Email marketing is still the majority of event marketers’ go-to tool for promoting their events, and with good reason. When done right the results can be astounding, but in the hands of an old school marketer , email can be an overused (and even harmful) tool.
We’ve observed that the pattern is pretty much always the same: 12 weeks out from the event, marketers start blasting. They don’t segment their lists, meaning they end up sending a blanket email which attempts to provide something for everyone and as a result is pretty lengthy and vague, and try to cram in as much information as possible. The cycle is then repeated until the event takes place, causing recipients to disengage and in some cases even unsubscribe completely.Read More