This is a note from our sponsors.
MJBizCon is rapidly approaching. To set your exhibitor booth up for success, you need to start pre-show email nurture campaigns NOW. The goal is to get your brand name in front of attendees in advance to drum up interest in visiting your booth and develop recognition when they see you on the show floor.
Last year, over 1.65 million emails were sent through the Cannabiz Media Cannabis Market Intelligence Platform between October-December 2023, with over 91,000 of those emails pertaining to MJBizCon. This was determined by analyzing subject lines containing a variant of the show name.
Understanding the results of last year’s show-specific email content gives YOU the roadmap to success for optimizing your email marketing for the 2024 show by answering three key questions:
- When should you start your outreach for MJBizCon?
- Does the spelling of MJBizCon in your subject line matter?
- What words or phrases attract the most opens?
Read the complete report on how to succeed with MJBizCon pre-show email marketing.
Supporting Findings
- MJBizCon cold outreach emails achieved an average open rate of 30%, exceeding the standard 20% benchmark.
- Email marketing beginning as early as two months prior to the show (i.e. October) experience the highest open rates of 45%.
- Spelling the show name with the correct spacing and capitalization sets you up for better engagement, with average open rates of 34%.
- While including words like “meet”, “see”, “find”, “join”, and “visit” improves open rates, including the booth number did not impact results beyond that.
Top 5 Performing Subject Lines
Here are the top 5 performing subject lines from 2023 based on open rate. Four of the top five correctly spell out the show name as “MJBizCon”.
One more noteworthy point to highlight: all five of the top-performing subject lines were used on relatively small distributions. Each one was sent to less than 2,000 recipients, with one as small as 200 recipients. This underscores the importance of hyper-segmentation and small list sizes in addition to crafting an effective subject line! By comparison, the largest distribution in the dataset, reaching almost 4,500 recipients, received a dreadful 7.25% open rate.
Takeaways About MJBizCon Pre-Show Email Marketing
- Start planning your MJBizCon email marketing strategy early to optimize engagement. Develop a schedule and content plan now to begin sending emails at least two months before the event.
- Double-check for accuracy in referencing the show name to maintain credibility. Spelling errors can raise doubts about your affiliation with the event.
- While one email should focus on arranging an in-person meeting, ensure your series provides value to recipients. Follow email marketing best practices by emphasizing benefits to the recipient (i.e. “What’s in it for me?”) rather than just self-promotion.
- Effective audience segmentation and list size, combined with a compelling subject line, are critical to boosting email open rates.
Conclusion
Getting ROI from MJBizCon does not simply happen from having three killer days at the show. It requires generating buzz in the months leading up to the show to bring your booth to life! Read the complete report on how to succeed with MJBizCon pre-show email marketing to ensure you have all the information you need to make MJBizCon 2024 your best show yet.
If you want to achieve similar results, subscribe to the Cannabis Market Intelligence Platform to tap into the same email platform that drove these successes.
