When Is Too Much Email Too Much?

When promoting live seminars, as well as virtual events such as teleseminars and webinars, it's critical to continue promoting your event right up until you start delivering content. Seminar producers who track their sales typically see a dramatic increase in their registrations in the days leading up to an event. For teleseminars and webinars, the big increase is seen in the final few days before the event. If offering a live event that lasts a full day or more, the increase usually happens in the last two weeks.

But to enjoy the big increase and maximize your registrations, you have to stay in front of your prospects. Many promoters give up too soon, pulling the plug on their events three, four and sometimes more weeks out. They do so out of the fear of being stuck with food and beverage costs, as well as paying for unused sleeping rooms, for an event that won't happen. In fact, they may be cancelling their event right around the time that many prospects are getting around to evaluating whether to attend.

Email is an excellent and affordable way to keep prospects updated about your event. But some promoters are wary about using this tool too often, for fear of irritating their prospects. If you're concerned that you are emailing your list too often, consider these tips:

1. Segment your list so that you emailing only the people who are likely to attend your seminar. If your seminar is designed for residential contractors, for example, don't mail your promotions to the commercial contractors on your list.
2. Customize your message so that it is clear why you are mailing to your targeted list -- and why they should be interested in reading your promotion. Not only will recipients be more receptive to your message (there's nothing like opening an email that has nothing to do with your interests to feel like you are being spammed), they'll also be more likely to read and respond to your promotions.
3. Incorporate helpful information. Try incorporating a few tips into your promotional messages. Then segue to your sales pitch by explaining that the information you shared is the tip of the iceburg in terms of what you'll cover at your upcoming event. You'll prove that you have valuable content. Plus you'll feel better about contacting your prospects again.
4. Shift from sales to courtesy reminders near the end. Some people are uncomfortable doing heavy-handed sales pitches. Sending out a courtesy reminder ("Hi, it's Jenny, writing with a courtesy reminder about my teleseminar tomorrow night ...") keeps your event in front of your prospects, but in a helpful, less pushy way.
5. Find your style. Although it IS critical to promote yourself and your seminars, there are different ways of doing so. Some promoters come across like carnival barkers trying to get crowds to see the world-famous three-headed dog. Others feel queasy at the thought of being so pushy.

The best approach is one that makes you feel slightly uncomfortable, as well as a little more confident, bolder and promotional than you normally feel. You need to have a bit of swagger and sass when marketing. But at the same time, you need to feel comfortable with how you are promoting. If you're not, your discomfort will be communicated on some level. Unfortunately, your uncertainty will come across as not believing in your event vs. not believing in your marketing approach.