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Cartoon man riding e-mail envelope

How to Up Your Event Marketing Game

How one expert drives registration with a VIP program, targeted e-mail campaigns—and emoji.

While direct-mail campaigns and working with external partners are vital pieces of her event marketing efforts, according to Meredith Fortunato, e-mail marketing and a VIP program yield more than half of her event registrations. And there are a lot of them—a record-breaking 13,000 total participants in 2015.

Fortunato is director of marketin

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