Event Follow-up Email

An event follow-up email is an email sent after an event to request feedback from the attendees, share photos and videos, and even make exclusive offers for the event-goers. These follow-up emails are designed to create more positive emotions around the event and increase loyalty to the brand.

In email marketing, it is crucial to maintain a continuous flow of valuable messages. Once the event you hosted is over, don’t stop communication just there. Follow up with your attendees with at least one post-event email. Here are some things you should include in an event follow-up email:

1. Create a relevant subject line. It’s the first thing users see in their inboxes, so your subject line should clarify that the email is about the recent event. Here’s an example of such a subject line: “P.S. How was the Big Bear Conf. 2020?” And combine it with a preheader like this: “Photos, recordings, and key takeaways included.”
2. Include a photo or video from the event. If the event was fun, why not remind the attendees about it? Add a picture of the crowd listening to the speaker to highlight the scale of your event. Group photos of participants enjoying their time is also a great way to capture positive emotions about the event.
3. Add a CTA. The wording of your call to action depends on the topic of your follow-up email. If you are sending it to share photos, the CTA should lead to an album of images on Facebook or Google Drive. If it’s more of a “thank-you” email, let recipients share their feedback with you. You can ask them to fill a Google Form with different questions, or simply rate your event with stars.

Now that you’ve learned what to include in your event follow-up email, let’s gain inspiration from some examples.

3 Event Follow-up Email Examples

Here are three killer examples of event follow-ups shared by Really Good Emails.

The first email is from Litmus Live. It includes an image from the conference with some thankful words. This follow-up email encourages recipients to share the insights gained from the event with their friends on socials. Besides, the Litmus team promises to send recordings from the event soon, so users can reinforce what they’ve learned. At last, the company asks the event-goers to leave feedback in a survey.

The second example is designed by Invision. “Designed” is the right word since the email consists of three simple messages. A giant “THANK YOU” at the top, a preview of some event photos, and a CTA at the bottom that leads the recipients to the brand’s Facebook page, where they can find themselves in the gallery.

The last event follow-up is from EiQ and BrightWave. It is written in a warm, friendly tone, includes links to the event recordings, and encourages users to subscribe for updates about next years’ conference early on. It also contains a portrait of EiQ’s founder and CEO with a signature to add more authority to the message and a CTA that leads to the recordings again. This event follow-up email ends with a list of companies and partners that participated in the event.

Let’s do some practice and learn how to create an event follow-up email.

It only takes three simple steps to send an event follow-up email with SendPulse. Here’s what you need to do:

Step 1: Create an email template

You can create an email template in three ways with SendPulse:

• Using our convenient drag and drop editor;
• Using a customizable pre-designed template from our free library;
• Saving any email from your Gmail inbox as a customizable template in your SendPulse account with our Chrome extension.

With SendPulse’s drag and drop editor, you can create a template like the one below in less than an hour.

Step 2: Prepare a list of recipients

Move the event-goers into a separate segment by assigning a variable to those who registered to your event. For example, you can name the segment “Event-goers,” and send an event follow-up email only to them. Here’s how a mailing list looks in SendPulse.

Step 3: Schedule email sending

You can send your email right away or schedule it for a specific date, for instance, a week after the event.

You can also create a flow of automated emails starting from your event announcement and invitation, continuing with some reminders as the event date approaches, and ending with an event follow-up email. Here’s an example of such flow created in SendPulse’s Automation 360.

Follow these instructions to create an automated flow of emails.

Now that you know how to create and send an event follow-up email, let’s finish this guide with some best practices.

We’ve listed six tips that will help you create a great post-event experience for your attendees. Here they are:

1. Write the event’s name in the subject line. Event-goers will easily recognize the name from the crowd of other subject lines in their inbox. If they enjoyed your event, they will surely open your email.
2. Thank your attendees. Write a few warm words to your audience. Share your plans for the next events and encourage their participation in the future.
3. Add a group photo. If you took a group photo during the event, include it in your event follow-up message. The attendees will be excited to find themselves in the photo and will share it on Facebook, Instagram, etc.
4. Share recordings from the event. If you held a conference or webinar, send some materials from this event so attendees can solidify the knowledge they’ve gained with your help.
5. Ask for feedback. A feedback request adds interactivity to your communication and may provide valuable insights that will help you make your next event even better.
6. Make exclusive offers to the event-goers. If you held a shopping event, then it’s okay to promote, upsell, and cross-sell your products to event-goers. You can also offer a discount for the next event if it’s paid.

Congratulations, you’ve learned how to create killer event follow-up emails. Try to create one with SendPulse today!

Send an event follow-up email

Last Updated: 22.03.2023