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  • Steven Tedjamulia

Event Follow-Up Leads Requiring Nourishing Playbook

Updated: Apr 12




Send an email sequence to event leads, such as a customer conference, trade shows, booth visits, webinars, or demos, who are not immediately interested but require nourishing. Use your email sequence to thank, educate, and eventually invite event attendees. The follow-up emails remind prospects of the event and offer more information to inform the prospect on the event topic, which will help them make a buying decision.


Email Sequence


  1. Introductory Email: Introduce yourself and thank the attendee for attending the event. Acknowledge what was taught at the event and how you can help them implement a solution. Provide an overview with added resources. Let them know you are here to help.

  2. Reminder Email: Remind them that you are available to help. Provide some industry best practices that go with the theme of the event. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they know anyone that can use your offering. Provide a company overview that they could share with others introducing your offering. Thank them in advance for any referral.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime, and if they are interested, you can send them more best practices.


Personalize <<personalize_tag>>: Contact First Name and Contact Company


Add Content [[insert_content]]: Event Topic Resources, Best Practices, Industry Best Practice Case Studies, Company Overview, Overview of Service


Email Best Practice


  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.



Best Practices

  • Get a list of people who attended your event but are not interested in buying since they did not respond to your first point of contact.

  • Based on their responses to surveys, comments, industry, and any other information you have on the prospect, assign event attendees into various segments.

  • Assign a segment to a particular salesperson or virtual assistant.

  • Create a tailored message for each segment with relevant content that will interest companies in that segment.

  • Modify the following email sequence and tailor it to your message and content.

  • Launch your campaigns focused on each segment.

  • Focus your campaign on informing and educating.


Get Started


Click the link below to view this template and use it in your next campaign.




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