Events are great, aren’t they? The energy, the conversations, the swag tables (and let’s be honest, the free food). But after the booths are packed up and the attendees head home, the real game begins: the follow-up.
Here’s the thing, though—not every conversation you had at the event is going to be a hot lead. Some of them, sure, you’ll want to follow up immediately because they screamed “opportunity!” Others? Well, maybe you thought they were hot but didn’t quite land the way you hoped (we’ve all been there).
And then there are the folks you didn’t get enough time with—events can feel like a maze. You’re pulled in a hundred directions, barely scratching the surface with many attendees. They might not be warm leads yet, but you know they have potential. So, how do you follow up with these "lukewarm" or "barely-there" conversations in a way that gets them to care?
That’s where this guide comes in. Let’s break down how to craft follow-ups that spark interest, rekindle event conversations, and get replies—whether your lead left the event hot, cold, or somewhere in between.
Step 1: Stand Out at the Event
Before we even talk about follow-ups, let’s rewind to the event itself. If you want your emails to hit home, you need to leave a lasting impression while you’re still at the event.
Here’s the secret sauce: Do something people can’t forget. Give them a reason to think, “Oh yeah, that was the guy!”
For example, one time at an event, we handed out t-shirts that featured LeBron James and the now-iconic JR Smith meme from the 2018 NBA Finals. It read:
"Hate when playbooks are not followed"
It was a hit. People came to our booth, took selfies, and brought their colleagues just to get the t-shirt.
Why does this matter? Because when we sent our follow-up emails, we opened with:
Subject line: From the LeBron meme t-shirt guyBody:
"Hi [Name],
You might remember us as the booth with the LeBron meme t-shirt (hope you snagged one!). Beyond the swag, we chatted about [insert topic you discussed]…"
The result? A much higher reply rate. People wanted to respond just to say they loved the t-shirt or to talk about basketball.
Takeaway: Do something at the event that creates an anchor for your follow-up. Whether it’s quirky swag, a memorable mascot, or even a funny tagline on your booth, make sure people remember you.
Step 2: Remind Them of the Event (and Who You Are)
Let’s be real—most attendees aren’t going to instantly remember who you are when your email lands in their inbox. That’s why your follow-up should lead with the event and something specific they’d associate with you.
Here’s an example:
Subject: From the [Mascot/Swag/Booth Highlight] Team
Body:
Hi [Name],
Hope you had a great time at [Event Name]!
You might remember us as the booth with the [mascot/swag/quirky demo]. We chatted about [topic]—you mentioned [specific detail they shared].
I wanted to quickly follow up and share [value proposition or resource related to your conversation].
No rush, but would love to hear if this aligns with your current focus.
P.S. We’re still running a meme war about [fun event-related thing]. If you have a good one, send it our way!
Cheers,
[Your Name]
Pro Tip: Even if you didn’t get to talk to the person, you can still leverage what made your booth unique. For instance:
"You might’ve seen our booth with the [fun feature]. We didn’t get a chance to chat, but I wanted to follow up with something I think might be relevant for you..."
Step 3: Add Value, Not Just a Sales Pitch
Nobody likes receiving a follow-up email that feels like a hard sell. Instead of going straight into “let’s schedule a demo,” focus on providing value. Share something useful, like a blog post, an event recap, or even a photo from the event.
Subject: Event recap + something useful
Body:
Hi [Name],
It was great meeting you at [Event Name]—hope you enjoyed it as much as we did!
I wanted to share a quick event recap we put together ([link]). We also included the top [industry insight or trend] we noticed during the event.
Based on our chat about [specific topic], I thought this might be useful: [link to resource].
Let me know if you’d like to dive deeper—I’d be happy to share more.
Cheers,
[Your Name]
Step 4: Use Humor to Break the Ice
If you had a fun or memorable moment at the event, use it as an icebreaker. Maybe your booth had a quirky mascot, or you handed out coffee to tired attendees with a slogan like, “Fuel for your next big idea.” Here’s how to tie that into your follow-up:
Subject: From the coffee lifesaver at [Event Name]
Body:
Hi [Name],
Remember the booth with the endless coffee refills? That was us.
While we may not be baristas in real life, we’re pretty good at brewing up solutions for [specific challenge or pain point].
We chatted about [topic]—curious if you’ve had any thoughts since then.
P.S. If you’re still running on event coffee fumes, let’s chat over Zoom. I promise I’ll bring the energy.
Best,
[Your Name]
Step 5: Follow Up on the Follow-Up
Sometimes, you don’t get a reply on the first try—and that’s okay. People are busy, especially after events. Send a friendly, low-pressure nudge to stay on their radar:
Subject: Just a quick nudge
Body:
Hi [Name],
I hope this doesn’t feel like a cold coffee moment (you know, forgotten in the corner of your desk)!
Just wanted to check if you had a chance to review my last note. Totally understand if you’re busy catching up after [Event Name].
Let me know if there’s a better time to connect or if I can share something specific to help.
Cheers,
[Your Name]
Final Thoughts: Be Memorable, Be Human
Events are all about connection, but the follow-up is where relationships are built. Not every conversation will be hot, but with the right approach, you can turn lukewarm leads into something more.
Remember:
- Stand out at the event.
- Be specific and memorable in your follow-up.
- Add value before asking for anything.
- Use humor and personality to make your emails feel human. Break from the. mundane.
And most importantly, have fun with it. Because if you enjoyed the event, your follow-ups should feel like a natural extension of that energy—and not just another email in their inbox.
Now go out there and own your follow-ups. And hey, maybe start designing that next quirky t-shirt. 😊
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