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"It has been such a pleasure working with someone of your talent and professionalism. Your copy made all the difference in attracting people to our conference, and we couldn't be more grateful."

Sandy Thomas,
American Stock Exchange.

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Event Marketing

Keynote speakers are brought in to create excitement for conferences and events - but from the dull emails sent out publicizing them, you'd never know it.

Typically, these keynote emails are simple announcements. "'So and so' to speak at 'such and such' event." That works when the speaker is such a hot commodity that everyone knows who he or she is - such as Bill Gates or Carly Fiorina. But most keynote speakers, while experts in their field, are not always recognizable "household names".

So how do you pump up interest? Think about why your audience is coming to the event. One of the main reasons is to learn - to get an industry update, find out about future trends, or discover what the competition is doing.

Here are 2 samples of keynote emails that generated high registrations (actual results are confidential.)

Umpqua CEO on Next Moves: Retail Financial Services Symposium

If you're in banking, you know that Umpqua, the Northwest bank with the funny name, is a leading industry innovator. Therefore this email promises that senior executives will learn about the "next chapter" in their competitor's plans for the future.

For more detail about this email campaign, see the full story at Writing Email for C-Level Execs.

Wireless Summit 2004: Futurist Paul Saffo on the Future of Technology...

Tech people always need to be ahead of the curve. So any subject line that talks about the future tends to be a winner. Inside the email, the opening line tells the reader to "Hang on tight. Your world is about to be rocked." How? Keep reading...

"The future" is email-friendly

To create an email that's an audience magnet, entice readers with a glimpse of their future. Who can resist taking a peek at what lies ahead?



Karen's ClickZ Columns on B2B Email Marketing