Trade Show Follow Up - Email

by: Kevin Ehlers

One of the easiest and cheapest trade show lead follow up methods is email. While some industries don't prefer to communicate via email (doctors, for example), almost everyone has embraced email as a primary form of business communication.

When constructing the copy for your post show email, you need to keep a few things in mind. Here are a few trade show strategies for email follow up:

1. Stand Out - Because email is such a standard form of communication, we all receive a lot of messages every day. If you send a long winded email people will just delete it and move on. Use graphics that catch their eye and try to keep the best parts of the message at the top so they show up in the preview pane.

2. From/Subject - Use the From and Subject lines to brand your company. This way even if they don't read the whole message your company still "registers" with the prospect.

3. Timing - Sending the email directly after the show is imperative while your company is still fresh in your prospects' minds. Keeping your name in front of them will help increase trade show sales.

4. Use a Call to Action - Present an offer or entice them to contact you in some way.

5. Send a relevant message - If you use a lead scoring system, send a different message to the hot, warm and cold leads. If you use lead retrieval software, send them product specific messages based on their interest on the show floor. Including their local sales rep's contact information is a nice touch, too.