How Tech Show London increased conversions by 77% through intelligent email

Through a series of hands on, in-person, interactive workshops, eFocus Marketing worked with the Tech Show London team to:

• Understand the data they hold about their subscribers and how it can be used to better segment and personalise their messages to increase engagement
• Map the emotional customer journey throughout the lifecycle to understand what different Persona’s need at each stage
• Visualise the current campaign plan and suggesting amendments to targeting, content and timing to better engage the audience (based on the above information)
• Suggest ideas for dynamic personalised content changes based on key segments

By understanding their audience and tailoring content accordingly, Tech Show London saw some impressive results:

Tech Show London 22 vs 23 Topline Email Results:

• Registrations from email +77%
• Attendance from email +168%
• Total clicks +10%
• Opens +33%
• Page views +103%
• ISP complaints -54%

Overall Results:

Increased conversions:

• +20% in total registrations (a new record!); Over 30,000 total registrations, surpassing our previous record of <25,000 in 2019 and achieving our highest number of unique attendees.
• 6% higher conversion rate than 2022 despite >85% higher attendance.
• Despite cutting back on email sends this year >36% more high-value attendees than in 2022

Increased visitor & exhibitor satisfaction:

• Record audience score for Tech Show London, 128% higher than 2019.
• Record average scans per stand, with our best density per unique attendee.
• Record number of visitor stands, beating 2022 despite nearly double the number of attendees.
• 88% of our audience plan to visit again in 2024.