News from ISSBA
Tuesday, 10 December 2019 10:26

Are you ready to use email marketing to boost your exhibition results?

101Smart Limited ask ‘Are you ready to use email marketing to boost your exhibition results?’

Written by Holly Stibbon, 101Smart Limited

Holly Stibbon 101SmartThe countdown is on to the 2020 Anglia Business Exhibition, and if you want to make the most of being part of it, you need to harness the power of email marketing. This vital work begins long before you set up your stand, with a clear and focussed campaign to send key messages to your network. If that seems daunting, let me reassure you, it’s not as tricky as it sounds to make an impact. At 101, we manage numerous campaigns for clients who use our Smart Messenger service for their email marketing needs, so I’ve got plenty of tips to help you get started. Hopefully, these nuggets of advice will help you prepare for the ABE 2020, as well as any other exhibitions in your calendar.

#1 Before the event

There are some key things you need to do before the day of the event arrives. The first is simple, tell as many people as possible that you are going to be at the event, where it is and how they can get tickets. It’s also a good idea to share some information about what your offer will be on the day. Planning to hold a masterclass, giveaway or discount products/services? Let people know in your email.

When you compose your email, make sure to include a link for readers to click to get more information. In doing so, any decent email marketing system will allow you to find out who clicked the link, so you can see if your email was effective. 

Don’t forget, your subject line should catch their attention and ensure they open the email in the first place. Bland email headers don’t tend to get the best results.

#2 The day of the event
When you set up your stand, don’t forget to have a clear and concise privacy notice displayed. Presumably, you’ll be trying to collect contact details for your marketing list, so your visitors need to know101Smart that you will handle their data responsibly. Thanks to our intensive GDPR training, the privacy notice we use for 101 stands is comprehensive. We often have fellow exhibitors asking if they can have a copy to use themselves, and I’m always happy to share it with anyone who needs it.

People don’t tend to hand their contact details over without some incentive, so many exhibitors run competitions or giveaways to entice visitors. If you are running a competition for this purpose make sure it’s made clear that signing up to your marketing list is optional and have your privacy notice clearly displayed.

#3 Following up afterwards

Let’s assume that the ABE 2020 was fantastic for you and you’ve got a good number of new contacts with whom you’d like to connect. You need to do two things immediately – follow up quickly and categorise your contacts correctly.

The follow-up email can be straightforward – perhaps it’s an announcement of your competition winner or a thank you for stopping by. Either way, make sure to add some extra content that’s useful to the reader and reflects your expertise. When I follow-up with new contacts, I’ll make sure to include some helpful tips about email marketing for them to use, or share curated content that’s relevant to their interests. Maybe I’ll add in a discount for our email marketing courses, so they can learn how to run their campaigns more effectively.

Whatever the follow-up is, it needs to position you as the expert but be serving the recipient as much as possible. Inform them, entertain them and engage them, don’t bore them. Once again, your subject line is vital – so make sure it’s tantalising enough to get them to click open. By cleverly categorising each contact by their location, interests and any other data that is important to your marketing, you can target future communications specifically. Going to be at another exhibition in East Anglia? Email the people in the area who would potentially go to it. Running a workshop? Send the dates to the people who clicked for more information about ‘how to improve your skills’ content on your previous emails.

Help, I don’t have time!

101 SmartMessengerIf you’ve read my article but still feel that this is one job too many on your to-do list, don’t worry. At 101, we have some great solutions. Our Smart Messenger service is very affordable, from just £10 per month and comes with unlimited advice from your dedicated account manager. If you’ve got budget for more, there are some seriously smart marketing manoeuvres we can do on your behalf. Our managed campaign service is perfect for those with plenty to say but no time to do it themselves.

To find out more, get in touch with me at or call 01603 858250.