How do you measure the success of communication around an event?

Question

Accepted Answer

Measure the success of event communication on three levels: reach, activation and experience. Reach is about how many people you reached. Activation measures how many people responded or signed up. Experience shows how participants valued the communication. Look concretely at open and click-through rates of emails. An open rate above 30 per cent is good for corporate events. Also measure the conversion from invitation to sign-up. Look at reach and engagement on social media. Use a short survey after the event to ask participants what they thought of the communication. Use UTM parameters in links to see which channel produced the most sign-ups. Capture the results in an evaluation report. That's the basis for a better communication plan next time.