Maximizing booth traffic from interested attendees helps Exhibitors increase the number of qualified leads available from their trade show investment and hopefully increases ROI. However, traditional Email Marketing tools like Mailchimp, Constant Contact, and Salesforce et al. require the Exhibitor to have access to the recipient (Registered Attendee) list, which poses challenges in scenarios where attendee lists are protected by privacy regulations or policies. In such cases, platforms like eShowMail by Event Technologies provide a compliant and effective solution, allowing exhibitors to email attendees indirectly while safeguarding attendee data.
Why Exhibitors Can’t Access Attendee Lists:
- Privacy Regulations: Laws like GDPR (in the EU) and CAN-SPAM (in the US) restrict how personal data, including email addresses, can be shared or used without explicit consent.
- Event Organizer Policies: Many organizers no longer provide attendee lists to prevent misuse, such as spamming or data leakage.
How eShowMail and Similar Tools Work Without Direct Access:
- Attendee List Protection: The email platform handles the distribution of exhibitor emails to attendees on behalf of the organizers.
- Customizable Campaigns:
- Exhibitors create and submit email content through the system.
- Organizers approve the content, ensuring compliance with event branding and guidelines.
- Detailed Analytics: Real-time reporting shows metrics like open rates and click-throughs, helping exhibitors measure effectiveness without exposing individual attendee details.
- Revenue Potential for Organizers: By selling this service to exhibitors at a markup, organizers generate additional revenue while maintaining control over attendee data.
- Expense Control: Except for content and schedule approval, Event Technologies’ systems perform all of the work thereby outsourcing all of the expense to generate the increased revenue.
Examples of Privacy-Compliant Email Marketing Solutions:
- eShowMail by Event Technologies: Specifically designed for trade shows to provide exhibitor email marketing without compromising attendee privacy.
- Event Platforms with Built-In Messaging: Tools like Cvent or ExpoPlatform include messaging features that allow exhibitors to communicate with attendees within the event’s digital ecosystem.
For exhibitors, using such platforms ensures compliance while maintaining strong engagement with the event’s audience. Organizers benefit by protecting attendee trust and data integrity while offering valuable exhibitor services.
