First a few statistics on customer retention to set the stage*: The cost to acquire a new customer is 5X more than to keep existing ones 80% of your future revenue will come from existing customers Reducing churn by 5% can increase profits 25 – 125% 70% of customers leave because of poor customer service For every customer who complains there are 26 others who remain silent Enough said! It looks like putting some of your focus on retaining your current exhibitors will go a long way towards growing your event. Happy exhibitors will talk…
2016 July
Over the last 3 years, we at Event Technologies have sent over 1.25 million pre and post show emails to trade show attendees on behalf of over 1,000 exhibitors. We have learned a lot along the way, especially that sending emails to attendees requires a very different strategy from other email marketing efforts (newsletters, emails to prospects, customer relations, etc.). We did a brief analysis of the top performing emails and the bottom performing emails and here is what we found: Subject line The subject line is arguably the most important part of your email. …