GBE is a start up events company and as their name suggests, they run seminars that educate companies on how climate change can affect their business, how they can be responsible and retain profitability with a low carbon agenda. The events are run on a regular basis; they attract impressive industry renowned speakers and provide a forum for corporate networking.

They came to us for  help with their email strategy and to take advantage of our managed service.

The challenge

To generate an excellent direct response to event invitations with a limited marketing spend!

The response

Due to the restricted budgets and the nature of their business we decided on a cost effective, measurable and environmentally friendly form of communication to carry their marketing messages – email.

For each event we set out a hard hitting and accountable communication plan, which had the following features:

• Initial segmentation of database into previous attendees and potentially new customers
• Loyal customer discounts
• Early booking offers
• Further segmentation of database dependent on initial response to email
• Regular messages and communication with benefits of attending
• Late booking reminders
• Post booking follow-ups

GBE has enjoyed above average open and click through rates, seen online purchases soar, and cut down administration time in processing offline sales. 

With tickets priced at £300 and upwards and emails being delivered for just a few pence their ROI has exceeded all expectations.

The verdict

‘’It’s been amazing; we have sold out every event with the majority of sales being converted from emails. The guys at Abstracts have been hands on in making this happen, they know email and getting them involved at a strategic as well as creative level has really paid off. What’s more we now have an excellent understanding of our database which I sure will make our communication plans even more effective going forward.”

Ben Patten, Managing Director of GBE