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TEMBO

22 May 2023

Email marketing: 6 strategies to drive more registrations

TEMBO

Email marketing is one of the most important channels for driving event registrations.

If you’re struggling to get the desired number of registrations for your event, there is a lot you can do.

Our event marketing agency TEMBO IMPACT shares 6 strategies for utilising your email marketing to enhance your registrations.

1. Get the basics right

• What - Clearly state the event name in every email
• Where - Include the venue and city
• When - Triple-check and provide the accurate dates of the event
• Who - Clearly define the target audience, especially in the initial emails
Why - Craft a clear and concise positioning statement for your event that answers the question "So what?" by conveying its importance and the benefits of attending

2. Subject line tips

• Grab attention with short, sharp, and imperative language
• Experiment with special characters and emojis
• Avoid spam-triggering words
• Personalise with first names
• Create urgency with deadlines

3. Link strategies

• Directly link to registration or booking forms in driver emails
• Always provide links to the exhibitor list and content programme
• Include a link to your logo for brand recognition.
• Check and track your links

4. Imagery

• Utilise captivating images to minimise copy
• Invest in a professional photographer
• Collaborate with exhibitors to gather appealing imagery
• Incorporate videos when possible

5. Content tips

• Tailor content to your target persona, writing as if addressing one individual
• Understand your audience's motivations and communicate accordingly
• Highlight USPs
• Address pain pints and provide solutions
• Balance benefits and FOMO
• Keep emails concise and drive readers towards the desired action

6. Use strong CTA’s

• Register
• Buy Tickets
• Book a Stand
• Plan Your Day

Remember to test, refine, and optimise your email campaigns for optimal results! If you need support, our TEMBO IMPACT team can help you deliver email marketing strategies that deliver outstanding results.

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Marketing Delivery

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Content Production

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Exhibitor Support

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Strategy

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Testimonials

TEMBO has supplied some great people for us over the last year. The people they provide not only integrate themselves as a key part of the team to deliver a campaign, they also provide valuable creative and strategic thinking. TEMBO is always my first phone call if I'm in need of cover.
Phil Boas
Marketing Director - Events, Infopro
It has been great working with the TEMBO team. Their flexibility and can do attitude was exactly what we needed to bridge the gap for our marketing needs. I’d thoroughly recommend them, especially to any supplier for the events industry who needs some short to long term marketing support.
Laura Tythcott
Whitespace XPO
TEMBO has been the perfect solution for us. We needed maternity leave cover and Kate and her team have worked within our financial constraints to provide a layered approach to the project meaning we have the right skill and expertise at the right time. It's flexible, innovative and responsive to our business needs.
Ben Cordle
Marketing Director, New Scientist
TEMBO are always my first port of call as they offer a unique service for the events industry. Having someone to call on that can provide clued-up marketers who can hit the ground running is an innovative and valuable resource. Add in Kate's strategic expertise, training and support in the background and it's easy to see why TEMBO has provided the majority of my freelance and temporary marketing resource requirements this year.
Duncan Reid
Event Director, Clarion
We had a short-term gap in our team and asked Tembo to step in. I was impressed with their knowledge, structured approach and the speed of response. Tembo will be first on my list the next time I am in need of a marketing agency.
Tracy Bebbington
Event Director, Clarion
Can’t recommend Tembo highly enough. They’re professional, collaborative, incredibly cost effective and really pleasant and helpful to work with. We love them being an extension of our team
Madeleine Cole
Venture Business LTD
Tembo takes all of the stress out of running your event’s social media marketing. From strategy to execution, they have been great, I am looking forward to working on more campaigns with the team.
Ali Reynolds
Global Marketing Manager, Acuris
TEMBO IMPACT were brought in to assist with our campaign and were professional and easy to work with throughout. The event content was complex, but they adapted quickly and effectively to all challenges that were thrown their way. I look forward to working with the TEMBO team again in the near future.
Reece Fung
Marketing Manager, GovNet
TEMBO IMPACT were hired because of their expert knowledge of the events industry. They have created and implemented a social media campaign process for six of our events and after a successful run we are now pushing TEMBO across the company as the social media team for FCBI conferences and exhibitions.
Mike Setters
Head of Operations (& Energy Division), FCBI/Thomson Reuters
TEMBO IMPACT took on H&S North very last minute but managed to deliver an audience equal with the previous year. We were impressed at how quickly they picked it up, their skills and expertise. Therefore, we contracted TEMBO for our flagship H&S event. They're knocking it out of the park, and we're tracking 70% ahead of last year in pre-reg.
David Bishop
Event Director, Western Business Exhibitions, part of Nineteen Group
We've always enjoyed a strategic relationship with TEMBO IMPACT. They are truly a strategic partner in every sense and fulfil the role perfectly with expert advice coming from deep industry experience and up-to-date market knowledge. Service responsiveness and sincerity have always been top class and more importantly provided us with the most needed push to promote our values more aggressively... We truly cherish the relationship and are very proud in associating with TEMBO.
Kaushik Sen
Managing Director, Coconnex
“TEMBO has taken all the stress out of finding excellent freelancers to produce our events. The freelancers they provide are extremely professional and go above and beyond to deliver quality products. Couldn’t recommend them enough".
Kim Palfrey
Deputy Head of Production, Arena International
Tembo quickly onboarded into our small team to help deliver our ambitious Q1 2021 online events programme. They provided efficient and effective support - in terms of comms planning and implementing key aspects of event campaigns (comms packs, graphics, social posts, in-event support). They're efficient with account management aspects, always keeping us up-to-date on time/costs allocation via weekly meetings and updates, so we could plan ahead and manage costs. Not sure how we used to manage without them!
Sophie Lock
Low Carbon Homes
I've been using TEMBO CONTENT for a couple of years. Whenever I've needed short-term conference production support they always responded quickly and provide me with high-calibre freelancers. I'm very happy with the service they provide.
Hannah Capstick
Head of Conference Production & Content, Professionals Association Group, Haymarket Media Group
Working with TEMBO CONTENT allows us greater flexibility in our conference production team, always with the assurance of professionalism, expertise and speedy delivery!
Alice MacGregor
Head of Marketing & Content, Technology Europe, CloserStill Media
I was very happy with L's work. She was very organised and a great communicator. She was also very proactive and went beyond my expectations and really made the run up to the event smooth and stress-free.
Emily Szweda
Marketing Manager - Electrical Review, Data Centre Review, Image Reports, SJP Business Media
We had a great show. The TEMBO IMPACT team have done a terrific job and should be very pleased with themselves! They have really cemented themselves as an extension of my team, and I’m looking forward to working with them on our upcoming events in the series.
Marketing Director
Quartz Business Events
Tembo have been an integral part of our growth over the last few years. Their marketing expertise and sense of team means we have total trust in their ability to deliver. I’d recommend any growing media company engages with them.
Marketing Director
InstallerSHOW, Lyrical Communications, of the Nineteen Group
We couldn’t have chosen a better marketing partner to work with, Kate has been great in understanding our needs as a launch show and has been phenomenal in providing us expert advice and suggestions whenever needed. Also, the way TEMBO Impact works was perfect for us as they have experienced professionals for all sections of marketing and therefore served as a one stop shop for us!
Esha Bark-Jones
Founding Director, Workspace Design Show
TEMBO were pro-active in supporting the events team at Mash Media with marketing support and juggling ever changing client priorities. TEMBO were efficient in managing client expectations and tasks on time with excellent communication skills and time management in order to over deliver on the objectives set. I wouldn’t hesitate to recommend TEMBO to support sales and marketing objectives.
Ed Bates
Show Manager The Publishing Show, Mash Media
TEMBO are really good at getting on with things. They are a strong option for anyone who needs support quickly and wants to work with a team who can understand their needs readily and get going on their behalf with a minimum of fuss.
HBI