So, you’ve just survived another whirlwind of a trade show—where you dazzled attendees with your charm, collected an impressive stack of business cards, and probably downed one too many cups of coffee. Now, as the excitement fades and reality sets in, a crucial question arises: How do you effectively do a trade show follow-up email with ALL those potential leads?
Before we get started, let’s point out some interesting facts:
Why Follow-Ups Matter
“80% of trade show leads are never followed up on.”
Many businesses miss potential opportunities by neglecting to engage prospects after the event. (source)
“41% of B2B marketers consider tradeshows the most effective lead generation strategy, but follow-ups are crucial for converting leads into customers.”
While tradeshows are excellent for lead generation, follow-up is where real conversions happen.
Why Speed is Key
“50% of sales go to the first company that follows up after a tradeshow.”
Fast follow-up is critical. Reach out while the conversation is fresh in the lead’s mind. (Source)
“Most exhibitors wait 3 to 5 days to follow up—by then, it’s too late!”
Ideally, follow-up should happen within 48 hours.
Power of Personalization
“Personalized follow-ups increase response rates by 29%.”
Tailor your message to the lead’s specific needs discussed at the show. (Source)
“80% of sales require 5 follow-up calls after the event, but 44% of sales reps give up after one.”
Persistence pays off—don’t stop after the first call. (Source)
This guide will walk you through best practices for organizing your follow-up strategy, personalizing your outreach, and using tools to supercharge your efforts.
1. Get Organized: The Aftermath of the Trade Show
First things first, organization is key. You’ve collected contact information, but don’t just toss those business cards into a pile and hope for the best. Trust me, the last thing you want is to end up like a detective in a bad crime movie, sifting through a chaotic mess of leads. Instead, follow these steps to ensure you’re set up for success:
Take Immediate Notes
Immediately after getting a contact’s information, jot down notes directly on the card or in your electronic system.
Be sure to include:
- Personal Details: Mention their interests, conversations you had, or any unique tidbits they shared. For instance, if they mentioned they love hiking, note it down! “Hiking enthusiast” might just be the key to making your email stand out.
- Professional Insights: Write down their pain points, what they’re looking for, or any challenges they expressed during your chat. This information will be golden when you craft your follow-up emails.
Timing is Everything
Once the trade show wraps up, resist the urge to immediately send your follow-up emails. The timing of your outreach can significantly influence your success in converting leads into meaningful connections.
The First Follow-Up: When to Send
Aim to send your first follow-up email within 24 to 48 hours after the event. Studies indicate that emails sent within this timeframe have a 35% higher open rate than those sent later. Why? Because your conversation is still fresh in the recipient’s mind, making it easier for them to remember who you are and what you discussed.
Sending your follow-up too soon can feel intrusive, but waiting too long risks your email getting lost in a sea of unread messages. After the hustle and bustle of a trade show, attendees are often inundated with emails as they catch up on work. By reaching out shortly after the event, you position yourself as a thoughtful and organized professional who respects their time.
2. Personalization is Key: Stand Out from the Crowd
Let’s face it: after a trade show, attendees are bombarded with follow-up emails from countless exhibitors.
Check out the image below, this is generic and will get lost in an inbox. While it does reference a discussion, there is nothing that the recipient can refer back to. You can make the assumption that everyone he talked to had that same discussion.
You need to remind them of who you are and why they should care. Personalization is your best friend here!
Crafting Your Email
When you sit down to write your trade show follow-up email, use the personal details you recorded to make your message engaging and memorable. Forget the traditional prospecting email templates that sound like they were written by a robot programmed to sell insurance. Instead, embrace a conversational tone and connect on a human level.
Here’s how Skail can help with this: By simply entering a prompt like “Trade show follow up,” Skail utilizes the information you’ve gathered to automatically draft emails tailored to each contact. You can review and make any necessary edits before sending or allow Skail to handle it all. It’s like having a virtual assistant who knows exactly what to say without being creepy!
A great Trade Show Follow-Up email includes:
- Clear Call to Action: End your email with a clear call to action. Whether it’s scheduling a call, meeting for coffee, or simply replying with questions, make it easy for them to know the next step.
- Immediate Context: Within the first 24 hours, your lead is still reflecting on their experience at the trade show. Your follow-up email serves as a gentle reminder of your conversation, reinforcing the connection you made.
- Conveying Urgency: In your first email, you can express enthusiasm about the conversation while also subtly emphasizing the value of acting promptly. For instance, mentioning that you have limited-time offers or new resources can create a sense of urgency without being overly pushy.
- Personal Touch: Use the personal details you gathered at the event to customize your message. Mentioning a specific conversation topic or a mutual interest will help jog their memory and make your email feel more personal, which is key to standing out among a crowded inbox.
3. Email Templates to Get You Started
If you prefer a more hands-on approach, here are five effective trade show follow-up email templates to consider:
1. The “Nice to Meet You” Email
Subject Line: It was great meeting you at [Trade Show Name]!
Hi [Lead Name],
It was such a pleasure meeting you at [Trade Show Name]! I enjoyed our conversation about [insert fun personal detail].
I know it’s a busy time for you post-show, so I wanted to reach out and see if you’d like to continue our discussion next week.
Looking forward to reconnecting!
Best,
[Your Name]
2. The Follow-Up Chat Request
Subject Line: Let’s catch up on [Their Pain Point]!
Hi [Lead Name],
Thanks for stopping by my booth at [Trade Show Name]! I loved chatting with you about [insert topic].
I’d love to set up a quick call to discuss how we can help you with [pain point] and any questions you might have about our services.
Are you available for a brief chat next week?
Thanks!
[Your Name]
3. Sharing Valuable Resources
Subject Line: Resources to help with [Pain Point]
Hi [Lead Name],
I hope you enjoyed [Trade Show Name] as much as I did! I wanted to follow up and share some resources that might help with [pain point].
Here are a few links to articles and case studies you might find useful:
[Link 1]
[Link 2]
[Link 3]
Let me know if you’d like to chat more about this!
Best,
[Your Name]
4. Addressing Their Pain Points
Subject Line: How can I help [Company Name]?
Hi [Lead Name],
It was great chatting at [Trade Show Name]! I wanted to follow up regarding your concern about [insert pain point].
I believe our [insert solution] can really help your team. Let’s set up a call to discuss how we can assist you further!
Do you have some time next week?
Thanks,
[Your Name]
5. The Urgent Reminder Offer
Subject Line: Don’t miss out on [Promotion Details]!
Hi [Lead Name],
It was fantastic meeting you at [Trade Show Name]! I wanted to remind you about the [insert promotion] that we discussed.
If you have any questions or want to take advantage of this offer, feel free to reach out. I’d love to help you get started!
Best,
[Your Name]
4. Follow-Up Sequences: A Second Chance to Shine
Now, let’s not forget about the importance of follow-up sequences. Just because you sent one email doesn’t mean your job is done. Think of it as a friendly nudge—like a gentle tap on the shoulder, not a shove.
Sequence Strategy
Here’s a basic framework for your follow-up sequence:
- Initial Follow-Up: Send your first follow-up email within 1-2 days after the trade show. Use one of the templates above – or save time and increase personalization with Skail (Try for free here)
- Second Follow-Up: If you don’t hear back after a week, send a second email. This one should reference your previous email and ask if they had a chance to consider your proposal or if they’d like to set up a call.
- Final Follow-Up: If you still haven’t received a response, send a final email a week later. This could be a last-chance reminder about any promotions or a link to a helpful resource related to your conversation.
Communication Channels
While emails are great, don’t hesitate to explore other channels for follow-up:
- Phone Calls: Sometimes a direct call can make all the difference, especially if you had a strong connection at the event.
- Social Media: Connect on LinkedIn to stay engaged. A casual message can spark a conversation.
- Text Messaging: If you exchanged numbers, consider sending a quick text to follow up.
5. Best Practices for Effective Follow-Up
To wrap things up, here are some best practices to keep in mind when crafting your trade show follow-up emails:
Be Timely
As mentioned earlier, timing is crucial. Aim to follow up while the trade show experience is still fresh in their minds.
Personalize, Personalize, Personalize
Use the personal details you recorded during your conversations. This isn’t just another sales email; it’s a chance to build a relationship!
Keep It Short and Sweet
While you want to provide valuable information, make sure your emails are concise and easy to read. No one wants to sift through an essay to find your point.
Include a Clear Call to Action
What do you want the recipient to do? Schedule a call? Download a resource? Make it clear what the next steps are.
Be Persistent, Not Pushy
Following up is essential, but there’s a fine line between persistence and annoyance. Space out your follow-ups and be respectful of their time.
Conclusion
Following up after a trade show doesn’t have to be a daunting task. With a little organization, personalization, and the right templates at your disposal, you can effectively nurture those warm leads and turn them into lasting relationships.
Remember, the goal is to be memorable—not just another name in their inbox. So go ahead, craft those trade show follow-up emails, and watch your connections flourish! If you need a boost, tools like Skail can help you create tailored messages quickly. Happy emailing!
Now, go forth and conquer those follow-ups like the trade show warrior you are! 🎉
