Event Follow-Up

When to Use This Skill

Use this skill when you need to:

• Create a post-event follow-up email sequence for attendees
• Design survey distribution and feedback collection processes
• Build content delivery systems for recordings, slides, and resources
• Plan nurture paths that convert attendees into customers or community members

DO NOT use this skill for pre-event marketing or event-day communications. This is for everything that happens after the event ends.

Core Principle

THE EVENT IS NOT OVER WHEN THE LAST SESSION ENDS — IT IS OVER WHEN EVERY ATTENDEE HAS BEEN THANKED, SURVEYED, GIVEN ACCESS TO RECORDINGS, AND OFFERED A CLEAR NEXT STEP.

Phase 1: Brief

Required Inputs

GATE: Confirm the brief before building the sequence.

Phase 2: Plan

Follow-Up Timeline

## Post-Event Sequence

**Day 0 (event ends):** Thank-you email + key takeaways
**Day 1:** Feedback survey email
**Day 3:** Recording/resource delivery email
**Day 5:** Highlight reel — best moments, quotes, photos
**Day 7:** Survey reminder (if not completed)
**Day 10:** Nurture email — "Here's how to implement what you learned"
**Day 14:** Next step offer — "The next level is [paid program/next event/community]"

Audience Segmentation

| Segment | Criteria | Follow-Up Focus |
|---------|----------|----------------|
| Attended live | Showed up for sessions | Full sequence + VIP treatment |
| Registered but absent | Signed up, did not attend | Recording access + "you missed it" framing |
| VIP/premium | Paid for higher tier | Personal follow-up + exclusive bonus |
| Speakers/sponsors | Partners | Thank-you + results data + renewal conversation |

GATE: Present the timeline and segments for approval.

Phase 3: Write

Email 1: Thank-You (Day 0)

Subject: You showed up — here's what's next

[Personal thank-you from the host]
[Top 3 takeaways or moments from the event]
[What to expect in the coming days (recordings, resources, survey)]
[One immediate action item: "The #1 thing to do this week based on what you learned"]

Email 2: Survey (Day 1)

Subject: Quick favor — 2 minutes to make the next event even better

[Acknowledge their time and input]
[Link to survey — keep it under 5 minutes]
[What you'll do with the feedback]
[Optional: incentive for completing (raffle entry, bonus resource)]

Email 3: Content Delivery (Day 3)

Subject: Your [Event Name] recordings and resources are ready

[Access link to recordings]
[Slide decks or downloadable resources]
[Recommended watching order or "start here" guide]
[Access expiration if applicable]

Email 4: Highlight Reel (Day 5)

Subject: The best moments from [Event Name]

[Photos, quotes, and key stats from the event]
[Social sharing prompt — encourage attendees to share their experience]
[Community link if applicable]

Email 5: Implementation (Day 10)

Subject: How to actually use what you learned at [Event Name]

[Pick one key framework or tactic from the event]
[Break it into 3 implementation steps]
[Offer help: resource, template, or community support]

Email 6: Next Step Offer (Day 14)

Subject: Ready for the next level?

[Connect the event experience to the next offer]
[What the offer is and who it's for]
[Specific benefit — what they'll achieve]
[CTA with deadline or incentive for event attendees]
[Attendee-exclusive pricing or bonus if applicable]

Phase 4: Polish

1. Survey Design

## Post-Event Survey (5 minutes)

1. Overall, how would you rate the event? (1-10)
2. What was the most valuable session or takeaway? (Open)
3. What would you improve for next time? (Open)
4. How likely are you to attend again? (1-10 NPS)
5. How likely are you to recommend this event to a colleague? (1-10 NPS)
6. May we use your feedback as a testimonial? (Yes/No)
7. What topics would you like to see at future events? (Open)

2. Content Delivery Checklist

- [ ] Recordings are edited (remove dead air, tech issues)
- [ ] Slide decks are collected from all speakers
- [ ] Resources are organized in a single access point (Notion, Google Drive, or member area)
- [ ] Access links are tested and working
- [ ] Expiration dates are set and communicated (if applicable)
- [ ] Speaker attribution is included on all shared materials

3. Metrics to Track

## Follow-Up Performance
- Thank-you email open rate (target: 60%+)
- Survey completion rate (target: 30%+)
- Recording access rate (target: 50%+)
- Nurture email click rate (target: 5%+)
- Next-step offer conversion rate (track against event attendee count)
- NPS score from survey (target: 50+)

Example 1: Business Conference Follow-Up

Day 0: "Thank you for making Scale Summit unforgettable" — top 3 moments + next steps
Day 1: Survey with raffle for free ticket to next event
Day 3: All 12 session recordings + speaker slides
Day 7: "The #1 framework from Scale Summit — how to implement it this week"
Day 14: "Scale Summit alumni get 20% off our 12-week growth program"

Example 2: Virtual Summit Follow-Up

Day 0: "The summit is a wrap — here are your top takeaways"
Day 1: 3-question survey (keep it ultra-short for virtual)
Day 2: VIP pass offer — "Get lifetime access to all recordings for $47"
Day 5: Highlight reel + speaker social tags
Day 10: Free resource related to the summit theme
Day 14: Community membership offer

Anti-Patterns

• No follow-up at all — the most common mistake. Silence after an event wastes all the goodwill you built.
• Waiting too long — the thank-you email must go out within hours, not days. Momentum fades fast.
• Immediate hard sell — pitching your paid program 2 hours after the event feels extractive. Thank first, sell later.
• No survey — you cannot improve what you do not measure. Always collect feedback.
• Generic emails — "Dear attendee" is lazy. Use their name and segment by attendance type.
• Recordings never delivered — if you promised recordings, deliver them within 72 hours or lose trust.

Recovery

• Recordings are not ready: Send a "coming soon" email with a specific delivery date. Do not wait for recordings to send the thank-you.
• Survey response rate is low: Send one reminder, then accept the data you have. Offering a small incentive (raffle, bonus resource) helps.
• Attendees are unresponsive to nurture: Shorten the sequence. If they are not engaging by email 3, they may not convert this cycle. Add them to your regular list.
• User did not collect attendee emails: If this was an in-person event, use the registration list. For future events, make email capture mandatory at check-in.