AdNovum provides enterprise software and security solutions. They hold regular events for their target audience, and invites were previously sent manually via Outlook to their prospects with no insights and analytics.
Clickr Media planned multiple drip marketing campaigns leading to the events based on seats filled with subject lines and content tweaked each round to create a sense of urgency. Recipients were segmented each round to only target those who had implicitly expressed interest (based on opens and/or clicks) whilst excluding those who had already registered.
The EDM’s content was also focused on providing useful information to the audience attending, for example, the attendees who will be present at the event is mentioned to interest people who want to network with them.