Email marketing is an essential tool in the event management industry, evocos has found. evocos carried out a research study in February 2010, asking respondents if they use email as part of their event management.
Over 80% of respondents stated that they did use email when planning events. Used for both event promotion and as a method of deploying invitations, email is now a popular and cost effective marketing tool event planners reply upon.
Kate Oxton, Marketing Manager at evocos was not surprised by this result: “Email marketing tools are now so intelligent and sophisticated that they can provide a faster and more efficient service for both event managers and for delegates. Being able to send out event invitations via email is not only more cost effective than traditional mail, but it comes with a lower carbon footprint and the ability to track and measure the results. These are the kind of benefits that are making email such a vital tool for event managers. We combine our email marketing tool within our event and delegate management software solution – integrating it into a client’s CRM and back office system for even further benefits.”
This statistic contrasts with just 17% of event managers who claimed that email played no part in their event marketing process. Reasons for the absence of use may be due to lack of understanding, lack of requirement or lack of perceived technical skill, although as Oxton states, this shouldn’t be an issue: “Email marketing is so easy and intuitive to use nowadays. There’s no requirement to understand HTML. All good quality solutions come with easy to use editing platforms; if you can use Microsoft Word, you can use an email marketing tool!”
