Hi guys! I wanted to ask, in your experience, what are some of the best practices for post event emails? I think it’s always a battle between trying to summarize the value of your event and giving your subscriber all the key highlights while also trying not to overwhelm them with information. What would you recommend in terms of layouts, amount of copy and number of emails that can best help attendees remember the value of your event without them losing interest?
Hey @ximenacastro - thanks for posting in the Community!
I understand we’re looking for best practices when sending out post-event emails to your customers/clients. To get you the best feedback possible, can you provide us a with a bit more information on your current setup? Specifically:
-What seems to be working well for you?
-What does not work as well as you’d like?
-Are you using any integrations/tools to assist with your current setup?
-Have you received any direct feedback from the individuals you’ve sent these types of communications to thus far?
Shane, Senior Community Moderator
Hi! Yes i’ll happily share more context, we currently have had a great email open rate, registrations and expect this to be our biggest event yet. However, in our other email campaigns what seems to be a number we’ve struggled to increase is our CTR. That’s why we’ve been looking to optimize the amount and format of the content we send in our emails to see if we can increase the engagement in our campaigns. Currently we use a workflow system and create automatic emails set on specific dates. In terms of feedback, we haven’t received any direct feedback about our emails yet.
Hi @ximenacastro,
That depends on a few things, in my opinion, specifically:
- Which actions do you want event registrants / participants / no shows to take after the event?
- Is there a legal basis to send them marketing emails that go beyond a transactional thank you?
In general, from a transactional point of view, your post event communication should include everything that event participants and no-shows have come to expect – an email that includes a thank you, slides maybe, recording, photos of the event, a voucher to purchase next year’s ticket at a discount, a person of contact for follow-up question etc. The details depend on the type of the event, of course.
I don’t think the perfect layout can be suggested here, it really depends on the recipients and event. If you can share more context, I’ll happily elaborate. In terms of number of emails, I’d be conservative: treat the email inbox of a recipient with respect – whatever you can include in one follow-up email, should be contained in one email. In my opinion, there’s no reason to artificially separate over multiple emails.
Beyond that, there could be various things you send them, if there is a legal basis to do so:
- If you want them to purchase a product or service, send a sequence by a sales person with the goal to book a meeting
- If the goal is not immediate sales, keep them updated with related resources and content pieces
Hope this helps!