Customer UnderstandingMarketing Performance

Use your marketing data wisely

By February 22, 2016January 26th, 2021No Comments

We’d like to say a huge thank you for joining us at the IoT Tech Expo Europe!

This was the opening line to an email I received last week.  That’s very nice of them, you might think, but there is a problem with this… I wasn’t there.

Don’t get me wrong. I did intend to go and I did register, but I never got the time to attend, as it was one of those “I’d love to have a nose around” events.

Up until then, the marketing team had done everything right:

  • I’d been thanked for registering
  • They sent me a link to get my delegate e-badge
  • They kept me up to date with what was happening

As you cannot get in, and sometimes even out, of these events without having your e-badge scanned, there’s no excuse for not knowing whether I was at the show. It goes without saying that these emails were written before the event even took place, but I can only assume they didn’t add attendance data to their automation tool, but they had a week to do it.

The lesson: don’t try to do things your marketing data doesn’t support

My Tips:

  • Draft your emails well before the event, so you have time to make any adjustments you need to.
  • Personalise them based only on the data you have or are going to collect.
  • Manage your marketing data and make sure the data is added to the relevant tools.
  • Keep it simple the first time. Better to deliver a simple message well than a complicated one poorly.

I hope this helps.