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The ultimate guide to email marketing for trade shows

Email marketing is proven to build high-impact, low-cost campaigns to reach your audience and drive business growth.

If you are planning to organise an exhibition or tradeshow, emails help you connect with past and potential customers, build relationships and promote your event.

But creating an effective marketing campaign can be a challenge because inboxes can be overloaded and a lot emails can get lost in the noise.

Which template will work the best for your trade show? How to segment the list to make sure you’re sending the right message to the right people? How to increase the open rate of your emails?

ExpoPlatform’s  guide to email marketing for tradeshows attempts to answer these questions and more.

1) Subject lines should be catchy and create FOMO

Your email subject line is one of the most important elements of your email marketing campaign. It’s what entices your subscribers to open your email and if it’s not effective, your email will likely be deleted without being read.

To create a subject line that will make your subscribers want to open your email, you need to create a sense of FOMO, or Fear Of Missing Out. Your subscribers should feel like they will miss out on something important if they don’t open your email. Tips for creating a FOMO-inducing subject line include using words like ‘exclusive,’ ‘limited time only,’ or ‘act now.’

2) Your emails should look visually pleasing on mobile devices

Creating visually appealing emails has always been important, but now it’s more important than ever to make sure that they look good on smaller screens. There are a few things to keep in mind when creating visually appealing emails for mobile devices.

First, use a responsive design. This will ensure that your email looks good on any size screen. Second, keep your content concise. Mobile users are often on the go and don’t have time to read long emails. Third, use large, easy-to-read fonts. Fourth, use images sparingly – too many will overwhelm the reader!

3) Use images that impress

Images help with retention rates and improve click-through rates. They also provide visual interest and engagement which makes them great for social media posts. Use high-quality images that are relevant to your brand and offer value to your audience.

4) Maintain a clean design and avoid clutter

A cluttered email is unappealing to recipients and can be a turn-off. If it’s tough to find the necessary information in a deluge of text and images, your email strategy will likely be unsuccessful. To avoid this, it’s important to maintain a clean design in your email. This means using plenty of white space, clear and concise language, and well-organised content.

5) Have a clear and bold (CTA)  

Your email’s CTA is one of the most important elements in your event marketing. It is your opportunity to tell recipients what you want them to do next, and it should be clear, bold, and to the point. A good CTA will encourage recipients to take the desired action – whether it is registering for your event, downloading a white paper or simply clicking through to your website.


A comprehensive email marketing strategy is essential for tradeshow success. Email marketing software plays a big role – you can deliver aesthetically pleasing, professional emails, use personalised templates and set up auto-reminders, confirmation and more.

Read more of ExpoPlatform’s advice on email marketing campaigns here.

Find out how  ExpoPlatform’s email marketing module can help.

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