Nowadays, there are multifarious digital marketing channels available. So, you might wonder whether should you bother investing in email marketing or not. The answer is yes because email marketing is still useful for sending personalized emails to your target audience. Through these personalized emails, you can give valuable information regarding your offers, live events in your stand, and special discounts to your audience. It is an easy and cost-effective way of reaching out to visitors before the exhibition show. Through effective email marketing, you can guarantee higher foot traffic to your stand and improve your sales prospects.

Success in exhibition shows stems from persistent efforts and decent investment. Apart from securing services from suitable custom exhibition contractors, you also need to invest in a lot of promotional campaigns to generate awareness about your brand. However, in email marketing, you have the option of reaching out to your previous and potential customers with ease and little investment.

In this blog, let us discuss the significance of pre-trade-show email marketing in detail.

Importance of Email Marketing Before Exhibition Show

Pre-show marketing involves dedicated marketing campaigns across several channels including search engines, social media, emails, etc. Emails are one of the inexpensive mediums you have in pre-show marketing to enhance outreach and build customer enthusiasm. By sending attractive newsletters, you can inform your target audience about the participation of your brand in an event and invite them to your stand.

In the newsletter, you can include details about your brand, venue address, and the location of your exhibit. You can even communicate with your existing customers and send them personalized offers. It is an effective way of informing your visitors about special giveaways, events, speakers, and demonstrations you are planning in your stand. By using backlinks, you can even bring your audience to your website and make it easy for them to book appointments.

Advantages of Pre-show Email Marketing

Through email marketing, you can directly communicate with your audience and invest them in your brand before the show commences. Let us understand its key advantages from the subsequent points-

Using email marketing, you can invite your audience to the exhibition show and ensure that you get decent foot traffic.
Email marketing allows you to build pre-show buzz with lucrative offers and personalized discounts.
In newsletters, you can mention your daily agenda at the event and include any special events you are organizing.
Through newsletters, you can share pictures of your visually pleasing stand built by reliable exhibition contractors. This further boosts your audience’s interest in visiting your stand.
By using effective backlinks, you can promote signups and appointments.
Based on the responses to the email, you can also qualify and prioritize leads.
In emails, you can also attach product brochures to educate the audience about featuring products at exhibition shows.
Using the attendee’s list, you can reach out to the new audience and build your subscriber list.
Pre-show email marketing improves the subscriber’s list using which you can generate more awareness about future exhibit stand builder.
You can build trust among your audience by addressing their pain points and sharing value-packed content in emails.

Top Tips for Pre-show Email Marketing

Email marketing is one of the effective ways to improve your event ROI with little investment. However, you have to do it right to see the desired results. From the points below, let us find out top tips that help you improve your pre-show email marketing.

Use Your Organic Email Lists

Organic email lists include people who have voluntarily signed up for the newsletter. They contain your existing customers and leads from previous shows. Since they have already done business with you or shown interest, you can treat them as qualified leads. Offer special discounts or giveaways to them to reinvigorate their interest in your brand.

Send Personalized Emails

Sending personalized emails to your organic email lists is a powerful way to surge your conversion rate. Now, it does not mean that you have to send a separate email to each of your subscribers. Segment your customers based on their needs, psychographics, and demographics. Send different emails to different categories of customers to connect with them better. Address the email by their names to establish a better connection with them.

Use a Catchy Subject Line

Work on the subject line of your newsletters and customize it as per your audience. Whether your audience will open your email or not will depend a lot on the subject line. A recent study has found that nearly 47 percent of recipients decide whether to read an email or not based on the subject line alone.

Improve the Authenticity of the Emails

Establish authenticity in your email by keeping the reply-to-email option. This is one of the reasons why automated emails are not preferred in pre-show marketing. The reply option also allows your visitors to ask queries based on the events. It is advisable to promptly reply to these queries to gain trust. Moreover, use only correct details and a real signature at the end of the email to boost the credibility of your emails.

Conclusion

In email marketing, the key is to entice the audience with value-packed content and encourage signups. In exhibition show pre-marketing, you can utilize personalized newsletters to inform the audience about your event participation. You can send key details regarding live events, offers, and featured products. You can also send images of your stand built by an expert exhibition stand contractor in Dortmund in the newsletter. The blog explores the importance, advantages, and tips to improve pre-show email marketing in detail.