This article was updated in July 2022.
You’ve spent months planning an event and it’s finally here — congratulations! As it wraps up, it may be tempting to kick back and enjoy a break, but remember, event ROI can continue long after an event is over.
This is where strategic event follow-up and post-event evaluation come into play.
Plan Ahead With Email Templates
Follow-up is a critical element when running an event. Treat it as you would any other event marketing activity — maintain a checklist and use event templates. Incorporate an event follow-up strategy as part of your overall event planning to convert more attendees into leads.
Types of Post-Event Emails and Templates
The type of event follow-up emails you send will depend on a few factors, including:
- Your audience
- The goal of the follow-up
- Where an audience is within the buyer’s journey
Create an event follow-up email sequence that provides your audience with the resources and tools they need to continue through the sales funnel. We recommend including the following emails in your event follow-up:
- Thank you email
- Event recap email
- Additional event resources email
- “Book a demo” email
Event Thank You Emails
Let your attendees know you appreciate them taking the time to attend your event. This is a great opportunity to include a special offer and provide additional ways for them to connect with your team and other attendees.
Thank You Email Template
Subject: A Special Thank You for Attending <EVENT>.
Hi <FIRST NAME>,
Thank you for being a part of <EVENT NAME>. Because of attendees like you, we had thought-provoking questions, incredible conversations, and the chance to further support the amazing community of <TARGET AUDIENCE>.
You can now access the session recordings here: <LINK>
As a special thanks for attending, I want to offer you a <DISCOUNT/SPECIAL OFFER> on your first month with <COMPANY>.
Feel free to reply to this email or book a time on my calendar to get started.
Thanks again for attending <EVENT>. I can’t wait to do it again next year!
Event Recap Emails
Provide a quick event recap with easy ways to catch up on content that might have been missed. This adds major value to people who were unable to attend, unable to take notes, attended a different session or meeting, or who want to forward insights from the event to their team.
You can send out an email (or series of emails) that includes information like:
- A link to the event or session(s) recording(s)
- The presentation slides
- A link to the recap blog
- Additional resources mentioned during the event
- Call(s) to action that came from the event and/or specific event sessions
Event Recap Email Template
Subject: The 3 Top Takeaways From <EVENT>.
Hey <FIRST NAME>,
Are you worried you missed something from <EVENT>? Never fear! I have you covered. Here are a few of the top takeaways from the day:
Takeaway #1: <KEEP IT SHORT AND SWEET>
Takeaway #2: <KEEP IT SHORT AND SWEET>
Takeaway #3: <KEEP IT SHORT AND SWEET>
You can check out the full recap of the day including the recording in our latest blog here → <LINK>
Thanks again for attending <EVENT>. I can’t wait to do it again next year!
Additional Event Resources Email
A company can continue to provide value long after an event is over by sending all registrants additional resources and content. These resources should expand upon the key themes and discussions from the event.
Consider resources like:
- Links to upcoming events
- Related blog posts, eBooks, and white papers
- On-demand webinars
- Podcasts
- Groups and communities
- Social media profiles to follow
Additional Event Resources Email Template
Subject: <EVENT TOPIC> Resources Worth Bookmarking
Hi <FIRST NAME>,
If you’re like me, you can never get enough of learning about <EVENT TOPIC>. After <EVENT>, I decided to round up a few of my favorite resources on the topic. I highly recommend bookmarking the following:
- <RESOURCE 1>
- <RESOURCE 2>
- <RESOURCE 3>
I’m always happy to share more! Reply to this email and let me know.
Book a Demo Email
Your event was a success! Your prospects have engaged with your follow-up emails and are eager to learn more about how your company can support its business objectives. Now, it’s time to book that meeting. A successful “book a demo” email should be friendly, concise, and not too pushy. Reflect on the challenge your prospects might be facing and how your product can help them achieve greater success.
“Book a Demo” Email Template
Subject: Take the Next Step With <COMPANY>
Hi <FIRST NAME>,
I’m still thinking about <EVENT> and the challenges <EVENT AUDIENCE> face when it comes to <EVENT TOPIC>.
<COMPANY> was built to support business leaders like you with <PROBLEM YOUR PRODUCT SOLVES>.
Are you free to chat about how <COMPANY> can support your <BUSINESS OBJECTIVE>?
Feel free to reply directly or book some time on my calendar.
I’m excited to connect!
Ask the Right Post-Event Surveys Questions
Gathering feedback in real time or directly after your event will reveal what went well and what can be improved for future sessions. A post-event evaluation from your attendees, speakers, sponsors, and even your team helps you refine your events and produce even greater ROI from them. You can send post-event surveys multiple ways, including:
- Directly from an event app
- Linked in your event follow-up
- QR code on post-event collateral
- QR code on event signage
Example Post-Event Survey Questions
Here are a few example questions you can include in your next post-event survey:
- How would you rate today’s event?
- How would you rate today’s speaker(s)?
- How would you rate today’s networking?
- How would you rate the event venue? (If the event is in person)
- How would you rate the virtual event platform? (If the event is virtual)
- Did the event meet your expectations?
- Are there additional topics you wish were on the agenda?
- Do you have additional feedback about the event?
- Do you plan to attend the next event?
- Are you interested in speaking at a future event?
- Are you interested in learning more about < COMPANY>?
Your event continues long after the last person leaves. To make the most of this opportunity, it’s important to plan a cohesive follow-up strategy. A robust event follow-up plan and specific post-event survey questions will support you in driving event ROI and providing concrete business value through event marketing.
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