Create the Ultimate Pre- and Post-Trade Show Email Campaign

Trade shows are your chance to shine. They’re where you can meet face-to-face with potential clients, show off your brand’s personality, and make connections that actually stick. But let’s be honest: with so many booths, emails, and sessions competing for attention, even ahead of the show, how do you grab attention?

The answer? A powerful trade show email marketing strategy.

We’re talking about emails that build anticipation before the event and keep the conversation alive long after everyone’s gone back to the office. Let’s dive into exactly how to do that.

Why Email Matters for Trade Show Success

You’ve secured a booth and your team’s ready to shine, but no one knows to stop by. Or worse, they don’t even remember you after the event. That’s where email saves the day.

Your trade show email campaign is your chance to:

• Get attendees excited to meet you (before they’re overwhelmed by other booths)

• Make it easy to find your booth or sessions

• Stay top of mind when the event’s over, so leads don’t slip through the cracks

With a little planning and creativity, your emails can take you from just another exhibitor to the brand show attendees remember.

Pre-Show Email Marketing: Set the Stage for Success

Your pre-show email marketing strategy is like rolling out the red carpet to your audience. This is your opportunity to let attendees know you’re coming and why they should make time for you.

What Should Pre-Show Emails Do?

Your pre-show emails should:

1. Let people know where and when to find you

2. Show them why stopping by your booth (or attending your session) is worth their time

3. Make it easy to connect with you, whether that’s booking a one-on-one meeting or RSVPing to an event

How to Make Your Pre-Show Emails Stand Out

You don’t have to overcomplicate things. Keep it personal, clear, and exciting. Imagine you’re writing to a friend you’re trying to meet up with.

For example:

• Use friendly, specific subject lines like “Can’t wait to meet you at Booth 123!” or “Your VIP invite to our [Trade Show Name] session.”

• Make sure your email answers these key questions: Where can they find you? Why should they care? What do they need to do next?

And don’t forget to keep it visually simple! A quick map to your booth or a big “Save Your Spot” button can go a long way.

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The Perfect Time for Pre-Event Emails

When it comes to timing, start early but not too early. Think of it like a party invite:

• About a month out: Send your first email with the big announcement—you’re attending, and here’s why they should care.

• Two weeks before: Share more details. Maybe it’s a sneak peek of your demo or a special offer for people who stop by.

• A few days out: Send a friendly reminder that you’ll be there soon. Keep it casual and upbeat: “We can’t wait to meet you!”

And don’t oversaturate them with too many emails. An overabundance of messages can feel overwhelming (or worse, annoying) and might make people tune out. Keep it thoughtful and focus on quality over quantity—your audience will thank you for it.

Post-Show Email Follow-Up: Keep the Momentum Going

The trade show might be over, but your work isn’t. In fact, this is where the real magic happens. A thoughtful post-show email follow-up campaign ensures all those new connections don’t fade away.

Why Follow-Up Emails Matter

Think about how many business cards attendees collect at these events. Without a great follow-up, you risk becoming just another name in the stack. But with a memorable email sent at the right time, you can stay top of mind and keep the conversation moving.

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Crafting the Perfect Follow-Up Email

Post-show emails don’t need to be stuffy or overly formal. Here’s how to make them shine:

1. Say Thanks: A quick “Thanks for stopping by!” goes a long way. Mention something specific if you can, like a topic you discussed or a session they attended.

2. Share Something Valuable: Did you promise a resource, like a whitepaper or presentation? Follow through and make it easy to access.

3. Make It Easy to Connect: Whether it’s a link to schedule a call or an invite to your next webinar, guide them to the next step.

Timing Is Everything

Send your first follow-up email within 1–3 days after the show. People’s memories fade fast, so don’t wait too long! Then, over the next couple of weeks, keep nurturing the relationship with relevant, valuable emails.

Quick Tips for Trade Show Email Marketing Success

Here are a few helpful recommendations to keep your emails on point:

• Be Personal: Use their name and company, reference your conversation, or mention the session they attended.

• Make it Mobile-Friendly: Trade show attendees are busy and often on their phones, even when they’re back in the office. Don’t lose them to clunky formatting.

• Keep the CTA Clear: Want them to RSVP? Schedule a meeting? Download a resource? Whatever it is, make it obvious, and don’t give them too many options. The more actions you offer them, the less likely they are to engage due to being overwhelmed.

Track Your Success  

How do you know if your trade show email marketing efforts worked? Keep an eye on these key metrics:

• Pre-Show: How many people opened your emails? Did they click through to schedule meetings or RSVP for sessions?

• Post-Show: Are people engaging with your follow-ups by opening and clicking the CTAs? How many meetings or follow-up calls did your emails lead to?

Tracking these numbers helps you improve for next time and show off your ROI.

Let’s Make Your Next Trade Show Your Best Yet

A great trade show email marketing strategy isn’t about sending a bunch of emails—it’s about building connections. Whether it’s your pre-show email marketing plan or a thoughtful post-show email follow-up, the goal is the same: to leave a lasting impression.

So, start planning, keep it personal, and have some fun with it. And if you need a little help getting started, True Digital Communcations has your back. Reach out to see how we can help you develop a solid email marketing strategy.  

Let’s make your next trade show unforgettable!

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