Event (E-Mail) Publicity – Plan, don’t Spam!

By the fourth reminder in the same week to register for an event, I was ready to cancel my registration.

Why? I was annoyed.

If I’m already registered, why am I being reminded to register? And if I am registered, and have placed the event in my calendar, one reminder with the dial-in is convenient. Three reminders – just more stuff I need to delete out of my Inbox.

So when should you send that e-mail?

If you are planning an event, such as a conference, there should be a publicity plan in place that strikes a balance between regular reminders and an overwhelming amount of e-mail (read: spam) for attendees and prospects.

An example of required e-mails includes:

• Save the date – includes high-level information, but does not require details. Takes away the “if I had only known” factor for individuals’ schedules.
• Invitations – have the agenda and the registration details available.
• Reminders to register – encourages anyone not yet registered to do so. Is especially effective just prior to the expiration of an “early bird” discount.
• Reminders to attend – sent out to registered attendees. If there will be drop-offs, they will typically let you know.
• Thank you’s – after the event, includes a note of appreciation, and any follow-ups such as soft copies of the presentations and attendee lists.

Depending on your system (manual Excel sheets, vs. online marketing campaigns, vs. full-fledged customer relationship management), it may or may not be feasible to separate registered and non-registered people on your target list. This makes it more important to include the, “if you have already registered, thank you” clause!

Keep in mind other e-mails that may be going out to the same target audience! If the conference reminder is stuck between a dues renewal notification and reminders about other events, it may not be read. The publicity for a particular event should be coordinated with all other e-mails going out from the same organization.

As Julia Ormond said in the 1995 film, Sabrina, “More is not always better…sometimes it’s just more.”