Are you using a marketing automation platform? Marketing automation platforms are online software tools that allow enterprises and non-profits to automate and personalize their communications with their targets. Many large organizations are using these platforms during the sales process to nurture relationships with customers. While this is one great use, these platforms also have a lot of potential for event marketers as well. Below is four of the best ways you can leverage a marketing automation platform such as Marketo, SharpSpring, or Pardot to increase the attendance and impact of your events.

1. Personalized Marketing Increases Impact

One of the best features of all marketing automation platforms is that they allow you to personalize your communications with your target attendees. This means you can customize each email’s content based on their name, location, or even purchase/donation history. In general, marketers see an average increase of 20% in sales when using personalized web experiences. Unlocking this type of customized content can help capture the attention of your attendees and ensure they RSVP to your event.

2. A/B Test Messaging to Enhance Performance

It is the stories and headlines we offer our guests that get them to attend. What if your headline doesn’t get the best reaction? That’s where A/B testing comes in. With a marketing automation platform, you can send two different versions of the same message to your prospects and then compare and contrast results. Once you know what is most effective, you can continue to use this messaging across the rest of your marketing. The ability to test messages in small batches can greatly increase the effectiveness of all of your marketing.

3. Identify The Targets Not Receiving Your Messages

Marketing automation platforms give you a detailed look at how each of your targets interacts with your emails or website. This information can be segmented to make new target lists. Segmenting individuals that didn’t open an email, haven’t visited the site, or starting to RSVP but didn’t complete the form can be extremely powerful. A typical use for event marketers is to identify those that clicked to learn more about the event in an email but then failed to complete their RSVP or purchase a ticket. A helpful reminder email can get these people across the finish line.

4. Rich Data Sets Increase Connections to the Cause

Marketing automation platforms keep a rich history of each target, allowing you to see when and how they became interested in your product or organization. Based on this data, you can customize your messaging to be relevant to their interests. This is especially helpful for products with multiple use cases or non-profits engaged across multiple issues. In both cases, you can ensure every message your target receives directly communicates to the features or advocacy that is most important to them. This type of customization can go a long way to enhancing your brand, with 61% of consumers saying they feel better about a company that delivers custom content and are more likely to buy.

Are you planning an event in New York City? Contact one of 583 PARK AVENUE’s Event Coordinators today to learn more about our venue.