Insights
Client Events Succeed with mdg Email Campaigns
mdg’s persona-driven email campaigns were essential to driving the success of two major client events this past fall, GSX 2024 and MINExpo INTERNATIONAL® 2024.
GSX 2024 attracted over 16,000 registrants — up 6.7% over last year — thanks in part to mdg’s highly-targeted, timely attendee acquisition email campaign. Incorporating agendas tailored to audience personas, conversion rates increased by 14% compared to last year’s event, and the 37.07% average read rate and 4.81% average CTOR lead the industry. Exhibitor and sponsorship emails also saw an increase in average CTOR.
MINExpo INTERNATIONAL® 2024 broke all records, hosting 45,000 attendees, more than 2,000 exhibitors and 850,000+ square feet of show floor. With paid media, lead acquisition, influencer marketing and organic social media, mdg’s campaign leveraged a combination of new tactics to reach new audiences, and saw 86% attendees taking part for the first time. A strong boost in international attendance also helped make the show successful, with a 6% increase in attendance compared to 2016, the most recent year of comparison when international travel was unrestricted. Additionally, the program’s overall attendance grew by 27%, with more than 1,500 participants across 24 countries.
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