Tip 30: Shorten that E-mail Newsletter

Part of an E-Marketing campaign (see Tip #8) is sending regular e-mail "newsletters" to prospective attendees who have opted in. The newsletters we are seeing are much too long.

Research indicates that a 150-word message produces a better result than a longer one. (FYI, this Tip is about 150 words.) Here's how to shorten and enhance your e-mail newsletters:

• Focus on the one "big message" you want to impart. This has to be something the attendee—not you—is interested in. Yes - "Bill Gates has agreed to be the Keynote speaker." No - "We have decided to add more exhibit space."
  
• Capture the recipients' attention and encourage them to click on a special URL that presents expanded information.
  
• Keep the sponsor’s message short and have them promote their presence at the show. This helps reinforce your message to come to the show.