The event marketing campaign is based on the factors resulting in better recognition of your brand and making more profit efficiently. But the question is, how to divide your email list for an event marketing campaign?
Introduction
Segmentation of email lists is probably the best practice out there if one wants to improve their click-through and conversion rates. Not only does dividing email addresses by the type of customers helps you stay relevant, but it also provides the customers with a sense of identity and homeliness on behalf of the business. They feel important because they don’t get generic generated emails, but get emails related to their preferences. But for an event marketing campaign, your priorities might change a bit when segmenting your email lists. Here we’ll explain a few ways through which you can divide your email lists for an event!
Segment by location
You can divide your list based on what geographical region the users belong to. You might have a global audience attending your event, so, to cater to all of their interests and to keep them entertained, design specific emails based on the country or region the person belongs to. For the purpose of increasing the engagement levels, you can create emails regarding their national holidays, events occurring near them, etc. This would show that your organization is relevant and wants to interact with its audience.
As stated on the Mapsted Blog, employing geographical segmentation offers a vital initial advantage to organizations in localized markets. It enhances brand recall, elevates customer service quality, thereby contributing to improved customer retention rates. For organizations with restricted outreach, geographic segmentation serves as a strategy to concentrate resources on precise target audiences, ultimately leading to more favorable revenue outcomes.
Divide by previous and new participants
Various kinds of participants may apply to your event. A great way to divide them is by whether they have already been a part of your previous events or not. Old participants would most likely be familiar with your emails. Try sending them new content, a “welcome back” email or emails asking them what they enjoyed in the last event and would they want in the upcoming event. As for the new participants, send them welcome emails, introductory content and engaging things to keep them entertained and interested for more to come.
Complete and incomplete registration forms
Some users tend to fill out the forms halfway, either leaving mid-way due to sudden disinterest or getting busy with something else. It is up to the email marketing team to take care of such users. Detect the users who have filled the forms half-way using specific software and then send them separate types of emails to bring them back on track and keep them hooked. The fact that they filled the forms out initially means that they were interested, use that to your advantage.
Classification based on authority and role
You can’t send the same type of email to everyone, using a similar tone and language. According to various ranks, divide the lists into people with different levels of authority. You won’t send a common employee the same email as the CEO, now would you? That’s the main criteria for the classification.
According to Convert Kit, when it comes to a marketing campaign aimed at clients, categorizing your recipients according to their authority and role continues to be a beneficial approach. Just as internal stakeholders can possess different levels of authority and fulfill diverse roles within their organizations, clients also exhibit variations in these aspects. Consequently, dividing your client roster based on these criteria guarantees that your marketing communications are customized to address their unique requirements, preferences, and decision-making capabilities. This, in turn, enhances the overall success of your campaign.
Division based on the session type
If someone registers for an event, they’re most likely to register for a couple of sessions or a particular one. It’s your job to divide all those people sessions-wise and send them personalized emails with updates of the session that they will attend soon. Give them more information and spark their curiosity with these emails to hype them up and make them look forward to the event.
The WhatFix reports that, division based on session types is essential when dealing with clients registering for your event. By categorizing clients according to their chosen sessions, you can provide them with highly personalized updates and information. This tailored approach not only demonstrates your commitment to meeting their specific needs but also serves as a valuable opportunity to strengthen your client relationships. Engaging them through these personalized emails will not only pique their interest but also reinforce their confidence in your services.
