Trade show follow-up email templates
Nine trade show follow-up emails you can copy: first touch, sample offer, no-reply nudge and a note for visitors who only took a brochure.
By the PromptLab team6 October 20265 min read
A trade show leaves you with a pile of business cards and a short window before the buyer forgets which stand was which. The follow-up that wins is quick, mentions what you actually discussed, and offers one concrete next step.
These templates cover the whole stretch: the days after the show, the sample offer, the nudge, and the visitor who only took a brochure. For the full plan around the event, read how to follow up after a trade show and the trade show checklist.
Within 48 hours of the show
Send these before you have unpacked the stand.
Subject: Your quote request from [Show name]
Hi [First name], Good to meet you at [Show name] on [Day]. You asked about [Product] for [Application]. To quote properly I need three things: your monthly volume, the delivery location and the pack size you prefer. Send me whatever you have and I'll get the quote to you within [Turnaround]. [Your name] [Company] | [Phone]
Use it for visitors who asked for a price at the stand.
Subject: Following our chat at [Show name]
Hi [First name], Thanks for stopping by our stand at [Show name]. I enjoyed our talk about [Specific topic from the conversation]. You mentioned [Their problem]. We have a grade that might help: [Product]. The data sheet is attached. Would a small sample be useful? [Your name]
Use it for people you spoke to for more than a couple of minutes.
Subject: Meeting [Colleague] and you at [Show name]
Hi [First name], It was good to meet you and [Colleague] at [Show name]. I wanted to come back on your question about [Topic], which I didn't fully answer at the time. [Short, direct answer.] If you'd like, I can set up a call with our technical team next week and include [Colleague]. Which day suits you? [Your name]
Use it when two people from the buyer's side visited together.
Offering a sample or a meeting
Subject: [Product] sample for your trials
Hi [First name], Following [Show name], I'd like to send you a [Size] sample of [Product] to run in [Process or application]. Could you confirm the delivery address and a contact name for the courier? I'll ship within [Number] working days and send you the tracking number. [Your name]
Use it when the buyer said they would test. Once the sample ships, switch to our sample follow-up templates.
Subject: Next step after [Show name]: a short call?
Hi [First name], You said at [Show name] that you're looking at new suppliers for [Product category] before [Month]. A 20-minute call would let me understand your spec and tell you straight away whether we're a fit. Here are three times: [Slot 1], [Slot 2], [Slot 3]. If you'd rather see the plant, I can arrange that too. [Your name]
Use it for buyers with a project and a date.
When there was no real conversation
Subject: [Show name]: the [Product] information you picked up
Hi [First name], You picked up our [Brochure name] at [Show name], so here's the range in one line: [One-line description]. If any of it matches something you buy now, reply with the product name and I'll send the price list and a data sheet. [Your name]
Use it for badge scans and brochure pick-ups. Keep it short and low-pressure.
Subject: Sorry we missed you at [Show name]
Hi [First name], I'd hoped to catch you at [Show name], but we didn't manage to meet. The stand was busier than expected. Here's a short summary of what we showed: [Two lines]. If it's relevant, I'm happy to do a quick call instead. [Your name]
Use it for buyers you had arranged or hoped to meet but didn't see.
When they go quiet
Subject: Re: [Original subject]
Hi [First name], Following up on my note from last week. I know the days after a show are full. One thing that might save you time: [Document or offer, for example a price list or a sample]. If this isn't a priority now, tell me when to come back. [Your name]
Use it seven to ten days after the first email.
Subject: Should I come back to you in [Month]?
Hi [First name], I haven't heard back, so I'll assume the timing is wrong. That's fine. I'll leave you with one line: we supply [Product] with [Differentiator, for example short lead times or a particular certificate]. If a project starts, reply to this email and I'll pick it up. [Your name]
Use it as the last touch. A clear close sometimes draws the reply the earlier emails didn't.
How to personalise them
Do the personalising at the stand, not at your desk. After each conversation, write one line on the back of the card: the product they asked about, a problem they named, a date they gave. Those notes are the difference between a template and a form letter.
- Open with the detail. "You said your current film curls in humid warehouses" beats "thanks for visiting".
- Sort by temperature. Quote requests go first, sample requests second, brochure scans last.
- Write to each person separately. The buyer who gave you ten minutes at the stand should hear from you, not from a mailing list.
Send them from your CRM
Frequently asked questions
How soon should I send a trade show follow-up email?
Within 48 hours for hot leads, and within a week for everyone else. The earlier you write, the more likely the buyer remembers your stand.
Should I follow up with every badge scan?
Yes, but not with the same email. Send a personal note to people you spoke with, and a short, light one to people who only scanned. Skip anyone who told you they are not interested.
What should I put in the subject line?
Name the show and the topic, for example "Your quote request from [Show name]". It tells the buyer why you are writing and helps them find the email later.
How many follow-ups are enough?
Three is a sensible limit: a first email, a nudge a week later and a last note with a date to return. After that, set yourself a task to check in again in a few months.
Can I send follow-ups on WhatsApp instead?
If the buyer gave you their number or messaged you first, yes. Keep it short and polite. See our WhatsApp message templates.