Tip 8: Do E-Marketing Right

The most effective attendance promotion tool of all time is the Internet, but it must be used correctly. Some tips:

• Ask permission: capture "opt-in" names by asking "may we send you periodic updates about the show?" But also let them "opt-out."
• Be brief—send no more than one page. Tell recipients only what is useful to them (not to you). For more detail, refer them to your web site (see next item).
• Make it easy to register: provide a hyperlink that takes recipients directly to a special registration page, just for them. This is where you can elaborate at length.
• Use "viral" marketing: ask recipients to forward your message to interested colleagues.