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IMEX trials email filter as buyer receives 746 mailings

26/04/2012

IMEX Group is trialling an online inbox for hosted buyers at its trade shows following complaints about the volume of emails sent by exhibitors. The news follows a report that one event agency director received 746 emails relating to IMEX in the space of 10 days.

Carina Bauer, CEO of the IMEX Group, said: “We’ve been aware for some time that email volumes from exhibitors to buyers have been increasing and that we needed to find a better way for exhibitors to communicate with buyers in order to make business appointments in advance of the show.

“For that reason this year we’ve introduced a new ‘IMEX inbox’ for hosted buyers, which means all of their appointment requests and exhibitor messages go into a dedicated inbox on our website. They can then access this to check messages whenever they like. The new system also generates a single, daily email alert from us which aggregates all of their messages into one.”

The new initiative has been trialled with 50 per cent of hosted buyers registered for Frankfurt IMEX 2012 – which takes place next month
but all other buyers can request it at any time.

Said Bauer: “If this test phase works, and we’re confident it will, we have every intention of rolling it out across IMEX in Frankfurt and IMEX America.”


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