May 2011: Gastech 2011 registration drive
DMG Events used a combination of good targeting and personalised content and achieved an impressive 18% open rate from cold data.
Company Details
Name: dmg :: events: Energy Division – Gastech Portfolio
Designed and developed by: Natasha Walton, Marketing Executive
Website: www.gastech.co.uk
Campaign details
Subject line: Register for free
Open rate: 18%
Click rate: 18%
Context
The Gastech Exhibition is the industry’s major annual gathering. This email was sent to newly obtained data that had not before registered to attend the event. The main call to action was the show registration form.
Objectives
- To convey information about the event to potential visitors.
- The ultimate goal was to get recipients to register to attend Gastech 2011.
What makes this a performing campaign?
According to the 2010 DMA Email Marketing Benchmarking report acquisition emails achieve an average open rate of 11% as a % of delivered. This acquisition campaign exceeded that benchmark by 7% achieving an 18% open rate of delivered.
Relevance of content to recipient
The data used for this campaign was newly acquired data that had never been emailed before by DMG Events which makes the result even more impressive. So how was it that the campaign achieved such a good response? The result comes down to effective targeting to ensure that the email was relevant to recipients. The event being promoted was related to Gas and Oil. In this case the data was chosen according to industry e.g. Gas and oil employees. The selection criteria was then further narrowed down to job title. The marketer therefore knew that although cold, these individuals would be interested in attending the event.
The use of personalised and dynamic content
The campaign included dynamic content to make the email feel personal:
- The recipient was addressed by title, last name.
- The email came from the event director which added a personal touch for the company.
- To attract the recipient ’s attention the invitation opened with “As [ job title] of [company name]. I’d like to invite you…”
Effective Creative
A new layout was trialled this year which proved effective. The large image heavy show header used previously was traded for a simple show logo and a plain text call to action in the preview pane to catch recipient attention.
The Results
The combination of good targeting and personalised content has achieved an impressive 18% open rate from this originally cold data.
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