2017 IAEE Tech Committee Expo! Expo! Show Selection
Event Technologies based in Huntington Beach, California, provides the eShowMail service to event organizers. The service broadcasts email messages from a small number of exhibitors to registered attendees without exposing the attendee email addresses. Exhibitors pay a fee for permission to contact attendees via pre- and post-show emails. Attendees opt in during registration to receive the messages. Event organizers earn revenue by marking up the cost of the service to exhibitors.
In addition to strict confidentiality, the eShowMail solution offers some features designed to manage the stakeholder experience. It provides a dedicated support representative for each exhibitor during setup. Exhibitors are limited to two email broadcasts per day and attendees may unsubscribe from the list at any time.
Exhibitors and organizers are required to approve messages before each broadcast, and both have access to real-time send and receive statistics.
The American Association of Pharmaceutical Scientists (AAPS) uses eShowMail for several of its events, including its AAPS Annual Meeting and Exposition and National Biotechnology Conference. In 2016, the group began requiring that exhibitors be able to send emails to targeted segments of the list to reduce the number of irrelevant messages attendees receive. Event Technologies divided attendees into 13 segments based on their responses to a question at registration.
At the AAPS Annual Meeting and Exposition in 2017, 39 exhibitors participated in the eShowMail program. The approximately 50,000 emails sent achieved an open rate of over 28%. AAPS netted more than $50,000 of additional revenue from the partnership.