Tip 110: Primer on E-mail Marketing

E-mail is the fastest growing tool for attendance promotion. Here are some tips on how to use it effectively:

And be sure you get the recipient to respond right then. The shelf life for an e-mail is 2 seconds—most recipients will not save the e-mail for later action. Do more than say "click here for further info." Give them an incentive to go to an opt-in(1) page (such as offering a free copy of "10 Tips for the Newly Promoted Widget Engineer").

Three other internet marketing issues to be aware of are Link Exchanges, Search Engines and Conference E-mail Updates.

(1) See page 99 in The Profitable Trade Show (www.profitabletradeshow.com).

(2) Ibid. Appendix K: List Maintenance.