Category Archives: Email Abuse

Attendee List Rental 2.0 (eShowMail)

  • Exhibitors have, for years, been given or rented the registered attendee list to send pre and post show marketing emails to increase traffic to their booth and to thank those who visited. Call this Attendee List Rental Version 1.0.
  • However, privacy and SPAM concerns have all but eliminated the practice of giving or renting the attendee list to exhibitors.
  • Enter Attendee List Rental Version 2.0 in the form of eShowMail , a system that enables exhibitors to have their custom email blasts sent without having direct access to the confidential attendee data.

Benefits:

  • Exhibitors get a full service email solution to communicate with registered attendees.
  • Attendees learn what is happening at the show, their contact information is kept confidential, and they have the ability to opt-out of the email program at any time.
  • The Show Organizer gets an email program with no additional cost and no risk to the attendee list.


Important Features:

  1. Attendee Protection. eShowMail protects your attendees. Simply put, the attendee list is never shown to the exhibitor. In addition, attendees can opt-out of the overall email campaign by clicking the “unsubscribe” link that is found at the bottom of every email we send.
  2. No Cost to Show Organizer. eShowMail is free for show organizers to offer to their exhibitors. There are no setup charges.
  3. Revenue Generation. Exhibitors pay to use the service. We charge a flat fee per email blast. The show organizer has the option of generating additional revenue by marking up our price to their exhibitors.
  4. We Do All the Work. Our reps work with each exhibitor to guide them through the process. We don’t require any assistance from show staff other than final approval of emails.
  5. Custom Emails. eShowMail allows exhibitors to use their own custom HTML. If the exhibitor can’t supply their own HTML, we will build an email for them.
  6. Reporting. eShowMail includes a real-time reporting website for both the exhibitors and show organizer. The site shows statistics, but no attendee data such as email address.
  7. Scheduling. You control the # of email blasts that are sent (per day and total). At most shows, we send two blasts per day over the course of 2-6 weeks depending on the number of participating companies. Exhibitor participation has ranged from 10% to 20% depending on the type of show.
  8. Control. eShowMail gives you full control over the content that is being sent out. Before an email is sent out, a proof will be sent to you for final approval.

Emails / CAN-SPAM / Trade Shows

CAN-SPAM and the Impact on Trade Show Exhibitor Emails

Tradeshow organizers gather attendee email addresses in the SPAM Imagecourse of completing attendee registrations and if they are smart, they require them to OPT-IN or OPT-OUT of receiving emails. So the question is what can be done with these email addresses? Quite simply, the show organizer can send CAN-SPAM compliant emails to the registered attendees regarding the show. In addition, they can send emails on behalf of their exhibitors promoting their activities at the show because the emails are technically coming from the show organizer. These emails can be sent until the attendees OPT-OUT. Organizers start to run into problems when they sell the list to the exhibitors as part of their “exhibitor or sponsorship package” or as an add-on benefit so exhibitors can send their own emails.

Based on our experience with exhibitor emailing, here are some things to consider:

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To share the registration list with your exhibitors or not to share…that is the question!

At the IAEE Expo! Expo! tradeshow last week (December 9-11, 2014), we spoke with tradeshow eShowMail Movieorganizers that struggle with the question of whether or not to allow their exhibitors to send emails to their attendees using the show’s registration list.  Some have had terrible things happen with their attendee list, including one organizer, from a big show, that found out that one of their exhibitors was reselling the list.  This is not uncommon.

Offering access to the registration list helps selected exhibitors drive booth traffic, increases exhibitor ROI and thus retention rates.  However, how do you reconcile providing this service when you have exhibitors that commonly SPAM the list or betray your trust by sharing or selling the list to non exhibitors. Continue reading

The Value of Event Data: Part 1

I read an article by Mike Blackman, Managing Director of Integrated Systems Events, regarding the value of an event’s registration data.  I found it very interesting and thought I would share it:

Tread carefully when considering whether to rent or sell your attendee data to third parties, says Mike Blackman, managing director of Integrated Systems Events.

“Big data.” It’s a phrase that entered into common usage a couple of years back, when it seemed the only companies seriously bucking the recession trend—at least in the Western world—were those engaged in the acquisition, processing and subsequent exploitation of customer data. Continue reading

Is your attendee list being shared online?

Irritated Attendee MemeI speak to a great many convention, expo and trade show organizers. A recurring theme of these conversations is the merit of sharing the registration list with exhibitors. Some do but most don’t and for good reason, which was explained to me yesterday by an individual that runs a number of conventions.

In the past, they have always given away the attendee list to allow for exhibitor email marketing to the attendees.   They trusted their exhibitors would use the list only once and this was the easiest way to allow them to send emails.  Up until recently, this list included the attendee’s email address, although only the attendees that had opted-in during registration. Seems reasonable.

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