Social Media Release
Email Campaign Saves Conference from
Cypra Media Boosts Registration 30 Percent in 24 Hours†
06.24.2009 – What if you held a business conference -- and nobody came?
That’s nearly what happened to a technology trade publisher in Toronto this spring. The publisher and
several partners had planned a full day of keynote speeches and panel discussions on environmentally
friendly business practices -- a topic about which they knew that readers and their employers were deeply
To get out the word about the upcoming event, the company had heavily invested to publish house ads,
issue direct mail and email invitations, and also to employ a telemarketing firm to phone subscribers.
But with the conference little more than a week away, the organizers realized that, despite their best
efforts, not enough people had registered -- certainly not enough to break even, let alone make a profit.
The publisher asked Target Audience Management Inc. (TAMi) for help. TAMi -- a firm founded by
circulation-industry veteran Brian Gillett -- who managed their, as well as 60 other Canadian publications,
circulation database. Could TAMi mount a campaign -- immediately -- to bring up the number of
That’s when Gillett called upon Cypra Media knowing Cypra could provide any level of support for email
campaign, from a complete turnkey solution to focused assistance in one or more specific areas. Cypra
could handle the HTML creation for both the email message and landing page, delivery, rendering, testing
and campaign deployment via their own email optimized infrastructure. What’s more, Cypra’s campaign-
based fees would help TAMi easily budget and forecast, and pass on to the publisher reasonable “cost-
Cypra’s Vice President Michael Quigley and his team implemented a simple 2-click registration invitation
and web-landing page easy for respondents to use, yet able to capture the data TAMi’s customer needed.
Within 24 hours of receiving the call, more than 2