While email is a vital aspect of business communication, getting your clients to open and read through it can be challenging. No matter how well-designed your marketing emails look, if they lack clear and concise content, it is probably going to make its way into the trash or spam folder. A well-written, plain-text email can perform just as well as a highly designed email.

As an event professional, you are probably sending a lot of emails. Here are some tips to help you write a great marketing email.

Be Personal

Before you start, imagine you were sending the email to just one person or a good friend. Make sure to address your reader by their first name rather than “Greetings,” “Hello,” “Hey There” or “Sir/Madam.” This assures the reader that he or she is not part of a large email group. Remember, each client means business, so take a few extra minutes to write in a language that is friendly, conversational and connects well with the reader. Always direct your email to the reader and not the brand you are writing for. Use pronouns such as “you,” “your” and “yours” rather than “I” and “we.”

Write for the Web

Don’t forget that email is part of the web. Write short and crisp sentences and try not to sound too formal, redundant or robotic. Follow a simple structure and write short paragraphs. Use subheadings, bold text or bullets to highlight important information and make your copy scannable. Write assuming the client is not going to read every single word.

Write a Great Subject Line

Once an email makes its way to a reader’s inbox, the subject line is the first thing that meets the eye. Don’t rush into writing your subject line. We suggest you write it after you have drafted the entire email, as it helps to reflect the text in the body, or you can write it first and get the text to reflect your subject line. Try to restrict your subject line to a maximum of 30 characters.

More7 Ways to Increase Your Open Rate with Intriguing Subject Lines

Give Importance to Preview Text

The next thing that attracts the eye is the preview text, and it is just as important as the subject line. It is the first few words of the first sentence in your email and gives a quick peek into the content inside. This can also help your reader identify if the email is spam or not. Start with a killer opening line.

Body

According to a recent study by Microsoft, the attention span for an average human being is only eight seconds. This is all the time you have to engage your reader and convince them to read further. When you write the body of your email, ask yourself three questions:

  • What is your goal?
  • How does it benefit the reader?
  • Is your content easy to read?

You probably have a lot of information you would like to include, but you have to be picky. Would you read chunks of text in an email? Probably not! First, establish a goal and make sure content reaches that goal. Your text needs to be short, easy to read and beneficial to your reader. Maintain clear formatting as it can help your text be scannable and still provide all the essential information your reader needs.

Urge Action

Your email should motivate your reader to act once they have read through it. Instill the urge to click by using actionable language such as: “sign up,” “order,” “reserve,” “buy,” “start,” or “get.” If you are offering an incentive, include words such as “free” or “complementary.” Place the call to action (CTA) preferably after the first few lines of your text so your reader knows exactly what to do.

Avoid Attachments

Resist the need to include attachments in your marketing emails. If you feel an attachment covers essential information, consider adding it as text within the body. Readers don’t trust attachments as they may contain viruses, and if your reader is viewing the email on a smartphone, then it might not translate well.

Read and Re-read

Read, read and read is the name of the game. Ensure your copy is error-free before you send. Mistakes reflect poorly on the business. Make sure you got the client’s name right, do a spell and grammar check, and fact check if needed. Get an extra set of eyes to scan through it and send it to yourself first to check if everything appears right and the CTA works. Then press send.

In honor of Mother’s Day, Smart Meetings asked our smart readers to share how their moms—or how being a mom—have better prepared them for life as a meeting professional. Here are the endearing (and some very practical) results.

What We Learned from Mom:

  • My mom was an expert at reframing to the positive. When someone comes with a challenge or complaint, I’ve learned from her how to quickly recover and reframe the experience for them, so that we can turn a negative into a great outcome.
  • Be kind to people who help you plan and execute your events.
  • Speak clearly with excitement to capture the attention of your audience.
  • Keep calm and be graceful.
  • Always do your best!
  • Give back and try to make others comfortable.
  • Everything. (Thanks, mom!)

What We Learned from Having Kids:

  • With four children, I have learned to balance my time better and set reasonable expectations of people’s time. I’ve also learned to plan for difference. Even kids with essentially the same genetic material are exceedingly different in how they see the world. We must plan for the diversity that our guests bring to the table, too.
  • Time is limited. I’ve learned how to get a lot of items done quickly.
  • Juggling many schedules increases my attention to detail and time management skills.
  • I learned to find a better balance in my life.
  • Creativity.
  • You can never have enough extra napkins.

Some answers have been edited for clarity and conciseness.

Just like people, teams have personalities. While the nature of teams has shifted since our tribal hunter-gatherer days, teams are still one of our most crucial social structures. This is true in most organizations, and particularly the case in high-stress event planning groups. How we introduce hopefulness into our teams can be the difference between joyful collaboration and frustrating second-guessing.

MoreTeam Building for Tougher Times

While you may not always have the luxury of hand-picking your team members, the more you understand the personalities involved, the more you’ll be able to predict and manage the group dynamic. See if you recognize yourself and your co-workers in the list of team member archetypes below.

The Driver

Drivers are the leaders who keep the team focused and moving forward. Often, these are designated leaders, but in flat teams or organizations where everyone is meant to be equal, leaders often emerge naturally. If there’s no clear leader, one of the first team tasks should be to choose someone to direct the team. Typically, that person will be charged with guiding group discussions, assigning roles, and managing conflict—in short, keeping the team moving efficiently toward the end goal.

Drivers: focused, outcome-oriented, communicative, opinionated

The Organizer

With a strong organizer on board, the team leader may be able to shift some of the administrative activities. Organizers are process-oriented and often adept with lists, calendars and charts. Rather than impose their will on others (as some Drivers tend to do), they love to put systems in place to create an atmosphere of order and harmony where everyone can thrive. Be grateful if you have someone like a former assistant of mine who told me proudly at our initial interview, “I live to organize.” It was music to my Driver ears and the beginning of a long and fruitful relationship.

Organizers: process-oriented, detailed, supportive, team-focused

The Visionary

Visionaries are the creative engines of the team machine. Though they may sometimes seem lost in the clouds, it is precisely their ability to dream—and dream big—that can bring a breakthrough idea to the team. These creative types aren’t just found in positions like marketing or design. Learn to tolerate their flights of fancy, give them encouragement to express their thoughts and you may find they’re full of fresh process and people solutions that can help solve even the thorniest problems.

Visionaries: creative, big picture, imaginative, future-focused

The Naysayer

Contrarians of the corporate world have gotten a bad rap for being negative. But that’s actually their blessing. If you can put up with the Naysayers’ occasional sourpuss style, you’ll discover that their out-of-the-box way of looking at the world can bring an enormous amount of innovation to the group. Deal with their disruptive attitudes, listen to their wild ideas, embrace their sometimes-unusual methods and you may strike gold.

MoreThe All-Inclusive Meetings Revolution

Naysayers: disruptive, innovative, challenging, idea people

The Diplomat

Like the Organizer, the Diplomat is focused on the common good. Diplomats are relationship-builders and talented team players who can soothe ruffled feathers and bring out the best in others. They may not always like to take the lead, but they’ll happily weigh in with their own thoughts and encourage input from others. Respect their emotional nature, appreciate their calm demeanor and you’ll have a connector who can rally the team even in the most difficult moments.

Diplomats: relationship-oriented, harmonious, influential

The Expert

Though everyone on the team should have skills that allow them to contribute to problem-solving and organizational growth (except for the Wild Card), there should be at least one person on the team with deep subject matter knowledge. The Expert is the go-to answer person on the problem at hand, a skilled researcher, and someone who can pose and answer the questions no one else even thought to ask. Treasure them.

Experts: knowledgeable, research-savvy, informed, problem solver

The Wild Card

Not every team needs a Wild Card, that is, a person who comes from a completely different discipline and might not normally interact with the group. But by bringing a Wild Card onto a team or even just an occasional meeting, particularly brainstorming sessions where all ideas are welcome, you may get some great surprises. People who are new to the organization or business unit can often be great Wild Cards, bringing fresh perspectives and competitive knowledge that can be invaluable.

Wild Cards: fresh thinkers, challenging, information seekers, creative

Challenging Exercise

Ideally, by having a mix of personalities, you get the benefit of different skills sets, depth and type of experience and temperaments. Ask your team to identify their personality types and discuss how the group might click or clash. By putting differences on the table for discussion, you not only build trust and rapport, but you also make “otherness” a positive benefit to the entire team, instead of an isolating factor.

Libby Gill is the author of The Hope-Driven Leader.

Summer TravelIt’s summertime, and that means a lot of people are traveling, both for business and pleasure – and sometimes both.

Because crowds usually add to the hassle, it’s best to be prepared before you go. Here are 8 ways to travel smart this summer, from CNN and several other sources.

1. Pack as if your luggage may go AWOL

Just in case your luggage gets lost, pack overnight essentials such as a toothbrush, toothpaste and maybe even a change of clothes in your carry-on.

Smart travelers bring an empty, collapsible bag, like a duffel bag, that can handle items you pick up on the trip, including gifts and souvenirs. The reason? This is because if you’re flying, it’s generally cheaper to pay for an extra bag than a suitcase that’s over the airline’s weight limit.

2. Handy items to have

Plastic bags for dirty or wet clothes or shoes. Clothespins to hang laundry or pull drapes together to shut out light. Duct tape – not the whole roll; cut a two-foot strip and wrap it around a pencil.

3. Don’t get sick

Time suggests a few ways to stave off germs and bacteria, such as: Don’t touch your eyes, nose or mouth; use hand sanitizer after you’ve washed your hands; stay hydrated with water; on airplanes, order your drinks without ice — the water onboard is teeming with bacteria; on airplanes, get up and walk around once an hour.


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4. First aid 

No one plans to get sick or hurt on vacation (or business, for that matter). But it happens. 

You may not always be near a drugstore while traveling, so bring along a first aid kit stocked aspirin, motion sickness pills, bug bite medication, bandages, hydrocortisone, Ibuprofen and a topical antibiotic.

Airplane travelers should make sure their prescription medications are packed in their carry-on. Read the Transportation Security Administration’s guidelines for bringing medications on your next flight for more information.

5. Be safe

Again, no one expects to be faced with emergency situations. But if you find yourself in one, be ready. The Red Cross’ First Aid app can help you deal with choking, diabetic emergency, burns or allergies with just a few swipes of your mobile device’s screen. Especially handy: Even if you don’t know the emergency number in the country you’re in, you can download the Travel Safe app and you’ll quickly be able to reach the local police, fire or emergency.

6. Don’t overdo the food

Just because you’re in a new places doesn’t mean you have to go whole hog when it comes to eating. Yes, less expensive dining options can often be less healthy than the more expensive options.  But you cut your chances of weight gain in a few ways:

-Skip the bread and butter, breadsticks or nacho chips that are brought out first
-Ask for dressings and sauces on the side
-Stay away from fried foods

Don’t feel like you have to finish the whole meal. Take extra food in a to-go box, stash it in the hotel refrigerator, and enjoy leftovers for lunch the next day.

7. Know your rights

Airline passengers have rights, so it behooves you to know what you can do if, for example, there’s a delay on the tarmac or if your flight is overbooked.  The Department of Transportation offers useful tips for travelers to know ahead of time.

Contact the airline and the DOT with any travel complaints. If your concerns have more to do with safety and security, contact Federal Aviation Administration.

8. Insure the good stuff

It’s inevitable that some of your stuff will get lost or left behind, so it makes sense to get more valuable or hard-to-replace items insured.

Improving Internal MeetingsInternal meetings are a necessary yet often dreaded part of the business day. As Stephanie Vozza notes in an article on Fastcompany.com, the National Statistics Council estimates that 37% of employee time is spent in meetings, and 47% of employees believe meetings waste more time than social media or email. Vozza interviewed various companies that have come up with creative ways to make their internal meetings more productive.  Based on her research, here are 10 tips you can use to improve the effectiveness of your internal meetings.

Use tech to keep them short. At one firm, an app dims conference room lights and signals meeting goers when it’s time to draw to a close. Employing a more low-tech approach, another firm sets a stopwatch at the start of each meeting. If the meeting runs over the allotted time, the individual who called it must contribute $5 to the team’s beer jar.

Punishment for lengthy meetings. To avoid meetings that ramble on forever, one firm requires them to have a defined purpose, agenda and time limit—usually a half hour. If it runs over, the founder removes the chairs from the room and requires participants to stand until the agenda is met. The tactic usually keeps everyone on point. Another company discourages lengthy meetings by requiring the last person talking over the time limit to do 50 push-ups.

Speaking of time, set the start for an odd time. One firm found that when it called a meeting for 9 a.m., employees habitually wandered in late. Their solution was to schedule meetings at 8:48 a.m. Everyone noticed the unusual start time and showed up on time.

Lessons for latecomers. To prevent employees from arriving late and disrupting a meeting in progress, one company requires latecomers to sing a song. The embarrassment of having to belt out a rendition of The National Anthem, Happy Birthday or a nursery rhyme in front of co-workers motivates everyone to arrive on time.

Halt phone interruptions. Personal cell phones that ring or buzz during a meeting can be annoying and disruptive. One firm addresses this problem by requiring anyone whose cell phone rings at an inappropriate time to make a donation to the company’s nonprofit charitable foundation.

More Ideas

Emphasize sharing. Since meetings bring staff together, one company uses that as an opportunity to encourage interpersonal connections. At the start of the meeting, the leader poses a question that is work-related, but specifically designed to get participants out of their comfort zones. An example might be: “What are your doubts about something you’re working on?”

Color my world. Sharing takes on a new dimension at a baby food manufacturer, where employees meet weekly to interact, brainstorm and… color. According to the company’s innovation director, coloring is not only a relaxing pursuit, but it promotes active listening and has helped stimulate new product development.

Encourage Q&A by instituting stare offs. In a stare off, two people gaze at each other until one ultimately laughts or looks away. A CEO uses the childhood game to encourage questions during the final 10 minutes of a meeting. If no one has a question following a presentation, he will awkwardly stare at employees until someone breaks and poses a question.

Forge new ground. To avoid rehashing topics that were previously addressed, one firm has issued a “No Rehash” ping pong paddle to each employee. When during a meeting a topic arises that had already been discussed ad nauseam, employees are encouraged to raise their paddles as a visual signal to move on. The practice empowers everyone in the company to call out the counterproductive habit.

Take the meeting outside. Make meetings fun by staging them in different places. A mobile game publisher gets employees into the game by holding meetings on a basketball court. They chat while shooting hoops. They believe the exercise gets their blood, and creative juices, flowing.

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Josh Linker at ASAE 2015
Photo Credit: Staff at ASAE 2015

Detroit native Josh Linkner, a successful business leader, venture capitalist, tech entrepreneur and author, shared what he views as the top 5 obsessions of innovators at American Society of Association Executives (ASAE)’s 2015 opening session at Detroit’s Cobo Center Aug. 9.

Get Curious. According to Linkner, curiosity is the building block of creativity. Challenge conventional wisdom by asking the key questions “Why?” “Why Not?” and “What If?” While it often frustrates their parents, children are very comfortable asking “Why?” Likewise, the most innovative business leaders have no qualms about diving deep into the “Why”s.

Always look for what’s next. It’s natural to motivate for change when sales are down or morale is low, but many firms become complacent when things are good. This is a dangerous trap. Linkner points out that true innovators are never satisfied with the status quo. They are constantly thinking about what lies ahead, and are not afraid to reinvent themselves. He uses Detroit as an illustration.

“As the hub of the American auto industry, the region used to be the Silicon Valley of America. But it got caught up in its success and instead of continuing to produce cool cars, which is what it was known for, it got complacent,” he says. As a result, Detroit plummeted into a 20-year slide.

Today the city is on the mend because, Linkner says, “we are not rebuilding the old Detroit… we are building a new Detroit. The city is attracting passionate entrepreneurs who are bringing fresh, new ideas and reestablishing the city as a beacon of opportunity.” Linkner predicts that Detroit’s unprecedented transformation will be studied for years to come.

Defy tradition. Linkner recommends “judo flipping” problems by doing something unexpected. “When facing a problem, throw your imagination at it rather than money,” he advises. “And don’t be afraid to let your humor and personality show through.” He points to certain airlines that are distinguishing themselves with irreverent ads. The goal, according to Linkner, is to strive for authentic communication and make the message fun.

Get scrappy. “As a kid from Detroit, this one is my favorite,” Linkner shares. When viewing a business problem or challenge, he recommends thinking small and approaching it the same way a small start-up might. “You don’t have to be small to think small,” he says.

This chart illustrates his point.

Small Company Big Company
Embraces risk Risk aversion
Urgency Lethargy
Fast-moving Slowness
Creates new ideas Protects old ideas
Idea-centric Rules-centric
Bottom-up Top-down
Nimble Bureaucratic
Fire in the belly Complacent

Push the boundaries. Drive winning outcomes by using what Linkner calls the 10x litmus test. “If you will gain a 10x savings in cost, sales or process, it is worth doing. If the gain is just 2x, it is not worth doing,” he says.

The Takeaway

At the conclusion of his well-received presentation, Linkner stated that in order to produce results, individuals must “harness the power of creative disruption.” The Motor City native drove home the point by challenging each audience member to come up with one idea for creative disruption over the next week.

productivity-hacksAuthor and businessman Mike Michalowicz has come up with 3 productivity hacks that he believes can help individuals get twice as much done, in half the time.

In a posting on Americanexpress.com’s OPENForum, Michalowicz first asserts that productivity must be redefined. He believes the perennial “to-do” list is endless, and it is pointless to measure success by the sheer number of tasks accomplished. The true measure of productivity, he says, is how efficiently one accomplishes the most prioritized tasks. With that in mind, he offers these 3 productivity tips:

1. Rethink deadlines. Parkinson’s Law states that work will expand to fill the time available for its completion. In other words, a task will take as long as one allots to accomplish it. If one promises to produce a report in a week, then according to Parkinson’s Law he or she will take a week to finish it. But if they promise it in two days, they will hustle to complete it by the promised deadline. In light of this, Michalowicz suggests making commitments to deliver work earlier than expected. This greatly increases productivity by forcing individuals to work more efficiently.

2. Focus on burst work. During long periods of concentration, it is natural for enthusiasm to wane and for fatigue to set in. Instead of marathon work sessions, Michalowicz recommends burst work. This approach consciously builds in frequent breaks, especially those that involve physical movement such as walking or pushups. He also advises spending at least part of the workday at a standing desk to increase blood flow and stimulate productivity.

3. Prioritize. While Michalowicz believes it is vital to write down everything that needs to be accomplished, he stresses the need to actively identify the tasks that are most critical. By focusing attention on the high priority items, the most important tasks get completed, which is key to being more productive. After that, tasks of lesser importance can be addressed.

trans-pacific-partnershipBusiness travel is expected to be positively impacted by today’s 12-nation Trans-Pacific Partnership agreement, according to U.S. Travel Association.

The trade agreement involves Australia, Brunei, Canada, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore and Vietnam in addition to the United States. It is designed to boost economic growth through an increase in exports throughout the region by eliminating thousands of taxes in the form of tariffs that countries put on American-made products.

“With inbound international visitation counting as the United States’ third-largest industry export, the travel community knows well the value of trade,” says U.S. Travel Association President and CEO Roger Dow. “The 11 other countries that will join the U.S. in the TPP sent 46.3 million visitors to the U.S. in 2014, accounting for 62 percent of all international inbound visitation that year. There is little question that the TPP, since it will result in more business being conducted between the U.S. and these partners, will cause those figures to grow considerably.”

Dow notes that travel supports one in nine American jobs. He says that inbound international travel definitely enhances travel industry employment. A new job is created for every 34 overseas visitors that arrive in the United States. Business travel is expected to increase following the agreement.

“We hope that Congress embraces the large preponderance of data showing that trade is a major net-benefit both for the overall economy and job creation, and moves the TPP forward with all haste,” Dow said.

TPP is the cornerstone of the Obama Administration’s economic policy in the Asia Pacific. Asia Pacific includes key destinations for U.S. manufactured goods, agricultural products and services suppliers, and the TPP will further deepen this trade and investment.

TPP countries are the largest goods and services export market of the United States. U.S. goods exports to TPP countries totaled $698 billion in 2013, representing 44 percent of total U.S. goods exports. U.S. exports of agricultural products to TPP countries totaled $63 billion in 2013, 42 percent of total U.S. agricultural exports. U.S. private services exports totaled $172 billion in 2012 (latest data available), 27 percent of total U.S. private services exports to the world. America’s small- and medium-sized enterprises alone exported $247 billion to the Asia-Pacific in 2011 (latest data available).

Record-Breaking Numbers from IMEX America 2015

Final facts and figures have been released on IMEX America 2015, which boasted record-breaking numbers of hosted buyers and conference attendees during the Las Vegas tradeshow held Oct. 13-15. Industry professionals are also pleased with the high turnout, as it has allowed them to boost their own profits and increase ROI.

Michael Friend from Superior Meeting Services said, “Having the opportunity to meet everyone in one location is great. It allows me to maintain relationships and take things to a whole new level. IMEX is also an excellent opportunity to experience first-hand what’s going on and what’s new on the horizon.”

Here are 6 record-breaking numbers from IMEX America 2015

10,732 meetings professionals were in attendance, including 3,030 hosted buyers, which marks a 4 percent increase from 2014.

54 countries were represented among hosted buyers at the event, with 26 percent of them from outside North America.

5 percent of attendees came from Brazil; 3.5 percent attended from the U.K., 3 percent were from China, 2.5 percent came from Mexico, and 1.5 percent each attended from Germany, India, Argentina and Australia.

2,053 trade attendees from 69 countries were at the event, which was a 7 percent year-over-year increase.

57,000 prescheduled one-on-one appointments were held, up 7 percent from last year.

9,700 buyers attended group appointments, and 51 percent of meetings had profiles attached.

IMEX America 2016 will be held Oct. 18-20 at Sands Expo and Convention Center at The Venetian Las Vegas. IMEX in Frankfurt will run a month ahead of schedule from April 19-21 at Messe Frankfurt.

Check out Smart Meetings TV Live Coverage of IMEX America 2015.

u-s-business-travelThe Global Business Travel Association (GBTA) just released their fourth quarter report for economic trends and business spending in 2015, and the results are hinting at a stable 2016, despite the current status of most countries to date.

The report, produced in partnership with Carlson Wagonlit Travel (CWT), found that the U.S. economy has returned to pre-Great Recession footing and, as a result, U.S. business travel can expect to see a 3.2 percent growth from last year, and an additional 3.5 percent growth in 2017.

This growth, however, is largely due to price increases of lodging, food and beverage, ground transportation, rental cars, and more. In fact, the only factor the GBTA doesn’t predict will experience a price increase is airfare.

Despite historically low levels of business travel inflation in 2015, BGTA predicts 2016 and 2017 will see price growth return to normal rates (2.6 percent and 3 percent growth, respectively).

U.S travel growth is largely driven by price, not increases in the numbers of transactions. (Photo courtesy GBTA)

Why is the U.S. alone when it comes to a stable travel market? Asia-Pacific, Latin America, the Middle East and Africa—which were a drag on the global market last year—will likely have a similar year for 2016.

In a survey conducted by GBTA, 44 percent of travel managers in Asia Pacific indicated that increased airline fees will contribute to increased travel spend in 2016. 38 percent of those in Latin America agreed with this sentiment, as well as 44 percent of those in North America.

The report predicts that all regions will see a price jump for hotels—from 0.7 percent in Western Europe, all the way up to 3.7 percent in Latin America and the Caribbean.

(Photo courtesy GBTA)

Tips for Successful Business Travel

In response to the volatile global market, the GBTA compiled a quick list of tips for success in the year ahead for travelers:

1. Use predictive analytics to compile a complete set of data to make the best budget and travel decisions for you and/or your company.

2. In 2016, it will be crucial to perform at or above expectations if you want to benefit from any negotiating clout with current suppliers, which means you must have a firm grasp on your company’s performance.

3. Remain open to new models such as dynamic hotel pricing, single sourcing for airlines, low-cost carriers, and sharing economy providers.

4. Fully understand your (and your company’s) travel behavior. Use targeted communication such as individual scorecards, online training or gamification to help control traveler behavior and cost.

5. Utilize technology to your advantage in order to compare rates, and take advantage of last-minute booking deals.