Imagine standing in your office, staring at a stack of business cards from last week's trade show. Each one represents a genuine conversation, a smile exchanged, maybe even a shared laugh over lukewarm coffee at your booth. But now comes the crucial part - crafting that perfect trade show follow up email that captures the same warmth and enthusiasm from your face-to-face interaction.

You're not alone in feeling the pressure. Reports suggest that 81% of trade show attendees have buying authority yet CEIR (Center for Exhibition Industry Research) data shows that an astounding 80% of trade show leads are never effectively followed up on. 

These golden opportunities for connection shouldn't fade away like the temporary booth displays. Whether you collected 5 cards or 500, each represents a real person who took time out of their busy schedule to engage with your brand. They're not just leads – they're potential partnerships waiting to happen.

In this guide, we'll walk through exactly how to transform those meaningful trade show moments into compelling email outreach through effective trade show follow up emails. 

Let’s dive straight in. 

Why Is It Important To Follow Up After a Trade Show?

Following up after a trade show is crucial for maintaining the momentum you’ve built with potential leads. 

Trade shows offer an excellent opportunity to network and meet prospective clients, but the real value comes after the event—when you continue the conversation and nurture those new connections. Without a proper follow-up strategy, the time and resources spent at the event can go to waste.

One key reason for timely follow-ups is that people’s memories fade quickly. A study by Marketing Donut found that 80% of sales require five follow-up touches after a meeting, yet 44% of salespeople give up after just one follow-up attempt. If you don’t reach out in time, your leads might forget about the conversation entirely or turn to a competitor who maintained contact.

Moreover, research also says that following up within the first five days after a trade show increases the chances of engagement by up to 25%. Delayed responses can result in missed opportunities, while timely emails help keep your brand top-of-mind.

A strong follow-up strategy can:

• Reinforce relationships: Reconnecting after the show reminds your leads of the positive interaction they had with you, creating an opportunity to continue the dialogue.
• Boost conversion rates: Following up promptly can significantly increase your chances of converting leads into clients. 
• Differentiate your business: While many companies attend trade shows, fewer execute effective follow-ups. Being one of the few that takes this step seriously can set you apart from competitors.

Following up after a trade show isn’t just a courtesy—it’s a strategic move that can transform a fleeting introduction into a lasting business relationship.

How To Write a Trade Show Follow Up Email

Crafting a follow-up email after a trade show requires a balance of personalization, professionalism, and a clear objective. Your email should remind the recipient of who you are, provide value, and encourage further engagement. 

Here’s a step-by-step guide to ensure your email is effective and memorable:

Start with a Personal Greeting

Begin your email by addressing the recipient by name. This small, personalized touch shows that you remember them as an individual and not just as another generic lead. It also sets a friendly and engaging tone for your message.

• Example: "Hi [Recipient's Name],"

Using their name immediately makes your email stand out and creates a connection from the start, making the recipient more likely to continue reading.

Reference Your Meeting or Conversation

Next, remind the recipient of your interaction at the trade show. Many attendees have multiple conversations during these events, so referencing your discussion helps jog their memory. Be specific about what you talked about or what caught their interest.

• Example: "It was great chatting with you at [Trade Show Name] about [specific topic or product]."

This personalized reference not only helps the recipient recall your interaction but also demonstrates that you were paying attention and are genuinely interested in following up.

Provide Value

One of the most critical elements of your follow-up email is offering value based on the conversation you had. This could be in the form of sharing relevant resources, addressing their pain points, or providing solutions that align with their needs. Avoid sending a purely sales-driven message; instead, focus on how you can help them.

• Example: "As we discussed, I’m attaching a case study that outlines how we helped [similar company] improve their [specific need]. I think it could provide some useful insights for you."

By offering something of value, you position yourself as a helpful and credible resource, increasing the likelihood of future engagement.

Include a Clear Call to Action (CTA)

Your email should end with a clear and actionable next step. Whether it’s scheduling a follow-up call, setting up a demo, or arranging an in-person meeting, your CTA should be specific and easy for the recipient to respond to.

• Example: "I’d love to continue our conversation. Are you available for a quick call next week to discuss how we can assist with [recipient's specific challenge]?"

A strong CTA helps guide the recipient on what to do next and moves the conversation forward, instead of leaving them unsure about how to proceed.

Timing Is Key

When sending a follow-up email after a trade show, time is of the essence. Studies show that the best time to send a follow-up email is within 24-48 hours after the event, while the interaction is still fresh in the recipient’s mind. Waiting too long can reduce the chances of a meaningful connection, as the lead may lose interest or forget about your conversation altogether.

• Tip: Prepare your follow-up emails before the event so you can quickly send them afterward with only minor personalization needed.

Keep It Short and Focused

Trade show attendees are often inundated with follow-up emails, so it’s essential to keep your message concise and to the point. Avoid long paragraphs and stick to the key points: who you are, what you discussed, the value you’re offering, and the next step.

• Tip: Use bullet points to break up the text and make your email scannable.

Express Gratitude

Finally, don’t forget to thank the recipient for their time. A simple expression of gratitude reinforces the positive nature of your interaction and makes your follow-up email feel more sincere.

• Example: "Thanks again for your time at [Trade Show Name]. I look forward to staying in touch."

Follow Up on Your Follow-Up

If you don’t receive a response within a week or two, don’t be discouraged. Sending a polite second follow-up can often revive the conversation. Simply reiterate your previous message, highlight any new updates, and once again provide value.

By incorporating these elements into your trade show follow up email, you’ll create a message that is personal, relevant, and actionable, increasing your chances of converting leads into long-term business relationships.

Templates for Trade Show Follow Up Emails

Here are five customizable trade show follow up email templates to help you effectively follow up with your trade show leads. Each template serves a different purpose, allowing you to maintain connections while addressing your lead’s unique needs and preferences.

Template 1: Simple Thank You Note

This template is perfect for expressing gratitude and keeping the conversation going without a hard sell.

Subject: Great Meeting You at [Trade Show Name]!

Hi [Recipient's Name],

It was a pleasure meeting you at [Trade Show Name]! I enjoyed our conversation about [specific topic or product discussed] and wanted to thank you for taking the time to connect.

If you have any questions or need more information, feel free to reach out. I’d love to stay in touch and explore how we might work together in the future.

Thanks again, and I look forward to hearing from you!

Best regards,
[Your Name]
[Your Company]

Template 2: Value Proposition Follow-Up

This email focuses on your product/service’s value and how it directly addresses the recipient's needs.

Subject: How We Can Help with [Recipient’s Pain Point]

Hi [Recipient's Name],

I hope this email finds you well! Following up on our conversation at [Trade Show Name], I wanted to highlight how our [product/service] can help with [specific need they mentioned]. We specialize in [brief value proposition or solution] and have worked with companies like [mention a similar company] to achieve [specific result].

Would you be open to discussing how we can help solve [their challenge]? Let me know when would be a good time for a quick call.

Looking forward to hearing from you!

Best regards,
[Your Name]
[Your Company]

Template 3: Resource Share

Use this template to share relevant information or resources that align with the recipient’s interests.

Subject: [Resource] Based on Our Conversation at [Trade Show Name]

Hi [Recipient's Name],

It was great connecting at [Trade Show Name]! Based on our discussion about [topic], I thought you might find this [whitepaper, case study, article] helpful. It highlights some of the key challenges we talked about and provides insights on how we’ve helped companies in similar situations.

Feel free to review the attached resource, and if you have any questions or want to dive deeper, I’m happy to set up a call.

Thanks, and I look forward to continuing the conversation.

Best,
[Your Name]
[Your Company]

Template 4: Meeting Request

This template is ideal for moving the conversation to a more formal discussion, such as a follow-up meeting or call.

Subject: Let’s Schedule a Follow-Up Call

Hi [Recipient's Name],

I hope you’re doing well! I enjoyed our chat at [Trade Show Name] and believe there’s a great opportunity for us to collaborate. I’d love to schedule a quick call to discuss how we can work together on [specific opportunity discussed].

Are you available for a call next week? Let me know what time works best for you.

Looking forward to your response!

Best regards,
[Your Name]
[Your Company]

Template 5: Follow-Up After No Response

This email serves as a gentle reminder for those who haven’t responded to your initial outreach, while still offering value.

Subject: Following Up After [Trade Show Name]

Hi [Recipient's Name],

I wanted to quickly follow up on my previous email. I hope everything is going well on your end! I understand things can get busy, so I wanted to check back in and see if you had a chance to review the [resource, proposal, or solution] I shared.

If you're still interested, I’d love to continue our conversation and explore how we can support you with [specific need].

Looking forward to hearing from you.

Best,
[Your Name]
[Your Company]

Strategies for Your Trade Show Follow-Up

Timing Your Follow-Up

Timing is everything when it comes to trade show follow up emails after a trade show. Research shows that sending a follow-up email within 24-48 hours of the event significantly increases the chances of engagement. During this window, your conversation is still fresh in the recipient's mind, making them more likely to respond. For maximum impact, consider sending your email on a weekday morning, when professionals are more likely to check and respond to their emails.

For leads that are particularly promising, a follow-up call or personalized email within the first 24 hours may help fast-track their decision-making process.

Segmenting Your Audience

Not all leads are the same, so your follow-up emails shouldn’t be either. Segmenting your audience based on factors like their industry, interest level, or business size allows you to tailor your communication to their specific needs. For example:

• High-interest leads: These leads showed clear intent and deserve immediate, personalized follow-ups that focus on solutions.
• Medium-interest leads: These individuals may need additional nurturing, such as sending case studies or informative content related to their industry.
• Low-interest leads: For attendees who showed casual interest, a general follow-up email offering a newsletter or resources might be more appropriate.

By categorizing leads, you ensure that each recipient gets a message that resonates with their unique circumstances.

Personalization Techniques

Personalization is key to standing out in a crowded inbox. Start by referencing specific details from your conversation at the trade show, such as the pain points they mentioned or a product they were interested in. Use their name and company name throughout the email, and offer solutions that directly address their business needs. Adding a line about your discussion or offering customized solutions makes your email feel more genuine and relevant.

Follow-Up Frequency

When it comes to frequency, you want to strike a balance between persistence and patience. A good rule of thumb is to follow up three times, spaced about a week apart. After your initial email, you might send a second follow-up 5-7 days later, followed by a final, gentle nudge if there’s no response.

Avoid overwhelming your recipients with daily emails, as this can lead to frustration and could damage the relationship. Instead, provide value with each follow-up, offering helpful resources, answering questions, or suggesting next steps without pressuring them.

How Do You Politely Follow Up?

Maintaining professionalism and a polite tone is essential when writing follow-up emails. Here are some tips to ensure your emails are respectful and well-received:

• Keep the tone friendly and respectful: Use a polite, conversational tone that shows you’re there to help, not just to sell. Avoid coming across as pushy or demanding.
• Acknowledge their busy schedule: It’s considerate to recognize that your recipient may not have had time to respond due to their busy agenda. Phrases like “I understand things get busy” or “Just wanted to check in” show empathy and patience.
• Offer value in each follow-up: Rather than just asking for a response, provide value by offering a helpful resource, answering any potential questions, or highlighting new information relevant to their needs.
• Use a soft close: If you’re reaching out for the second or third time, consider a polite "soft close," where you let them know you’ll step back if they’re not interested but remain open to future opportunities. For example, “If now isn’t the right time, I’d be happy to reconnect whenever it’s more convenient for you.”

Winding Up

Following up after a trade show is a crucial step in converting new connections into valuable business relationships. From sending your emails at the right time to segmenting your audience and personalizing your message, a strategic follow-up plan can significantly improve your chances of closing deals. Consistency and a professional tone in your outreach will keep your brand top-of-mind, increasing engagement and conversions. 

Do leverage the trade show follow up email templates we discussed in this article. 

To further enhance your email marketing strategies, consider signing up for the 14-day free trial of Smartlead. 

Smartlead supports automated email follow ups to scale your outreach and ensure that you reach out to your prospects timely.