What Is a Post-Event Follow-up Email? A Comprehensive Guide
By Emil Kristensen CMO
@ Sleeknote

Hosting a successful event requires careful planning, execution, and follow-up. No matter how extraordinary your event was, you won’t be able to maximize its potential without an effective post-event follow-up plan. One of the most important elements of that plan is sending a post-event follow-up email. In this comprehensive guide, we’ll explain what post-event follow-up emails are, why they’re essential, and how you can create and automate them effectively.

Why Post-Event Follow-up Emails are Important

Post-event follow-up emails are critical because they enable you to continue engaging your attendees, provide additional information, and establish a long-lasting relationship with them. They also let you thank your attendees for their attendance and interest in your event, and show that you value their feedback and opinions. Additionally, post-event follow-up emails can be an excellent opportunity to drive conversions, promote upcoming events, and improve your brand awareness. According to numerous surveys, event organizers and marketers consider post-event follow-up emails to be one of the most effective event marketing tactics.

Moreover, post-event follow-up emails can help you gather valuable insights and data about your attendees’ preferences, interests, and behavior. By including a survey or feedback form in your email, you can ask your attendees for their opinions on various aspects of your event, such as the venue, speakers, topics, and activities. This feedback can help you improve your future events and tailor your marketing strategies to better meet your attendees’ needs and expectations. Additionally, post-event follow-up emails can help you identify potential leads and prospects for your business by tracking the attendees’ engagement with your email and website.

Timing and Frequency of Post-Event Follow-up Emails

When it comes to timing and frequency, there’s no one-size-fits-all approach to post-event follow-up emails. However, it’s essential to find the right balance, so you don’t underwhelm or overwhelm your attendees with emails. Generally, it’s recommended to send your first follow-up email within 24 to 48 hours after the event, while your attendees’ experience is still fresh in their minds. You can follow up with additional emails a week or two after the event to provide updates, feedback, or exclusive content. Opting for a comprehensive email campaign with multiple touchpoints can also be a successful approach to follow-up emails.

Key Components of a Post-Event Follow-up Email

Personalizing your post-event follow-up emails is crucial, but there are several elements that you should include in every email:

  • A warm greeting that acknowledges their attendance and thanks them for their time
  • A brief recap of the event and its highlights to refresh their memory
  • A request for feedback or a survey to assess their experience and improve future events
  • Call to action (CTA) that encourages them to take the next step, such as purchasing a product, signing up for your newsletter, or registering for an upcoming event
  • Your contact information to make it easy for them to reach out to you with any questions or concerns

How to Personalize Your Post-Event Follow-up Emails

Personalizing your post-event follow-up emails to each attendee is critical if you want to increase engagement and response rates. You can do this by segmenting your email list based on your attendees’ preferences, interests, behavior, and demographics. Use their names, personalize the subject lines, and create relevant and engaging content that resonates with them. You can also use automation tools (we’ll discuss these later) to send emails that are tailored to each attendee’s data.

Tips for Writing Effective Subject Lines and Opening Lines

Your subject line and opening line are crucial in catching your attendee’s attention and driving them to open your email. Use lead-in questions, set expectations, create a sense of urgency, and keep it concise and clear. Be creative, use humor if it’s suitable for your brand, and avoid spammy words and phrases that could land your email in their junk folder. Your opening line should reinforce the subject line and express gratitude for their attendance and attention.

Examples of Successful Post-Event Follow-up Emails

Here are a few examples of successful post-event follow-up emails:

  • Thank you email with a survey for feedback
  • Email with a discount offer for a product or service related to the event theme
  • Follow-up email with exclusive content or behind-the-scenes footage of the event
  • Invitation email to an upcoming event or a webinar related to the event theme
  • Personalized email with recommendations based on their preferences and behavior at the event

Best Practices for Measuring the Success of Your Post-Event Follow-Up Campaigns

Measuring the success of your post-event follow-up campaigns is essential to improve your email marketing strategy and boost your ROI. You can measure the success of your campaigns by tracking the following metrics:

  • Open rates (the percentage of recipients who opened your email)
  • Click-through rates (the percentage of recipients who clicked on your CTA)
  • Conversion rates (the percentage of recipients who took the desired action)
  • Feedback rates (the number of attendees who provided feedback or completed your survey)

How to Automate Your Post-Event Follow-Up Emails for Increased Efficiency

Automating your post-event follow-up email campaigns can save you time and effort, while ensuring that you’re delivering personalized and relevant content to each attendee. You can use email marketing automation tools like Mailchimp, Constant Contact, or Salesforce to automate your emails based on triggers or rules. For example, you can automate your follow-up emails based on attendees’ behavior at the event, such as the sessions they attended, the booths they visited, or the products they purchased. You can also automate your emails based on their responses to your previous emails or surveys.

Common Mistakes to Avoid in Post-Event Follow-up Emails

Here are some common mistakes to avoid when sending post-event follow-up emails:

  • Sending generic or vague emails that don’t resonate with your attendees
  • Being too pushy or salesy in your CTAs
  • Having poor email design or formatting that makes your email hard to read or unprofessional
  • Sending too many or too few emails that either overwhelm or underwhelm your attendees
  • Forgetting to follow up or delaying your emails after the event

In conclusion, post-event follow-up emails are a critical component of your event marketing strategy. By personalizing your emails, including key components, writing effective subject and opening lines, and automating your campaign, you can increase engagement, drive conversions, and improve your ROI. Remember to measure your success metrics and avoid common mistakes to optimize your post-event follow-up campaigns.