September 08, 2016

Engaging Through Email for Tradeshow Communications

by Guest Blogger

Tradeshow season is upon the glass and fenestration industry, with big events including GlassBuild America, GreenBuild International, and Germany’s Glasstec all happening in the coming months. And that means it’s time for attendees and exhibitors to make their final preparations for each show.

We’ve covered best practices in tradeshow communications in the past, and in the midst of using new methods of communication for drawing visitors to your booth, it’s important not to overlook the essentials. While channels like LinkedIn are growing increasingly important, tried-and-true email campaigns can and should be a fundamental component of your pre-show communications plan.

There are a few reasons for this. Your already-built email lists are likely full with potential people you’ll want to target at a given show, so you can easily use those to your advantage—especially if you’re already deploying a marketing automation plan.

Second, if there’s one thing that busy tradeshow goers have keeping them connected during all the hustle and bustle of the show itself, it’s likely their smartphones—and their inboxes. Deploying quick- hitting emails throughout a show can be an effective way to cut through what can be at times an overwhelming experience.

Here are a few practical ways you can use email communications before, during and after a big tradeshow to make an impact:

Pre-show communications. Get in front of your audiences before they step onto the show floor by sending informative emails before the show itself. Being on your audiences’ minds in advance can increase the likelihood they’ll actively seek out your booth once there.

Integrate with your entire show strategy. Your email communications should be integrated with your themes for the entire show to present a singular, unified message. What are your key themes for this year’s show? What are the new and exciting things you are bringing to the industry? Make sure your email communications are hitting on these messages to drive them home.

Keep it Simple and Informative. There’s a lot to take in during a tradeshow, so make sure your email communications are hard hitting and contain valuable information. Communicate just what you want your customers or leads to know—how to connect with you at the show.

Have you used email communications as part of your overall trade show strategy? I’d love to hear some of your tips. Email me directly at

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Posted: September 08, 2016 by Guest Blogger Filed under: communication, e-blast, tradeshows