AAAE Accelerates Event Attendance by 25% and Attributes $14,800 to Automated Campaign

Alex Mastrianni

Online shopping is one of my favorite hobbies. (Yes, I consider shopping a hobby.) If your online shopping habits are anything like mine, you don’t always get to complete a purchase at the time you want to because something comes up and you get pulled away from your computer.

Hours or even days pass, and suddenly that online retailer you were browsing is in your inbox telling you you’ve left something in your cart, or they’re offering you a promotion on items you were looking at.

These types of campaigns – often referred to as abandoned shopping cart campaigns – are successful because they tap into two critical aspects of effective marketing: timing and relevancy.

American Association of Airport Executives (AAAE) applied the concept of an abandoned shopping cart campaign to their annual conference promotions and is 25% ahead on registration (compared to this time last year) for their event with two months to go.

And (yes, it gets better), AAAE can attribute almost $15,000 in revenue for their event to these campaign efforts, or $14,800 to be exact. They’re on track to have their highest event attendance in five years.

Here’s how AAAE is knocking registration out of the park:

  • AAAE is targeting two specific segments of their audience: members who have visited the event website at least five times and members who have visited the registration page but have not yet registered (classic “abandoned cart” methodology). Web tracking identifies the targets.
  • Once a subscriber hits the designated criteria, they enter an automated campaign comprised of five emails sent over a 20-day period. Emails promote the event, offer justification letters, and remind potential attendees of the value of the conference. If they register during this time, they are removed from the series.
  • Emails in the campaign are averaging a 50% open rate and a 17% click rate – proof that timely, relevant emails will achieve above-benchmark metrics.

Beth Arritt, Director, Marketing, at AAAE, is thrilled with these results. “We’re touching the audience when it’s ‘just in time.’ And the fact that we can track $14,800 directly to clicks in the campaign – it’s fantastic.”

We have one word for AAAE: wow! We’re looking forward to seeing the numbers they hit by the end of their promotional period. We’ll be back to report in May.

Interested in seeing what else Informz clients have been able to accomplish? Check out their stories here.

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About the Author
Alex Mastrianni

As the Marketing Manager at Informz, Alex drives the development and implementation of our content marketing plan and marketing campaigns. Outside of work, Alex is a pop culture junkie, ice cream fanatic, and semi-pro vacation planner.