Click to know how Response Capture has helped a leader in electronic design automation software client to achieve their goal of increasing the percentage of attendees (those who registered and attended) by 31.6%.

1. The Challenge
The Results
In 2010, a leader in electronic design
automation software was preparing for
its largest industry event. They had
ambitious goals of increasing event
attendance rate, and were interested in
exploring and testing different principles
of email marketing. To achieve these
objectives, they were looking for a partner
with demonstrated success in effective
marketing strategies and campaign testing.
Brought on to manage campaign strategy and execution,
Response Capture worked with the client to clearly define
campaign goals, how to attain them, and created specific
campaign benchmarks to report weekly.
First, they analyzed the previous year’s event and
promotional activities to identify potential areas of
improvement. After reviewing 2009 attendance, there
emerged clear delineation between three segments of the
target audience.
Segment 1: Those who registered and attended;
Segment 2: Those who registered but chose not to attend;
Segment 3: Those who did not respond to any of the
client’s marketing efforts.
As the target audience was very responsive to email
marketing efforts, Response Capture and the client chose
email marketing as the best campaign tactic to achieve
registration goals. Keeping these three segments in mind,
Response Capture crafted a personalized and relevant
message for each segment and simplified the event
registration process.
With this chosen strategy, the client also wanted to maximize
the opportunity to test email marketing best-practices.
To identify best-practices, Response Capture also tested
three elements of the campaign:
1. Personalization vs. No Personalization in email
communication;
2. Incentive vs. No Incentive in the email subject line;
3. A simplified registration process with pre-populated
form fields to reduce friction.
At project midpoint it was clear more needed to be done
to reach the program’s goal. As such, Response Capture
revisited the initial strategy and recommended adding a
telemarketing effort to support.
Overall, the client achieved their goal of
increasing the percentage of attendees
(those who registered and attended) by
31.6%, and test results clearly identified
areas of campaign optimization.
Results showed:
1. Message personalization improved
click through rates from 1.02% to
19.5% for Segment 1; and 1.02% to 9%
for Segment 2;
2. Incentive based subject lines
increased open rates by 20%;
3. The suggested simplified registration
page received a 42% conversion rate.
The client recognized these results as
proven best practices and continues to
use the tested principles in their email
marketing efforts.
The Solution
a Large Industry Event
31.6% Attendance Rate Increase for
a response capture success story
w: www.responsecapture.com p: 1-800-705-2910
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