So you just returned from a big trade-show or conference and now you’re wondering what to do with all of those business cards you collected.
Start an email list. That’s right, before you connect with them on LinkedIn, follow them on Twitter or attempt to friend them on Facebook, send them an email. It’s the single, best, most powerful CRM tool ever invented and you’re crazy if you don’t invest more in it right now.
But wait Tom, you can’t email those folks or put them in your CRM system without their expressed written permission to do so.
Yes and no. It’s all in how you do it.
So tell me, would you like to know how to do it? Would you like to know how you can email every one one of those folks and not get a single unsubscribe?
How to email each and every person with not a single spam report being generated?
And best of all, how to continue to email those folks over and over? Because with each email you get the chance to learn a little bit more about them. Would you value knowing how to use their click and open behaviors help you develop a better profile of each contact for the kind of in-depth behaviorally driven email profiles that leads to shorter sales cycles and higher conversion rates?
Yes I suppose you might be game for that sort of knowledge now won’t you. So let’s get started.
7 – Post Conference & Trade Show Email Tips
- Send them whatever you promised. This one is a little tricky if you didn’t enter the conference or trade show with a plan. For me, I tend only to attend shows where I’m speaking. Then, I offer to send everyone that attends (and those that hear about it after and lament that they wished they had attended) a fully synced copy of the files and my audio track. That’s right, I send them a recorded Webinar version that’s the next best thing to being there in person.
- Send them something truly helpful. After a few days, weeks or whatever seems appropriate, I’ll send along something that I truly feel is relevant and helpful based on the conference or trade show where we met. This may be something industry specific or something that is really closely tied to the talk I gave at the conference.
- Give them the opt-out right up front. I always include this line. From time to time I like to send folks like you little tidbits, helpful marketing articles and in general stuff that I think you would feel you ought to be reading but maybe aren’t. If you’d rather not receive those kinds of things, just use the unsubscribe button/link at the end of this email and you’ll be removed immediately. Of course, I take great pains to make sure that first email of “something I thought you’d find interesting” is truly, really, really friggin interesting. Because if it is, then I get a second chance.
- Give them something even more relevant the next time. I watch who actually clicks on the articles I send them, and I use that data to build a better persona profile. From there I strive to give them an even better product on the next email. And the one after that. And the one after that.
- Remind them they can opt-out at any time. That’s right. In each and every email I include a reminder that “from time to time I send these out — feel free to unsubscribe if you’re not getting any value from them. No hard feelings.” That reinforces trust. It lets them know that I get it. As long as I’m sending out good stuff, the door stays open. But if I start sending crap, they’ll close that door and I’ll not be invited back.
- Stay away from the fancy HTML. You’ll need to send HTML so you can track opens, clicks, etc., but keep it in the background. Let the email be about the content and not the design. Let it feel like it’s a personal one-to-one even though both parties know it’s not. And then keep that content rocking and coming to them.
- Be irregular in schedule. No one is perfect. You can’t always find that compelling piece of research, white paper,or other key info on a regular schedule. And the beauty of this approach is that you don’t have to. It’s just you trying to be a good guy/gal by helping your new friends discover and continue to discover new information that they’ll like and find helpful.
And there you have it. A simple, Seven-Step Process that anyone can implement immediately.
Oh, don’t have a fancy email service like Emma, MailChimp or ConstantContact — no worries. You can do the same things using your standard email but it will make the tracking a bit harder.
If you’re interested creating either one of these approaches,
I’d love to help you set up your own Painless Prospecting system. And in just under 90 days we’ll have you on your way to a life of receiving qualified, in-bound leads versus dialing for dollars.