Planning Your Trade Show Email Campaign

Trade shows are an excellent opportunity for companies to showcase their products and services to potential customers, generate leads and build valuable relationships with industry professionals. If you plan to exhibit at a trade show, one of the key components of your marketing strategy should be a well-crafted email campaign to promote your presence and encourage attendees to visit your booth.

Planning your trade show email campaign can drive traffic to your booth, generate pre-show buzz and keep your brand top-of-mind with attendees long after the show ends. The success of your email campaign will depend on how effectively you capture the attention and interest of your target audience.

By following the advice and trade show email examples outlined in this blog, you’ll be well on your way to creating a highly effective trade show email campaign.

Why Is a Trade Show Email Campaign Important?

Trade shows bring opportunities to build networks, showcase your products or services and connect with potential clients. A trade show email campaign is essential to a successful event strategy, but are often overlooked.

Here are several reasons why a trade show email campaign is vital for your company:

  • Attract attendees: A pre-trade show email campaign can be used to promote your company’s attendance at the event, generating buzz and interest among potential attendees. You can increase traffic and engagement at the event by incentivizing visitors to your booth, such as a discount or giveaway.
  • Build brand awareness: Sending pre- and post-trade show emails is an effective way to build brand awareness and stay top of mind with potential customers. By highlighting your unique value proposition and promoting the benefits of your products or services, you can differentiate your company from competitors and establish your brand as a trusted authority in your industry.
  • Generate leads: A trade show email campaign can generate leads by promoting your company’s offerings and providing a clear call-to-action for attendees to connect with your team. You can capture contact information and follow up with prospects after the event by offering a free trial, consultation or demo.
  • Nurture leads: A post-trade show email campaign can nurture leads by continuing the conversation and providing relevant content or offers that address prospects’ specific pain points or interests. Personalizing your emails and tailoring your messaging to the prospect’s needs can increase engagement and move leads further down the sales funnel.
  • Track results: By using analytics tools to track the effectiveness of your trade show email campaign, you can refine your approach and improve outcomes for future events. Measuring results such as click-through rates (CTRs) and conversions may show valuable insights into the success of your campaign and help you optimize for better results.

How Do You Write a Trade Show Invitation Email Campaign?

When sending out email campaigns before and after the trade show, keep your target audience in mind — customizing emails rather than using a cookie-cutter template will portray authenticity and add a personal touch. Companies can follow several other best practices when planning and executing a trade show email campaign:

  • Segment your email list: Dividing your email list into segments will allow you to tailor your messages to specific groups, making them more relevant and engaging.
  • Use a catchy subject line: Your subject line is the first thing people will see when they receive your email, so make it attention-grabbing and compelling.
  • Make it visually appealing: Use eye-catching graphics and images to make your emails more visually appealing and engaging.
  • Include clear calls to action: Include a clear call to action in each email, such as “visit our booth at the trade show” or “register for our seminar.” This will make it easier for recipients to take action.

By following these best practices, companies can create a trade show email campaign that generates excitement, drives traffic and promotes business growth.

Pre-Trade Show Email Campaign

Sending pre-trade show emails is an excellent way for companies to generate buzz and excitement about their upcoming appearance. By reaching out to current and potential customers before the event, your company can increase its visibility and engagement and maximize its chances of success.

Some benefits of a pre-trade show email campaign can include the following:

  • Creating awareness: By sending out an email campaign before the trade show, you can create awareness of your presence at the event and encourage attendees to stop by your booth.
  • Building anticipation: Your company can build anticipation, generate interest and attract visitors to the booth by sharing sneak peeks of new products or services at the trade show.
  • Encouraging appointments: Including a call-to-action in your emails, such as encouraging visitors to schedule an appointment or meet with a representative at the event, will maximize your chances of securing valuable face-to-face interactions with potential customers.
  • Increasing booth traffic: By offering exclusive promotions or incentives to visitors who stop by your booth, your company can attract more foot traffic and increase the chances of generating leads and sales.

Examples of pre-trade show emails companies can send include:

  • Teaser emails: Send out a series of teasers to current customers, suppliers and contacts from last year’s show. Create excitement and anticipation for the upcoming trade show. Highlight new products or services that will be showcased and encourage visitors to come to the booth.
  • Promotional emails: While promoting your booth for the trade show, offer exclusive promotions or incentives to encourage visitors to stop by. This can include discounts, free samples, exciting contests or other giveaways to generate interest and build engagement.

Post-Trade Show Email Campaign

Sending a post-trade show email campaign is crucial for companies to follow up with their leads and maintain engagement with potential customers after a trade show or event. By doing so, businesses can continue the conversation, build stronger relationships and convert leads into customers.

Here are other benefits of post-trade show email campaigns:

  • Keep your brand top of mind: A post-trade show email campaign reminds prospects of your brand and offerings, keeping your business top of mind.
  • Nurture leads: By sending targeted emails that speak to your leads’ specific interests, you can continue to educate them on your products or services and keep them engaged in the sales process.
  • Personalization: Post-trade show emails can be personalized based on prospects’ interactions with your business during the event.
  • Metrics: By tracking open rates, click-through rates and conversions, businesses can analyze the effectiveness of their post-trade show email campaigns and refine their approach for future events.

Post-trade show email examples include:

  • A thank-you email to attendees that recaps the event’s key takeaways and links to relevant content or offers.
  • A follow-up email to leads who visited your booth, offering a free trial or demo of your product or service.
  • A personalized email to prospects who attended a specific seminar or event, offering additional resources or inviting them to a related webinar.
  • An invitation to connect on LinkedIn or social media so you can continue building relationships and sharing valuable content with potential customers.

Learn More Trade Show Tips With ePromos

A well-planned and executed trade show email campaign can make all the difference in the success of your trade show appearance. By leveraging the power of email to create a pre-show buzz and following up with attendees afterwards, you can ensure that your company is top-of-mind long after the trade show has ended.

With the right planning, strategy and execution, your trade show email campaign can become an invaluable tool for driving traffic, generating leads and building lasting relationships with customers and industry professionals. So start planning your campaign today and watch your trade show success soar!

For more trade show tips, feel free to explore ePromo’s trade show blogs — from using social media for trade shows to essential tips to drive more leads to your booth — we cover it all.

About Author

Katie Salerno Avatar

Katie S.

Reviewed By: Kaite S. - Marketing Brand Specialist

Tenacious brand warrior who is laser-focused on boosting our brand through effective social media presence and multiple resources. Principal producer of marvelous messages and email exposés. Message + Creative maestro who has an opening for a puppy co-worker with the expectation they stay clear of her pommes frites.