DIRECT EMAIL - National Wedding Show

When registering to receive the National Wedding Show newsletters it simply asks for your name and email. This is no way to create a data base, It could be useful in creating forecasts, fine tuning objectives and on improving the event.

Although this company have not taken full advantage of having the customers intent on registering it is to source priceless customer information, this is not a bad thing for the customer themselves as it is simple to use and is not time consuming.

Since registering for the news updates around six weeks prior to the London event, I have received one email. The email was very basic, the only information in the email was displayed in the form of the poster, consisting of an image of a bride with the titles of shows and events on the days such as ‘250+ exhibitors`. The date of the event, the phone number and link to both the National Wedding Show ‘homepage’ and ‘buy tickets’ page were also present in the email. The heading of the email was ‘Only 4 weeks till the UK's largest wedding show - save money by booking in advance’. I did not find this subject title very motivating and did not feel the need to buy a ticket simply from seeing the email.

Because the picture on the email was so large, it took almost 7 seconds for the email to effectively load as the only information was featured in the picture.

I believe the objective of the email was to encourage sales and attendees at the event. The brand image was the main feature of the email which I believed to be a positive and one is able to see straight away who it was from however the information on the email was limited and the subject heading not motivating in the least and it the email did not motivate me to attend the event.

The exhibitors are however encouraged to send mail shots to their customers encouraging them to attend the event.