5 Steps to Write Post-Show Follow Up Emails That Convert

Whether you have email marketing in place or you’re just getting started, you need to make the most of your time and focus on writing follow up emails that convert. Avoid the dreaded spam folder and write emails that sell by following five simple steps.

follow up emails

Step One: Define your audience(s)

Before you start laboring over a subject line, you need to define who the heck you are talking to and have an understand of what matters to them.

To get you started, answer these questions:

  • Who am I speaking to?
  • How well do they know my company?
  • How well do they know me?
  • What is the “so what” factor my product or service provides them with?

You might end up with multiple audiences. That’s normal! Recognizing that different users are after different things will make your message stronger to them.

Step Two: Define your goal(s)

Now that you know who it is you’re talking to and what matters to them, you need to determine what action they need to take. Think carefully based on who you are following up with, what’s a the next step towards a conversion for you and your business?

It might seem really obvious but this is the biggest part that companies get wrong simply because they either don’t define it, define way too many desired actions, or define an action that makes zero sense for the user.

Examples of next steps can include:

  • Setting a meeting or demo
  • Signing up for your company’s newsletter
  • Filling out a survey to give you feedback
  • Asking a question about your company’s product
  • Using a discount code or opting into a promotion
  • Downloading an ebook

You might have multiple audiences with the same desired action, or a different desired action for each of the audiences you defined.

Step Three: Write the copy of the email

Follow the formula below as a guideline and fill in the blanks based on how well you know the person, how well they know your company, and (of course) what value your product delivers to them personally.

Elements to include:

  • Salutation: An informal “Hey” for those you know well vs a “Hello” to those you know less well.
  • Name: How well do you know this audience? Are you on a first name basis? Or by their full name? Or “Mr Last name”?
  • Introduction: Based on how well they know your company and you.
  • Event Reference: The event you met them at.
  • The “so what”: what value you bring / problem you solve
  • Action: what you want them to do
  • Closing: again based on how well you know them
  • Your Name: also based on how well you know them

[Salutation] [NAME]

Paragraph 1 = [Introduction] + [Event Reference] + [the “So What”]
Paragraph 2 = [The action]
Paragraph 3 = [the “So What”] + [The action]

Example– Someone you met at a tradeshow and you spoke with them for 20 minutes about your product. Before that, you had spoken with them on the phone a few times.

Hey Bob,

I have to say it was such a blast speaking with you at ProductStock and hearing how you want to bring things to the next level in terms of delivering a really unique and cutting edge approach to email marketing at Infocom.

I am dying to show you how Frobozz Emailbot can really be your partner in helping you achieve this vision. Do you have time this week for a 20 minute web based demo to get a personalized tour?

Your approach combined with our ability to send customized and personalized emails to your leads based on who they are and how they know you company could really deliver significant growth for Infocom.

Let me know if this week works for you.

All the best,


Step Four: Craft a killer headline

You’ve got all of the pieces NOW you’re ready to write that killer headline. Headlines are tricky fish because if you get this part wrong all of your hard work is for nothing.

Here are some tips:

  • ALWAYS A/B test: set up a test that tests different concepts clearly, ex: testing leading with a connection point vs value proposition vs action oriented.
  • Relevancy always wins: simply put people open things that are relevant to them so make sure that the subject line speaks to the audience.
  • Don’t be a tricky fish: there are a lot of “hacks” to get people open an email but the aim of the game here is engagement in the message. Make your subject line relevant to your message and your audience.

Step Five: Define your 

Depending on your audience the look and the feel of the email should match the overall message of what you want to say, and who you’re saying it too.

Different options include:

  • Fully branded HTML: best for leads that do not know you or your brand.
  • HTML clean text email: include a photo of yourself and the company logo. Best for leads that know what you do, and maybe remember who you are but you aren’t on a first-name basis just yet.
  • Plain text: best for leads that know you really well (looks like a personal email).


Also published on Medium.

Melissa Wood

Melissa Wood

I have a passion for developing marketing into a key growth function for any business through data insights.