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AGS 2016 attendee emails. Two emails out of 19 sent. Open rates ranged from 25–64%; click-throughs ranged from 2–18%.

AGS 2018 attendee emails. Two emails out of 24 sent. Open rates ranged from 28–68%; click-throughs ranged from 1–42%.

EVENTS

AMERICAN GLAUCOMA SOCIETY:

EMAIL MARKETING CAMPAIGNS

 

BACKGROUND

The American Glaucoma Society is a subspecialty organization under the umbrella of the American Academy of Ophthalmology. AGS members are a close-knit group who hold an annual meeting every spring. 

 

Lacking their own marketing staff, AGS enlisted my help to improve their pre-meeting communications and increase attendance at the 2016 and 2018 annual meetings.

 

CHALLENGE

To infuse life into previously-dry promotional emails; to reflect the camaraderie of their membership; to build excitement about the meeting locations in Fort Lauderdale and New York City. Also, to sell out all exhibit booth space.

 

SOLUTION

I created fresh, new copy that was warm, lively, creative, and fun. When possible, I incorporated the character of the destination and built a mini-theme around the primary message. 

 

RESULTS

The reimagined email campaigns earned unsolicited, enthusiastic feedback from AGS members. Attendance surpassed 1,000 for the first time at AGS 2018, with an increase of 65% over 2015. 

AGS 2018 exhibit space sales emails. Two emails out of 9 sent. Open rates ranged from 28–70%; click-throughs ranged from 7–50%.  

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