Original email header graphic
A multi-touch email series driving 7K registrations and 5K attendees for a virtual conference spanning 100 countries.
ACS was used to running an in-person Green Chemistry & Engineering Conference of roughly 600 attendees. This year marked the Institute's first-ever virtual conference, and with it, a chance to reach chemistry and engineering professionals well beyond who could travel to an in-person event. The demand campaign was built to meet that opportunity: turning a first-time format into a launch point for a truly global audience.
A multi-touch email series covered conference registration, a Call for Symposia, and keynote and session promotion over a six-month runway to launch.
The series balanced urgency, deadline-driven subject lines, session countdowns, with substance: 40+ technical symposia, named keynote speakers, and a clear theme tying each email back to the event's sustainability mission.
The series showed how urgency and substance could work together for a technical, global audience: deadline-driven subject lines and countdowns kept registration moving, while named speakers and the sustainability throughline kept the event's credibility intact.
The registration email itself, shown in full: header banner, subject line, preheader, and every section through the sponsor thank-you, sponsor and exhibitor logos, and closing "Forward to a Friend."
