New to Exhibiting? New to Email Marketing?
Start at the beginning.
Email marketing is how you can let your leads know abou...
Elements Key to Success »
Subject Line. Your email subject line should make it clear what the
email is about. When you wri...
• (Prospect Name), Download the Ultimate Widget Buying
Guide
• (Prospect Name), Sign up for the (Product Name) Webinar
Usi...
2. Make it readable and easy to scan. Tests have also showed
that narrow margins on the top make it easier to read, so try...
fewer options.
5. Try Bolding, Italics, and [Brackets] to highlight certain
terms. If, as an example, you want to highligh...
I’m standing by to help you.” Instead of “Have a good day” try
“Have a fantastic afternoon!”
9. Avoid jargon words like “c...
cluttered and your smartphone-using customers will find your
message at the top of the list.
To be safe choose the morning...
Your open rates will tell you how good your subject line is. Your
click rate will tell you how engaged your prospect is, h...
Exhibitor Follow-Up Email Templates »
Template #1
Subject Line: ASAE Show Review: Help Buying (Product Name)
Hi (Fname),
T...
events.
Joanna Stasuk
Marketing Director
Bartizan Connects
Yonkers, NY
Direct: 914-375-7985
PS: Hit "reply" if you have a ...
3. Clear, concise, and most importantly a brief email. Two
sentences and three bullet points are all that is needed
to com...
consultation!
Get a complimentary (insert your service name) assessment
with (Insert company name’s) experts, and find out...
1. Uses a graphic to make text in beginning easier to read.
2. Speaks the language of the reader and their interests.
3. B...
Here’s some research to help you decide…this research shows
that (insert a data point from your buying guide) directly
imp...
Why this is a good email:
1. Visually communicates the primary offer with a relevant image
and link to download the offer....
Template #4
Subject Line: ASAE Attendee (Your Product Type) 101 Kit
Hey (Fname),
Here’s everything you need to know about
...
Bartizan Connects
Yonkers, NY
Direct: 914-375-7985
PS: Hit "reply" if you have a question or comment, thanks!
Why this is ...
Conclusion
What is your number-one goal of exhibiting at a tradeshow? It
should be following up on those hot leads as fast...
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The 2013 Exhibitor's Guide to Email Follow-up with Four Proven Templates

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Need help with your email marketing? Download our 2013 Exhibitor’s Guide to Email Follow-Up with Four Proven Templates. Get more great resources at www.bartizan.com/blog

What is the number one goal of exhibiting at a tradeshow? It should be following up on those hot leads as fast as possible, right? After a show, you need to get your email follow-up right or else you will fail to see a return on your investment.

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The 2013 Exhibitor's Guide to Email Follow-up with Four Proven Templates

  1. 1. New to Exhibiting? New to Email Marketing? Start at the beginning. Email marketing is how you can let your leads know about promotions relevant to their interests, or what their next step in the buying cycle should be. 1. Segment your leads to create email lists. Base your lists on product interest, buying timeframe, etc. 2. Next, determine the goal of the email or the “Call to Action.” Would your leads like pricing info, a demo, a proposal, and a sample? All emails should have a goal in mind so you can measure its success. © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com The 2013 Exhibitor’s Guide to Email Follow-up with Four Proven Templates
  2. 2. Elements Key to Success » Subject Line. Your email subject line should make it clear what the email is about. When you write your subject line, don’t sell what’s inside—tell what's inside. It can be funny, enticing, or irreverent, too, but it should be relevant. Begin with the most important information in case the subject line gets cut off. Remember that most people read the subject line looking for a reason to delete it, not to read it. Don’t be lazy with the subject line. It can convey action with an action verb such as learn, download, or sign up. Here are some good examples for after the show: • (Prospect Name), Thinking of you after (Show Name) ex: John, Thinking of you after ASAE • When we met at (Show Name) • What You Were Looking for at (Show Name) • Info you requested at (Show Name) © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  3. 3. • (Prospect Name), Download the Ultimate Widget Buying Guide • (Prospect Name), Sign up for the (Product Name) Webinar Using the prospect’s name in the subject line is a proven winner. Test out a few by mailing half your list one subject line and the other half another. The one that gets more opens should be used again. Email Body, Text and Style » 1. Opening. Put your most important and compelling information at the top of the email. © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  4. 4. 2. Make it readable and easy to scan. Tests have also showed that narrow margins on the top make it easier to read, so try adding a photo on the top right to naturally cut the text space in half. Getting prospects to read the first sentences is key. See this example » 3. Line spacing should be set at 1.5 lines and larger text is best: try 14 -15 point Arial font. Today, more than half of Americans are using smartphones and reading email is the top activity for smartphone users. 4. Images. We recommend using one awesome looking graphic. A high text-to-image ratio improves the chances for readers to take your desired action because it presents them with © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  5. 5. fewer options. 5. Try Bolding, Italics, and [Brackets] to highlight certain terms. If, as an example, you want to highlight how your service will guarantee sales increase of 50 percent. 6. Call to Action. This is critical. What do you want the reader to do? Do you want them to register for a demo? Talk to Sales? Make sure you include a link in the email that sends them to a page to take the next step. Don’t waste an email by trying to educate and inform. That will happen later (if they are interested). You can’t put everything in an email. Send them to a form to capture information and gauge interest. 7. Write in the second person. Use you, your, yours instead of me, us, our. 8. Say it in a new way. Every email does not need to end with “Please feel free to contact me with any questions you may have” Ugh. Stand out. Try this instead: “Hit reply on this email, © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  6. 6. I’m standing by to help you.” Instead of “Have a good day” try “Have a fantastic afternoon!” 9. Avoid jargon words like “cutting-edge.” Write like you speak. No one speaks “As per your request.” Double ugh. Same goes for clichés—this can make the difference between a good and a great email. Be creative, stand out. When to Send » You know your customer best. Are they night owls? Overachievers likely to read email after 6 p.m.? Trust your gut, and then test sending your email at various intervals. You’d be surprised how often your gut is wrong. Try early morning, afternoon, evening— even weekends. To try: Try testing a couple of email campaigns during unconventional times, say on a Sunday afternoon. You may just stand out enough to improve open rates. Are your customer’s tech-savvy? Try sending on a weekend when in-boxes aren't as © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  7. 7. cluttered and your smartphone-using customers will find your message at the top of the list. To be safe choose the morning or afternoon. Studies by GetResponse found the following: Top Open Hours: 8:00 am, 9:00 am, 3:00 pm and 4:00 pm Top Click Hours: 8:00 am, 9:00 am, 3:00 pm and 8:00 pm Measure the Success of the Email » Measure what worked and what didn’t work. Here are some ways to judge the success of your email. Ideally, you will find that a good percentage of the recipients opened, clicked, and took action (signed up you’re your demo, downloaded a guide, requested a proposal, etc.) based on your email. • Good open rate is above 20 percent • Good click rate is above 2 percent © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  8. 8. Your open rates will tell you how good your subject line is. Your click rate will tell you how engaged your prospect is, how good the content and offer of the email is. Low click rate? Try these improvements: • Try putting a second link at the beginning or end of the email. • Try adding an additional call to action, like a link to a demo and a whitepaper. • Change the opening line, mix up your bullet points, change the picture. • Add a link to your call to action at the beginning on the email. • Try making your link larger and bolder Another tip: Buttons! Make your button bigger! Check out these huge buttons » © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  9. 9. Exhibitor Follow-Up Email Templates » Template #1 Subject Line: ASAE Show Review: Help Buying (Product Name) Hi (Fname), Thanks for stopping by our booth today! Do you have any follow-up questions for me? Here are some helpful resources: • Photos from the event (view and download), click here • Short Product Demo to share with coworkers, click to watch • Product Buying Guide, click to download Do you run events? Start saving money and increasing attendee and exhibitor satisfaction with our lead retrieval services, watch this short video to learn how our technology can improve your © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  10. 10. events. Joanna Stasuk Marketing Director Bartizan Connects Yonkers, NY Direct: 914-375-7985 PS: Hit "reply" if you have a question or comment, thanks! Why this is a good email: 1. Use “Hi” or “Hey” as the salutation as opposed to “Dear.” Often when you are emailing a list some form field may be missing, like the first name. Using Hi as your salutation ensures an email that makes sense, you would rather read Hi, then Dear, right? 2. Email is written in the second person, focused on benefits for leads by providing helpful resources and the chance to ask questions © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  11. 11. 3. Clear, concise, and most importantly a brief email. Two sentences and three bullet points are all that is needed to communicate the information effectively here. It’s easy to scan and explains the value of products. 4. Uses a “PS” – Often readers will read the PS if nothing else. Try adding an addition call to action there. 5. Links to landing pages to collect contact details Template #2 Subject Line: ASAE Custom (Product Name) Consultation Hi (Fname), Remember when, about a week ago you visited us at the ASAE show and were looking for some info on widgets? We wanted to thank you for it wit a custom © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  12. 12. consultation! Get a complimentary (insert your service name) assessment with (Insert company name’s) experts, and find out whether your (insert your service) is optimized to (your service’s benefit #1) and (your service’s benefit #2). Claim Your Complimentary (Your service) Evaluation Joanna Stasuk Marketing Director Bartizan Connects Yonkers, NY Direct: 914-375-7985 PS: Hit "reply" if you have a question or comment, thanks! Why this is a good email: © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  13. 13. 1. Uses a graphic to make text in beginning easier to read. 2. Speaks the language of the reader and their interests. 3. Brief email lets prospects know you value their time. Template #3 Subject Line: Data Proves (Product Name) Brings More (Product Benefit) Hey (Fname), It’s been a little while since we heard from you last; have you found a solution to your (pain point)? © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  14. 14. Here’s some research to help you decide…this research shows that (insert a data point from your buying guide) directly impacts the (Your product benefit or use) your business gets. Check out the data yourself, and see how (your product type) can affect (your company service or product) for your business. Grab Your Guide to Buying (Your Product) Now You are always welcome to speak with me about your (customer pain point) by calling 914-375-7985 or schedule an appointment for a convenient time to talk. We would love to hear from you and help you solve (customer pain point). Joanna Stasuk Marketing Director Bartizan Connects Yonkers, NY Direct: 914-375-7985 PS: Hit "reply" if you have a question or comment, thanks! © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  15. 15. Why this is a good email: 1. Visually communicates the primary offer with a relevant image and link to download the offer. 2. Second-person point of view is used. 3. Ends with a strong call to action to determine if they are a good prospect or not. Weeds out the tire kickers—moves people further into the sales process. © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  16. 16. Template #4 Subject Line: ASAE Attendee (Your Product Type) 101 Kit Hey (Fname), Here’s everything you need to know about (Your Product Type) and how to get started (product benefit 1 and benefit 2) This (Your Product Type) 101 Kit Includes: • Ex: Best Practices • Ex: Worst Mistakes • Ex: Case Studies Download your (Your Product Type) 101 Kit here. We would love to hear from you and help you solve (customer pain point). Joanna Stasuk Marketing Director © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  17. 17. Bartizan Connects Yonkers, NY Direct: 914-375-7985 PS: Hit "reply" if you have a question or comment, thanks! Why this is a good email: 1. Visually communicates the primary offer with a relevant image and link to download the offer. 2. Second-person point of view is used. 3. Ends with a strong call to action to determine if they are a good prospect or not. Weeds out the tire kickers. © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com
  18. 18. Conclusion What is your number-one goal of exhibiting at a tradeshow? It should be following up on those hot leads as fast as possible. Yet most exhibitors fail to qualify their leads (making follow up much more time-consuming) and many wait too long before reaching out to them after the show. Use these tips and templates; they present an enormous opportunity for trade show exhibitors willing to follow-up fast. © 2013 Bartizan Connects • 217 Riverdale Ave. • Yonkers, NY 10705 • Toll Free: (800) 899-2278 • www.bartizan.com

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