Event Marketing: Persistence versus Pestering

Last year I was involved in an event marketing project that utilized a series of emails to promote an event. The permission based list was a little over a thousand people.  Toward the end of the promotion the client started to question if too many emails were being sent to potential attendees.  In the end, not one of the email list subscribers complained about getting too many emails or being inundated with information.   On the flip side, I’ve seen other businesses sales pitch their prospective customers into oblivion and get plenty of unhappy emails in return. If you’re going to email market your event, it is always important to respect the fine line between being persistence and pestering.

Don’t Pester, But Be Persistent
Each event will have a different threshold for where potential pestering begins.   The most important point to be made is that as long as you’re working with a permission based list, your potential attendee’s will give you an impressive degree of latitude. That latitude is afforded to you only if you send them information of value.

The Key
The key to stay persistent without being pestering is in delivering information that will be valued by your potential attendee.  If you’re doing email marketing for your event and send four “sales pitch” emails with no information value, chances are you’re going to annoy your potential attendees.  There is always the possibility that a few people might complain. It’s important that you can’t keep everyone happy. If there are several people that are complaining, you’ve crossed the line.

Be Persistent, Especially as Your Event Approaches
Try sending a event oriented email a week before your event and then one last blast a few days prior.  We’re all human. You would be surprised how many times interested attendees for your event simply forget that your event is happening. A friendly reminder, in almost every instance, can only help you get more people to your event.