So you had a successful event, gathered some new emails addresses and got several leads on potential clients. Now what? Attendee follow up after your event can be a golden opportunity to increase your client base and profit margin.

Following up with event attendees has limitless benefits for your company. It allows you the opportunity to connect with potential clients and to strengthen relationships with existing ones. This type of customer care is an added value for your attendees and will be remembered.

Email for Event Follow Ups

The first email to send is a “Thank You” note to all attendees, preferably the day after your event. It’s the first of three emails you want to send.

Take advantage of website email integration features to create:

  • Thank you note
  • Event survey
  • Newsletter follow up

1. Thank You Note

Make this email all about the attendee, minus all sales pitches for a genuine “thank you” note. Keep it short and simple. Let attendees know you appreciated their participation and that you look forward to seeing them at your next event.

2. Conduct an Event Follow Up Survey

A survey is a great way to obtain feedback. The right questions allow you to assess how well your attendees’ felt their expectations and needs were met. With this information you can eliminate things unimportant to attendees and add ones that are.

An email containing a link to your website survey is the easiest way to alert attendees of your survey. However, some businesses send postcards or promotional mailers containing their survey link.

Don’t make the survey too complicated or lengthy. Susan E. Wyse with Snap Surveys points out that surveys should be used to “create future business and marketing strategies.”

According to Wyse you want to ask attendees about:

  • Accommodations
  • Content and topics of seminar(s) or workshops
  • Exhibitors and sponsors
  • Individual speakers
  • Product demonstrations
  • Training sessions

Additional topics you may wish to include:

  • Entertainment (if applicable)
  • Food quality and service
  • Location (city) and venue
  • Registration process
  • Suggestions for the next event (last part of survey)

Once you’ve analyzed the survey responses, meet with your staff to review and assess if any changes are needed for the next event.

3. Post-Event Newsletter

Create a post-event newsletter filled with exciting photos and content. Add a touch of human interest with quotes/photos of your staff and guest speakers interacting with attendees.

Attendee quotes (with photos when possible) about the event are great endorsements for your events. They can reflect the event’s educational value and long-term benefits as well as the value of using your company’s services and/or products.

Other Ways to Use Email for Follow Up

Other types of emails applicable to your business may include:

  • Early bird discount coupon for next event.
  • Helpful tips/extended information related to event content.
  • Discounts/coupons/bonuses for referrals that result in new attendee registrations.
  • Sharing survey results, such as highest ranked content/workshop, etc.

Social Media Follow Up

A fun way to strengthen your connection with attendees is through social media.

  • Post event photos and short videos on your Instagram, Facebook and other social media platforms.
  • Offer a special post-event discount on product(s) and services to attendees as a special thank you.
  • Promote your next event.
  • Offer a CTA (Call To Action) discount coupon for your next event.
  • Hold a post event photo contest with multiple winners that encourages “likes” and “tweets” about your company and event.

Follow Up Meetings

Follow up meetings are a vital part of all events. You need feedback on what did and didn’t work so the next event is better.

1. Event Hosted for Client

Plan in advance for a meeting with your client to go over the event. Many professionals, such as Kaitlin Colston with Endless Entertainment caution that not planning this meeting is one of the “biggest mistakes” a company can make.

Her advice is to hold your follow up meeting the week after your event. The sooner you conduct this meeting, the “fresher the event will be in people’s minds allowing for relevant critique and suggestions for improvement.”

2. Follow Up Meeting with Staff

Your employees involved in the event can provide valuable feedback on processes, vendors and venues. Also, schedule this meeting prior to your event.

Taking Time for Event Follow Up Activities

Consider the time spent in following up with attendees as part of your overall event process. It’s the final steps needed to close out your event. It’s also the perfect tool to generate more attendees for your next event and to gain new customers. Be sure this vital step becomes a permanent part of your event planning.