The curtains close and the lights go down after a successful event, it may be tempting to breathe a sigh of relief that it’s over.
But savvy event organizers know the event isn’t truly finished until thoughtful follow-up is conducted.
Post-event email outreach represents a tremendous yet often overlooked opportunity to continue engaging with attendees, nurturing leads, and driving ROI long after the big day.
In this comprehensive guide, we’ll explore how to write effective follow-up emails for events, provide email templates and examples, and share best practices for writing emails that get results.
You’ll learn how to craft compelling subject lines, recap key takeaways, incorporate calls-to-action, and employ other strategies to maximize the impact of your post-event outreach.
By applying these tips, you can develop a follow-up email program that delights attendees, generates actionable insights, strengthens relationships, and offers tremendous value beyond your event.
Why Send Follow-Up Emails After an Event?
Event follow-up emails serve several important purposes.
Thank Attendees for Coming
A simple thank you goes a long way. Sending a thank you email shows attendees that you appreciate them taking the time to attend your event. It’s just good manners.
Recap the Event Highlights
Refresh attendees’ memory by succinctly recapping key highlights, announcements, or takeaways from the event. This keeps your event top of mind.
Share Additional Resources
Take the opportunity to share presentations, articles, videos or other materials relevant to topics covered at the event for continued learning.
Ask attendees to complete a survey to provide feedback on their event experience. This valuable input can help you improve future events.
Foster Connections and Relationships
Follow-up emails allow you to continue the conversation and nurture the connections made at the event.
Introduce attendees to new offers, upcoming events, or other initiatives to generate interest and leads.
Clearly, sending effective post-event follow-up emails provides tremendous opportunities to increase engagement, satisfaction, and ultimately, ROI from your events.
Components of a Good Follow-Up Email
While each follow-up email will be unique, most strong post-event emails contain some combination of these elements.
The subject line is the make-or-break factor determining whether your email gets opened.
Use it to communicate value, spark interest, and convey urgency if needed.
Some good practices are:
- Thank you for attending [Event Name]
- Recap of [Event Name]
- Your Feedback on [Event Name]
- Don’t Miss Out: [Offer]
Personalize the greeting with the recipient’s first name if possible. If you don’t know names, a warm, professional greeting like “Hi there” or “Dear [Event Name] Attendee” works too.
Kick things off by thanking the person for attending, and briefly introducing the purpose of your follow-up email. This helps set the context right away.
Recap of Event
Succinctly recap 2-3 of the most important highlights, key takeaways, or announcements from the event. This could include top speakers, memorable moments, or major initiatives launched.
Share the most valuable insights or lessons from speakers and sessions. Listing 3-5 key takeaways helps drive home the value gained.
Provide clear direction on any follow-up items or next steps, like links to presentations, additional content to review, or feedback surveys to fill out.
Every email needs a CTA to guide the recipient toward a specific action. This could be completing a survey, signing up for a newsletter, attending a webinar, scheduling a meeting, or purchasing a product.
Close the email by thanking them again for attending, expressing your appreciation, reaffirming the value gained, and providing your contact information in case they have any other questions.
A professional email signature neatly finishes off the message. Include your name, title, company, phone number, email address, and any other relevant contact or branding information.
When drafting effective follow-up emails, brevity is key. Be concise, focused, and strategic in highlighting only the most important information. Lengthy emails are likely to get ignored, while short, pithy emails have greater impact.
Best Practices for Post-Event Follow-Up Emails
Beyond including the right components, there are several best practices to employ that will dramatically boost your results.
Personalizing each email by including the recipient’s name goes a long way. If possible, reference something specific you discussed with them at the event for even greater relevance.
The most effective follow-up emails are sent within 24-48 hours after an event while it’s still fresh. But any follow-up is better than no follow-up, even if it’s weeks later.
Get straight to the point. Keep emails focused, brief, and scannable with short paragraphs, bullet points, and clear formatting.
Clear and Actionable Language
Ensure next steps are obvious. Use clear calls-to-action to guide recipients into taking your desired action.
Proofreading and Editing
Double check for any errors or typos before sending. These easily preventable mistakes undermine professionalism.
Send a sequence of follow-ups to continue nurturing leads, not just a single email. Consider weekly or monthly follow-up cadences.
Applying these best practices requires extra effort, but it results in more opens, clicks, conversions, and stronger event ROI.
Post-Event Follow-Up Email Templates
While each event and audience is unique, these proven follow-up email templates provide a solid starting point you can easily customize.
Thank You Email Template
Subject: Thank you for attending [Event Name]
Dear [First Name],
Thank you for attending [Event Name] last week! It was a pleasure meeting you and having you join us for this special event.
We hope you found the keynote and sessions valuable. Please let us know if there is any way we can share more information or provide extra resources related to any of the topics covered. We’re here to help however we can.
Thanks again for coming. Please stay in touch, and let me know if you have any other questions!
Best regards, [Your Name] [Your Company] [Contact Info]
Event Recap Email Template
Subject: Recap of [Event Name]
Hi [First Name],
It was great seeing you at [Event Name] last week. We wanted to share a quick recap of some of the highlights in case you missed anything:
[Speaker Name] discussed [key takeaway]
[Speaker Name] provided great insights on [key takeaway]
We announced the launch of [major initiative]
The top feedback themes from attendees were [feedback]
You can view the full event presentations and videos here [link]. Please fill out our short feedback survey here [link] to help us continue improving.
Let me know if you need anything else related to the event!
Thanks, [Your Name]
Request for Feedback Email Template
Subject: Your Feedback on [Event Name]
Dear [First Name],
Thanks again for participating in our [Event Name] last week. We hope it was an enjoyable and valuable experience for you.
We want to make next year’s event even better, and we need your help! Please take 5 minutes to complete this short survey to provide your feedback: [link]
Hearing your honest input and suggestions will be tremendously helpful as we start planning for 2023. We greatly appreciate your time and feedback!
Please let me know if you have any other questions.
Best, [Your Name]
Next Steps Email Template
Subject: Next Steps from [Event Name]
Hi [First Name],
It was great having you at [Event Name] last week! I wanted to follow up with some next steps to help you get the most value from the event:
Review the speaker presentations here [link]
Check out these 3 articles I mentioned for more insights on [topic] [links]
Sign up for our newsletter here [link] to stay up to date on upcoming webinars and events
Schedule a call with me [link] to discuss how [product/service] could meet your needs
Please let me know if you have any other questions! I’m here to help.
Thanks again, [Your Name]
Follow-Up Reminder Email Template
Subject: A quick reminder from [Event Name]
Hi [First Name],
I hope you’ve been having a great week! I wanted to send you a quick reminder about the slides and links I promised to share from my session at [Event Name].
You can find the presentation here [link] and the resources I mentioned here [link].
Let me know if you have any other questions! I’m always happy to help.
Best, [Your Name]
Tips for Writing Effective Post-Event Follow-Up Emails
Now that you’re armed with email templates and best practices, here are some additional tips to take your follow-up emails from good to great.
- Start with Gratitude. Set the right tone upfront by genuinely thanking them for attending and expressing your appreciation.
- Be Specific and Reference the Event. Jog their memory by mentioning specific details like the date, location, and sessions.
- Highlight Key Points and Insights. Recap 2-3 major takeaways or announcements that provide value.
- Provide Value or Additional Resources. Send presentations, articles, videos, or tools to keep giving after the event.
- Set Clear Expectations for Next Steps. Tell them exactly what you’d like them to do and why it benefits them.
- Use a Professional and Friendly Tone. Be warm but still polished. Add your personality while maintaining professionalism.
- Proofread and Edit Before Sending. Mistakes undermine quality. Double check for errors and typos.
- Follow Up Within a Reasonable Timeframe. 24-48 hours is best, but anytime is better than never.
- Personalize the Email if Possible. Include their first name, company, role, etc. to make it more relevant.
- Use a Clear and Concise Subject Line. Get their attention with a compelling, benefit-driven subject line.
- Include a Call-to-Action. Every email needs a CTA to convert readers into takers.
Applying these tips will elevate your plain follow-ups into high-converting emails that get real results.
Examples of Successful Post-Event Follow-Up Emails
To pull everything together, let’s look at some real-world examples of effective event follow-up emails.
Example 1: The Recap
This recap email thanks attendees and highlights key takeaways from the event:
Subject: Recap of the Digital Marketing Summit
Thank you for attending our first annual Digital Marketing Summit last week! It was great hosting so many talented marketers and executives from around the world.
We hope you found the sessions valuable. Here are a few of the key themes and takeaways from the event:
Leveraging short-form video and livestreaming should be top marketing priorities for 2023.
AI-generated content will become more ubiquitous, but still can’t fully replace human creativity.
Email remains one of the highest-converting digital marketing channels. Optimization is key.
Please check out the full event recap and presentations here. And let us know if you have any other questions! We’re here to help continue your learning journey however we can.
Thanks again Anne. We hope to see you again next year!
Best, John Marketing Director [Company Name]
This email is concise yet hits all the key follow-up email components – thanking the attendee, recapping event highlights, sharing presentations, and offering to help.
Example 2: The Feedback Request
This follow-up email asks attendees to provide feedback through a survey:
Subject: Please Share Your Feedback on the Customer Event!
I wanted to thank you again for speaking at our Customer Appreciation Event last Thursday. Your insights into customer loyalty programs were extremely valuable for our audience.
We want to make sure this event is even more helpful for customers next year. Please take a few minutes to complete this 5-question survey so we can get your feedback on the event: [link]
Hearing your honest input will be so helpful for making this event more valuable for everyone who participates! Thank you in advance for taking the time to share your thoughts.
Please let me know if any other questions come up. Enjoy the rest of your week!
Best, Lisa Event Manager [Company Name]
This template shows how easy it is to integrate a feedback survey link into a follow-up email for helpful attendee insights.
Example 3: The Hard Ask
This follow-up turns gratitude into a hard ask CTA:
Subject: Let’s Meet to Discuss Partnership Opportunities
I wanted to thank you again for taking the time to attend our Partner Summit last week. It was a pleasure to finally meet you in person!
Based on our conversation, it seems like we could mutually benefit from exploring partnership opportunities between ACME and XYZ Company. You mentioned needing help expanding into the northeast region, and that’s our real sweet spot.
I’d love to set up a call this week to talk in more detail about how we could potentially work together. Please let me know if you have 30 minutes free on either Tuesday or Wednesday. I’m looking forward to speaking further!
Thanks again, Sarah
This example shows how to seamlessly pivot from thanking an important lead to directly asking for the next meeting.
The result? More qualified leads and accelerated sales.
Sending strategic, well-crafted follow-up emails is one of the most valuable yet under-utilized tactics for driving event success.
Email follow-ups are your chance to continue nurturing event leads, share additional value, and convert attendees into loyal participants and raving fans.
With the templates and guidelines provided in this guide, you’re equipped to send post-event emails that spark action and get results.
Now that you know how to write emails that go beyond thanks to generate real ROI, the next step is putting these practices into play after your next event.
Remember, good follow-up takes effort but pays dividends. With a smart follow-up strategy, your event’s value will extend well beyond event day for weeks and months to come.
Why are follow-up emails important after an event?
Follow-up emails are important to thank attendees, share additional resources, gather feedback, nurture leads, and continue driving value after the event is over. Effective follow-up extends the event’s impact.
When should you send follow-up emails?
Ideally send the first follow-up email within 24-48 hours when the event is still fresh. Additional follow-ups can be sent in the following weeks and months to continue nurturing relationships.
What should you include in a follow-up email?
Include a greeting, quick event recap, key takeaways, additional resources, next steps, call-to-action, closing, and signature. Keep emails focused, personalized, and actionable.
How can you get good feedback from attendees?
Ask attendees to complete a short feedback survey about their event experience. Share the survey link in a follow-up email. Offer an incentive for completing it.
How can you generate leads from event follow-up?
Use follow-ups to promote new offers, content, and events to attendees. Add them to nurturing email sequences. Schedule calls to discuss ongoing needs. Strong follow-up converts attendees into leads.
You’re now armed with insider tips to craft targeted, high-converting post-event emails.
But knowledge without action is useless.
To turn these best practices into results for your next event, it’s time to get strategic.
Connect with our team of follow-up experts for a custom strategy session.
We’ll help develop an integrated email plan tailored to your goals, audience, and metrics.
With 20+ years executing highly successful events and campaigns, we have the experience to take your follow-up from basic to best-in-class.
Let’s meet to maximize your event ROI through proven follow-up strategy.