3. Personalize

Even if one-to-one marketing is beyond your abilities, personalization is a must. Greet recipients by name. If I get a bulk email, it feels much less bulky if it uses my name -- and I'm more likely to read the message and maybe risk a click or two. Often, you'll use the first name only, but for some campaigns the last name will be more appropriate.

Of course, one of the most crucial aspects of personalized marketing is responding to individual requests. If members send you email it means they have investigated and are interested in your conferences. By failing to reply promptly, you will not only miss an opportunity but you will probably lose a customer for life. So make it a top priority to reply to all incoming mail within 24 hours.