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Session Flash Cards: Email Marketing to Increase Event Attendance
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Session Flash Cards: Email Marketing to Increase Event Attendance


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Every association executive knows that events drive a significant portion of the organization's revenue, but did you know that 30-40% of all emails that associations send focus on getting members to …

Every association executive knows that events drive a significant portion of the organization's revenue, but did you know that 30-40% of all emails that associations send focus on getting members to register? It's clear that associations are currently doing event marketing, but is it as effective as it could be? Join this session as we discuss different ways to target, incent & create buzz about your event through email marketing. We'll show you how to get a much better response & allow you to send smarter & more sophisticated "register now before early bird deadline" ends emails! Watch this entire webinar and others by Highroad U on our YouTube channel:

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  • 1. SHORTCUTS Keys to Email Deliverability
  • 2. Key Takeaways Control what you CAN control about deliverability: • DKIM/Sender ID Authentication • List Hygiene • Having an Email Preference Center • Deliver content members or registrants want, when they want it, how frequently they want it and looks good where they read it Analyze and learn from past deployments to adjust how you send future emails: • Use A/B split testing to learn about what has the best engagement • Review creative/content that had the best engagement and do more of that • Review bounce logs daily to see if any domains may be blocking you and reach out to postmaster@ and abuse@ those domains to ask them to whitelist you
  • 3. What is Authentication? Why Do I Care? Domain Keys Identified Mail (DKIM) and Sender ID are methods for authenticating a domain name with an email message, thereby allowing a person, role, or organization to claim some responsibility for the message. The association is set up by means of a digital signature which can be validated by recipients. The verifier recovers the signer's public key using the DNS, and then verifies that the signature matches the actual message's content. Why should you care? Without DKIM/Sender ID authentication, your email recipient’s email server may quarantine your email or bounce the email because it thinks you are spoofing or phishing an email address and are not who you say you are.
  • 4. List Hygiene? Sounds Dirty! What’s Involved? Email addresses change quite frequently. When email addresses churn and burn, you may not know that you need to update an email address because your members may not think to alert you if their email address changes. How do you eventually find out? Your email account will see that the email bounced to that subscriber and resolve that email address to being invalid. On the other hand, if you are purchasing a 3rd party datalist, you have no idea when the email addresses were collected and if they are still valid email addresses. Never use your email platform to test to see if the email addresses still exist as you will no doubt damage your email reputation. If you ever question your list integrity or hygiene, run your file though an email validation tool like LeadSpend or BriteVerify. Both tools ping the email address to see if they get a response to see if the email still exists.
  • 5. What’s an EPC? An Email Preference Center (EPC) allows email recipients to click a link either in the message body or the email footer and be brought to a web page where they can edit what types of emails they’re subscribed to. They can also globally opt out if they choose to but the objective of an EPC is to give the email recipient options for managing what they want that they don’t want to globally opt out of all email communications.
  • 6. Can I include other content in an EPC? Or just email? If there were more types of communications to choose from (email, SMS Text, Phone, Direct Mail) then it isn’t an email preference center, rather it would be a Communication Preference Center (CPC). Having a CPC means that the application reads/writes from multiple sending platform types (example: your email platform, fax platform, SMS Text Messaging platform, etc.) and hopefully integrates to your AMS.
  • 7. What’s A/B Testing? A/B split testing is a concept where you have 2 versions of content: version A and version B. Then you test to see which version gets the best response to your call-to-action, highest open rate, the most conversions, the most clicks or engagement.
  • 8. What’s my bounce log? Where do I find it? What does it tell me? A bounce log is a file that shows you all the email addresses that could not be delivered your email for one reason or another. If you are using the HighRoad Solution Campaign eMail service, the bounce logs are located in the stats report for that sent message. Next to the bounce metric, you will see a “Download Bounce Log” link. If you click the link, it will prompt you to save the file or open it. Either way, open the file in Excel so you can see a column with the email address, bounce code and the bounce reason.
  • 9. VISIT THE FOLLOWING FOR MORE GREAT INFO: HighRoad Solution’s Slideshare Page HighRoad Solution’s YouTube Channel