Event Follow-Up Email
Follow up with event attendees with a beautiful email to thank them for attending.
What is an Event Follow-Up email?
An event follow-up email is sent after an event, such as a trade show, conference, or networking event. The content of the email is focused on thanking the attendee for their time and may provide a summary of the event. The email may also include the next steps or resources, such as on-demand videos.
Who uses Event Follow-Up emails?
Event managers, marketing managers, field marketing managers, and any other marketing professional engaged in events will use event follow-up emails.
What to include in an Event Follow-Up email?
There are a lot of factors to consider when building an event follow-up email. Here are some of the email elements to consider.
| Email Design Element | Best Practices |
|---|---|
| Send Time | Depends on the event, usually within 1-2 business days after the event. |
| Sender | Use a familiar, personal email address If contact met an employee (such as a sales rep) at the event, consider using them as sender. |
| Subject Line | Clear and concise subject line that indicates that the email is a follow-up to an event. |
| Preview Text | Pique interest by highlighting a useful, surprising, or otherwise notable takeaway from the event. |
| Body Content | Brief recap of the event, including any highlights or key takeaways. |
| Call-to-action (CTA) | Encourage the recipient to engage with the organization, such as by attending future events or contacting a representative. |
| Personalization | Use the recipient's name. |
| Branding | Use the brand logo in recommended resolution; use brand fonts and colour scheme. |
| Footer | Standard branded footer with email, telephone, and full address. Provide clear contact information in case the user needs assistance with their interaction. |
Anatomy of an Event Follow-Up email
Let’s look at an example from Knak.
Why marketing teams love Knak
95%better, faster campaigns = more success
22 minutesto create an email*
5x lessthan the cost of a developer
50x lessthan the cost of an agency**
* On average, for enterprise customers
** Knak base price
Event Follow-Up Email Examples
Stripe - Conference Follow Up Email
Stripe reaches out to attendees from their conference, giving a recap of their sessions on the future of the internet economy.
What works well:
- Summarizes key learnings
- Succinct copy resulting in a scannable email
- CTA is clear and easy to spot
Apple - WWDC24 Follow-Up
Apple provides a recap of their conference, showcasing their updates and providing an opportunity to watch the keynote.
What works well:
- Beautiful design and use of imagery
- Showcases all new updates and pairs each with a CTA
- Provides absent registrants an opportunity to watch the keynote
Knak - Conference Follow Up
Knak follows up with attendees after the Forrester B2B Summit.
What works well:
- Personalized copy
- Includes video on-demand
- CTA promotes next steps
Salesforce - Key Takeaways from Past Event
Salesforce follows up on their World Tour Sydney 2024 event for customer service leaders.
What works well:
- Lone CTA is prominently featured
- Simplistic, on-brand design is highly scannable
- Showcases featured speakers
Canva - Canva Create Follow-Up
Canva follows-up on their big event, Canva Create, with a beautiful email that offers a recording for registrants who didn’t make it.
What works well:
- Offers absent registrants event recording
- Highlights new features with enticing graphics
- Gives viewers an opportunity to test the updates in Canva
Create emails - like this one - in less than 22 minutes*
*on average for Enterprise customers
Event Follow-Up Email FAQ
An event follow-up email should include a thank you message, a recap of the event highlights, any critical information attendees need to know, and a call to action.
It's recommended to send the follow-up email within 24-48 hours after the event while the event is still fresh in attendees' minds.
Yes, personalizing the email with the attendee's name or referencing any interactions you had with them during the event can help increase engagement and open rates.
Yes, including a clear call-to-action can help drive post-event engagement and encourage attendees to take the next step in their relationship with your organization.
To make your follow-up email stand out, ensure it's visually appealing, includes engaging content, and is personalized where possible. Also, use a catchy subject line and preview text to encourage recipients to open the email.
Track metrics such as open rates, click-through rates, and conversion rates to measure the success of your event follow-up email campaign. You can also survey attendees after the event to gather feedback and gain insights into how you can improve future events.
To write a follow-up email for an event, start by thanking the attendees for participating and summarizing key points discussed during the event. Include next steps to upcoming events and a strong CTA to stay in touch with your organization.
Want to learn more?
There are even more email example categories to explore.
