Tip 30: Shorten that E-mail Newsletter
Part of an E-Marketing campaign (see Tip #8) is sending
regular e-mail "newsletters" to prospective attendees who have opted in. The
newsletters we are seeing are much too long.
Research indicates that a 150-word message produces a better result than a
longer one. (FYI, this Tip is about 150 words.) Here's how to shorten and enhance
your e-mail newsletters:
- Focus on the one "big message" you want to impart. This has to be something
the attendee—not you—is interested in. Yes - "Bill Gates has agreed
to be the Keynote speaker." No - "We have decided to add more exhibit space."
- Capture the recipients' attention and encourage them to click on a special
URL that presents expanded information.
- Keep the sponsorís message short and have them promote their presence at
the show. This helps reinforce your message to come to the show.