Anatomy of an Event Thank You Email
Your post-event thank you message is an important touchpoint. It provides you with the opportunity to not only thank people for attending your event, but also to follow up with requested information, collect their feedback, steer them towards the next action you’d like them to take, and promote future events.
Here are a few pointers for writing an effective event thank you email.
Don’t make recipients feel like they’re getting the same email as you’re sending to a hundred other people.
Send your email from a real person. Avoid impersonal company email addresses such as “firstname.lastname@example.org.” Give them someone they can reply to if they choose.
The subject line is your only chance to entice someone into opening your email. This is the spot where they’ll either click to open it or move it to their trash bin.
Unlike other marketing emails, the event thank you email already has a well-defined purpose. But this doesn’t mean a simple “Thank you for attending” is sufficient as a subject line. You still need to dress it up.
Consider a personalized subject line based on information you gathered at the event:
- Here’s an idea for [something that’s important to them]
- Have you considered [a thought or recommendation]?
Or a beneficial subject line based on a key takeaway from your event:
- Six ways you can arrive at [a result]
- Write an impactful email in 4 steps
If the recipient asked for specific information at the event and you’re following up with the request, tailor the subject line to that topic.
The Email Body
Start off by reminding the recipient of the event: Thank them for attending [the title of your event].
Remind them of the key takeaways from your event. Keep it brief, four to five bullet points.
Include a call to action. Some examples:
- Provide a link to your website for more information on the event topic.
- Provide a registration link for an upcoming event you think they might be interested in.
- Ask them to subscribe to your newsletter, register for access to your on-demand events, etc.
- Ask them to complete a brief survey about the event (embed or attach the survey to the message). Don’t forget to let them know that you value their feedback.
- Request that they reply to the email if they’d like to be contacted live.
Establish trust with the recipient. Provide a personalized signature that includes your:
- Full name and title
- Contact information (address, email)
- Phone number (and office hours, if applicable)
- Social media contact information
Lastly, be timely with your thank you email. You don’t want to lose momentum after your event. Research demonstrates that it’s best to follow up within 24 hours after.