The adage, “You never get a second chance to make a first impression,” is true every moment. It is especially relevant when you are sending out email.
While surprising in and of itself to come from such a professional organization, it’s no surprise that I was greeted with this type of email solicitation. I thought rather than delete it, let’s learn from it.
I found at least 9 items of learning.
Sent: Tuesday, June 30, 1:35 PM
Subject: Pre Show List
Dear Meeting Planner, Please stop by Booth 21,578 to register for our prize at ASAE while in Chicago! Prize: Xbox One S, Driving Wheel, Second Controller, and 3 awesome games. Value $685.00 VendorName – Booth 21,578 See you there!
Before reading my suggestions, what do you think you would do differently in crafting your email?
My suggestions, in no particular order:
- Personalize with my first name. If you are like me, you delete form letters
- Use a compelling subject line. Pre show list doesn’t communicate any urgency nor any connection
- Separate the body of the email into sentences or bullets
- Omit the prize information. Everyone has prizes at conferences. Attendees know they are gimmicks to draw you to their booth. See #5
- Share a compelling message. Not every booth will be of interest. Inspire me, your target audience, as to why I should visit your booth. We all have limited time on the conference floor, so COMPEL me to visit your booth first with a compelling subject line #2 then with a compelling message
- Don’t send out an email from a different address than your own (Person 1 sent out the email under Person 2’s name)
- Sign the email
- Include a little something about your organization’s story. Why you? Why should I care? Synch’s to #2 and #5
- Ensure the email is being sent to the right person. The Chief Storyteller®‘s company listing is under marketing not under meeting planner