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Rochester, New York

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Getting Email Marketing Delivered for Your Event

Event_Marketing_Email_Marketing Email marketing (done right) is a near silver bullet for event organizers and planners. Some of my biggest successes in promoting and marketing events come directly from email marketing.  If you can get a half way decent email list of qualified prospects, advance ticket sales come rolling in.

Unfortunately emailing marketing is getting increasingly more difficult these days. It doesn’t matter if you’ve double opt-in your list or the email is being sent from Whitelisted mail servers . . . Spam filters have become so voracious that they’re blocking even legitimate emails. In terms SPAM filters, they’re a good thing - but I can’t stand over zealous filtering of real email messages.

Try Text Based Emails & SPF Records
Here’s a simple strategy to get more emails through to your list – send text based email.  Typically when sending email you have the choice of sending the email as HTML, Plain Text, or both. I realize that text based emails don’t allow for any HTML formatting, templates, graphics, etc. You’re also at the disadvantage of not being able to track open rates for your email. But you can still track click through rates on text emails by using tracking links in each email. In my opinion open rates are highly overrated. If you’re doing email marketing for business dollars generated always trump open rates.

Why send plain text email?  Because plain text email is less likely to get tagged as SPAM. I know my text email suggestion might be a hard pill to swallow, so I have an additional suggestion . . . Do a limited test to your email list with just text emails. See if there is enough of a difference to justify all text emails.

Setting up a Sender Policy Framework (SPF) record is another small thing you can do to ensure more emails make it through. SPF records give legitimacy to your email by legitimizing (non-technical description) your email server. The setup process is a little technical, so I suggest consulting with an IT person familiar with SPF record setup. You can do a Google search on SPF records for more information.  

Sobering Email Marketing Statistics from the Field
Regardless of you using HTML or plain text emails to market your event . . . A majority of people aren’t going to open your email, that’s the reality of email marketing. Of the hundreds of emails I’ve sent for clients over the last 5 years, including multiple events, it’s rare to see an open rate over 50% - even with a list of a few hundred people. If you send emails weekly or more often, you’re probably looking at a 20-30% open rate. I’m not trying to be negative here – but merely outlining realistic expectations for your email marketing.

Give plain text emails a try on your next email campaign and setup your SPF records. With spam filters stopping more emails, you're going to have to try different things to get the message to your prospects. Last, but not least, my thanks goes out to Bob Britton for bringing the topic of text email and SPF records back to my attention.

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