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Event Registration Playbook

Updated: Apr 13, 2021

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.

Email Sequence

  1. 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.

  2. 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.

  3. 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.

  4. 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

Best Practices

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 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.


Get Started

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

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