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.Â
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.
Gather Feedback
Ask attendees to complete a survey to provide feedback on their event experience. This valuable input can help you improve future events.Â
Foster Connections and Relationships
Follow-up emails allow you to continue the conversation and nurture the connections made at the event.
Generate Leads
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.
Leveraging Follow-Up Emails to Build Long-Term Relationships
Strategic follow-up emails transform casual connections into enduring professional relationships that extend far beyond your event.
A well-structured outreach campaign converts single interactions into ongoing partnerships and repeat attendance.
Here’s how follow-up emails can deepen connections and create lasting impact from your events.
The Value of Personal Check-Ins Over Time
Regular communication builds strong relationships, and follow-up emails offer an effective structure for staying connected.
Moving beyond basic thank-you messages requires planning periodic touchpoints.
Two weeks after your event, share valuable supplementary content – perhaps a recording of an inspiring keynote or curated resources that expand on popular topics.
After a month passes, send a personalized note asking about their progress implementing event takeaways, while offering additional guidance and resources.
These check-ins need not be lengthy – short, meaningful messages show you value their participation and support their success.
Customizing communications based on each person's participation patterns - from session attendance to survey responses - strengthens the personal connection and builds mutual trust.
Building Community Through Exclusive Groups
Your event can serve as an entry point to an engaging community.
Follow-up emails invite participants to join select groups where discussions continue, networking flourishes, and specialized resources await.
Consider platforms such as LinkedIn groups, Slack channels, or dedicated forums that enable ongoing interactions.
The email should highlight specific community benefits: direct access to speakers, collaboration opportunities with peers, and early registration for future events.
Positioning these groups as select offerings helps participants feel valued as community members.
Using Success Stories to Strengthen Relationships
Real examples resonate more deeply than general messages, making follow-up emails perfect for sharing concrete success stories from past participants.
Share how a business increased revenue by applying strategies learned at your event, or how an attendee made career-advancing connections through structured networking sessions.
Include these stories strategically in your communications, matching them to each recipient's interests and industry focus.
A marketing professional might receive a case study about another attendee who revolutionized their campaign strategy using event insights.
This approach delivers practical value while reinforcing their connection to your organization.
Encouraging Long-Term Collaboration
Event connections often evolve naturally into substantial partnerships, sponsorships, and collaborative ventures.
Follow-up emails can accelerate this process.
After noticing an attendee’s particular expertise during a session or their interest in specific topics, reach out with targeted suggestions for working together.
Opportunities might include co-presenting a webinar, joining an expert panel, or developing an industry case study.
Framing these suggestions as mutually beneficial strengthens relationships while generating value for everyone involved.
Maintaining Engagement Through Celebratory Outreach
Anniversaries and milestones provide natural opportunities to reconnect with attendees and remain memorable.
Send an anniversary email one year after their participation.
Include memorable highlights from the event and offer special recognition – perhaps priority access or exclusive pricing for upcoming events.
These celebration-focused messages reinforce positive memories while showing genuine appreciation.
Adding personal touches, such as mentioning specific contributions or feedback they shared, transforms these emails into powerful relationship-building tools.
Through thoughtful, personalized follow-up emails, event connections flourish long after the closing session.
Moving beyond basic attendance metrics, these strategies create opportunities for deeper engagement, stronger partnerships, and sustained growth.
Each email represents a chance to strengthen participant relationships with your brand, demonstrating that your connection runs deeper than transactions – it drives transformation.
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.
Subject Line
The subject line is the make-or-break factor determining whether your email gets opened.Â
Use it to communicate value, spark interest, and convey urgency if needed.Â
Some good practices are:
- Thank you for attending [Event Name]
- Recap of [Event Name]
- Your Feedback on [Event Name]
- Don’t Miss Out: [Offer]
Greeting
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.
Introduction
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.
Key Takeaways
Share the most valuable insights or lessons from speakers and sessions. Listing 3-5 key takeaways helps drive home the value gained.
Next Steps
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.
Call-to-Action
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.
Closing
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.
Signature
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.
Personalization
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.
Timeliness
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.
Conciseness
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.
Follow-up Timeline
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.
Easy starting packages • Advanced options • Proven results
Innovative Follow-Up Email Ideas to Boost Engagement
Creating compelling follow-up emails requires blending creativity, personalization, and strategic planning.
While standard email formats work adequately, innovative approaches leave memorable impressions and significantly increase participation rates.
Personalized Video Messages
Video messages transform standard thank-you emails into memorable experiences.
Recording a brief video that addresses recipients by name, acknowledges their attendance, and references specific moments that match their interests creates lasting impact.
For attendees who participated actively – perhaps during panel discussions – mentioning their contributions makes the message feel especially meaningful.
Tools like Loom or Vidyard make video embedding simple, creating a fluid experience right inside the email.
Video communication builds connections text alone cannot achieve.
Interactive Surveys and Polls
Feedback collection becomes engaging through interactive elements like surveys and polls.
Rather than sending traditional questionnaires, try adding engaging questions such as “Which session sparked your creativity?” with clickable image choices.
Adding rewards - perhaps future event discounts or prize drawings - motivates higher response rates.
Participation increases dramatically with added entertainment value or rewards, making feedback feel less like an obligation.
Exclusive Content Access
Providing select content access motivates ongoing engagement.
This might include priority registration for upcoming events, full session recordings, or special pricing on related offerings.
An email titled “Your Special Access: [Event Name] Recordings Available Now” creates excitement.
Mentioning limited availability generates natural urgency.
Making sure these offerings connect directly to event themes ensures they provide real value.
Behind-the-Scenes Content
Participants appreciate seeing what makes events successful.
Follow-up emails featuring preparation photos, streaming outtakes, or planning team stories create authentic connections.
A short video showing event setup, candid moments from live streams, or sincere messages from organizers adds authenticity.
Captions like “See how we created [Event Name]” build relatability and appreciation.
Spotlighting Participants
Recognition emails celebrate the people who enrich your events.
Feature meaningful testimonials, creative exhibition spaces, or thought-provoking questions from interactive sessions.
Messages like “Spotlight: [Name] sparked an inspiring discussion about [topic] during our keynote” acknowledge contributions while encouraging future participation.
Always request permission before sharing personal details.
Engaging Contests and Quizzes
Making follow-up communications interactive increases engagement naturally.
Creating a quiz titled “Test Your [Event Topic] Knowledge” keeps event content fresh in participants’ minds.
Email headlines like “Prove Your Expertise: Take Our Quiz for Free Next-Year Registration” generate interest.
Social media photo contests where attendees share favorite moments using event hashtags work particularly well.
These elements build community while expanding event reach.
Building Anticipation for Future Events
Follow-up emails excel at generating excitement for upcoming programs.
Include countdown timers for future conferences or preview upcoming speakers and sessions.
Messages like “Save These Dates: [Event Name] Returns in 2024 – Preview What’s Coming” create momentum.
Adding pre-registration links or waitlist options captures early interest.
Preview graphics and exclusive announcements ensure emails stand out and keep recipients connected to your brand.
Data-Driven Personalized Recommendations
Event participation data enables highly relevant follow-up recommendations.
Track session attendance to create messages like “Since you enjoyed [Session Name], here are additional resources you’ll find valuable.”
Include links to articles, guides, or webinars matching their demonstrated interests.
Shows thoughtful attention to their experience.
Using automation tools ensures consistent personalization at scale while maintaining authentic connections.
These innovative approaches transform standard follow-up emails into powerful relationship-building tools.
Moving beyond traditional methods creates lasting impressions that distinguish your events while driving meaningful action and fostering participant loyalty.
Measuring the Success of Your Follow-Up Emails
Success measurement helps event planners refine their email strategies and boost engagement rates.
Analyzing specific data points reveals attendee responses and communication effectiveness, creating opportunities to improve future outreach programs.
Understanding Performance Metrics
Several statistics determine the effectiveness of follow-up emails:
- Open Rates: The percentage of recipients viewing emails indicates subject line appeal and audience interest. Strong open rates demonstrate compelling content that resonates with readers.
- Click-Through Rates (CTR): This measurement shows how many recipients clicked email links. Higher CTRs indicate engaging content that successfully prompts action.
- Conversion Rates: These numbers reflect recipients who completed desired actions, from signing up for upcoming events to downloading resources. Tracking conversions demonstrates direct email impact on specific goals.
- Bounce Rates: This figure reveals undelivered emails. High bounce rates might indicate email list quality issues or delivery problems that need addressing.
- Unsubscribe Rates: This statistic tracks recipients opting out after receiving emails. Monitoring opt-outs helps gauge content relevance and audience satisfaction.
Tracking Tools That Drive Results
Email marketing platforms offer analytics dashboards that monitor these vital statistics.
Services like Mailchimp generate detailed performance reports, enabling trend analysis and improvement opportunities.
Adding Customer Relationship Management (CRM) systems creates deeper behavioral insights, allowing more personalized future communications.
Data Analysis for Ongoing Enhancement
Regular assessment of collected statistics highlights strengths while revealing improvement areas.
Low open rates signal a need for more compelling subject lines.
Subpar CTRs suggest reconsidering content structure and calls-to-action.
A/B testing proves valuable for determining effective email elements.
Testing different subject lines, content formats, and send times optimizes engagement potential.
Setting Performance Standards and Targets
Clear, measurable objectives guide email follow-up success evaluation.
Research industry averages to understand standard performance levels.
Create SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) for campaigns.
Setting a target to raise open rates 10% next quarter provides a concrete objective.
Consistent monitoring and analysis of follow-up emails strengthens audience connections while driving improved event outcomes.
Legal and Compliance Considerations for Follow-Up Emails
Email follow-up campaigns require strict adherence to regulatory standards.
Following these guidelines builds audience trust while protecting organizations from potential legal issues.
Understanding Regulatory Requirements
Multiple laws govern email communications:
- CAN-SPAM Act (USA): This law requires clear, non-deceptive subject lines and headers. Messages must identify themselves as advertisements and include the sender’s physical address. Recipients need a straightforward opt-out method, with requests processed promptly.
- CASL (Canada): Canadian Anti-Spam Legislation requires explicit or implied consent before sending commercial electronic messages. Senders must provide clear identification and contact details, plus simple consent withdrawal options.
- GDPR (European Union): The General Data Protection Regulation emphasizes personal data protection. Explicit consent, transparency about data usage, and user control over personal information remain essential. Violations risk substantial financial penalties.
Consent Management Practices
Proper permission forms the foundation of compliant email communication:
- Explicit Consent: Event registration should include clear options for future communication permission. This ensures recipients actively agree to follow-up emails.
- Implied Consent: Some jurisdictions allow communication based on existing business relationships. However, explicit permission offers better protection against compliance issues.
Required Email Elements
Compliant emails must include:
- Accurate Sender Information: Clear display of sender name and valid physical address builds transparency.
- Honest Subject Lines: Content descriptions must match email substance, avoiding misleading statements.
- Opt-Out Options: Simple unsubscribe methods, with requests fulfilled within 10 business days.
Data Protection Protocols
Personal information protection extends beyond legal requirements:
- Information Limits: Gather only necessary follow-up data to minimize risk exposure.
- Protected Storage: Strong security measures prevent unauthorized data access.
- Clear Communication: Tell attendees how their information stays protected, building trust through transparency.
Global Communications Strategy
Multi-national audience considerations include:
- Regional Regulations: Understanding specific email marketing rules for each country represented.
- Universal Standards: Implementing strict compliance measures across all communications ensures broad regulatory adherence.
Non-Compliance Results
Regulation violations create serious consequences:
- Financial Impact: CAN-SPAM Act violations could cost $51,744 per email.
- Brand Impact: Rule violations damage organizational trust, reducing engagement and potential business opportunities.
Maintaining compliance standards ensures ethical, effective post-event email campaigns while building lasting attendee relationships.
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.Â
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].Â
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,Â
[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,Â
[Your Name]Next Steps Email Template
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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,Â
[Your Name]Follow-Up Reminder Email Template
Â
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,Â
[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
Hi Anne,
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,
JohnÂ
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:
Â
Hi Michelle,
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,Â
LisaÂ
Event ManagerÂ
[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:
Â
Dear John,
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,Â
Sarah
This example shows how to seamlessly pivot from thanking an important lead to directly asking for the next meeting.Â
The result? More qualified leads and accelerated sales.
>>Need more post-event email templates to work with? Click here.
Maximizing Post-Event Engagement with AI-Powered Email Sequences
Manually writing follow-up emails for hundreds of event participants used to consume my entire week.
Add multiple attendee groups like sponsors, speakers, and virtual participants – and the task multiplied exponentially.
AI-powered email sequences changed everything for me. Let me show you how this automated yet personalized approach transforms post-event communication.
1. Smart Segmentation Through Behavioral Analysis
AI tracking tools monitor attendee participation patterns – from session attendance to chat engagement and virtual booth visits.
These insights create natural groupings for targeted follow-up.
This means participants receive information aligned with their demonstrated interests, making each touchpoint more meaningful and valuable.
2. Generate Compelling Messages Instantly
My team has embraced the latest generative AI plugins for email creation.
These tools craft detailed message frameworks incorporating specific session highlights and speaker quotes.
We review each template, adjust the messaging style, and the system handles distribution automatically.
3. Strategic Multi-Touch Communication Schedule
- Day 1: Custom appreciation message featuring relevant session recordings
- Day 3: Curated content pack based on individual engagement metrics
- Day 7: Feedback request with bonus materials for active participants
- Day 14: Progress check focusing on implementing event takeaways
This sequence maintains momentum while building lasting connections – participants appreciate receiving content that matches their specific interests.
4. Combining Technology with Personal Connection
Here’s something I discovered during a recent virtual conference: While AI streamlined our email creation process beautifully, attendees particularly valued receiving direct responses to their questions.
My solution?
Maintain automated outreach but stay personally available for meaningful exchanges.
5. Data-Driven Refinement
Real-time analytics help perfect your approach.
AI systems track engagement metrics, suggesting improvements for subject lines, content selection, and communication style.
Poor performance triggers instant recommendations for adjustments.
Your sequence grows more effective with each iteration.
Implementing AI-powered email sequences revolutionizes post-event follow-up.
The system manages routine communication tasks while preserving authentic engagement, allowing you to focus on meaningful relationship building that amplifies your event’s long-term impact.
Final Thoughts
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.
You’re now armed with insider tips to craft targeted, high-converting post-event emails.Â
But knowledge without action is useless.Â
To turn these best practices into results for your next event, it’s time to get strategic.Â
Connect with our team of follow-up experts for a custom strategy session.Â
We’ll help develop an integrated email plan tailored to your goals, audience, and metrics.Â
With 20+ years executing highly successful events and campaigns, we have the experience to take your follow-up from basic to best-in-class.Â
Let’s meet to maximize your event ROI through proven follow-up strategy.
