# Naming the nearest host site in email: +87 event registrations

- Outcome: Won
- Page type: Email (Lead-gen)
- Elements: Personalization, Cta copy
- Date shared: 2017
- Test run by: [The Global Leadership Summit](https://liftarchive.com/practitioners/the-global-leadership-summit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/global-leadership-summit-value-proposition-testing
- Page: https://liftarchive.com/test/global-leadership-summit-geo-targeted-email/

An email that named each past attendee's closest host site brought in 87 more event registrations than the generic version. The Global Leadership Summit ran this test, and it was published as a MarketingSherpa case study. The location detail and the call to action changed together.

## Result

**+87 event registrations**

- The localized email produced 87 more registrations than the control.
- The source gives only this count. It shares no rates, list size or confidence level, so we can't size the lift in percentage terms.
- Two things changed at once, the local site name and the button wording, so neither can take sole credit.

## Control

Past attendees got general event messaging with the call to action 'Register now for a location near you.'

## Variant

Using each person's past registration address, the email named the host site closest to them, with its city and state. The call to action became 'Reserve your seat here now.'

## Why it likely won (our reading)

- Naming a real nearby site turns 'somewhere near you' into a specific plan, which is easier to act on.
- It saves the reader a step: they don't need to look up where the event is shown locally.
- 'Reserve your seat' sounds like holding a place rather than starting a task, which may feel lighter to click.

## Caveats

The result is an absolute count, with no rate, sample size or significance shared. The geo detail and the call to action changed together, and the conversion is a paid event registration rather than a free lead.

## How to run this test

- Hypothesis: If we name each contact's nearest location in our email, then more of them will register because the offer will feel specific and close to home.
- Primary metric: Registrations per email sent
- Guardrail: Unsubscribe rate
- Guardrail: Click-to-registration rate
- Guardrail: Share of emails with a missing or wrong location
- Who should test it: Event, franchise and multi-location businesses with reliable address data for their list. Skip it if your location data is old or patchy, since a wrong site name can backfire.

---

Credit: The Global Leadership Summit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/global-leadership-summit-geo-targeted-email/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.