Spotlight: Newsletter Basics

Editor's Note: This is a guest post by Ellen Michaels Presents

The volume of communications supporting a yearly event or conference typically follows a bell-curve shaped cycle.  Typically general event announcements, save-the-date notifications and early registration discounts start ramping up a few months before the event. These general invitations are supplemented with more detail about the event content, calendar, and featured speakers/discussions as the event nears.

This flurry of activity hits a high right as the communications segue from pre-event notices to actual real-time reports that center on updates and progress about the progression of the event or conference itself. Press coverage and blogs or Tweets from conference reviewers and attendees add to this spike in activity. Once the event is over and everyone goes home, coverage ceases and typically is shut down with a fairly simple reminder of the dates for next year’s event.

Doesn’t it seem like a waste to lose the energy and attention generated in the communication storm simply because the event has passed? Event planners work so hard to get time and attention to their event that it doesn’t seem logical to let communications with all of those engaged participants suddenly go dormant until the cycle begins again.

A newsletter may be the way to even out this communication curve throughout the year and even change seasonal participants into a community that is involved on a year-round basis.

A carefully crafted newsletter can:

  1. Increase customer loyalty. People like to feel in-the-know and connected to the inside scoop. Recognizing past participants by sharing information on a regular basis reminds them that they are recognized as a senior member of the group of attendees and keeps your event on their list of core work activities.
  2. Inspire past attendees. Many people appreciate receiving useful, insightful industry information. Useful information sent to the right audience is likely to be passed along, effectively growing your potential audience, community, and future attendees. Key point here is “useful information” do not use your newsletter as just an advertisement. Be relevant.
  3. Serve as a friendly reminder about you and your event. Bringing news related to your event along with a link to your website allows you to reach out to your audience instead of waiting for them to come to you. Effective reminders will ensure that past attendees proactively include your event in their travel calendar and budget for the next year.

Consider using a newsletter with fresh and useful event-related content to help upgrade your annual event and into a year-round engagement. If you would like to learn more about this or speak with a professional event management company feel free to visit the Ellen Michaels Presents website.

photo credit: Yandle

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