Trade shows, conferences, and networking events are considered to be high-value ventures that drive more business to you and your organization. But, one of the most important elements of going to the event doesn’t happen until after the event itself: The follow-up email.
The post-event follow-up is part of doing business. People go to networking events expecting to meet business contacts and potential clients, and when you follow up, you’re showing them that you are a person of your word.
This post will go into the specifics of why you should send a follow-up email, who to send it to (including how to find contact information for attendees), follow-up email best practices, and some examples of email follow-up templates.
Why Send A Follow-Up Email?
Follow-up emails are a great way to pursue potential business leads, sure, but they don’t always have to be explicitly business-related. If you’re looking to grow the name recognition of your brand, want some advice on a particular subject, or just want to meet other people in the CRE field, follow-up emails are still relevant for you.
One of the biggest misconceptions about follow-up emails is that they’re always about “wanting something.” A follow-up email can be a thank you and an invitation to connect down the road. Your follow-up email can be whatever it needs to be for the occasion, the important part is that you send it.
These are the top reasons to send follow-up emails after you meet someone at a networking event or conference:
Strengthen your connections: Solidify connections you made at the event with references to your conversations at the event and expressing an interest to nurturing a professional relationship.
Demonstrate professionalism: You said, “let’s stay in touch,” and you kept your word. Sending a follow-up email shows that you are serious about your career and growing your business connections.
Reinforce your message: A follow-up email can reinforce pitches you made during the event, including sharing further information about you and your business.
Opportunities for further engagement: Suggest coffee or lunch, share additional information about local events or resources, introduce each other to people in your network.
Express gratitude: If someone shared valuable information or referrals during an event, send a thank-you email. Gratitude goes a long way in building professional relationships.
Generate leads: People attend events expecting to find business opportunities.
Sending post-event emails should be an essential part of what you do after a conference, expo or networking event.
How To Collect Email Addresses From An Event?
Some event organizers will share attendee lists with organizers, sponsors, speakers, exhibitors and attendees, while others will make that information available to only certain participants. You’ll also likely collect lots of business cards — virtual and old-fashion printed style — from your one-on-one interactions. Larger and more technically savvy events use apps that are developed specific for the event, which is a great way to collect contact information.
The real question here is not how to collect email addresses and contact info, but how to enhance that information with valuable insights so that your follow-up emails are genuine.
The enhanced data will also allow you to evaluate your contacts and assess whether they’re hot leads, warm leads, or otherwise valuable connections.
This is where we make our pitch for Biscred’s database of CRE contacts and addresses. It is a simple way to look up and find the contact information of anyone in the commercial real estate industry. Our up-to-date database will let you search for people by role and company to make it easier to find the email addresses after an event.
Best Practices for Post-Event Follow-Up
Timing your follow-up
This is a less nuanced, specific tip and more of a general recommendation. Timing when you send your follow-up will greatly depend on the conversation you had and the feeling of urgency that was presented.
If someone sounded actively interested in your brand and may want to continue the conversation, it may be good to follow up as soon as possible.
If the conversation was more casual, it’s best not to come off as too eager. Wait a day or two before responding.
For organizers, it’s best to wait until after the event has concluded for a follow-up email so as not to distract the attendees. Sending a follow-up email while the event is still going on may get lost in the crowd of conversations and activities that people will be having. Waiting a couple of business days before following up lets the post-event traffic “calm down.”
Context and Clarity
Don’t assume that the person you send your email to immediately recognizes you from the event. Provide context to the conversation (i.e., a reminder about what you discussed or what company you represented) to spark their memory. If you can, include some of this context in the subject line to immediately catch their eye.
In the content of your email, be clear about your purpose. If you want to thank them for the conversation or for attending the event, begin with that stated clearly. Regardless, a thank-you should almost always be at the beginning of a follow-up.
If you’re interested in a further business opportunity, have this be the bulk of the email and clearly stated.
Personalization
If sending out several follow-up emails, personalizing them can be difficult. However, taking the time to pick something important about the company or person you’re messaging will increase the chances of them reading your message.
Even if you can’t immediately recall something from the event, do your research on them (Biscred makes contact data enhancement easy) or their business to find something to comment on in your message. Stay positive and brief, and don’t let personalized touches get in the way of your clear purpose.
Call to Action
Finally, your email should contain a clear call-to-action for your recipient. If it’s just to thank them for attending the event or having a conversation, your call to action may be to save your contact information and join each other's networks. If you believe there’s a partnership in the future, encourage them to reach out to engage further.
Calls to action are dependent on your context within the event, but they should always be included in your follow-up email.
Post-Event Email Templates
The following are examples of short but sincere emails that you can send to follow up after a trade show, conference, expo or networking event.
From an attendee to another attendee
Subject: Great Meeting You at [Event]!
Hi [Attendee's Name],
I hope you're doing well! It was a pleasure meeting you at the [event]. I enjoyed our conversation about [topic you discussed], and I’m glad we had the chance to connect.
If you're interested, I’d love to stay in touch and maybe explore some of the ideas we talked about further. Let me know if you'd like to grab a coffee or chat sometime soon.
Let’s talk soon!
Best,[Your Name]
[Company]
From an event attendee to an organizer:
Subject: Thank You for a Fantastic [Event]!
Dear [Event Organizer's Name],
I wanted to take a moment to express my appreciation for the amazing event you hosted. It was a great experience and I genuinely enjoyed being a part of it. I was impressed by the organization and found the sessions to be both insightful and engaging.
It was a pleasure connecting with so many other attendees. Thank you for all the hard work and effort you put into making this event such a success.
Looking forward to the next one.
Best regards,[Your Name]
From an event attendee to a speaker:
Subject: Thank you for your talk on [Topic]!
Dear [Speaker's Name],
I’m reaching out to personally thank you for your presentation at [event]. I enjoyed your talk, particularly your insight on [detail]. It provided me with a valuable perspective on [detail].
I truly appreciated the way you conveyed [topic]. It made the event even more impactful for me.
Thank you again for sharing your expertise. I’m looking forward to applying some of the concepts you discussed in my work.
Best regards,[Your Name]
From a Sponsor to an Attendee
Subject: Thank You for Attending – A Message from [Sponsor's Name]
Dear Attendees,
We hope you enjoyed the event as much as we did! It was an honor to be a sponsor and support such an incredible gathering of professionals.
Thank you for taking the time to engage with us at our booth and during the sessions. We loved hearing your insights and learning more about your needs.
If there’s anything we can assist you with or if you’d like more information about our offerings, please don’t hesitate to reach out.
We look forward to hearing from you.
Best regards,[Your Name][Your Position][Sponsor's Company]
From an Exhibitor to an Attendee
Subject: Great Connecting at [Event Name]!
Hi [Attendee's Name],
It was a pleasure meeting you at our booth during [Event Name]. I enjoyed our conversation about [specific topic discussed] and appreciated your interest in [Exhibitor's Product/Service].
If you have any further questions or would like to explore how we can assist you, please feel free to reach out. We’re especially interested in [Attendee’s company/project]. We’re excited about the possibility of working together and helping you achieve your goals.
Thanks again for stopping by, and I look forward to staying in touch!
Best regards,
[Your Name]
[Your Position]
[Exhibitor's Company]
Enhance Your Post-Event Contact Information
For post-event emails, consider Biscred’s CRE database for finding the contact information of attendees and companies whose paths you crossed. With Biscred, you can ensure every marketing dollar spent makes the biggest impact possible.
Remember that during, after, and before events, Biscred’s powerful CRE database will enrich your business connections and help you find new business opportunities. Whether you’re looking to expand your outreach, generate more leads, or supplement your address book, Biscred is a powerful tool in your arsenal.
If you’re looking to level up your marketing efforts while keeping costs within budget, there is no better solution than Biscred for reaching commercial real estate.
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