Event Registration Playbook
Updated: Apr 13
Send an email sequence to leads registered for an event such as a customer conference, trade shows, booth visits, webinars, or demos. Use your email sequence to thank them for registering and to provide registration information. Also, provide them with pre-event content that will educate and gauge their interest. The follow-up emails remind prospects of the event and invite them to learn more.
Introductory Email: Introduces yourself as an account manager that is assigned to help them. Provide them details about the event and provide them an overview of your company. Ask for a meeting.
Reminder Email: Remind them that you are available to help and provide additional event details. Provide some industry best practices your company has developed that go with the conference theme. Ask for a meeting.
Referral Email: Ask them if anyone they know may be interested in attending the event. Provide a few best practice case studies that they could share with others introducing your offering. Request they provide the next steps.
Final Invite Broad Email: Let them know you are excited to see them at the event. Let them know they can reach out anytime and that you will foll0w-up post-event.
Personalize <<personalize_tag>>: Contact First Name, Contact Company, And Company Industry
Add content [[insert_content]]: Overview Of Company, Industry Best Practice Case Studies, Company Overview Video, 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.
Get a list of people who registered for your event. You will be their first point of contact with more event information.
Based on their responses to the information you asked for during registration, 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; thank them for attending the event first and follow-up content second.
Click the link below to view this template and use it in your next campaign.