Email Marketing Guide

No marketing channel operates in isolation, and events like HRD Summit are no different. To truly turbo charge your investment, here are some best practice tips on how you can use email to catapult your investment into the ROI stratosphere.


For other events, some of our partners follow one of two paths for pre-event marketing:

  • “Let’s do nothing, it’s the exhibition organiser’s job to drive traffic to my stand.”
  • “Let’s tell our customers and prospects what stand we’re at.”

Both of these strategies are suboptimal and here’s why. An event organiser’s job is to get people to the event much like a shopping centre get people through the doors. And once people are in the centre it’s the shop’s job to get them through the door. Shops that don’t promote, that expect the shopping centre to do all the work, won’t be in business for long. And, shops that email messages like, “Come find us in shop G2 on level 4 at Bluewater” will annoy people very quickly!


Email marketing for commercial partners is not rocket science and here’s a helpful timeline of things you should be doing before and after the Summit.

Email Marketing Guide

No marketing channel operates in isolation, and events like HRD Summit are no different. To truly turbo charge your investment, here are some best practice tips on how you can use email to catapult your investment into the ROI stratosphere.


For other events, some of our partners follow one of two paths for pre-event marketing:

  • “Let’s do nothing, it’s the exhibition organiser’s job to drive traffic to my stand.”
  • “Let’s tell our customers and prospects what stand we’re at.”

Both of these strategies are suboptimal and here’s why. An event organiser’s job is to get people to the event much like a shopping centre get people through the doors. And once people are in the centre it’s the shop’s job to get them through the door. Shops that don’t promote, that expect the shopping centre to do all the work, won’t be in business for long. And, shops that email messages like, “Come find us in shop G2 on level 4 at Bluewater” will annoy people very quickly!


Email marketing for commercial partners is not rocket science and here’s a helpful timeline of things you should be doing before and after the Summit.