Want your email marketing to stand out in cluttered inboxes? In Hubb’s November webinar, Saad Ahmed, founder and managing director of Digital Aura, will share actionable tips to create effective, automated email marketing campaigns that will get butts in seats at your next conference or event. In this webinar, learn how to: Drive event registrations by leveraging the power of email marketing and marketing automation. Increase rate of new & return participants by building effective customer journeys driven by awareness, acquisition and retention marketing strategies. Enable data-driven marketing programs to more intelligently promote events and boost ROI. Build end-to-end automated digital marketing that delivers high-value brand awareness.

1. Saad Ahmed
Founder, Digital Aura
Draw crowds with effective event
Email Marketing campaigns
sahmed@digitalaura.ca

2. What we’re going to talk about
• Utilize Email Marketing and Marketing Automation to
drive event registrations by building effective
personalized Customer Journeys driven by Awareness,
Acquisition, & Retention strategies
• Promote events and boost ROI with data-driven
marketing programs
• Build end-to-end automated Email Marketing and Digital
Marketing programs to deliver intelligent high-value
event marketing communications

3. For Marketers
• Difficult to increase attendance rates YOY
• Unsure if marketing tools are being used
effectively
For customers
• Significant marketing noise for customers
• Unclear what action they should take
LANDSCAPE
Challenges

4. • 74% of marketers say that email is
their most commonly used tool for
event promotion. (Source: Marketing
Charts).
• 50% of event marketers say that
getting attendees to respond to their
event invites is their largest challenge.
(Source: Hubspot)
• Only 47% of event planners analyze
their email or email invitation data.
(EventMB Report, 2018). Graph
available
EMAIL MARKETING
Did you know?

5. • Personalized high engaging 1:1
communication method
• The only type of message that is
directly delivered to the inbox fully
personalized
• High impact method to maintain or
generate interest
• Most effectively powered by data
driven marketing
EMAIL MARKETING
Introduction
to Email

6. • Segmentation is used as a
personalization tactic to deliver
more relevant email marketing to
subscribers based on their
geographic location, interests,
purchase history, Sector, Job title,
age and more
• Segmentation is the highest
priority and technique used in
email marketing campaigns in
2017.
DATA DRIVEN MARKETING
Understand
Segmentation
GEOGRAPHIC DEMOGRAPHIC
BEHAVIORAL PSYCHOGRAPHIC

7. • 40:1 ROI
• It’s personal
• Raises awareness
• Builds trust
EMAIL MARKETING
Why Email
matters

8. Examples of great invites
EARLY BIRD DISCOUNT OPPORTUNITY URGENCY

9. • Personalization of content.
Adding to a nurture list that
contains content for the specific
leads in process.
• Lead Scoring can move specific
leads to lists to further nurture
them with targeted content.
• Segmentation to Nurture lists
drops leads into a different
process. Depending on the
criteria set by you.
LEAD NURTURING
Intro to Lead
Nurturing

10. Example of Nurture Journey

11. • Define persona(s) or data
segment
• Create an activity list
• Identify customer goals
• Identify all channels
• Map out touchpoints
SALES FUNNEL
Intro to Customer
Journey Maps

12. Journey Map Example

13. Engagement during event phases

14. • Streamlines activities
automating high-touch
repetitive processes
• Built on a foundation of Email
Marketing
• Executes across multiple
channels
• Can be used for B2B, B2B2C,
B2C, or B2G
MARKETING AUTOMATION
Intro to
Automaton

15. • Automation brings the engagement process
to your finger tips.
• From simple logics engage on a basic level
such as a Webinar invite to more complex
logics that drills deeper into your nurturing
process
• Nurturing cold leads in your current
database to re engaging leads from the past
event or events that are of interest to a
certain segment of you database.
• Workflows depend on ability to assign
marketing assets to various locations to
push the leads where you like them to go.
E.g. Landing page, website, Blog or a sign
up form.
MARKETING AUTOMATION
Automation
workflows
EMAIL: Invite 1 (Early bird)
WAIT: 2 days
DECISION: Did they open, click, or register?
SEND EMAIL: Registration
Confirmation
CALL: Sales follow-up EMAIL: Invite 2 (takeaways)
EMAIL: Invite 3 (Special offer)
DECISION: Did they open,
click, or register?
EMAIL: Invite 4 (Last call)
Yes No
Yes
No
Opened only Clicked only
WAIT: 2 days
CALL: Sales follow-up
No action taken

16. • Put thought into it
• Personalized subject line
• Keep it simple: 35-50 chars
• Tone it down: no caps or special
characters
• Split A/B testing
• Branding in your From Display and
From Domain
EMAIL MARKETING
Subject lines get
invites opened!

17. • Call to action – "Early bird discount”
• Provide thought-provoking industry-
specific content
• Demonstrate subject matter expertise
• Highlight your speakers
• Videos
• Event agenda
• Showcase success stories
• Skimmable
• Personalized and relevant
EMAIL MARKETING
Getting people
to take action!

18. Email Marketing Best Practices
• Significant attention to subject lines
• Personalization (address by name)
• Relevancy (meaningful content)
• Explain how you know them
• Skimmable within a few seconds
• Strong branding
• Add to Address Book
• Text vs. Images
• Responsive design
• Unsubscribe link
• Physical mailing address
• Opt-in permission
• Rendering checks
• Spam filter checks
• Editing & QA
• Split A/B testing
CONTENT & LAYOUT TESTING & ANTI-SPAM COMPLIANCE
REPORTING
• Spammy keywords ie. “Free
registration”
• Attachments
• Capitalization
• Punctuation ie. Register now!!!
• Sending too many emails
THINGS TO AVOID
• Email Deliverability
• Engagement (opens, clicks)
• Web analytics tie-in
• Lead scoring / Lead Grading

19. Your free Gift…
• Build awareness & trust
• Increase your reach
• Beware of junk mail filters
• Maximize excitement
• Engage industry influencers
5 Keys to Successful Email Marketing for Events PDF
This will be distributed after the webinar to all
participants.

20. Questions?
Saad Ahmed
Founder, Digital Aura
sahmed@digitalaura.ca

21. Thank You