“While we used to send eight or ten bulk mailings for the trade fair, in 2019 it was only three personalised mailings per recipient. The frequency of our emails can therefore be reduced, whilst the effectiveness is higher. This brought a new marketing approach for the RAI. For all international trade fairs and probably also the national trade fairs, we will now use the combination of personalised content and automated mailings.”
Annelie Koomen, Senior Brand Marketing Manager RAI Amsterdam
About RAI Amsterdam
RAI Amsterdam is an international exhibition and conference organisation. The RAI brings people together, connecting and inspiring them by organising and facilitating meaningful encounters. This applies equally to everything from consumer exhibitions and major conferences to dance events and theatre productions.
As a facilitating party, RAI Amsterdam Convention Centre creates the ideal conditions for inspiring meetings to take place and strong ties to develop. As the organising party, RAI Exhibitions connects context, content and communities in a wide range of national and international consumer and professional trade fairs.