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Event Follow-Up Low-Interest Leads Playbook

Updated: Apr 12




Send an email sequence to leads that attended an event such as a customer conference, trade shows, booth visits, webinars, or demos and expressed low interest in buying. Use your email sequence to follow up with the lead immediately, thank them, and give them a contact point to reach if they become interested. The follow-up emails remind prospects of the event and invite them to learn more.

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 case studies. Ask for a meeting.

  2. Reminder Email: Remind them that you are available to help. Provide some industry best practices your company has developed that they can learn. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Request they provide the next steps.

  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]]: 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 and did not express interest in buying your product or service. You will be their first point of contact for the event.

  • 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 that focuses on the product or service that the attendee expressed interest in purchasing.

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

  • Launch your campaigns focused on each segment.


Get Started

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



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