Weekly Insights: How Welcoming are Your Follow-up e-Mails?

Graphic: © Pixelbuddha

The show is over. You know the importance of follow-up e-mails, so you send out a blanket “thanks for stopping by” form letter. Bet that will make attendees feel all warm and fuzzy – NOT!

Problem is, even at this stage you’re still competing with all the other exhibitors – or at least those who know enough to follow up.

Want to spark up that initial e-mail (or all the ones to follow)? Check out this article from Sumo.com with loads of inspiring real-world examples demonstrating how to personalize content, use FOMO (fear of missing out), invite readers to opt-in for future promotions, and more. And oh yes, in true Sumo fashion, there are also a variety of e-mail templates you can download to build your own campaigns.

So just say “no” to boring e-mails!

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Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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