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Inbound Marketing for Manufacturers Blog

    5 Follow Up Email Templates to Help Nurture Your Trade Show Leads

    6 minute read

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    You attend trade shows to obtain valuable leads for your company. But do you have a plan in place for what to do once you’re back in the office from the trade show so you can move those leads through the funnel?

    We already know that manufacturing marketing emails are still a great way to connect with current clients and prospects, so why not apply them to trade show leads as well!

    We’ve compiled best practices and templates for quick and effective email lead follow ups to make connecting with your new leads a breeze.

    Trade Show Lead Follow Up Best Practices: 

    Before crafting your email, there are a few things to keep in mind to ensure they're effectively connecting with your leads.

    Make sure your emails are:

    • Timely
    • Going out at an appropriate frequency (enough to be on your leads' minds, but not  enough to annoy them)
    • Customized
    • Friendly, but not sales-y

    >>For more details about trade show email best practices, be sure to check out The Manufacturer’s Ultimate Guide to Trade Show Marketing<<

    Sample Email Templates:  

    If you don’t want to spend all day writing trade show lead follow up emails, keep it simple and emulate these templates, complete with recommended post show email subject lines!

    1. Keep It Simple

    Suggested Subject Line: It was nice to meet you at <trade show name>!

    Hi < lead name>,

    It was nice meeting you at <trade show name> the other day. It was fun chatting with you about <fun personal element you learned about the lead.>

    I’m sure you're busy after being gone for the show, so I’ll reach out next week after you’re able to get caught up and we can take it from there.

    Thank you,

    <your name>

    This template allows both parties time to recharge after the show, while gently reminding the lead of your conversation. That way, once you are available for a call, it won’t be like starting at Step One again.

    2. Request a Follow-Up Chat

    Suggested Subject Line: Let's catch up on <pain point>!

    Hi <lead name>,

    Thanks for stopping by my booth for a chat at <trade show name>, it was so nice to meet you.

    <Give them a reminder of what your company does or any offers / promotions that are going on for your company that they can take part in.>

     I would love to set up a quick call with you to answer any questions and chat about the next steps.

     Do you have any free time within the next week for a 15-minute call?

     Thank you,

    <Your Name>

    This is also a great time to use the HubSpot meetings tool to connect with the lead, making scheduling a breeze and eliminating the need to go back-and-forth over email with them.

    3. Send Along Information

    Suggested Subject Line: Resources to help with <pain point>

    Hi <lead name>,

    I hope you enjoyed  <trade show name>, it was nice to meet you! Thanks for stopping by our booth and your interest in <your company name.>

    It was nice to discuss <reference conversation/ services that you may have discussed> with you, and I thought it might be helpful to send along some digital resources to answer any further questions <links to relevant resources on your company’s website.>

     I would love to set up a quick call with you to chat about this further! Do you have any free time within the next week for a 15-minute call?

    Thank you,

    <Your Name>

    If you were chatting with the lead at the trade show about a particular service your company could offer their company, now would be a great time to send along any resources that might help them further their knowledge of what you can offer.

    This could be a blog post, FAQ page, or any other resource that you think is relevant.

    4. Offer to Soothe Their Pain Points 

    Suggested Subject Line: How can I help <company name>?

    Hi <lead name>, 

    It was great chatting with you at <trade show name>, I hope you enjoyed the rest of the show!

    I’m sure fixing <their company’s pain point> is something that is important to you, so I wanted to reach out to further talk about how <your company’s service> can help you out with this as soon as possible!

    I would love to set up a quick call with you to answer any questions and chat about the next steps.

    Do you have any free time within the next week for a 15-minute call?

    Thank you,

    <Your Name>

    If the lead was there talking to you about something you know your company can help with, be sure to remind them that you’re willing and able to help them!

    This can be another great place to include any relevant digital resources, so they can reference what service you’re talking about before the call.

     5. Remind Them of Any Trade Show-Specific Offers

    Suggested Subject Line: Don't forget <offer promotion>!

    Hi <lead name>,

    It was nice to meet you at  <trade show name> last week!

    Just wanted to remind you that you signed up for <insert promotion details>, and I don’t want you to miss out on the chance to take advantage of this offer!

    If you have any questions about the <promotional offer> or <your company’s name> services in general, I'm happy to chat further!

    Feel free to schedule a call with me over the next week right on my calendar!

    Thank you,

    <Your Name>

    If you were offering an exclusive trade show discount, promotion, or offer for your leads -- reminding them that they're eligible is a great way to keep the conversation going.

    Keep the Conversation Going

    Email is one of the easiest ways to execute trade show lead follow up. It's more than just easy; it's also effective. By reminding leads of your business and its services, you're keeping them engaged with your company and beginning a relationship that could last long after the trade show.

    For more tips and tricks about making the most out of trade shows, check out our comprehensive guide to trade show marketing:

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    Editor's Note: This article was originally published on May 24, 2018 and was updated on April 26, 2019.