Master the Art of Driving Traffic to Your Brand New Site
Introduction Whoa, hold your horses! I see that twinkle in your eye. You've just unleashed your shiny new website onto the vast expanse of the World Wide Web, ...
Overview
Trade show follow-up emails work best when they're personal, fast, and value-packed. To stand out in crowded inboxes, founders should send messages within 48 hours, keep it short, and include a relevant takeaway from the event. These aren’t cold emails — they’re conversation-starters with people you actually met.
Quick Breakdown
• Send follow-ups within 48 hours — memory fades fast; recall drops by 50% after two days • Keep it human and short (under 150 words) — founders get more replies when the message feels real • Include something useful — link to a tool, resource, or session recap to add immediate value • Avoid attachments — link instead to Google Drive or Dropbox to prevent spam filtering • Use a simple calendar link — make it effortless to book a call or next step
Definition: A trade show follow-up email is a short message sent after meeting someone at an event — ideally within 48 hours — to reconnect, offer value, and keep the conversation going.
Earlier few days ago, I published "How to Write a Follow-Up Email After a Trade Show in 2025 (Without Sounding Like Spam)."
The response surprised me.
Several readers reached out asking, "Can you share more tips — like, real ones — on writing better follow-up emails?"
So, here we are.
This isn’t about cold emailing strangers from scraped lists. It’s about building real connections after real conversations — like the ones you had at that last trade show booth.
Below are 21 fresh, practical trade show follow-up tips for 2025 — written for entrepreneurs and small business owners who want real results, not just more noise in someone’s inbox.
Let’s dive in.
Strategy First: Before You Write
1. Don’t wait more than 48 hours
Strike while the memory is fresh. After two days, most attendees have already forgotten half their conversations. Studies show recall drops by 50% after 48 hours — speed matters.
2. Use AI tools to sort and prioritize
Feed your booth scans and badge data into your CRM. Use tools like Salesforce Einstein, Zoho CRM, or HubSpot’s lead scoring algorithms to rank contacts by interest. That way, you know who’s worth the extra effort.
3. Segment by interaction
Not all leads are created equal. For example:
QR code scanners → Reference the booth location or freebie
Demo attendees → Recap a highlight from the session
Question-askers → Follow up on their specific inquiry
4. Avoid mass sends
Tools like Instantly and Klaviyo are helpful, but automation alone doesn’t build relationships. Merge tags help, but go beyond them with custom details that make your message feel intentional.
Writing Your Email
5. Mention the event upfront
Example:
"Hi Jane, I appreciated your insights during our quick chat at SaaS Connect in Chicago."
6. Reference something specific
Even a small detail goes a long way:
“You mentioned your team is exploring automation this quarter — that stuck with me.”
If details are fuzzy, mention the booth atmosphere, a giveaway item, or a popular demo moment.
7. Start with value, not a pitch
Offer something helpful that ties back to the event:
A link to your session's slides
A trade show recap cheat sheet
A free booth traffic analysis tool
8. Use fewer than 150 words
Mobile readers skim — 150 words fits one screen. Be brief but impactful.
9. Write like a human, not a brochure
Drop the corporate talk. Keep it real.
Not: “Our solutions optimize ROI across verticals.” Try: “We help businesses like yours save time — just like we showed at the booth.”
10. Avoid attachments
Instead, host files on Google Drive or Dropbox and link out. Attachments can trigger spam filters or slow down mobile users.
11. Use short paragraphs or bullets
Keep it visual. Just like this list. Nobody likes reading a wall of text.
Example Message Snippet
Subject: Quick note from [Event Name] or try: “Sarah, loved your [Event Name] take”
Hey Sarah —
Enjoyed talking near the [Booth]. You mentioned [pain point]. Thought this [free checklist/tool] might help.
If helpful, I’d love to send a short case study or invite you to our post-show Q&A.
Want to chat for 10 mins this week?
Cheers / Best / Thanks, Jack
More Tips to Boost Open & Reply Rates
12. Test 2–3 subject line variations
Use tools like Mailchimp’s A/B testing feature or Lemlist to see what hits. Try:
“Your [Event Name] idea — what’s next?”
“[First Name], a thought from [Event Name]”
“One quick thing after [Conference]”
13. Include a calendar link
Drop in a Calendly or TidyCal link with pre-set 15-minute slots. Make scheduling effortless.
14. Avoid the phrase 'just checking in'
It’s a non-starter. Instead, say:
“Loved our chat — any thoughts on next steps?”
15. Embed a 15-second video (hosted)
Recap a booth moment or say thanks. Use tools like Loom or Vimeo to host — never attach raw files. Keep it under 2MB.
16. Lead with relevance, not your resume
Nobody cares how long you’ve been in business.
Not: “We’ve been in the industry for 20 years.” Try: “Your automation question got me thinking — here’s a resource I use.”
17. Use social proof wisely
Mention a peer they saw at the event, or a recognizable name in their space. Just don’t force it.
18. Match their communication style
Check their LinkedIn posts, booth style, or tone at the show. Were they casual? Straight-laced? Reflect that.
19. End with a soft question
Great for engagement. Example:
“Would it be useful to send you our top 3 tips on [topic]?”
20. Send a polite follow-up 3–5 days later
Keep it light. Add one new point of value:
“Hey Sarah — just circling back. Still useful to chat about [pain point]?”
21. Track performance and improve
Use tools like HubSpot Analytics, Google Analytics, or Gmail read receipts to test subject lines, timing, and call-to-action performance.
Final Thought: Start Conversations, Not Campaigns
Your trade show contacts are people — not data points.
If you treat that first email like the start of a conversation (not a pitch deck), you’ll stand out.
Let others spam inboxes with "just circling back..." nonsense. You’ll be the one actually building relationships.
👉 Want more tips like these? Follow me on X.com or LinkedIn. I post real-world marketing advice that helps entrepreneurs win — without sounding like robots.
Let’s make your next email the one they remember.
