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We often help clients promote events they’re hosting – from conferences, to executive roundtables, to luncheons, webinars, road shows and more. We use a multi-touch marketing approach to get people to attend these events and raise awareness about a client’s brand or product. Our typical approach to event promotion is using direct mail, email, and social media in a strategic campaign.  We find excellent response rates using a multi-touch approach, and have success growing clients online community. That said, I often see email marketing standing out as a very strong element in drawing attendees to events.

Email marketing may seem like it’s receiving less attention these days, with the savvy technological advances of social media platforms and applications. However, when it comes to reaching someone with a direct message and an exclusive invitation, email can be very effective.  Here at enter:marketing, we have many internal best-practices and tried & true approaches to reaching a strong event RSVP rate.

If you don’t have a database list to send emails to promote your upcoming event, we can provide that service as well. We offer end-to-end event promotion, with strong email creative development,  outbound strategy, and follow-up, using our best practices. Just remember: when promoting an event, always include email marketing to drive your response rate.

Let’s face it, people love anything with their name on it. People like attention, and the feeling of something personal. This statement especially holds true in marketing. Rather than receiving a broad-based direct marketing pitch in your inbox or mailbox, it is more luring to receive something that is personal with your name and information tailored to your needs and tastes.

In addition to implementing names in direct marketing efforts, another effective way to gain attention is to implement a call-to-action to visit a Personal URL, otherwise known as PURL. A PURL is a unique URL that adds a name to the URL string (example: www.website.com/JohnDoe). Who doesn’t like a URL with their name in it? It’s personal and highly intriguing.

Studies show using PURLs with pertinent messaging increases response rates over non-personalized URLs. We’ve tested this theory internally here at enter:marketing, and we find that PURLs do in fact increase response.  Driving demand via a direct marketing effort, using a PURL, and a highly targeted personal landing page helps to keep the prospect engaged. Throw in light interactivity and slick design on the landing page, and you’re golden. It’s easier than it sounds, and it works.