Sending post-event emails allows you to build a meaningful relationship with each participant, and also helps them keep your brand on top of their minds so they can be part of your future events.
Since event marketers juggle multiple things at once, and a quick succession of events to organize and follow up on, creating solid post-event email templates is a great way to not only minimize workload but also streamline the process.
In this blog, we will provide you with a working draft of post-event outreach emails that you can customize to your specifications.
Read on to find out more about what it actually is all about, how you can benefit from investing in creating email templates, some templates to get you started, and some common mistakes to avoid while drafting post-event email templates.
What is a Post-Event Email Template?
A typical post-event email is a follow-up email template that you send out to acknowledge and thank the event attendees, sponsors, speakers, or hosts. These emails actually allow you to re-engage with your audiences after the event ends, and give you the advantage to continue providing them with value.
However, post-event email templates can also be used to share any kind of follow-up information or seek feedback on the event. Whether you have hosted a virtual or an in-person event, leveraging post-event email templates is a great way to build long-term relationships with prospects and foster future partnerships with presenters, speakers, or sponsors.
What are the Benefits of Sending Follow-up Emails?
A follow-up email is not just an ordinary email but an essential part of a marketing campaign. Compared to the initial email, it brings the highest reply rate i.e. 40% more. Definitely, it is worthwhile. In fact, A post-event template demonstrates your brand’s professionalism and respect for its customers- whether that follow-up is for thanking participants, seeking feedback, or something else.
Let’s look at the benefits of sending follow-up emails:
- Nurtures Lead: Post-event email plays a vital role in nurturing B2B leads. You get an opportunity to educate leads via blog posts, case studies & tutorials and keep them engaged with your brand even after the event. By guiding potential customers through the sales funnel, you make them ready to purchase your product or services, increasing the likelihood of conversion.
- Strengthens Client Relationship: When it comes to strengthening relationships with customers, post-event interaction with them adds significant value. You win their trust and create a sense of belonging by summarizing the key points from the discussion, expressing gratitude for them, and guiding them toward the next step.
- Gathers Attendee Feedback: In order to know the effectiveness of the program, it is necessary to collect feedback from the attendees. Post-event email allows you to share brief survey forms with event participants. Since the event is still fresh in their mind, guests are able to share the experience immediately. A feedback form in your follow-up strategy helps you understand the pros and cons of the event as a whole, as attendees can accurately describe how the event went.
- Expresses Your Gratitude: With a follow-up email, you can express your heartfelt gratitude to attendees, speakers, and sponsors. A simple gesture strengthens your bond with them, leaving a lasting impression. By sincerely thanking the guests for their participation, you demonstrate your love for them and deepen your bond even after the event is over.
- Opportunities to Re-engage: A follow-up email is a great way to re-engage with event attendees post-program. By giving access to event recordings, sharing key movements from meetings, and attaching bonus material, you get an opportunity to re-interact with your fellow audience.
- Increases Customer Satisfaction: In today’s world, it has become imperative to take care of customers and understand their preferences and dislikes. Following up with the customer after the event shows your care about them which leads to a better customer experience.
Best Practices to Follow while Creating Post-Event Email Templates
An important factor to remember is that a post-event email template differs greatly from a pre-event email. However, it is necessary to create post-event templates for both online and offline events. It actually allows you to reconnect with your attendees and maintain a long-term relationship with them even after the event.
Creating post-event email templates certainly simplifies event organizers’ workload, but just sending them out doesn’t guarantee you results. To increase open rates and response rates, you have to create engaging email templates. Let’s explore the best practices to follow while creating a post-event email template that brings you positive outcomes.
- Express Gratitude: Begin your follow-up email with a warm greeting and a ‘thank you’. After an event is over, it is essential to send emails of gratitude to presenters, sponsors, and attendees.
Whether or not your entire email is dedicated to thanking them, expressing gratitude as part of the mail shows your respect for them and will help build stronger relationships that can benefit you in the future.
- Personalization: Personalize each email template with the recipient’s name and by using references to the kind of engagement they showed during the webinar – questions they may have asked, or anything noteworthy that they may have shared on the webinar chat.
Studies show that the open rates for personalized emails average 18.8% compared to 13.1% without personalization. Based on who the recipient is, the webinar host, the speaker, a sponsor, or an attendee, highlight their key role in making your webinar successful and acknowledge them.
This way you can make your post-event email template engaging, meaningful, and tailored to each recipient.
- Incorporate Relevant Resources: Include on-demand resources in the post-event email template such as recorded speeches, slides, and other event-related takeaways. Additionally, summarize the main discussion points and concepts learned from the event.
By doing so, you will help remind the attendees of the key takeaways from the event, extending the lifespan of your event and adding value to the attendees.
- Incorporate Feedback Form: Post-event feedback is a key component of any event. Seeking audience feedback gives you an insight into how the attendees perceived the entire event and what they liked or disliked about it.
Insert a feedback form or survey link in your post-event follow-up mail to get specific and unique perspectives and insights about your event. This will allow you to make the required modifications for future events.
- Use Clear and Actionable Phrases in the CTA: Make use of actionable language in the call to action (CTA) button at the end of the email. This encourages the recipients to take the action that you are guiding them towards.
For example, if you demonstrated your new product to your audience at your event, your call to action button can say “Buy Now” or “Order Now”.
Convey urgency to create a sense of FOMO (Fear of missing out).
- Promote Future Events: It is a great idea to promote your next event in a follow-up email. Informing your prospects about the next event ahead of time will allow you to remain in touch with them and boost registration and attendance in subsequent events too.
When mentioning the upcoming event, clearly indicate the event name, date, and purpose as well as include the registration link to prompt immediate action.
- Edit and Proofread Email Content: Email is a vital form of communication in the corporate world. If your emails are poorly written and not properly formatted, your email will lose credibility and affect your relationships. You must check for any errors or typos before sending the e-mail.
Make sure that everything is as it should be – grammar, syntax, punctuation, tone, recipient name, links embedded in the CTA and any other redirection links, UTM parameters, the size and resolution of any images used, as well as the overall look and feel of the entire mail.
Post Event ‘Thank You’ Email Templates
For Attendees
Subject – Thank You For Joining us at [Event name]
Dear [Attendee Name],
Thank you so much for attending our [Event Name]. It was a pleasure to have you with us.
We’d love to hear your take on the event so here’s the link to the feedback form. [Insert Form Link]. Your valuable input will help us design future events such that we meet your needs better.
Thank you once again for being a part of [Event Name]. We look forward to seeing you again at our future events.
Best Regards,
[Your Name]
[Your Organization]
For Speakers
Subject – Thank You For Your Inspiring Speech at [Event Name]
Dear [Speaker Name],
On behalf of the entire [Event Name] team, I’d like to express our heartfelt gratitude for your captivating talk at our event. Your presence and expertise enhanced the entire webinar experience.
We’ve received overwhelmingly positive feedback from our audience about your speech. Thank you again for your time and for sharing your valuable insights with our event attendees. We look forward to a continued association with you.
Best Regards,
[Your Name]
[Your Organization]
For Sponsors
Subject – Thank You For Sponsoring our [Event Name]
Dear [Sponsor Name],
We would like to express our sincere gratitude for sponsoring our [Event Name]. Your partnership and support have helped us immensely in hosting a successful event. So, thank you for everything.
We’ve received many responses from our audience expressing interest in getting to understand your products and services. If you wish to achieve your marketing goals, feel free to reach out to us. We are always committed to a mutually beneficial collaboration.
Once again, thank you for your invaluable support. We look forward to continuing our partnership with you for upcoming events.
Best Regards,
[Your Name]
[Your Organization]
Post-Event Thank You Email Templates for Event Team
Subject – Thank You For a Successful Event
Dear Team,
I want to express my sincere gratitude to all of you for making our event successful. It would not have been possible without all of the efforts you put in.
Once again, thank you for all of your hard work and dedication. This event would not have been as successful if it weren’t for each one of you and your relentless efforts to pull it off seamlessly.
Best Regards,
[Your Name]
[Your Organization]
Non-Attendee Follow-up Email Template
Even for those who could not attend the event, it is important to follow up. As customer retention has become increasingly challenging in today’s market. Even if they aren’t part of your current event, they remain your prospective clients. You can support them by sharing the essential highlights from the event. And encourage them to make time to attend your future events.
Here is a sample of a non-attendee follow-up email template
Subject Line – We missed you at the {Event Name}
Hello, {Recipient Name}
Although we regret that you were unable to attend the webinar, we have something important for you.
We are sharing the recording of the event with you so be sure to check it out here {Recording Link}. You won’t miss out on what happened at the event.
We would like to inform you that we are organizing another event next month and we would love to see you there. We will be sending all the details about it in the coming week.
Looking forward to seeing you at the next event.
Best Regards,
{Your Name}
Post-Event Recap Email Templates
Template 1
Subject Line – {Event Name} Recap: Key Takeaways & Movements
Hello [Attendee Name],
I hope you had a fantastic experience at [Event Name]. From keynote presentations and interactive sessions to workshop participation and networking breaks, we hope you enjoyed every moment.
We highlight the memorable moments you have experienced and the key information you have gained. Check it out here [link]
You played a huge role in making our program great. Thank you very much once again. Hoping to see your full support for our next event as well.
Best Regards,
{Your Name}
Template 2
Subject Line – Don’t Miss Out the Key Takeaways From {Event Name}
Hello [Attendee Name],
I hope this event is an incredible mix of unforgettable moments for you. From keynote talks and interactive discussions to thought-provoking lectures and breakout rooms, we hope you enjoy every minute of the conference.
Our specialty is that whenever we wrap the event, we provide a post-event recap to help remind our guests about key event insights and some fun movements.
Check out the event summary by clicking on the [link] provided here and enjoy it fully. Thank you for being a fantastic part of [Event Name].
Best Regards,
{Your Name}
Feedback Form Email Template
Template 1
Hello, [Attendee Name],
How exciting and knowledgeable was this [Event Name]? In fact, your presence made it all special. We trust you have definitely gained something valuable from this event that will help you move forward in your life.
It would be greatly appreciated if you could spare a few moments of your time to provide feedback on your experience at this event. Your valuable feedback can guide us to create more rich and enjoyable programs in the future.
We have attached a feedback form. Take some time to fill it out. Click on this [link] below. Share any recommendations, or have any questions regarding the event.
Thanks again for being a part of our [Event Name].
Best Regards,
{Your Name}
Template 2
Hello, [Attendee Name],
As always we made our event a success and it was only because of you. We hope you get what you came to the event for.
We would love to know what you liked and how much you enjoyed our event. Also, let us know if you face any issues throughout the event so that we can make your experience better next time.
Spare a few minutes for us to fill out the feedback form [link].
Thank you again. Your input will really make a difference!
Best Regards,
{Your Name}
Webinar Follow-up Email to Attendees
Dear, [Reception Name],
Thank you for attending our [Webinar Name]. We hope you found the session informative and beneficial.
For us, nothing would be more rewarding than having you participate in our webinar. As promised in the session, we are sharing the recording of the webinar with you which you may find useful.
Here is a webinar download link.
[Recording Link]
We look forward to seeing you at our upcoming webinar.
Best Regards,
{Your Name}
Common Mistakes to Avoid When Creating a Post Event Email Template
Creating a post-event email template is relatively easy, but there are some basic mistakes to avoid when designing it. With well-crafted email templates, you can build trust in your attendees and add value to your post-event marketing efforts.
Let’s see what specific pitfalls to avoid when creating a post event email template.
- Adding “Following up” in the Subject Line: When creating a post-event template, people generally include “follow-up” in the subject line. However, this subject line provides no value and is not a good practice when crafting an email letter.
Instead, use a subject line that is relevant to the topic and purpose. Some reports suggest that emails with personalized subject lines are 26% more likely to be opened.
For example, if you are writing an email for your attendees, the subject line must be “[Attendee Name], Thanks for attending [Event Name]” or “We appreciate you attending [Event Name]”.
- Delaying the Post-event Email Campaign: Executing the post-event email campaign should not be delayed. Make sure to have everything in place immediately after the event so you trigger the emails within one or two business days.
If you wait too long, the follow-up mail will become less effective and actionable.
- Creating a Generic Email Template: Generic emails tend to have a lower open rate and they are more likely to be ignored by audiences because they lack personalization.
Sending an email without personalizing it will give them a feeling that you are just simply fulfilling the formality. When creating and sending email templates, make sure they are personalized to each recipient for maximum impact.
- Missing Important Information: People like to open emails that will engage them. If you do not add the event’s pivotal moments such as event takeaways, photos, or recordings, your email template won’t look valuable or interesting.
Include follow-up information such as an ebook, presentation slides, or any relevant link.
- Writing Lengthy and Dull Post-event Content: If the content of the follow-up email is overly long, your main message can easily get lost from audiences.
Try to avoid writing excessive details in your post-event emails. Keep the follow-up information brief and straightforward, so the recipients can go through the email efficiently.
- Not Including a Call to Action (CTA): One of the most common and decisive mistakes when creating a follow-up email campaign is not including a call to action. If you skip the CTA, the reader will not be able to complete the action required after reading your email.
You must be clear and specific so they know exactly what you want them to do -Whether it is to download an ebook, click on a link, sign up for a demo, connect on social media, or something else, a clear call to action will nudge people to act immediately.
Conclusion
As an event marketer or an event organizer, your role does not end with the event’s conclusion. Some of the more critical aspects of event marketing happen after the event. And one of those critical post-event activities is creating and sending out a follow-up mail to all your event attendees, speakers, and hosts.
A post-event email template is an effective way to show your genuine gratitude, gain constructive feedback, and maintain lasting relationships with attendees, speakers, and sponsors.
Whether you want to create a post-event template for attendees, sponsors, speakers, event presenters, or event teams, personalizing post-event emails with their names and providing relevant follow-up information can enhance your future collaborations with all of them.
By promptly creating an email template, summarizing the key points learned from the events, and including a clear call to action, you can definitely add value to your post-event email template.
Frequently asked questions
The post-event survey email template allows you to gather insights and seek valuable feedback from guests. You understand how their overall experience with the event was. Their input assists you realize areas of improvement and address them in future events. Also, sending a post-event survey email shows that you value their feedback and opinions.
The ideal time for sending post-event email templates is between 24 to 48 hours from when the event concludes. Because memories of the event and everything that occurred are still fresh in attendees’ minds. Sending thank-you email templates to your attendees, sponsors, speakers, and others allows you to express your gratitude promptly.
No, it is not a good idea to send the same template to attendees, sponsors, and presenters because the email template you create is based on the person who will receive it.
The purpose and context are different in each case, so it is recommended that you invest the time and effort to create separate templates for each category. This way you can deliver tailored notes to them.
You can send another email if you don’t get a response to the post-event email. For example, if you are seeking feedback from your event attendees, send a reminder email and ask them to share feedback. But still, if there is no reply from them then don’t send an email again.
- Clear and attention-grabbing subject line
- Key points you discussed in your event
- A brief survey or feedback form
- Thank you message for them
- Any task you would like your guests to do, such as downloading a recording of the event or an ebook
- Your company website and social media account links
- A heads up of the future event
