This article was updated in July 2022.
You just pulled off an incredibly successful field marketing event, now what? Once an event has ended, field and event marketers need to follow up with all of their event registrations in an effective and timely manner.
Marketers can do this by segmenting event registrations by ‘attended’ and ‘no show’. The sales team will likely have a plan for following up with the ‘attended’ leads, leaving the event marketing team responsible for engaging and following up with the event registration no shows.
Sometimes this feels like a lost cause, but the ‘no show’ registrations can not only convert into product demos, but they can convert into six figure closed/won opportunities.
Ensure your marketing budget includes tools and campaigns to achieve the maximum ROI. Get The Complete Marketing Budget Template.
Tips for No Show Event Registrations Email Follow-Up
Timing is everything
Event marketing teams must follow up with their registration no shows at the correct time. If we categorize a registration no show as a warm inbound lead, we know the odds of converting that inbound lead decays by the hour. This means you need to act fast and follow up with these leads as soon as possible. We recommend following up with event registrations the next day.
Event Email Template
In addition to immediate follow up, crafting the correct message is critical to converting event registrations into product demos. We recommend using an event email template to help you scale your follow-up.
Don’t let the lead ‘die on the vine’, go for the win! Below is an "Sorry we missed you" email template to advance event registration ‘no shows’ into product demos:
Subject: Sorry We Missed You at <Event>
Sorry we missed you at our event yesterday! There was great discussion focused on <topic>. Perhaps I can meet you at our next event in <registrant’s city="">.</registrant’s></topic>
I wanted to follow up and see if we could put 30 minutes on the calendar to demo <product name="">, our <type of="" technology,="" example:="" data="" storage="" solution="">.</type></product>
Do you have 30 minutes to chat on <date> at <time>?</time></date>
This "sorry we miss you" email template is short, sweet, and to the point. Marketers often measure their event success based on attendance. However, this misaligns with their internal goals.
At the end of every quarter, a marketer is judged based on budget spent vs. pipeline generated/influenced. If the goal is pipeline generation, then what we really need to focus on is converting MQL’s into SQL’s (registrations, not attendees) and closing deals.