What are the best practices for following up with attendees after an event?

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You've just hosted a successful event for your prospects and customers, whether it was a webinar, a workshop, or a networking session. Congratulations! But don't rest on your laurels yet. The follow-up is just as important as the event itself, if not more. How you communicate with your attendees after the event can make or break your relationship with them, and influence their decision to buy from you or refer you to others. In this article, we'll share some best practices for following up with attendees after an event, and how to use them to boost your sales and marketing results.

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1 Set a timeline

One of the first things you need to do after an event is to set a timeline for your follow-up. Ideally, you want to reach out to your attendees within 24 hours of the event, while it's still fresh in their minds. You also want to plan your follow-up sequence, which could include multiple touchpoints over a period of days or weeks, depending on your goals and audience. For example, you could send a thank-you email, a feedback survey, a recap blog post, a case study, a demo offer, or a referral request. The key is to keep the conversation going and provide value at each stage.

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Rakesh Hansrajani

Founder | Mentorness | Recruitment Consultant | Reducing hiring time from 2 months to 2 days | Top 1% LinkedIn Voice | Helping Companies find skilled Candidate
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- Set a specific timeline for follow-up, ensuring it is realistic and manageable. - Prioritize the most important attendees, such as key decision-makers or influencers. - Schedule follow-up activities, such as emails or phone calls, at regular intervals. - Ensure that all follow-up activities are documented and tracked. - Review and adjust the timeline as needed based on the effectiveness of the follow-up efforts.

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Rajdeep D.
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Following up with attendees after an event involves a blend of timeliness, personalization, and value. Here are some best practices: 1. Prompt Communication: Reach out within 24-48 hours to keep the event fresh in their minds. 2. Personalized Messages: Tailor messages based on attendees' interests or interactions during the event. 3. Provide Value: Share resources, insights, or exclusive content related to the event to reinforce its impact. 4. Feedback Loop: Seek feedback on the event experience to improve future events and demonstrate commitment to attendee satisfaction. 5. Maintain Engagement: Continue engagement through follow-up emails, social media, or newsletters to nurture relationships beyond the event.

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2 Segment your audience

Not all attendees are the same, and the way you follow up with them should reflect this. Segment your audience based on their level of interest, engagement, and readiness to buy. For example, those who registered for your event but didn't attend should be asked why they missed it and offered a chance to watch the recording or join another session. Attendees should be thanked for their participation and provided with relevant resources and next steps. Leads who showed a high level of interest in your product or service should be qualified further and moved along the sales funnel with more personalized messages. Customers should be nurtured and encouraged to buy more, renew, or refer you to others.

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Rakesh Hansrajani

Founder | Mentorness | Recruitment Consultant | Reducing hiring time from 2 months to 2 days | Top 1% LinkedIn Voice | Helping Companies find skilled Candidate
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- Identify and categorize attendees based on their interests, roles, or industries. - Create targeted follow-up messages tailored to each segment. - Use this segmentation to personalize the content and tone of the messages. - Ensure that each segment receives relevant and timely follow-up activities. - Continuously monitor and adjust the segmentation based on the engagement and feedback from attendees.

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3 Personalize your messages

One of the best ways to stand out from the crowd and build rapport with your attendees is to personalize your messages. This means using their names, referencing their specific questions or comments, and tailoring your content and offers to their needs and goals. You can use tools like email marketing software, CRM systems, or chatbots to automate some of the personalization, but don't forget to add a human touch as well. For example, you could record a short video message, send a handwritten note, or make a phone call to show your appreciation and interest.

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Ania Halama

Founder & CEO of Xpansion Alchemy ? I empower professionals to overcome limits, align with purpose, and boost productivity through mindfulness and holistic mentorship, creating thriving and resilient workplaces.
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Personalizing your interactions is like remembering your friend's coffee order - it shows you care. Whether you're planning a neighborhood BBQ or running an online workshop, using people's names and recalling what matters to them can make a big difference. Sure, tech can help - like those apps that remind you of birthdays - but don't forget to add your own flair. Maybe shoot a quick video thanking folks for coming, or jot down a note on actual paper (remember that?). It's the little things, like mentioning someone's hobby or following up on a conversation, that turn a simple exchange into a real connection. In a world of mass messages, a personal touch can really make you stand out.

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Rakesh Hansrajani

Founder | Mentorness | Recruitment Consultant | Reducing hiring time from 2 months to 2 days | Top 1% LinkedIn Voice | Helping Companies find skilled Candidate
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- Use the attendee's name and any specific details mentioned during the event. - Reference specific discussions or topics from the event. - Highlight the benefits and value that the attendee can gain from the follow-up activities. - Use a conversational tone and avoid generic or templated messages. - Include a clear call-to-action, such as scheduling a meeting or requesting feedback.

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Neha Ashish sharma

Talent Development Manager with expertise in Training Strategy, leadership development and Learning Programs and Event Management
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Keeping a personal connect is important since a new hire always feel little compress to ask question to timely check with them could put great impact

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4 Track and measure your results

Finally, you need to track and measure your results from your follow-up. This will help you assess the effectiveness of your event and your follow-up strategy, and identify areas for improvement. You can use metrics like open rates, click-through rates, response rates, feedback scores, conversion rates, and revenue generated to evaluate your performance. You can also use tools like analytics software, dashboards, or reports to visualize and compare your data. By tracking and measuring your results, you can optimize your follow-up and maximize your ROI from your events.

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Rakesh Hansrajani

Founder | Mentorness | Recruitment Consultant | Reducing hiring time from 2 months to 2 days | Top 1% LinkedIn Voice | Helping Companies find skilled Candidate
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- Monitor the open rates, click-through rates, and response rates of the follow-up messages. - Track the number of meetings or conversations scheduled as a result of the follow-up. - Measure the quality of the leads generated through the follow-up efforts. - Analyze the effectiveness of different follow-up strategies and adjust accordingly. - Use the data to refine and optimize the follow-up process for future events.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for following up with attendees after an event?

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1 Set a timeline

2 Segment your audience

3 Personalize your messages

4 Track and measure your results

5 Here’s what else to consider

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