One problem you are likely to encounter with blast emails is the increasing use of spam filters by many ISPs and internal corporate IT departments. It is estimated that 15% of permission-based emails are being blocked by these filters. To avoid having your emails blocked:
Do not look like spam (e.g. avoid words such as "free").
Do not use certain phrases such as "forward this message to your colleagues" (filter program will assume it is a chain letter).
Here are some other e-marketing tips:
HTML. According to consultant Doug Fox (www.eventweb.com), HTML email does not increase response. Therefore, stick with text only.
Subject Line. Doug also says the subject line is very important. But do not put a benefit there—put the show name and some urgency such as "Widget Expo - Two Weeks Away."
Viral Marketing. Viral marketing - asking others to help you promote your event—definitely works. Use these techniques: email a friend and link to exhibitor and partner websites (such as trade magazines that cover your industry).
Keep It Simple. Finally, make it as easy as possible to access your website. Provide a hyperlink in the text of the email. Also, do not have a complex URL address for your show web site.