Trade show follow-up email templates you can copy
A follow-up works best when it arrives while the visitor still remembers you. Below are four templates for the most common situations, each with a subject line and the right moment to send it. Replace the words in square brackets and delete anything that is not true for your conversation.
Before you send
- Send the first message within one to two working days of the show, while the conversation is fresh.
- Mention one detail from the conversation. It shows that the email is not a mass mailing.
- Ask for one thing only: a reply, a call or a meeting.
- Link to your material or attach one file. Several large attachments often end up in spam.
- Write who you are and how to reach you, and give a simple way to say no.
- Write only to people who gave you their card or their details. Check the rules for business email in your country before you send.
Template 1: thank you and the material they asked for
When to send: the same day or the next morning, to visitors who asked for a brochure, a price list or a datasheet.
Subject: [Show name]: the [product] information you asked for
Hello [First name],
Thank you for stopping by our stand at [Show name]. It was good to talk about [what you discussed].
As promised, here is [brochure or document name]. The part most relevant to you is [section or page].
If you would like to go through it together, I am glad to set up a 20-minute call. Reply with a day that suits you.
Kind regards,
[Your name]
[Role, company, phone]
Template 2: meeting request after a concrete need
When to send: within two working days, to visitors with a real project, a budget or a deadline. These are your A leads.
Subject: [Their company] and [your company]: next step after [Show name]
Hello [First name],
At [Show name] you told me that [their need or project] and that you plan to decide by [date or timeframe].
I would like to suggest 30 minutes next week to look at [the specific thing: their requirements, a first offer, a demo]. Would [day] at [time] or [day] at [time] work for you?
If someone else is involved in the decision, please feel free to forward this message to them.
Kind regards,
[Your name]
[Role, company, phone]
Template 3: a short reminder when there is no reply
When to send: five to seven working days after your first email, once. If there is still no answer, one more message after about two weeks is enough.
Subject: Following up: [original subject]
Hello [First name],
I wrote to you last week after [Show name] about [topic] and wanted to be sure my message reached you.
In one line: [what you can do for them, in a single sentence].
If the timing is not right, tell me and I will check back in [month]. If someone else is the better person to talk to, I would be grateful for a pointer.
Thank you,
[Your name]
[Role, company, phone]
Template 4: a light touch for a short conversation
When to send: within a week, to visitors you spoke to only briefly or who left a card without a clear need. These are your B and C leads.
Subject: Good to meet you at [Show name]
Hello [First name],
We met briefly at [Show name] at the [your company] stand. I will not fill your inbox, so here is one link that may be useful: [link to your most useful page, case study or brochure].
If [topic] becomes relevant later, you can reach me at this address or on [phone].
If you would rather not hear from us again, reply with "no thanks" and I will remove your details.
Best regards,
[Your name]
[Role, company]
Subject line examples
- [Show name]: the information you asked for
- Good to meet you at [Show name]
- Your question about [topic] from [Show name]
- [Their company] and [your company]: next step
- The datasheet for [product], as promised
- Following up: [original subject]
Send the first message at the stand
The first template is the one most visitors expect, and it is the easiest to send late. Followbooth sends the right brochure by WhatsApp or email while the visitor is still at your stand, in their language. The A, B or C grade on each lead then shows which of the other templates to use.
Questions about trade show follow-up
How soon should I send a trade show follow-up email?
Within one to two working days is a good aim. The sooner the message arrives, the more likely the visitor still remembers the conversation.
How many follow-up emails should I send?
A common rule of thumb is a first message, one reminder after about a week, and one more after about two weeks. After that, stop or move the contact to a newsletter if they agreed to one.
Should I email visitors who did not give me their card?
No. Write only to people who gave you their card or their details. Rules for business email differ between countries, so check yours.
Should I use WhatsApp or email for the follow-up?
Use the channel the visitor used with you. Email suits longer messages and documents. WhatsApp suits a short message with a file, and only for people who gave you their number.
Try it at your next show
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