Learn how Informz client, Association for Professionals in Infection Control & Epidemiology (APIC) used email marketing to support their 2010 annual conference. We'll cover how to discover potential conference/event attendees in demographic niches, creating relevant and valuable email marketing communications for each demographic niche, and using email reporting and analytics to determine how each demographic responds to these.

1. Annual Conference Email MarketingTargeted & Informative

2. Introductions Shawn Boynes, CAESenior Director of EducationAPIC Jennifer KerhinPresidentSponsorship Boost Lori Ely (moderator)Marketing ManagerInformz

4. Bullet 2

6. Use inexpensive emails (not expensive print brochures) to make your communications relevant. Annual Conference eMarketing

7. Online reports can track success or failures. Annual Conference eMarketing

8. Targeted & Informative Discover demographic niches. Create value in emails for each demographic. Analyze reports to determine success/failure

9. Who are we? 14,000 member healthcare professional association Annual Conference 2,000 – 2,500 annual conference attendees 4 days CE educational sessions Conference locations change in US each year

10. 2010 Annual Conference Goal: Increase attendance back to 2008 levels Lots of new APIC members 2009 decreased attendance due to economy 1st time conference attendees had been decreasing.

11. Demographic Niches Membership sections Previous attendees Non-members from similar medical associations International members Geographic region

12. Membership Sections APIC is a healthcare association with strong membership sections, based upon practice setting. Long Term Care Ambulatory Care Behavioral Health Pediatrics Home Care Veteran Affairs We customized emails based upon these sections.

14. MRSA in Moms and Babies

15. Meet-the-Expert session on Unique Challenges Associated with Preventing Infections in Pediatrics. Advocate for improved clinical outcomes by investing in your expertise. Find out more at APIC 2010! We look forward to seeing you in New Orleans! Same Format Applicable networking receptions Applicable Experts Applicable educational sessions

16. Membership Sections Review & Compare Pediatrics Home Care

17. Previous Attendees Dear APIC Annual Conference veteran: As an attendee at APIC 2009 in Ft. Lauderdale, you experienced a week of networking with colleagues, valuable education, and solutions to your most challenging infection prevention issues, not to mention the beautiful white beaches and afternoon storms. “QUOTE” If you haven’t registered yet for the APIC 2010 Annual Conference, time is running out! APIC 2010 represents an investment of less than $1,600* - a small sum compared to the cost of most healthcare associated infections (HAIs). As you know, each HAI impacts a patient while costing your facility substantial money and staff resources. At APIC 2010, you will have four days filled with opportunities to learn how to improve outcomes, manage risk, and reduce costs. Can your facility say no to such a valuable investment? Remind them of experience Quote from previous attendee Our message: Cost vs. Experience & Content

18. Non-Members Difficult to get non-member emails UNLESS they have purchased something from you. Non-members purchasers of this book received an email similar to the Ambulatory Care membership section email.

19. International Dear International Member: Get answers to your most challenging infection prevention issues from the leading experts at the APIC 2010 Annual Conference Network –Join other international attendees at these events to meet and network with each other. International Orientation International Reception Optimize your time by exploring infection prevention solutions in the Exhibit Hall. Meet with companies to discover the newest technology and latest products. Learn about the latest science and clinical best practices at more than 60 sessions, including: International Federation of Infection Control: A New World Order - IFIC in 2030 Investigating Clusters - a Meet-the-Expert session with Arjun Srinivasan, MD , Medical Epidemiologist, Centers f or Disease Control and Prevention, Atlanta, GA Multi-Disciplinary Detection and Response to Pandemic H1N1 Outbreak in a Newborn and Infant Critical Care unit Advocate for improved outcomes by developing the skills needed to influence your facility’s administration and persuade healthcare workers to change habits. Learn these skills at the numerous professional development workshops. Important: All letters of invitation will be provided upon request at the time you register for the APIC 2010 Annual Conference. Be sure to visit the US Department of State website for information about traveling to attend APIC 2010. Click here for information about countries that participate in the Visa Waiver Program. Same Format Applicable networking receptions Applicable educational sessions Special info on visa support

20. Region Specific APIC 2010 - New Orleans, LA Customized emails to surrounding states: TX, OK, AK, TN, MS, AL Designed emails for local state associations of similar professions

22. Conference content was the best teaser!

25. Review previous conference attendance demographics.

26. Make sure they don’t overlap too much.

27. Relevancy

28. Be specific with content to each demographic.

29. No broad statements

30. Review reports

31. Learn which subject lines work.