It starts with having your subscribers address
You can capture this from shipping info, signup forms, email preference center or account info pages. You can also send a campaign requesting this info stating it’s to help better personalize emails to their needs with a landing page to capture the info.
When importing this data a best practice is to import the full country name and it’s 2 digit alpha ISO code, this brings us to our first resource:
http://www.geonames.org/countries/
Here we can see the iso codes for all the countries in the world and other useful info like capital and population.
Now with the address you could use the State/Provence or even just the Country ISO code for targeting the subscribers most likely to attend the event, for say the launch email.
If the event is not sold out with the first email campaign. For a follow up email you may want to target people who did not RSVPed, Register or Open the first email.
Now sometimes for a last push to fill the event you can send a email campaign to subscribers within a mile/km radius, for this I like to use zip/postal codes.
Zip codes how do they work?
US zip code map
Radius resource and sql
freemaptools.com offers a free tool to find zip codes inside a radius:
http://www.freemaptools.com/find-zip-codes-inside-radius.htm
After you click the link above if you scroll pass the map there are some options for:
Step1 Radius enter:
50 miles
Step 2 location enter:
War Memorial Auditorium 800 NE 8th Street Fort Lauderdale, FL 33304
Then click the Draw Radius Button and scroll down to see:
Sql Code
SELECT * FROM Subscribers
WHERE country = US
And postal_code IN (33002,33004,33008,33009,33010,33011,33012,33013,33014,33015,33016,33017,33018,33019,33020,33021,33022,33023,33024,33025,33026,33027,33028,33029,33054,33055,33056,33060,33061,33062,33063,33064,33065,33066,33067,33068,33069,33071,33072,33073,33074,33075,33076,33077,33081,33082,33083,33084,33093,33097,33101,33102,33109,33111,33112,33114,33116,33119,33122,33124,33125,33126,33127,33128,33129,33130,33131,33132,33133,33134,33135,33136,33137,33138,33139,33140,33141,33142,33144,33145,33146,33147,33149,33150,33151,33152,33153,33154,33155,33160,33161,33162,33163,33164,33165,33166,33167,33168,33169,33172,33174,33178,33179,33180,33181,33182,33184,33188,33195,33197,33199,33222,33231,33233,33234,33238,33239,33242,33243,33245,33247,33255,33257,33261,33265,33266,33269,33280,33299,33301,33302,33303,33304,33305,33306,33307,33308,33309,33310,33311,33312,33313,33314,33315,33316,33317,33318,33319,33320,33321,33322,33323,33324,33325,33326,33327,33328,33329,33330,33331,33332,33334,33335,33336,33337,33338,33339,33340,33345,33346,33348,33349,33351,33355,33359,33388,33394,33424,33425,33426,33427,33428,33429,33431,33432,33433,33434,33435,33436,33437,33441,33442,33443,33444,33445,33446,33448,33462,33472,33473,33474,33481,33482,33483,33484,33486,33487,33488,33496,33497,33498,33499)
this will give you all the subscribers in that radius note you will have to suppress the ones that have registered.
How complex can it get
Take a look at this sql I had to create based on rules given to me in a excel file: http://stash.lynxa.us/slabbed12
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