Best Email Subject Lines for Exhibitor Follow-Up

June 13, 2013

Lew Hoff

President at www.Bartizan.com, Lew has spent the last 40-plus years focusing on bringing buyers and sellers together, face-to-face.

After tradeshows, email marketing is arguably the most powerful channel for lead generation. Following email best practices is critical to closing sales after your event participation. Often, exhibitors are so weary after their events that they miss their window of opportunity and lose sales.

If you don’t have a strong email marketing foundation, you’d better start building that knowledge. Let’s start at the top, the subject line. The subject line is the most important element of your email. I know, that’s a lot of pressure. This is because if your email doesn’t get opened, none of the other elements (Body, Call to Action, Signature, Graphics) even matter.

Your email subject line should make it clear what the email is about. When you write your subject line, don’t sell what’s inside—tell what’s inside. It can be funny, enticing or irreverent too, but it should be relevant. Begin with the most important information in case the subject line gets cut off in their inbox. Good email subject lines help convey action with verbs such as learn, download, or sign up.

Key Tip: Remember that most people read the subject line looking for a reason to delete it, not to read it. Don’t be lazy with the subject line.

Here are some good examples to try after the show:

  1. (Prospect Name), Thinking of you after (Show Name) ex: John,Thinking of you after Widget Show
  1. When we met at (Show Name)
  1. What You Were Looking for at (Show Name)
  1. Info you requested at (Show Name)
  1. (Prospect Name), Download the Ultimate Widget Buying Guide
  1. (Prospect Name), Sign up for Friday’s (Product Name) Webinar

Using the prospects name in the subject line is a proven winner. Test a few out by mailing half your list one subject line and the other half another. The one that gets more opens should be used again.

What is the number one goal of exhibiting at a tradeshow? It should be following up on those hot leads as fast as possible, right?  After a show, you need to get your email follow-up right or else you will fail to see a return on your investment.

Need help with your email marketing? Download the 2013 Exhibitor’s Guide to Email Follow-Up with Four Proven Templates

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact
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