E-mail Envelope Gleans High Response Rate For Conference Promoter

Deskgate Technologies developed a special e-mail envelope that sent a modified version of the Electronic Messaging Association's (EMA) 99 Conference website to members' e-mail addresses. The contents were targeted information about the show and a strong call to action to preregister.

"We highlighted specific features about this year's show and offered a bold, prominent 'register now' link to the EMA website online registration page," David Patterson, Director of Business Development told MWT. Three different e-mailings went out to 2600 members highlighting the advantage of last minute on-line registration to avoid the paperwork crunch at the show.

Ten percent of those e-mailed registered for the conference, increasing overall registration in a two week period by 66%.

"As a result of using our VIA Express Envelope, the EMA went from being 20% behind last year's YTD preregistration number to being 20% ahead of the plan in one week," Chip Venters, Director of Marketing at Deskgate, summed up. The EMA extended early registration by a week, sent out another Via Envelope announcement and ended up over 32% ahead of the plan. From down 20% to up 32% in 2 weeks."