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The Rising Role of Email Analytics in Events Management

Posted by Jennifer Dawson on Fri, Jun, 08, 2018 @ 08:06 AM

slim-emcee-ug-the-poet-truth_from_africa_photography-448307-unsplash

Photo by Slim Emcee (UG) the poet Truth_From_Africa_Photography on Unsplash

 

Big data is shaking up the business world, with revenue expected to quadruple from $33.5 billion in 2017 to around $134 billion in 2021. Despite this, most of this revenue comes from IT and tech companies, with traditional businesses struggling to wrap their heads around the analytics. If your company is in events management, then you need to start using big data to inform decisions if you wish to get ahead of the competition. Your Google SEO plan should begin with email, since this is the most effective way to advertise events services. You can improve results by investing in big data and crunching the numbers to help boost profits.

 

Emailing the Right People

Marketing experts agree that email has the greatest return on investment, ahead of social media marketing. When selling your events services, you are more likely to receive a customer through their email inbox than by taking out a paid Google or Facebook ad. However, you need to analyze the market trends in order to ensure you are reaching the right people.

 

Only a subsection of people will be interested in the events that you can provide, so don’t waste your time emailing everyone. Check the data to see which kind of people are opening your emails. The chances are, it is people who already previously expressed an interest in your service. Analysing the data allows you to pinpoint your market and target your emails more narrowly.

 

Beating the Spam Filter

Another factor big data analysis can reveal is whether your emails are getting through. You could be putting together a brilliant events newsletter with all your best offers and sending them to interested parties, but they may fall at the last hurdle and end up in the junk folder. You can adjust your marketing strategy to determine what increases delivery success rates. If you specialize in weddings, you’ll need a different strategy to a business which organizes festivals.

 

Emails should generally only be sent to potential customers who actively opted in to your services. The newsletter should then have an easy, one-click unsubscribe option. This will help the algorithms to view your email as not spam. Giving the option for users to opt out ensures you are targeting your emails more efficiently towards people interested in the events you offer.

 

Studying Action Rates

Finally, analytics will allow you to see your action rate statistics. Are you aware of how many emails it takes to get a click onto your website? Big data will tell you this. It will also reveal how changing a marketing strategy affects results.

 

For instance, you may find that scheduling your emails to go out in the spring is more effective for advertising weddings, but won’t be clicked on by people looking for events around the winter olympics. You can also view how other factors affect action rate. Perhaps some subject lines work better than others or including special offers at the top is more appealing than having it hidden in the text.

 

Events management is a changing industry and it needs to keep up with the tech giants. Big data suppliers and analytics tools are out there to help anyone with a digital marketing team. Use email for the greatest return on investment and use analytics to effectively target the right people and increase the chance of events business succeeding.

 

Likewise you need to deliver a great customer experience so consider what trade show decorators you will use to communicate a consistent brand message.

Tags: keywords, SEO, email