Email & The Great British Business Show

Following The Great British Business show your first post-event job should be to launch a follow-up email campaign to everyone you met at the show. If you are using a prize draw be clear that you are going to add them to your mailing list as this will mean no-one gets any nasty surprises in their inbox. 

If you get chance segment your list of attendees into products you spoke to them about. We do this simply by putting a 1,2,3 on the the top of the card depending on the product we have spoken to them about. This allows us to mail separate messages to people depending on the product or service we have spoken to them about. This helps with the follow up process as it means we are only sending relevant information to people we meet meaning they are much more likely to buy from us as we are simply re-enforcing the conversation we had at the show.

To make sure you get the most from your eshot write your follow-up emails before the event so that you merely have to upload the attendee mailing list and launch your campaign. Send your first email as soon as possible – our experience shows that for the best response you should be sending an email within 24hours. This follow-up email should include a picture of your stand and maybe the people that were on it to help remind people that are more visual who you are.

Don’t make the mistake of thinking that after one eshot you have done the hard work and people will just buy from you now as they have met you and received one email from you you need to send a follow-up a week later.

What to include in your follow-up email:
1. Provide an event re-cap with a new interesting fact or testimonial quote.
2. Remind the recipient that you met at your event and thank them for speaking with you.
3. Your special event offer to help sales.
4. Invite attendees to connect with you on Facebook and Twitter and don’t forget to add them to your e-newsletter list. This will help you grow your online community and keep in touch with leads and new contacts.

By now you should be engaging with the people you have met an monitoring their product interest by measuring what links they are clicking. For more information on how to do this come and see us at the show on stand 560 and we will talk you though it step by step.

Look forward to seeing you there,

Lee and the team

By Lee Callender
Tuesday, 15 May 2012 11:28
Catagory: Delivery
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