The Rising Role of Email Analytics in Events Management

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


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: email, SEO, keywords

SEO "Best Practices" Today

Posted by Tom Smith on Thu, May, 12, 2016 @ 07:05 AM



Great presentation by Phil Frost, Founder of Main Street ROI (@mainstreetroi), "SEO is Dead: 5 Rules for Winning in the New World of Search."

Given the changes in SEO, and all of the rumors about what you should and shouldn't do, I thought it would be useful to share the thoughts of an SEO professional.

Phil suggests approaching SEO the same way you should approach content marketing - be transparent and provide information of value. Do not try to fool Google. Help Google provide information of value.

Phil reviewed Google's four major updates:

  1. Panda rooted out websites that provided poor user exeperiences (UX), poor design, and poor navigation.
  2. Penguin removed over optimized websites where users were trying to beat Google's algorithm by key word stuffing.
  3. Google+ used social media signals to improve search results by ranking sites based on social media credibility.
  4. Hummingbird interprets the context of a search and provide semantic updates.

As long as you're trying to provide information of value to users, Google updates are an opportunity to improve the performance of your site in search results.

Three things Phil recommends avoiding in order to avoid being penalized by Google:

  1. Over-optimized web pages
    1. Write naturally for your customer do not write for search engines.
    2. Do not stuff keywords on a page.
    3. Aim for 500+ words per page.
    4. Provide information of value.
  2. Self-created links
    1. Do not buy links - you will be penalized.
    2. Do not add links to irrelevant sites.
    3. Do not use the same anchor text on all, or most of, your links.
    4. Focus on sharing information of value to get links.
  3. Unnecessary "SEO" webpages
    1. Do not create multiple pages for similar keywords (e.g. plurals or similar intent).
    2. One page per keyword or theme.

Three predictions for 2016:

  1. Google will continue to fight manipulative SEO tactics.
  2. Local and mobile search will increase in importance; as such, your site needs to be mobile optimized.
  3. Social signals will become more important.

SEO is about partnering with Google to help users.

SEO should resemble and reflect real world relationships where you share information of value with people so they are talking about you and sharing your information with others, as well as providing positive reviews about your products and services.

Here are Phil's five rules:

  1. Research keywords.
    1. Use the Google keyword planner tool to look for long tail keywords.
    2. Look for search volume greater than zero.
    3. Look for words that reflect "buying intent" versus "research intent."
    4. Ask yourself if you really deserve to be ranked number one - do you actually offer the product or service you are promoting?
  2. Website relevance.
    1. Match your message to the market.
    2. Think in terms of target personas.
    3. Pick one page per target keyword and similar phrases.
    4. Use the target keyword in the title, headers, and body copy. Google looks at "titles" of a website like the chapters in a book.
    5. Create the webpage you'd want to find based on what you typed into Google (i.e. long-tail keywords).
  3. Website reputation.
    1. What's your "real world" reputation?
    2. Make sure the websites you're associated with are credible.
    3. Your friends say good things about you in social media.
    4. Focus on attracting links - do not buy or create them.
  4. SEO revenue.
    1. Write for your customers.
    2. Have social proof.
    3. Have clear calls-to-action.
    4. Do your keyword research to find words that generate sales.
    5. Use Google Analytics to track SEO traffic, leads, and sales.
  5. Responsibility.
    1. Identify who is going to be responsible for SEO on a day-to-day basis.
    2. Do not "set and forget" SEO. It must be managed on a daily or weekly basis.
    3. Delegate SEO work only after you understand.

Tactics for getting ranked in 30 days or less:

  1. Piggyback SEO
    1. Piggyback on high authroity websites like YouTube, PRWeb and Webwire
    2. Publish content with keywords in the title.
  2. Local SEO via Google and local listing (20% of searches are local; 40% of mobile searches are local; 97% search for local businesses)
    1. Research = Google Keyword Tool
    2. Relevance = keywords in you profile on local listing sites and relevant online directories
    3. Reputation = citations and reviews

Create a  "search console" (formerly webmaster tools) account in Google to receive alerts if your site is hacked and get advice from Google on the next steps to take to get your ranking back. 

Stay abreast of SEO changes for long term success and don't try to game the system. Establish a set of best practices for sharing information of value and you will be following the SEO "best practices" of the times.

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Tags: SEO, keywords