The World Ag Expo was the perfect stage for Cross Manufacturing to unveil its new line of imported hydraulics. This Expo wasn’t the first event for a Cross exhibit, but it was the first time for the company to engage in an email campaign to build excitement leading up to the event and to follow up with contacts after the event. We created a pre-Expo email alerting long-time customers that Cross would be there to reveal new products. After the show, a follow-up email was sent that recapped the new hydraulics’ details and included links to the product spec sheets on the company’s website to increase site traffic. Email statistics gave a detailed view of recipients who engaged so that sales could easily follow up. Sales figures showed the email campaign more than paid for itself.