From 500 to 2,000 registrations: The Power of Targeted Email Marketing and Compelling Visual
Abstract: When the Sri Balaji Kalyana Mahotsav – 2024 faced limited registrations despite SVK’s promotional efforts, DigitalSpan stepped in to rewrite the narrative. Through strategic execution, including visuals and a targeted email campaign, we turned a modest 500 registrations into an extraordinary turnout of over 2,000 attendees. This case study dives deep into how refreshed graphics, compelling messaging, and the power of personalized email outreach revolutionized an event’s promotional strategy. Discover the actionable insights and proven tactics that transformed the success of the event and set the stage for a thriving partnership.
About SVK
Stitching Vasudhaiva Kutumbakam (SVK) is an organization that celebrates and showcases Indian culture in the Netherlands. The organization provides a sacred and divine space as a community center for Hindus living in the country and organizes various events throughout the year. These events not only focus on cultural celebrations but also serve the community by offering health and wellness programs, educational initiatives, and social activities that cater to the diverse needs of the people.
Recently SVK hosted Sri Balaji (Srinivasa) Kalyana Mahotsav – October 2024 SVK in association with Tirumala Tirupati Devasthanam (TTD). The promotion of such events for SVK is usually handled by their volunteers with expertise in respective domains. This was expected to be a large-scale event with a target of 2,000 registrations due to its significance and grandeur. However, despite their efforts, they had only managed to secure ~500 registrations due to limited time and understanding of digital marketing by volunteers. SVK had circulated promotional graphics across their networks and invested ~ € 200 in paid promotions on social media, but the results could not meet expectations.
At this point, the SVK team recognized that their promotional efforts were not yielding the desired results and contacted us at DigitalSpan to assist in improving the situation. Initially, SVK believed that the graphics used for promotion were not appealing enough, and thus, they decided to refresh the visuals to better resonate with their audience. However, the decision to revise the graphics was made at the last moment, leaving limited time for DigitalSpan to implement the changes.
Upon taking over, DigitalSpan thoroughly analyzed the existing promotional content and immediately identified the limitations associated with the graphics and paid campaigns. During discussions, it was brought to light that SVK had access to an email database of around 500 contacts from previous events. DigitalSpan recognized the importance of leveraging this data, especially since SVK’s target audience was located in The Netherlands, where many people tend to overlook social media promotions, but emails are always taken sincerely. This insight led to the realization that email marketing would play a crucial role in reaching the desired audience more effectively.
Plan Of Action
DigitalSpan immediately started putting 2 parallel plans in action.
Graphics Before DigitalSpan
Graphics After DigitalSpan
Improving graphics
Started creating graphics which can appeal to the audience. The SVK team could easily understand the difference between graphics created by the DigitalSpan team and the appeal these new creatives were displaying. The taglines and the captions were changed along with a change in promotional message. It was also suggested by Team DS that we need to make sure that people who are interested should register on an immediate basis and hence the messages were curated in a way to curate urgency in the audience for registering in the event.
Email Campaign
The next approach was an Email campaign. The Email campaign was aimed to address the existing data who had earlier interacted with SVK for other events, but didn’t yet react to this event. One of the major concerns to SVK was that they were not able to reach the target audience. This Email campaign ensured that the targeted audience were reached and the current Email was designed to ensure people take action.
Graphics
Graphics
Email Graphic
The Final Outcome
- DigitalSpan’s team received a call from the event host and the concerned coordinator for showing the amazing footfall they had received in the event.
- The turnout was nothing short of spectacular, with over 2,000 attendees gathered, surpassing all expectations. The Sri Balaji (Srinivasa) Kalyana Mahotsav had become an extraordinary celebration, fulfilling every expectation and more.
- SVK was not only impressed by the immediate results but also recognized the lasting value DigitalSpan brought to the table. The refreshed visuals, compelling email campaigns, and targeted outreach had clearly transformed the event experience, ensuring it reached its full potential. This success marked the beginning of a new, long-term partnership.
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Testimonial by Customer
We had an urgent requirement for an event promotion. Team at DigitalSpan did an amazing job in delivering all the necessary content in a very short time with highest quality. We have benefitted hugely with the digital campaign conducted and our event was a huge success. We are now going for a long term partnership to redesign our organizations's Digital marketing landscape and strategy. Will recommend any one who is in need of Digital marketing deliverables both short term and long term.
Aravind Mamidi