Lifting email performance and engagement.
Events & Marketing, Saudi Arabia
70% email open rates. 80% click-through rate.
An events and marketing agency in Saudi Arabia needed stronger email performance and engagement from its exhibitor audience.
Instead of grouping exhibitors by company size, sector or country, we segmented them by their exhibiting motive: why they show up in the first place. Some come to generate leads, some to launch products, some to build brand presence, others to meet partners.
Building segments on psychographics rather than demographics meant every email spoke to what each company wanted from the event, which is what moved opens and clicks.
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