email event promotion metrics webinar blog

2017 Email Event Promotion Microstudy

Alex Mastrianni

Have you ever wondered how your association’s event promotion strategy compares to other organizations’?

Association marketers were asking us these questions:

How does my promotional strategy line up to what others are doing?

How many months in advance should we start promoting our annual event?

Do our open and click rates seem on par with our peers’?

What promotional period brings in the highest amount of registrations?

Being theĀ data fanatics that we are, we wanted to know, too! We put out the call to clients who were interested in participating, and conducted a small peer-to-peer roundtable survey and discussion to gather insights.

And now we want to share it with you.

This association-driven study examines how associations are marketing events, specifically when it comes to email.

We asked questions about large (national or international events lasting two or more days) and small (regional or national events lasting for at least one day) events.

Key findings from the report include:

  • Overall key performance metrics — delivery, open, and click rates — are consistent across both large and small event campaigns.
  • Email, print, and social media are the marketing channels of choice for large event promotions.
  • Request for Proposal, Early Bird, and Last Chance Reminder emails are popular promotional stages for large event promotion. Early Bird and Last Chance Reminder drove the most event registrations.
  • For large events, Save the Date mailings had the highest open rate, but the lowest click rate. Early Bird mailings were the most engaging.
  • 86% of study participants began promoting large events at least 6 months in advance. Of those, half of the promotions began 11-15 months before the start date.
  • Email is the most popular channel for small event promotion; print and social media were close behind.
  • Early Bird, Open Registration, and Last Chance Reminder were the most common types of emails for small events. Early Bird and Last Chance Reminder were the most effective for securing registrations.
  • Request for Proposal mailings had the highest open rate for small events.
  • 80% of study participants start promoting their small events 6-10 months before the event start date.

There’s much more to see in the full report. Get your complimentary copy here.

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.