Attending events is a powerful way to generate leads, that’s true. However, event organizers also have the opportunity to capitalize on the value of what happens afterward and the best way to do this is through thoughtful and strategic post-event lead nurturing.
Without timely follow-up, those promising connections made during the event can fizzle out, leaving potential business on the table. This is where email marketing shines, helping you nurture leads and transform them into loyal customers.
Check out the following key email types that can keep the conversation going, build trust, and move leads down the sales funnel.
The Importance of Post-Event Lead Nurturing
That’s really just an elevated phrase for “How to keep the ball rolling after your event,” because your goal at this point should be keeping the momentum going that you worked so hard to generate before and during your event. After investing time and resources to connect with potential leads, maintaining that relationship with timely and relevant communication can be the difference between conversion and lost opportunity.
Post-event engagement strengthens connections with leads, keeping your brand top of mind. Taking the time to craft strategic follow-up emails post-event can result in higher conversion rates, as consistent communication guides leads through the sales funnel. Emails serve as a personal touchpoint, offering tailored information that resonates with each lead’s event experience.
Download The Ultimate Guide to Event Marketing to access comprehensive insights into post-event engagement.
Key Elements of a Successful Post-Event Nurture Email
To effectively nurture leads post-event, your emails need to stand out — in a good way. Personalization and segmentation are key—tailor emails based on attendee interactions, such as sessions they attended or topics they expressed interest in. A clear call-to-action (CTA) helps guide recipients toward the next step, whether it’s downloading content or booking a demo.
As you know, “timing is everything,” and this is true for post-event email campaigns. Follow up promptly after the event while the experience is fresh, and create a consistent cadence to maintain engagement without overwhelming your audience.
Here, we’ve created a menu of post-event emails to help you get started and we recommend you serve up (read: send) each one to your attendees.
Types of Post-Event Emails to Nurture Leads
1. The Thank You Email
Consider this one non-negotiable. Failing to send a thank you email is just ill-mannered. This is the first step in maintaining your connection with event leads. All you have to do here is express sincere gratitude for their attendance and recap key highlights from the event. This email should set a positive tone for future communication. Keep it light, short, and sweet.
- CTA: Encourage leads to visit your website, subscribe to your newsletter, or follow your social media channels.
2. Content Follow-Up Email
Trust us, your attendees want this email, as long as you provide valuable resources related to the event, such as session recordings, slide decks, or whitepapers. This helps extend the value of the event and positions your company as a trusted resource.
- CTA: Advise attendees to download the content or schedule a demo to learn more about your solutions.
3. Post-Event Survey Email
You need this email in order to better plan future events, so make it a good one and offer something valuable in return. Inviting feedback from attendees by sending a post-event survey not only shows you value their opinion but also gives you insights into their needs, interests, and challenges.
- CTA: Ask recipients to complete the survey in exchange for a discount or exclusive content.
4. Product/Service Introduction Email
Now that you’ve engaged with your leads, introduce (or re-introduce) your product or service. Focus on how your offering aligns with the topics discussed during the event, and demonstrate how you can solve the problems attendees may have expressed.
- CTA: Invite them to book a consultation, demo, or trial of your product/service.
5. Case Study or Testimonial Email
The proof is in the pudding, so they say, which is why sharing success stories helps build trust. Offer a case study or testimonial from a client whose challenges mirrored those of your leads. Demonstrate real-world results and show how your product/service has made a difference.
- CTA: Offer recipients the option to download the full case study or request more information.
6. Limited-Time Offer or Special Discount Email
Incentives are hard to ignore, which gives you an opportunity to create a sense of urgency with a limited-time offer or special discount tied to the event. Offering something exclusive can motivate leads to act quickly, whether it’s booking a meeting or making a purchase.
- CTA: Encourage recipients to redeem the offer or schedule a meeting before the deadline expires.
7. Re-Engagement Email
No matter your efforts, not every lead will respond right away. Or at all. Still, it’s good practice to reach out to those who haven’t engaged with previous emails, and offer additional value such as exclusive content, another meeting invite, or a second chance to redeem a discount.
- CTA: Prompt them to reconnect with you to explore further collaboration.
Best Practices for Post-Event Email Campaigns
Reminder: you’re playing the long game so be patient and recognize that a successful post-event email campaign requires more than just sending a sequence of emails. To increase your chances of converting leads, follow these best practices:
- Personalize the subject line and content for each lead, making the email feel relevant to their specific event experience.
- A/B testing can help you fine-tune the timing, subject lines, CTA placement, and content to maximize engagement.
- Monitor metrics such as open rates, click-through rates (CTR), and conversion rates to measure the effectiveness of your campaign and make adjustments as needed.
- Consistent follow-up cadence is essential. Keep a steady flow of communication without overwhelming your leads, maintaining their interest and engagement.
Make Post-Event Nurturing Easier with Expo Logic
Post-event lead nurturing is crucial for converting event attendees into customers. With a well-planned email campaign that includes thank yous, content follow-ups, product introductions, and more, you can continue building relationships long after the event ends. Start crafting your post-event lead nurture sequence today to stay top of mind and guide your leads toward conversion.
Ready to dive deeper? Download The 13 Best Email Marketing Campaigns for Your Event to further focus your post-event follow-up.
