How to Craft a Strategic Email Campaign

By Mindy Hylton, April 11, 2017

5. Build your message.

Be consistent with your message by staying on brand, but avoid redundancy. Change up your message based on timing, audience and call to action. A few sample messages include: save the date, early bird special, registration is open, new details, look who’s coming, last chance, incentives, thank you and post-event surveys.

6. Organize your email campaign.

Now it’s time to create your timeline. By laying out a tentative date or window for each email and message, you can identify and fill the holes in your campaign. Keeping it tentative is key so you can react to changes in the market.

7. Gather feedback.

This is when your event comes full circle. Think back to when you were analyzing the data from past events: Now is your chance to fill in the blanks. Ask your attendees questions that will not only improve the actual event but also allow you to reach them in a way that delivers higher ROI. Do this by reviewing email analytics (open rates, bounce-backs, clicks, etc.) as well as post-event surveys. Ask the right questions and gather testimonials. By collecting solid data as you go, next year’s marketing plan is already halfway done.


Mindy Hylton email marketing email campaignMindy Hylton is Connect’s senior director of marketing, overseeing marketing efforts for all Connect events including the annual Connect live event.

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