Since I attended ad:tech New York last year I have started receiving emails lately inviting me to register for the digital marketing event this year, which is coming up in November. One of the recent emails I received has several aspects that I find effective for email marketing, so I thought I would share some thoughts on it [click here to see a larger pdf version of the image at right]. Yes, all of these are basic execution principles—that's the point! Many times these simple things are not done in marketing emails that I receive from other shows. While it is very easy to get caught up in today’s latest marketing technologies, it is essential you don’t lose sight of the basics as they make a difference.

1) The primary message is crystal clear—it is in the subject line, headline, subhead and footer. There is no question about the purpose of this email.

2) The call-to-action (CTA) is prominent. It is both at the top and bottom of the email.

3) The email is simple and clean. The benefits are clear. Use of bullet points make for a quick read of key information, and multiple links keep copy density down and enable easy access to more info on the show Web site. 

4) The landing page is in sync with the email, i.e., when you click on the register button you are not just dropped on the show’s home page or other general page but are taken directly to a registration page.

5) The “update profile” in addition to the standard “unsubscribe” provides more control to subscribers to get emails that best match their preferences, providing more targeted communications, a better user experience and less chance for opt-out. This is a win-win for both the recipient and the sender.

Cristopher Levy is managing partner of Encore Media Partners. Encore is an audience strategy, marketing and media buying agency covering traditional, digital and mobile platforms, which specializes in local, national and global trade and consumer shows, exhibitions and conferences. Reach him at clevy@encoremediapartners.com.