How to Write a Follow-Up Email After a Trade Show in 2025 (Without Sounding Like Spam)

Overview

A trade show follow-up email is a personalized message sent after a business event to reconnect with leads, jog their memory, and start meaningful conversations. Since most trade show visitors forget who they met, these emails should act more like cold outreach — but with a personal edge.

Step-by-Step Breakdown

• Start with context – Mention where you met and what they said to spark recognition
• Focus on their pain points – Skip the company pitch; offer something valuable or relevant
• Use cold email techniques – Keep it short, personalized, and plain text
• Include a soft CTA – Ask a question, share a free resource, or offer a low-commitment next step
• Follow up once more – A second email 3–5 days later can double response rates

You just got back from a trade show.

Your booth was buzzing. You had real conversations. Some people even said, "This looks interesting, I'll check it out."

Now what?

You’re sitting on a stack of business cards and scanned badges. And here’s the truth: most of those contacts won’t remember you.

Not because you weren’t interesting. But because they were hit with 100+ booths, free tote bags, and tired feet.

So when you email them, you’re a stranger again.

That’s why your follow-up email after a trade show isn’t just a "thanks for visiting" message — it’s a cold email in disguise.

Let’s walk through how to write a trade show follow-up that actually gets replies, builds trust, and sparks real conversations.

Why Trade Show Leads Are Basically Cold Leads

Here’s the uncomfortable truth:

Just because someone visited your booth doesn’t mean they remember you.

They may have nodded politely, scanned your QR code, and moved on. That doesn’t mean they’re not a good lead — it just means your email has to do some heavy lifting.

And if you treat it like a warm email ("Hey! Just following up!") with zero context or personalization? You’ll miss their inbox entirely.

Lesson: Trade show follow-ups should follow cold email best practices — but with a slight edge: you did meet them. Use that.

AIDA: The Framework That Turns Cold Leads Warm

Let’s use the AIDA formula to structure your trade show email:

• Attention: Grab them with a personal hook

• Interest: Show you get their world

• Desire: Link your value to their pain

• Action: Suggest an easy next step

Real Story: Why I Ignore Most Trade Show Emails (And What Actually Works)

At a recent trade show, I visited dozens of booths. I scanned QR codes. I dropped business cards. I gave my contact info out more than a DJ hands out stickers.

Then the emails came.

Most were bland. Generic follow-ups. No context. No value.

I ignored nearly all of them.

But a few stood out — because they made it feel like a real person was behind the screen. They referenced what I said. They gave me something useful. They asked good questions.

And that’s the difference.

What Makes a Great Trade Show Follow-Up Email?

1. Start with Context (Snap Their Memory)

"Hey Jack — I think we briefly met at the [Event Name] in front of the [X Booth]. You mentioned your agency works with a lot of e-comm brands."

That’s 10x more effective than:

"Just following up from the trade show."

Be the email that doesn’t make them guess who you are.

2. Make It About Them

Don’t write a paragraph about your company.

Instead, tie your message to a pain point they care about:

“You mentioned content is hard to scale with your small team. Here’s a free swipe file I use to create a month of posts in a day. Thought you’d find it useful.”

Highlight how your solution aligns with their 2025 goals, like sustainability, efficiency, or AI adoption. For example: “Our tool cuts content time by 80%, freeing your team to focus on sustainability initiatives.”

Use your CRM’s AI to score their booth engagement and tailor the value prop — e.g., high-intent leads get a demo offer, browsers get a resource.

For a standout touch, embed a 15-second video recapping their booth visit (under 2MB, hosted on a platform like Vimeo for smooth delivery) — it’s personal and tech-forward.

3. Keep It Short and Easy to Read

• Use short paragraphs

• No big company intros

• Avoid fancy HTML — plain text works better

Aim for under 150 words.

4. Use a Soft CTA

Trade show follow-ups are not the time for hard sales. Instead:

• Ask a question

• Offer a free resource

• Suggest a low-commitment chat

• Provide a Calendly link for easy scheduling

• Invite them to a post-show webinar for added value

Examples:

"Would it make sense to do a 10-min call to see if we could help with [pain point]?"

"Want me to send over a case study in your industry?"

"Here’s my calendar if you want to grab time: [Calendly link]"

Sample Email Template (2025-Ready)

Subject: Your [Event Name] Idea—Next Steps?

Hi [First Name],

Loved your take on [specific detail] at [Booth/Event]. In 2025, [pain point] is big for [their industry], right?

Here’s an [AI-driven insight/resource] to tackle it: [link]. Join our Thursday webinar on [topic] or grab 10 mins with me: [Calendly link].

Cheers, Jack [LinkedIn | Website | X.com]

Real Stats: Why This Works

• In 2025, personalization still drives a 32% response boost (HubSpot)

• Short emails (<200 words) see 50%+ higher reply rates (Backlinko)

• Referencing a shared event context lifts open rates by 27% or more (Salesforce)

FAQs

Q: What if I forgot what we talked about?

A: Then lean into what you do know — the event, their role, the industry. Offer something valuable. It shows effort.

Q: Should I follow up again?

A: Yes. One polite follow-up 3–5 days later can double your chances. Keep it casual.

Q: Can I automate this in 2025?

A: Yes — use AI-powered tools like Instantly.ai, HubSpot workflows, or Apollo.io to segment leads by intent and personalize at scale.

Q: What about virtual trade shows?

A: For virtual or hybrid events, reference their chat question, webinar comment, or session attendance to jog their memory.

Final Thoughts: Trade Show Leads Deserve Better

Think of your post-trade show email like a second handshake.

You have a tiny window to turn a casual booth visit into a real connection. But you won’t get there with “Hope you’re well!” or a company brochure.

Use the cold email rules:

• Personalize

• Offer value

• Keep it short

• Ask a question

This is where most people drop the ball — and where you can stand out.

In 2025, trade shows are launchpads for partnerships — nail this email, and you’re halfway there.

👉 Want more real-world marketing tips?

Follow me on X.com or LinkedIn — I share practical content that actually works.

Let’s turn those dusty trade show contacts into opportunities that matter.