These emails are a small sample of 5 months of email marketing which took place each year to promote a fitness convention.

One of the key resources for improving the effectiveness of the email marketing for the event was redesigning the event’s website. The restructured website allowed us to start becoming very targeted, marketing streams, presenters and even single workshops, to niche groups of delegates. This also enabled us to successfully put the case for shorter, more concise email content, as seen here. This approach proved to be at least as successful as the old style where emails were overloaded with information.

The examples shown here are promoting the individual streams for the 2008 convention. For 2008, we also prepared a broadcast timetable, planning in advance what to send to whom and when. This in turn allowed us to prepare copy, designs and HTML well in advance. Email activity typically started in early January, and ran through until late April, just after the event finished. Typically we’d prepare 30-50 emails for various target groups.