CHICAGO — Robyn DavisCPTD, Trade Show Trainer/Consultant and Owner at WINH LLC Exhibitorshosted a webinar discussing the most effective ways to get exhibitors to open and read emails from trade show organizers, including showing the value of exhibiting at a show, scheduling emails to go out at times that are most convenient for exhibitors, and including clear calls to action.
Davis says the first step show organizers should take when writing exhibitor emails is to know the numbers. She recommends troubleshooting technical issues and identifying other features the email system offers before sending emails, such as segmentation.
“Think about all the different ways your exhibitors are special and break them into groups, so you can address each group individually,” Davis said of segmentation. “If you can’t address them to specific segments, maybe you can mention specific types of exhibitors in your email.”
Specific, well-organized emails will help exhibitors do the right things, like meet deadlines on time, and Davis says the use of bold or italicized words and phrases should be used to direct the exhibitor to the information that is most important to them.
“We want to make sure every email you send is worth reading, and one way to do that is to make it more interesting,” Davis said. “If you have exhibitors who are having success ordering lead retrieval tools and using them at their booth, or paying for sponsorships, tell them those stories. And include a link to how they can take advantage of those opportunities, too.”
Related. IAEE Webinar Provides Trade Show Organizers with Valuable Insights, Tips and Tricks for Effective Exhibitor Surveying
Another important aspect of creating effective emails is anticipating questions and providing tools and resources to exhibitors. According to Freeman’s data, 64% of exhibit managers are new to their role post-pandemic, so Davis stressed that responding in a timely and appropriate manner and being direct about exhibitor responsibilities is key.
“I like to include extras in the email,” Davis said. “We want it to be very specific and timely, like more tools and resources that can help them. If you’re talking about booth design approvals, maybe you can include a list of designers. The more successful they are in the business in general and the more helpful they can see you as, the more likely they are to want to get involved with your show specifically.”
To keep exhibitors more engaged with show organizers’ emails, Davis recommends using a combination of formats to convey information, whether it’s audio, video or screen sharing. She also adds that following up with exhibitors across multiple mediums, such as sending invitations to important dates, can reduce the number of email reminders organizers need to send.
Showing exhibitors that the show organizer communicating with them is also a person is also effective in strengthening the relationship between companies and building trust in organizers, and according to Davis, leads exhibitors to be more engaged with the content.
Davis will lead a multi-week program for more in-depth insights and tips on how to get exhibitors to read emails for trade show organizers. Registration closes June 21, 2023, visit HowToTradeShow.com for more information about the program.
Contact Robyn Davis at 614) 657-7412 or robyn@exhibitorswinh.com