After your landing page has been built, the next step is to develop an email marketing campaign to let people know about your upcoming trade show appearance. Before you start blasting your list, determine how frequently you’ll be emailing. As a general rule, you shouldn’t contact anyone more than twice before the trade show. This goes for promoting an after-hours event and if you’re just exhibiting at a trade show.
The emails you send will fall under one of two categories:
- Promoting your event. If you’re holding an after-hours event, you’ll want to let both your internal list and (if available) the trade show attendee list know how they can register to attend. Along with containing information about your event and a CTA to your landing page, you should also list where your booth will be located at the show — along with any demos or giveaways.
- “Where to find you” emails. These can be sent as “We can’t wait to see you!” messages to the trade show’s list (especially if you’re offering any giveaways) as well as your internal list, encouraging them to stop by and check you out. For your internal list, you’ll want to send a slightly different email that also includes a link to the trade show’s website so they can register.
Think of these emails as a companion piece to your landing page — your email design, copy and offer should all be in sync.
Your emails should include:
- Brief body copy detailing why readers should attend
- Information on your booth number/location
- Imagery (a logo or image from past shows)
- Bulleted list breaking down what attendees will get out of stopping by your booth (offers, product demos)
- Information on an after-hours event and a CTA to RSVP on the landing page of the event (if you’re hosting one)
Setting Up a Workflow
Once you have your initial emails built out, you should set up a workflow to stay in contact with those who sign up for your after-hours event or fill out your landing page at the trade show.
Workflows are a great way to stay in contact with members of your list. A workflow can send prewritten, automated emails to people who registered on your landing page. Marketing automation software like HubSpot offers easy-to-use, intuitive workflow building options.
Generally, these workflows should proceed with the following cadence:
- Thank you email. The first message you send should be simple, thanking the contact for entering their information. If this email is sent in response to a person registering for an event, this email can also include an option for your contact to add it to their calendar. These should be sent immediately after registration.
- Reminder email (event only). Set up your workflow to send an event reminder a day before the event. Keep this email brief and to the point — this is more of a convenience move than anything else.
- Follow-up email. Have an automated email go out two weeks after the show ends. This should thank your contact for meeting with you, letting them know they can contact you and potentially linking to a free download. If you hosted an event, send a follow-up a day or two later.
- Final email. This last message should include a more personal appeal, asking contacts if they’d like to schedule a time to talk or further demo your products.