Your Email follow up should be written ahead of the actual event. Review your event synopsis, session descriptions, speaker presentations and blog posts so you have a good sense and understanding of the event, enabling you to create a compelling email message. Here are five email follow up tips:
1. Make sure you personalize your emails by including the name, company and/or other specifics (unique details) that will make your message stand out and resonate with the recipient. You want no more than 3-4 short paragraphs in your email with a clear call to action in the message (as below).
And, the signature in the email should be from the primary contact person within your organization who had the most interaction with your attendees; not from your CEO, as this will help to personalize the communication more.
2. The event follow up email should be sent in a timely manner behind the event – no more thank forty-eight hours after the event and if possible, sent out the same night the event concluded.
This will enable your message to reach the attendee when the event was still fresh in their minds. You may want to send out daily emails to attendees who have visited your both the same day and you can use this opportunity to invite them to an party you may be hosting during the actual event.
3. Include a compelling offer of some type in your email that you know will have impact on the recipient – this can be a product or service discount with a limited time offer, access to some kind of a White Paper, a contest or some type of a promotion.
4. Utilize A/B testing to see which email and offer resonated with the recipient. Testing is the best way to see what is working in terms of your offer and messaging format, text versus HTML formatting (plain text can be more compelling for some), the usage of graphics in the email, button placement, the actual Headers in the message, calls to action clickthroughs and registration for White Papers. Test and retest – it will help you to improve your downstream marketing ROI.
5) As your recipients to comment back on your Facebook page or Twitter account what they liked or didn’t like about your Event; or, any facet of your business. Many will do this whether you invite them to or not. So, being more aggressive with your social media customer relationship marketing may help to garner some great feedback and also more followers via your social media accounts.
If you get negative feedback about your event respond back to the sender via the social media platform as quickly as possible and ask them how you can offset any problems they may have had. These negative comments via social media can be turned into a positive if handled promptly and courteously. These people will also comment publicly in most cases about and how you addressed the problem, which can reflect positively on your company.
Make sure you are monitoring your social media accounts and you may want to use a third party app for monitoring multiple social media accounts like HootSuite.