In our previous post, we learned that email is currently the preferred means of pre-show and promotional marketing in the B2B realm, according to multiple studies. We also admitted that most of us delete a lot of the email in that category. This time, we are going to look at
- Why do we delete B2B promotional emails?
- How can we get our targets to open the pre-show marketing email we send?
Why Do We Delete B2B Promotional Emails?
There’s an awfully good chance if you’re reading this, you’re a marketer. You are most likely always evaluating the efforts of other marketers.
When you get an email with a subject line like, “Please visit the NewCo exhibit at XYZ show,” you probably think, “Yeah, right,” and hit delete.
But if the subject line reads, “Discover how NewCo’s widget can help you automate your expense reporting,
A subject line that reads, “Discover how NewCo’s widget can help you automate your expense reporting,” that may be worth a read. In the body of the email, you learn that there will be demonstrations of the widget at the XYZ show. Suddenly, visiting the exhibit becomes a possibility.
One of the most critical challenges in pre-show email marketing is crafting compelling subject lines that motivate recipients to open the email and take action.
Next is the length of the email. Let’s have a show of hands: how many of you determine whether or not to read an email by how much copy you see? Very few people have the time or inclination to comb through copy to learn What’s In It For Me (WIIFM).
Marketing is not closing the sale; marketing is about motivating the customer to move beyond the message — to learn more, to make contact, to act. And speaking of WIIFM, if there is no call-to-action (CTA) that communicates a benefit, why bother? “Please visit NewCo’s exhibit at XYZ show.” Why?
Too many marketers forget that effective pre show email marketing is about forging relationships that lead to action — not leaving readers wondering why they should care.
How to Improve Pre-Show Email Marketing Open Rates
We have partially answered that question above. To improve your trade show email marketing results:
- Compose a subject line that sparks curiosity and clearly communicates your message.
- Edit your copy until your message is crisp, succint, and focused more on the recipient than the sender.
- Create a call-to-action (CTA) that includes a tangible benefit.
For example:
Benefit #1: The recipient gets to see a demo of the widget. Great. But what else?
Benefit #2: As a thank-you for attending the demo, the target will receive something of value. Or NewCo will contribute to a charity in the prospect’s name. Or the prospect will have the opportunity to sit with a salesperson over a cup of gourmet hot chocolate.
A successful trade show connects people first — not just companies.
Best Practices for Effective Trade Show Email Marketing
To maximize the impact of your pre-show outreach:
- Test your email to ensure that it is mobile friendly. A large percentage of pre show marketing email messages are viewed on mobile devices. If your email does not display properly, you risk losing engagement immediately.
- Create a compelling preheader “snippet”. This preview text often determines whether your trade show marketing email gets opened.
- Test your email. Then test it again. Read it out loud. Ensure graphics load quickly and links function properly.
- Identify what will make your email stand out from inbox clutter and competing exhibitors. And no, emojis aren’t a strategy.
- Segment your audience. Your CRM should allow you to customize trade show marketing email by job title, buying stage, or visitor category.
In our workbook, Creative Bravery for Your Face-to-Face Marketing Program, we explain how to plan for different categories of exhibit visitors. Customize your email by job title—or by whatever segmentation makes sense. One size does not fit all.
Pre-show email marketing performs best when messages address specific audience challenges and clearly explain how your solution improves their professional lives and performance.
Open Rates Determine Success
In spite of the fact that studies show email is one of the most effective promotional marketing methods, if your targets don’t open your message, it isn’t effective at all.
That’s the hard truth about trade show email marketing: performance starts with visibility. Before you can generate booth traffic, book meetings, or create meaningful conversations, your audience has to open the email.
Strong subject lines capture attention. Compelling preheaders reinforce the value. Focused messaging keeps readers engaged. Clear calls to action move them toward a next step — whether that’s scheduling a meeting, registering for a demo, or adding your booth to their show plan.
When all of those elements work together, trade show email marketing becomes more than an announcement. It becomes a strategic tool that supports your face-to-face marketing investment.
Align Strategy with Audience
Open rates report visibility. Relevance drives results.
The most effective trade show email marketing strategies are intentional, segmented, and aligned with the realities your audience faces.
Decision-makers, influencers, and technical evaluators should not receive identical messaging.
If you’re ready to strengthen your trade show email marketing strategy, contact our team to start the conversation.
