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© 2013 – Saffire Events®

Kendra Wright

President, Saffire Events®

Is Email Marketing Dead?

NO! (Here’s Why.)

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© 2013 – Saffire Events®

Corporate Portfolio

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© 2013 – Saffire Events®

Event Portfolio Rodeo Austin

South Texas State Fair

Rodeo Belton/ 4th of July Celebration

Brazos Valley Fair

Heart O' Texas Fair & Rodeo

Amarillo Tri-State Fair

Fort Bend County Fair

Central Texas State Fair

Comal County Fair

Okeechobee County Fair

Amador County Fair

Chowchilla Fair

Palomino Fest

Lea County

Coors Cowboy Club

Washington County Fair

Texas State Forest Festival

American Royal

Colorado State Fair

Napa County Fair

Dodge City Round Up

Brazoria County Fair

San Angelo

Rogers County Fair

Greater Baton Rouge State Fair

Central States

Black Hills Stock Show/Rodeo

Los Fresnos

Twas the Lights

Reno Rodeo

Redding Rodeo

Northwest Washington Fair

Sikeston Rodeo

Delaware State Fair

Sangamon County Fair

East Texas

Park of East Texas

Laramie County Fair

Benton-Franklin Fair

Carroll County Fair

Pendleton Round-Up

Pony Express Days

Arizona National Livestock Show

Yolo County Fair

California Rodeo Salinas

Rio Grande Valley Livestock Show

Old Sorehead Trade Days

Cuero TurkeyFest

Fiesta San Antonio

Glenn County Fair

State Fair of Louisiana

Four States Fair

Montgomery County Fair

Agricultural Learning Center

Grant County Fair

North Texas State Fair

Rooftop Rodeo

West End Fair

Crabtree Amusements

Trinity Valley Exposition

Brackenridge Recreation Complex

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© 2013 – Saffire Events®

Saffire Association Partners

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© 2013 – Saffire Events®

NOT COOL: Oldest Tactic

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© 2013 – Saffire Events®

COOL: Most Successful

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Poll

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© 2013 – Saffire Events®

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© 2013 – Saffire Events®

Email & Social Media

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BOOSTS Social sharing

email results!

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Most Cost-Effective

Top Revenue Generator

Fastest Results

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© 2013 – Saffire Events®

What Leads to Mobile Purchase?

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© 2013 – Saffire Events®

Multi-Screen Marketing

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Really Old Days

Fairly Old Days

Now

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SOFA MAXIMIZE

the

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© 2013 – Saffire Events®

Anatomy of Success Big Email List

Lots Opened

Lots Clicked

$$$

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© 2013 – Saffire Events®

Elements of Success

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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© 2013 – Saffire Events®

Step 1: Make Game Plan

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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Choose your team

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Brainstorm with your team

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1. Write down the target audiences for your event.

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2. Think of reasons each audience attends your event

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2. Match topics to reasons

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What we want to

tell people

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What people want

to hear

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Mindshare

With

Community

Connections

Inform Entice Keep

About

Events,

News,

Promotions

With

Many

Buying

Options

Categories of Info to Share

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Plan for: When to send?

How often?

How will you send?

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Poll

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Year Around 1-2/Month

Articles, Announcements, Offers

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Occasional One Subject Blasts

Entertainment line-up, gala, golf

tourney, etc.

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Poll

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Before Event CONSIDER DOUBLING “Pre-Event”

Email Success Builds Daily

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During Event Never Miss a Day

“Today at the event”

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After Event “Immediate” recap

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Organized? How do you get

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© 2013 – Saffire Events®

Editorial Calendar

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www.SaffireEvents.com/calendar

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© 2013 – Saffire Events®

Step 2: Build a list

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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© 2013 – Saffire Events®

Starting from scratch Outlook contacts

Board of Directors

Volunteers

Sponsors

Exhibitors

Past Purchasers

Etc.

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© 2013 – Saffire Events®

Email signups on every page

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© 2013 – Saffire Events®

Ongoing - Online When people share an event photo

When they complete an online form

On Facebook, offer Like and email signup

On Twitter, promote by teasing pending campaign

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© 2013 – Saffire Events®

Ongoing - Offline Door prize or signup at events

Anytime they purchase something

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Have a Facebook Contest Goal = Email addresses

Use a platform that you don’t own

To get email addresses you do!

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Contest Prizes Tickets

(Autographed) Merchandise

Experiences

Meet & Greets

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© 2013 – Saffire Events®

Step 3: Write it

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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© 2013 – Saffire Events®

Use Your Calendar!

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Don’t Tell the Whole Story

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Goal: Clicks to website!

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© 2013 – Saffire Events®

one main story

two smaller features

TEST

AGAINST EACH OTHER

two smaller features

Consider a Pyramid

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The Formula Headline

Image

Text (short, with links)

Call to action e.g., “Click here to enter now!”

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© 2013 – Saffire Events®

Encourage Sharing!

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© 2013 – Saffire Events®

Step 4: Include good imagery

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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One that makes you click! What makes a

good image?

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© 2013 – Saffire Events®

Step 5: Strong subject line

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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Good content and images CLICKS…

Good subject line OPENS!

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© 2013 – Saffire Events®

Good subject lines

Something recognizable

Action words

Not too spammy

50 characters or less

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© 2013 – Saffire Events®

BONUS POINTS Turn into Tweet

120 characters, # and shortened URL

Turn into Facebook post 150 characters, image and no #

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© 2013 – Saffire Events®

Step 6: Track the performance

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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You’re not Marketing!

If you’re

not measuring,

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Track

PER EMAIL

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Open Rate

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Click-Through Rate (CTR)

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Response rate – web visits, revenue

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Track

OVER TIME

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House File Size

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Churn (% who leave your list)

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Cost/Email

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Revenue/Email

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OPEN RATES Varies a lot by client

9-15% on low end

30-35% on high end

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© 2013 – Saffire Events®

Highest open rates Good subject line

Clients who sell online

Clients with a strong brand

Sent at the right time/day

Tuesday mid-morning, evenings & weekends

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CLICK RATES Not as much variance by client

Around 10-20%

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© 2013 – Saffire Events®

Calls to Action = Clicks Use action words

Get More Info!

Sign Up!

Buy Now!

More Photos!

Don’t tell the whole story

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© 2013 – Saffire Events®

Step 7: Learn and repeat

MAKE A GAME PLAN

CREATE A LIST OF RECIPIENTS

WRITE THE MESSAGE

INCLUDE GOOD IMAGERY

USE A STRONG SUBJECT LINE

TRACK THE PERFORMANCE

LEARN AND REPEAT

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MOST SUCCESSFUL? Which ones have been

DO

MORE!

LEAST SUCCESSFUL? Which ones have been

TWEAK

THEM!

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Learn and repeat How have they affected website visits or revenue?

What trends have you noticed that are actionable?

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© 2013 – Saffire Events®

To review Create an editorial calendar

Prioritize email, especially during your event

In this order, focus on integrating with social media Facebook, Twitter, YouTube, Pinterest/Instagram

Improve your tracking

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Kendra Wright WWW.SAFFIREEVENTS.COM

@SAFFIREEVENTS

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