After a trade show, you’ve collected lots of hot leads and want to reach out to them to follow up. This initial followup is very important – the first email you send to your new leads will determine whether they unsubscribe to your emails, respond to your calls-to-action, or eventually become a customer.
Emailing leads after a trade show is important, but not difficult. Using an email marketing tool like Mailchimp will simplify this process and allow you to segment, group, and target your email campaigns to your leads based on the information you’ve collected about them.
Let’s get started!
Emailing Leads After a Trade Show
1. Collect the right information in the first place
In order to contact your list of leads, you need to ensure you’re collecting the right information in the first place. At the Legaltech trade show in NYC, we made sure to find out the following information about each lead:
- First and last name
- Email address
- Law firm
- Current reception arrangements
This helped us ensure we were able to send the right emails to our new leads based on what their current reception arrangements were. With the additional contact information, like first and last name, phone, email address, and law firm name, we were able to make sure we could get in touch with our leads even if the email address was entered incorrectly.
2. Come up with a great email subject line
Perhaps the most important part of emailing leads after a trade show is coming up with a great subject line. This is the cover of the book you’re trying to sell, and if it looks boring or like it doesn’t apply to the person, they’re going to ignore it.
A great email subject line will appeal to the reader and invite them to open the message. The best followup emails will remind the reader how they are connected to the sender; for example, in our emails to attendees from a trade show we attended, the subject line was “A special thank you for visiting us at Legaltech.” This served to remind recipients how they “knew” us and gave a hint of a special gift we offered to this group of leads.
3. Include a special promotion or gift
As we mentioned above in our email subject line example, sometimes the promise of a special offer or gift will entice recipients to move further into your sales funnel. If you can fit some information about the promo or gift directly in the email subject line, that’s great! Offering a free trial, branded company swag, a special discount, etc. can convince your new leads to take the leap and respond to your calls-to-action.
4. Make your CTAs prominent
Speaking of calls-to-action (CTAs), make them prominent in your email. That means using header text, a custom image, or a colorful button to make the link you’re promoting stand out against the rest of the message. Don’t just add one CTA to your email – aim to have at least 2, preferably 3, scattered throughout your email. Break it into thirds if you’re not sure where to place them. Make sure they’re prominent and easy to see.
5. Include a photo of your booth to jog attendees’ memory
Finally, it’s important to include a photo of your booth to help jog attendee’s memory of who you are. If you can include a photo that shows your team in action at the booth, that’s even better!
Trade show attendees visit a lot of booths throughout the show – sometimes hundreds or thousands. They’ll have a much better chance at remembering you and why they were interested if you include a photo of your booth when emailing leads after a trade show.