The Basics of Exhibitor Email Marketing

Exhibitors want to connect with attendees before the event; however, there are very few options out there that are truly effective at increasing booth traffic for your exhibitors.  Exhibitor email marketing has proven to be effective for the shows we work with, and until something better comes along, seems to be the only viable tool available to exhibitors.
In the five years we’ve been working with events to provide exhibitor email marketing programs, we’ve learned a ton.  Here are the most important things to consider if you are thinking about giving exhibitors this opportunity.

You can add a lot of revenue to your bottom line with an exhibitor email program.

1. Don’t let your exhibitors see the attendee list. Send the email for them.
2. Get permission from your attendees at registration. Allow them to “opt-in” for pre-show emails from exhibitors to save you from getting complaints after the show.
3. Send targeted emails. Allow exhibitors to send to specific groups of attendees based on the info you collect at registration. (This reduces the number of emails your attendees receive and gives them relevant information.)
4. Schedule exhibitor emails so you are not sending more than two per day.
5. Allow attendees to opt-out of the exhibitor emails with an unsubscribe link.

Running a pre-show email marketing program for your exhibitors has obvious benefits.  It will generate additional revenue for the event, allow your exhibitors to attract qualified buyers to their booths, and increase attendee engagement, however you need to consider your attendees and make sure they are onboard before you include them in any email program.