5. Always remember to answer: “What’s in it for me?”
The most successful email campaigns are the ones that consistently make emotional connections with members.
For example, it’s not just about telling your members about who the keynote speaker is: it’s about showing them why they should care, and telling them the story of how it might change their life. A great strategy is to build your campaign around member testimonials. For example, for The American Network of Community Options and Resources (ANCOR) email campaign, we interviewed three senior staffers of a long-time member organization, and told their stories of why the conference mattered to them through a series of three emails.
We’ve said it many times before: your conference is about people.
So, channel people. Not facts.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #23!
The Lone Marketer
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