:47 AM Author
    >> So you're saying that you can use the list one time, and you want to decide whether to use it before or after the event?

    That's correct.

    >> You're presumably sponsoring a conference with the hopes of meeting people face to face, so doesn't the pre-event email help further that along?

    Yes, IF people actually open the pre-event email. In my own personal experience, I tend to ignore pre-event emails and pay more attention to post-event emails, which is why I was wondering if anyone has ever tested this.
  • Posted by Inbox_Interactive on 11/10/2009 at 9:52 AM Member
    OK, fair enough...but let me ask you...

    Are the post-event emails that you pay more attention to, as a recipient, emails that you received because you had some interaction with the sender at the event, or are these emails that come from the event sponsor's registration list?

  • Posted by JESmith on 11/10/2009 at 10:08 AM Author
    Good question. I would say both. I just tend to think people have a higher-affinity with conference sponsors/exhibitors after the event because at the very least they walked by their booth, and in the best case they attended a presentation or talked to someone in their booth.

    But again, this is not at all scientific; just a hunch.
  • Posted by Jay Hamilton-Roth on 11/11/2009 at 10:15 AM Accepted
    How many other people will be using the same list to blast out emails? If it's a large number, then use the list after the conference (since everyone else's email will be "visit our booth"). If it's a small number, then use the list to drive people to your booth.

    If you use the list post-conference, then send out a segmented email to those that didn't stop by your booth. Tell them about what you were showing, offering, and give them a special reason to connect with you post-conference. Those that did stop by your booth, you'd of course have a different email message (following up on your booth conversation)...
  • Posted by SteveByrneMarketing on 11/12/2009 at 3:41 PM Accepted
    I think Jay has the right idea. It depends in part on the mailing patterns of others, especially the competition.

    I have done both pre- and post- and I would tend to go with a pre- mailing. You will need to convey a very good reason for visitor to visit your booth and have a great subject line to support your offer.

    Are you allowed to call the prospects and ask if they received your email? Can you call them after the conference?

    Steve
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