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Adobe uses e-mail to drive event registration

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Adobe Systems got better than expected results from an e-mail campaign targeting six different audience segments, with the goal of driving them to a series of conferences for the company’s newly released Adobe Creative Suite 3. The event—CS3: The Creative License Conference—was aimed at designers, Web designers, Web developers, print service providers, photographers and video professionals.

It was held in eight cities across North America—New York, Los Angeles, Chicago, Boston, Seattle, Toronto, San Jose, Calif., and Austin, Texas.

The conference was designed to train different audience segments on the new features of Adobe Creative Suite 3, which provides integrated tools for designing content across print, Web, mobile and other interactive media.

“The campaign objective was to drive attendance to the conference and target the communications to our various audiences,” said Patty Thompson, manager, group marketing, America’s field marketing, at Adobe.

Adobe worked with Rockford, Ill.-based Trekk Cross-Media to develop an integrated campaign, including e-mail, banner ads, Web site, direct mail and conference collateral.

“E-mail was critical,” Thompson said. “It allowed us to talk to the different segments with relevant, targeted messages.”

Trekk created an e-mail campaign aimed at the different audience segments, targeting each with personalized content. “They were personalized based on name and contact information, and also for the particular job role that matched one of the six segments,” said M.J. Anderson, VP-creative services at Trekk. “The video guys got a videocentric message, and the designers got a design-oriented message,” he said.

The e-mails also contained animated gifs that were visually appealing, and drove users to click on a link to register for the CS3 conference. Once on the registration site (www.cs3conference.com), they could click on one of six characters at the top of screen, representing the six target audiences.

For example, when users clicked on the videographer icon, they were taken to a page with content designed for videographers, including information about specialized needs that Adobe Creative Suite 3 addresses. “The narrower the focus on your target audience you can have, the better,” Anderson said. “Relevancy increases response rates.”

Adobe got better-than-hoped-for response rates for its eight events, which wrapped up last week with a conference in New York. “We had objectives around certain numbers at each of the events, and we exceeded all of our goals,” Thompson said.

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