Marketing Your Event on the Internet 77strength of the campaign. The rest of the campaign’s strength is 40
percent offering the right price or product and 40 percent reach-
ing the right audience.
BROADCASTS
If you do not have your own in-house list, using a third-party ser-
vice is one of the most credible ways to send broadcast e-mails.
Third-party services can provide a list of individuals who have
chosen to receive information. This is referred to as “opt in.” The
e-mail should come from the third party so its address appears in
the “sender” field and the e-mail is not perceived as “spam” or
junk mail. Companies such as Web Ad.vantage (http://www.
webadvantage.net)can help you strategically plan an e-mail cam-
paign. If you have an established campaign, you can go directly to
list brokers to purchase an e-mail list.
LIST SERVES AND MAIL LISTS
Always include an “opt-out” device in your message, whereby an
individual can ask to be removed from a particular mailing list.
On the flip side, there should always be an “opt-in” link, whereby
an individual can receive more information about an event or
product. Note there are etiquette rules to follow when replying to
messages so please follow your particular list’s rules.
PERSONALIZATION
E-mail event marketing campaigns offer many advantages over a
traditional direct-mail campaign. John Fuhr, director of business
development with Cvent, stresses one of the best benefits is the
ability to target certain segments of your audience. For example, if
you are trying to attract members, nonmembers, students, and ex-
hibitors all to the same event, instead of sending them all the same
brochure as you would in the mail, you can now tailor it to their
specific needs. For each letter and attachment you send, you can
highlight areas of interest that pertain directly to them. And don’t
forget—e-mail is low cost or even free! So you are saving a great
deal of money on printing costs and postage.