As an organiser of events, the biggest challenge lies in providing information to a large number of guests within a short period of time. Therefore, this business sector is increasingly betting on email marketing. The reasons stated are as follows:
- At entertainment events (for example, shows or concerts): Diverse spheres (recreational life and work- and everyday life) with which a guest is welcomed.
- Phases of the provision of services, which are irregular and interrupted for long periods of time
- Often short-term fluctuations in capacity utilisation
- Time-critical organisation
Depending on the booking process and the typical life cycle of the offered service, a wide range of occasions arise for the email communication:
- Booking confirmation, invoice
- Making a reminder call during the supposed phase of the booking (for example, pre-holiday season)
- Special offers during school vacations of the customer, if, according to the order history, the customer had accepted orders for school-age children
- Follow-up campaigns after the departure with a brief questionnaire survey (satisfaction measurement)
- Coupon dispatch for slack periods
- Reminder shortly before the arrival with up-dated information (directions sketch, events, program, catering)
