Are you attending trade shows to network or promote your brand or service? If so, you need to connect with other people and organisations in your industry during the event. Sending emails before or after a trade show can help you build that connection. But with email open rates just shy of 17%, you need to compose engaging emails with catchy subject lines to entice your recipients to read them. Check out these trade show email templates to craft effective emails that can help you network and build your brand.

Table of contents

How to write an effective trade show invitation

Pre trade show email templates

Why is it important to follow up after a trade show?

How to write a trade show follow-up email

Trade show follow-up email templates

Make trade shows work for you with targeted emails

How to write an effective trade show invitation

When hosting or attending a trade show, connecting with your attendees and partners is important. Follow these tips and then check out a pre trade show email template.

Start sending invitations long before the show

Post invitations as early as weeks before the event. Doing so gives your potential participants time to register and make travel plans to attend. A last-minute invitation might go unnoticed, or your recipient might not be available during that time.

Begin with a strong opening sentence

A strong sentence can grab the recipient’s attention. Hook them by highlighting the benefits of the trade show or opportunities for their organisation.

Get to the point quickly

Keep your email concise – ideally between fifty and one hundred twenty-five words. Brevity gives you the chance to provide key details in an easy-to-read, scannable email. Keep in mind that your recipient might be viewing the email on a mobile device; your message should be short enough that it doesn’t require too much scrolling. Check out these examples of business event invitations.

Keep your goal in mind

Consider why you’re inviting the person or organisation to the trade show, and write with that goal in mind. You might want them to participate in a session with you, stop by your stand, or discuss a partnership. Focus on the goal in the body of your email.

Conclude the email with a call to action

A call to action encourages your recipient to respond and act. So, be sure to include a prompt that requests that the recipient respond to the email, register for the trade show, or give you a call. Recipients are more likely to act if they’re prompted to do so.

5 pre-trade show email templates

Pre-trade show email templates can help you network and build interest in the event. Check out these five templates to write before your next trade show.

General trade show invite email template

This email is ideal for a contact or organisation that you hope to network with during the trade show. It can also help with lead generation.

Subject line: Join Me at [Trade Show Name]

Dear [Name],

[Company name] is excited to attend the upcoming [trade show name] in [month]. We’re looking forward to networking with others in the industry like you.

If you’re attending, please stop by and see us at [pitch number]. You can register for [trade show name] here [include a link to the registration page]. I hope to see you soon!

Regards,

[Your name]

Trade show invitation email for previous contacts

This email can highlight your existing relationship and focus on how to take your partnership to the next level at the event. Customise the letter by highlighting the benefits of your existing professional relationship and why you’d like it to grow.

Subject line: Let’s Meet at [Trade Show Name]

Dear [Name],

We last met at [trade show or event name], and I wanted to share another opportunity for us to collaborate. [Company name] will be attending [trade show name] in [month year].

I’m looking forward to networking with partners like you. [Include a sentence or two on what you’d like to achieve at the trade show with this partner.]

I’d love to learn more about your organisation and discuss how we can partner in the future. Please let me know if you’ll be attending [trade show name]. I hope to see you there!

Regards,

[Your name]

Invitation to a product demo

Use a pre-trade show event email to invite people to a product demonstration at the event. Customise this email by including specifics about the product and why it could be useful for your recipient or their organisation. Focus on the benefits of the demonstration and why you’d like them to attend. Check out this “visit our stand at the trade show” email example to start the conversation.

Subject line: Join Me for a [Product Name] Demonstration

Dear [Name],

I’ll be attending the [Trade Show Name] and demonstrating how to use our new product, [product name], at [pitch number]. I’d love for you to check out this new product, which is a great fit for your company because [add product benefits here].

We’ll be demonstrating the product on [date(s) and time(s)]. Please stop by and check it out! Let me know if you’d like additional product information before the event.

Regards,

[Your name]

Template to visit a trade show booth

When you set up a booth at a trade show, you want to attract plenty of visitors for easy networking. So, reach out to your contacts before the show to invite them to stop by using this template.

Subject line: Visit Us at [Trade Show Name]

Dear [Name],

[Company name] will be attending [trade show name] on [dates]. We’d love to see you, discuss potential collaborations, and showcase our [product/service].

Please stop by [booth number] if you’ll also be attending. We’ll have [add details about any free products or exclusive discounts you’re offering at the show].

Hope to see you soon!

[Your name]

Template to introduce the trade show team

You can use this email to reach out to contacts who you know will be attending to tell them where to stop by and who to see during the event.

Subject line: Meet Our [Trade Show Name] Team

Dear [Name],

I look forward to seeing you at the upcoming [trade show name]. Before you stop by our stand, I wanted to introduce you to our team members who will be attending the show:

Feel free to contact anyone on our team to learn more about what we have to offer at [trade show name]. Be sure to stop by [booth number], too!

Regards,

[Your name]

Why is it important to follow up after a trade show?

The trade show is complete, and you leave with plenty of new connections. Following up is essential in helping you further establish these new partnerships and build your business network. You can also use these emails to expand conversations that you had at the trade show, prompting further discussions and leads.

How to write a trade show follow-up email

Crafting an engaging follow-up email begins with an enticing subject line followed by a concise but informative message reflecting on the trade show. These emails should focus on what transpired at the trade show and how you can build your business relationship going forward. Check out these best practices for effective follow-up emails.

Start preparing during the trade show

Make your follow-up emails easier by collecting key stakeholder information at the trade show. Ask for business cards or request email addresses when you identify a potential lead at the show. With this information compiled, you’ll be ready to send emails when you return to the office.

Get the timing right

You don’t want to send them an email before they’re returned to the office, nor do you want to wait weeks, at which point they might have forgotten about you. Aim to send a follow-up email about a week after the trade show ends. The event will still be fresh in their mind, and they’ll be caught up on emails they might have missed when they were away.

Work on your subject line

Your subject line is key — and it just might determine whether your recipient even opens your email. Data indicates that 33% of email recipients open an email based on the subject line alone. Your trade show follow-up email subject line should be about five to seven words. It should be descriptive and direct, so they immediately know why you’re reaching out. Keep punctuation and emojis out to avoid cluttering the subject line.

Keep it snappy

Much like the subject line, your email copy should be brief and direct. Avoid lengthy paragraphs and try to convey your message in a few sentences. Keep the tone positive and friendly no matter the topic.

Reintroduce yourself

You’re likely to encounter many people from many businesses at trade shows. And while people do their best to keep track of who’s who, they might not be able to put a face to a name over email. So, briefly reintroduce yourself in the follow-up email to ensure your recipient remembers your trade show interaction or conversation.

Ask for what you want

Don’t send an ambiguous follow-up email. Perhaps you want to schedule a phone call or meeting to discuss your products or services. Make that request clear in your email copy. After all, you won’t get what you don’t ask for.

Give something in return

Your email should present a mutually beneficial relationship. You might ask for something, but you must give back, too. Perhaps you want to take your recipient out to a business lunch, share a copy of an eBook you wrote, or give a free product demonstration. Consider how they can benefit from your business relationship, and clarify those benefits in your follow-up email.

Trade show follow-up email templates

You now understand why following up with leads is important after a trade show. Now, it’s time to learn how to do that. These trade show email marketing examples can help you craft an effective follow-up email.

Template to request a follow-up call

Follow this template for inspiration as you draft your email.

Subject line: Can We Schedule a Call?

Dear [Name],

It was a pleasure meeting you at the [company name] booth at [trade show name]. I enjoyed learning more about your company!

As we discussed, I believe [company name] can benefit your organisation. [Add a sentence explaining how you can help them.]

Are you available for a brief phone call in the next [week or number of days]? Please let me know your availability. I look forward to talking to you again soon.

Regards,

[Your name]

Email to offer resources

These resources won’t just be helpful to your recipient – they may also show them the benefits of partnering with your organisation. Send a resource-focused email using this template.

Subject line: Resources to Help [Company Name]

Dear [Name],

I enjoyed meeting you at [trade show name] and wanted to pass along the [resource name] we discussed.

I believe this [resource name] can help you by [include details on the benefits of your resource as it relates to your discussion at the trade show].

Once you’ve reviewed this resource, I’d love to discuss it over the phone. Can you let me know when you’re free for a brief call?

Regards,

[Your name]

Trade show follow-up email to introduce an offer

The post trade show period can be a perfect time to send out exclusive offers to people you met at the event. The exclusivity can appeal to your recipients, and a limited-time offer adds some urgency to act. Check out this follow-up email template to pass along an offer:

Subject line: Exclusive Offer for You

Dear [Name],

It was a pleasure meeting you at [trade show name] last week!

I’m excited to share an exclusive offer for [trade show name] attendees like you. We’re offering [details on offer]. This offer expires on [date].

Would you be free for a quick call to discuss this offer? I don’t want you to miss out on this opportunity!

Regards,

[Your name]

Template to address pain points

Perhaps you met some people at the trade show and discussed their pain points and how you can help. The following template can help you continue that discussion, focusing on how you can benefit their organisation.

Subject line: Ready to Help [Company Name]

Dear [Name],

I enjoyed learning more about your organisation at [trade show name]. Now, I’m ready to help.

We discussed [pain point] for your organisation, and I’m confident our [product or service] can help you in this area.

Are you available for a short phone call this week to discuss more? We can identify the best [product or service] for you and get started.

Regards,

[Your name]

Make trade shows work for you with targeted emails

Trade shows can be an effective way to build your brand and network within your industry. Following up with trade show leads can help you take your organisation to the next level. After exploring these trade show email templates, discover how Eventbrite can help you with online RSVPs and more for your next event.