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.
Best Email Subject Lines for Exhibitor Follow-Up
June 13, 2013
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:
- (Prospect Name), Thinking of you after (Show Name) ex: John,Thinking of you after Widget Show
- When we met at (Show Name)
- What You Were Looking for at (Show Name)
- Info you requested at (Show Name)
- (Prospect Name), Download the Ultimate Widget Buying Guide
- (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
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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