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    Follow-up

    Event follow-up email templates for B2B sales

    Event leads go cold fast. Within a week, every exhibitor has emailed the same people with the same 'great to meet you at the expo' line, and nobody remembers which stand was yours.

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    Quick answer

    Send event follow-ups within 48 hours, reference the actual conversation or session, and offer one useful next step rather than a generic 'great to meet you'. The templates below cover in-person conversations, webinar and roundtable attendees, and people who registered but did not attend.

    The fix is detail. Write down one thing each person said before you leave the event, and use it in the first line.

    How to use these templates

    Every {{placeholder}} marks something you must research or write yourself. Replace all of them before you send, and if you cannot fill one with something true and specific, pick a different template.

    The names mean the same thing on every page: {{first_name}} and {{company}} are always the prospect and their business, {{your_name}}, {{your_company}} and {{your_phone}} are always you, and {{their_phone}} is the number you called them on.

    Each email ends with {{signature}} and {{opt_out}}. {{signature}} is your full name, role, company, website and phone number. {{opt_out}} is one plain line. On a cold email: If this isn't relevant, reply "no thanks" and I won't contact you again. In an ongoing conversation it can be quieter: Prefer not to hear from me? Reply "unsubscribe". Keep both in every commercial email, including short follow-ups.

    Capture the detail at the event

    Scanning a badge gets you a name and an email address. It does not get you a reason to follow up. After each conversation, add a one-line note: what they are working on, what they asked, and what you offered to send.

    Sort the leads the same evening into three groups: asked for a meeting, asked for information, and badge scan only. Each group gets a different email, and the first group also gets a call the next morning.

    A simple post-event sequence

    Day 1: the personal email below, plus a call to anyone who asked for a meeting. Day 3: a call to everyone in the 'asked for information' group. Day 7: one follow-up email with something new, such as a session summary or a relevant guide. Day 14: the exit email. After that, event leads go into the normal follow-up sequence or wait for a trigger.

    Keep the event name in the subject line for the first two emails only. After a fortnight it stops helping recall and starts to look like a mass send.

    The templates

    Each template has subject lines, the body with placeholders, when to use it, why it works, three variants, common mistakes and a compliance note.

    The 'we spoke at the event' email

    Subject line options

    • {{event_name}}: {{their_topic}}
    • our chat at {{event_name}}
    • following up from {{event_name}}, {{first_name}}

    Email

    Hi {{first_name}}, Good to meet you at {{event_name}} on {{day}}. You mentioned {{their_topic}}, and that {{their_detail}}. As promised, here's {{promised_item}}: {{link}} If it's still on your mind, could we grab 20 minutes next week? {{day_option_1}} or {{day_option_2}} both work for me. {{signature}} {{opt_out}}

    When to use it

    Within 48 hours of an in-person conversation at a conference, expo or industry event.

    Why it works

    The first line proves you remember them specifically, which most event emails fail to do. Two specific day options make it easy to say yes.

    Variants

    Short

    Hi {{first_name}}, Good chatting at {{event_name}} about {{their_topic}}. Here's {{promised_item}}: {{link}}. {{day_option_1}} for a call? {{signature}} {{opt_out}}

    Formal

    Dear {{first_name}}, It was a pleasure meeting you at {{event_name}}. Further to our discussion about {{their_topic}}, please find {{promised_item}} at {{link}}. Would you be available for a brief call on {{day_option_1}} or {{day_option_2}}? Kind regards, {{signature}} {{opt_out}}

    Aussie-direct

    Hi {{first_name}}, Great to chat at {{event_name}}. You were telling me about {{their_topic}}, so here's {{promised_item}}: {{link}} Keen to keep the chat going. {{day_option_1}} or {{day_option_2}} any good? Cheers, {{signature}} {{opt_out}}

    Common mistakes

    • Opening with 'great to meet you at the expo' and nothing else.
    • Waiting a week until the event fatigue has set in.

    Compliance note

    If they gave you a card or asked for information, that supports consent for this follow-up. Keep the opt-out so they can stop further emails.

    The webinar or roundtable attendee email

    Subject line options

    • {{session_name}}: the key idea
    • after {{session_name}}
    • your question about {{their_question_topic}}

    Email

    Hi {{first_name}}, Thanks for joining {{session_name}} on {{day}}. Rather than just send the replay, here's the one idea most people asked about afterwards: {{key_takeaway}}. {{personal_line_if_they_asked_a_question}} If you'd like to see how that applies to {{company}}, I'm happy to run through it in 20 minutes. {{signature}} {{opt_out}}

    When to use it

    The day after a webinar, panel or roundtable, to people who attended.

    Why it works

    It leads with a useful idea rather than a link dump, and the personal line rewards people who engaged. The offer is specific to their company, not a generic demo.

    Variants

    Short

    Hi {{first_name}}, Thanks for joining {{session_name}}. Key idea: {{key_takeaway}}. Want to see it applied to {{company}}? {{signature}} {{opt_out}}

    Formal

    Dear {{first_name}}, Thank you for attending {{session_name}}. The point that generated most discussion was {{key_takeaway}}. Should you wish to explore how this applies to {{company}}, I would be pleased to arrange a short session. Kind regards, {{signature}} {{opt_out}}

    Aussie-direct

    Hi {{first_name}}, Thanks for jumping on {{session_name}}. The bit everyone asked about after was {{key_takeaway}}. Happy to show you how it'd work at {{company}} if you're keen. 20 minutes, tops. Cheers, {{signature}} {{opt_out}}

    Common mistakes

    • Sending the same email to attendees and no-shows.
    • Attaching the slide deck instead of linking it.

    Compliance note

    Check what the registration form told people about follow-up. If it only promised the replay, a sales sequence may need express consent.

    The registered but didn't attend email

    Subject line options

    • sorry we missed you at {{session_name}}
    • {{session_name}}: the short version
    • the bit you missed, {{first_name}}

    Email

    Hi {{first_name}}, Sorry you couldn't make {{session_name}}. Plans change. Here's the three-line version: 1. {{point_1}} 2. {{point_2}} 3. {{point_3}} If any of those is live for {{company}} right now, reply with the number and I'll send more on it. {{signature}} {{opt_out}}

    When to use it

    The day after an event, to people who registered but did not attend.

    Why it works

    It gives them the value they signed up for without making them watch a full replay, and the numbered reply makes it effortless to show interest.

    Variants

    Short

    Hi {{first_name}}, Missed {{session_name}}? Short version: {{point_1}}. Reply if it's relevant. {{signature}} {{opt_out}}

    Formal

    Dear {{first_name}}, I am sorry you were unable to attend {{session_name}}. In brief, the key points were {{point_1}}, {{point_2}} and {{point_3}}. Please let me know if you would like further detail on any of these. Kind regards, {{signature}} {{opt_out}}

    Aussie-direct

    Hi {{first_name}}, No stress you couldn't make {{session_name}}. Here's the gist: 1. {{point_1}} 2. {{point_2}} 3. {{point_3}} Reply with a number if one's useful and I'll send more. Cheers, {{signature}} {{opt_out}}

    Common mistakes

    • Guilt-tripping them for not attending.
    • Sending the full replay link with no summary.

    Compliance note

    Registrants agreed to something specific on the form. Follow-up should match what they were told, and every email needs the opt-out.

    Spam Act checklist for every template

    Australian B2B email is legal and regulated by the Spam Act 2003. Before you send any template on this page, check these four things.

    Australian cold calling and Spam Act rules
    • Consent. You need express consent (they agreed) or inferred consent. For B2B, consent can be inferred where a work address is conspicuously published, the message is relevant to the person's role, and there is no statement that they do not want unsolicited messages.
    • Identification. Every message clearly identifies you and your business, with contact details that stay accurate for at least 30 days after you send it.
    • Unsubscribe. Every commercial message includes a working opt-out, which must be actioned within 5 working days and keep working for at least 30 days after sending.
    • No harvested lists. Do not use address-harvesting software or lists built with it. A bought list does not come with consent.

    Calls in the same cadence follow different rules: wash Australian numbers against the Do Not Call Register and call within permitted hours. New Zealand and Singapore recipients are covered by their own laws, summarised on the template library hub. This is general information, not legal advice. AU, NZ and Singapore rules

    FAQ

    Event follow-up: questions

    Practical answers from SDR managers who run outbound every day.

    Still have questions?

    Book a 30-minute call

    Within 48 hours, and the next morning for anyone who asked for a meeting. After a week, event leads are competing with every other exhibitor.

    One specific detail from your conversation or their session, the thing you promised to send and one clear next step with suggested days.

    Yes, especially the ones who asked for a meeting. A call the morning after an event often books what an email would leave sitting.

    Badge scans with no conversation are cold leads with a shared context. Reference the event and a session they might have attended, and treat them like a cold sequence.

    Only if what they agreed to on the registration form supports it. If the form only promised the replay, ask for express consent. This is general information, not legal advice.

    Invite by phone, not just email. Our guide to B2B event marketing and executive roundtables covers invitation calling.

    Name the event and the topic you discussed, such as '{{event_name}}: {{their_topic}}'. It helps them place you among everyone they met.

    Related templates and guides

    B2B event marketing

    Events filled by phone, followed up properly

    Executive roundtables

    Curated peer roundtables

    Event marketing guide

    Roundtables that build pipeline

    Follow-up after no response

    When event leads go quiet

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