October 2011 | This highly relevant and targeted campaign received a 43% open rate and an astonishing 34% of openers then clicked through to their website. This has been achieved by delivering relevant content based upon self-selected recipient criteria – a critical part of this specific events marketing ecosystem.
Company name: Centaur
Designed and developed by: Nolan O’Connor
Subject line: Your personalised itinerary for The National Home Improvement Show
Open: 43% (of attempted)
Click: 34% (of attempted)
This email was sent to recipients who had pre-registered for the National Home Improvement show, a leading show in the home improvements sector. The registration process collected a wealth of specific information from attendees for example what part of the house for which they were looking for solutions.
- To increase conversion rates on the pre-registered visitor database.
- Engage recipients individually by providing content that was relevant to them specifically.
What makes this a performing campaign?
Level of targeting
Previously the show had sent generic emails to the pre-registered data. This year they took a more targeted approach and asked the registering visitors for a wealth of specific information. For example, what part of the house for which they were looking for solutions. These house categories then linked up with the exhibitor list categories so that they could push visitors towards the right exhibitors and products before the show.
Dynamically personalised emails with the pre-reg information were then sent to engage the visitors before the show. The email template created by Adestra could render up to 196,608 different possible combinations all driven by the pre-registered visitors self-selected demographic information.
The following recommendations were dynamically populated
- A list of companies that dealt with their areas of interest.
- A list of seminars that dealt with their areas of interest.
The personalised content was coupled with compelling copy that built an effective case explaining why attending the show would be vital for visitors to achieve their objectives.
“In order to help you make the most of your time at the show we have highlighted some areas which will help you towards creating the perfect living space. Based on what you told us during the registration process we’ve got a whole host of companies that may be of interest, including”
“Whatever your home ambitions The National Home Improvement Show delivers all the products, services and advice to help you make the right decisions and save you time and money.”
The email also included a floor plan allowing visitors to plan their trip before they arrived.
This highly relevant and targeted campaign received a 43% open rate and an astonishing 34% of openers then clicked through to their website. This has been achieved by delivering relevant content based upon self-selected recipient criteria – a critical part of this specific events marketing ecosystem.
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Full email campaign