Post-Convention Email Campaign

98th Annual Convention
Lead Follow-Up Sequence

Thank-you email with free worksheet + workshop proposal packet for booth leads

Email Sequence Overview
2-email follow-up sequence for convention booth leads
Email 1
Thank You + Free Worksheet
Send within 24-48 hours
Email 2 (Day 4-5)
Workshop Proposal Nudge
Non-openers or non-clickers
Timing: Send Email 1 ASAP (Monday March 24 or Tuesday March 25). The convention ended March 18 — leads are getting colder each day. The sooner you follow up, the higher the response rate. Aim for 9-10 AM in the recipient's timezone.
Option A — Warm & Personal
Email 1: Thank You + Free Worksheet
Personal tone, conversational, leads with gratitude

Subject Lines (A/B Test)

A1: It was great meeting you at the convention
A2: Your free classroom resource from our booth
Preview text: Plus a look at how we bring Teachertainment to your school
Option B — Value-Forward & Direct
Email 1: Thank You + Free Worksheet
Leads with the free resource upfront, workshop proposal as secondary CTA

Subject Lines (A/B Test)

B1: Your free resource from the Teachertainment booth
B2: [First Name], here's what I promised at the convention
Preview text: A ready-to-use classroom worksheet, on us
Follow-Up Email
Email 2: Workshop Proposal Nudge (Day 4-5)
Sent to non-openers or non-clickers of Email 1 — short, direct, one CTA

Subject Lines (A/B Test)

C1: Quick question about your school's PD plans
C2: Did you get a chance to see the workshop options?
Preview text: I wanted to make sure this didn't get buried

Implementation Guide

Placeholders to Replace
Before sending, swap these out with actual links and content
Placeholder Replace With
[First Name] Contact's first name (merge tag in email platform)
[WORKSHEET_DOWNLOAD_LINK] Direct download URL for the free worksheet PDF
[WORKSHOP_PROPOSAL_LINK] Link to the workshop proposal packet (PDF or landing page)
jake@teachertainment.com Verify this is the correct sender email for Jake
Expected Performance Benchmarks
Based on post-event follow-up email industry averages (education sector)
Open Rate
35-50%
Post-event = higher opens
Click Rate
8-15%
Free resource drives clicks
Reply Rate
3-8%
Warm leads reply to book
Proposal View
5-12%
Interested in workshops