When marketers send a post-event email, there’s often a temptation to include everything. Register for the next event. Subscribe to a newsletter. Download a resource. Visit another website. Follow on social media.
It seems like a smart way to maximize every email, but more options don’t always produce better results.
In this episode of Confessions of a Mad Marketer, Ben LeDonni sits down with Amanda Ciccarelli, Senior Manager of Event & Webinar Marketing at BNP Media, to discuss a marketing lesson that completely changed her approach to post-event communications. By looking closely at the data, Amanda discovered that simplifying the message led to stronger engagement and a better experience for attendees.
Watch the full conversation below.
Less Can Often Accomplish More
One of the biggest lessons from Amanda’s experience is that every email should have a clear purpose. When marketers ask recipients to take several different actions at once, they often create unnecessary friction that makes it harder for people to take any action at all.
Instead of relying solely on click-to-delivered rates, Amanda explains why marketers should pay attention to click-to-open rates and unsubscribe behavior. Those metrics provide a better understanding of how engaged recipients actually are once they open an email.
The findings were especially revealing because some of the highest unsubscribe rates came from event attendees themselves. Rather than strengthening the relationship after the event, overly crowded emails were creating fatigue among the very audience the team wanted to keep engaged.
The conversation is also a reminder that good marketing is built on testing, not assumptions. Small adjustments, supported by A/B testing and performance data, can lead to meaningful improvements over time. Sometimes the best-performing email isn’t the one with the most offers. It’s the one that helps the audience accomplish one thing clearly and easily.
For marketers looking to improve email engagement, this episode reinforces a simple but valuable principle: focus on one primary objective, measure the right metrics, and let the data guide your next decision.
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