To further instill confidence in the event with mail recipients, Criniti says C3 partners with entities the specialists know. In the case of the cardiologists, that's the California Chapter of the American College of Cardiology.
Customizing the mailing by speciality also helped C3 meet one of its other goals: segmenting the audience at the conference by specialty area. This allowed attendees to receive bespoke educations and C3-facilitated opt-in meetings with exhibitors on specific days. For cardiologists, as an example, Nov. 17 will be their day.
"Physicians are telling us that they would prefer to be a little bit more structured in how they go into the show floor," Criniti says. So, as the event nears, the conference will open up registration for opt-in meetings with pharmaceutical companies.
And while the direct mail does provide many response channels—QR Codes, a fax number, the C3 website URL and an 800 number—Criniti knows that direct mail as a medium will still play a huge role in future marketing campaigns. Amid emails to those already registered, C3 sent mailpieces to physicians in May and will do so again in July and September.
Criniti sums it up: "Some of them are just still really comfortable in traditional methods."