7 Post-Event Follow-Up Tactics for Virtual Events

Virtual events don’t end when the live session wraps up. To turn attendee interest into meaningful results, you need a strong follow-up plan. Here are 7 key tactics to maximize engagement and ROI after your event:

Targeted Email Follow-ups: Personalize emails based on attendee behavior and use automation tools for efficiency.
Gather Feedback: Use surveys to learn what worked and improve future events.
Engage on Social Media: Share highlights, repurpose content, and keep the conversation alive.
Share Event Materials: Provide recordings, slides, and exclusive resources through a content hub.
Rewards and Contests: Incentivize engagement with points systems, challenges, and prizes.
Retarget with Ads: Use segmented ad campaigns to re-engage attendees and drive conversions.
Measure Results: Track metrics like engagement, lead generation, and ROI to refine your strategy.

Why it matters: Quick and personalized follow-up boosts engagement by up to 42%, builds stronger relationships, and ensures your event’s success extends beyond its conclusion.

Virtual Event Follow-up Strategy Will Generate More Business

1. Send Targeted Email Follow-ups

Following up with event attendees through email is a smart way to turn initial interest into meaningful connections.

But here’s the catch: generic, one-size-fits-all emails won’t cut it. Studies show that 47% of people open emails based on the subject line alone, and 69% might flag an email as spam if the subject line doesn’t resonate. So, what’s the solution? Customization and segmentation.

Segment Your Audience for Better Results

Start by dividing your attendees into groups based on their behavior and characteristics. Tools like Demio‘s analytics dashboard make it easier to identify who engaged the most during your event. Here are a few ways to segment your audience and tailor your follow-ups:

Segmentation Criteria	Purpose	Follow-up Approach
Engagement Level	Focus on the most engaged leads	Share exclusive content or offer direct sales outreach
Industry/Organization	Speak their language	Provide industry-specific case studies or solutions
Geographic Location	Optimize timing	Send emails at times that align with their time zones
Customer Journey Stage	Match their needs	Offer content or deals that fit their decision-making stage

By segmenting your audience, you can send emails that feel personal and relevant – two things that make a big difference.

Tips for Crafting Effective Emails

When writing your emails, keep the subject lines short – under 9 words or 60 characters is ideal. Personalization matters, and using emotional triggers can boost your open rates. Want to grab even more attention? Adding emojis to subject lines can increase open rates by up to 45%.

Leverage Automation Tools

Automation platforms can help streamline your email campaigns. For smaller events, tools like ActiveCampaign (starting at $29/month for 1,000 contacts) or MailerLite ($9/month for 1,000 contacts) offer great features for segmentation and automation. For larger events, consider platforms like HubSpot or Klaviyo, which come with advanced analytics and integration options.

Real-World Example: Spotify’s Success

Spotify nailed this approach with their Mailchimp Email Verification API campaign. By segmenting their audience and verifying email addresses, they cut their bounce rate from 12.3% to 2.1% in just 60 days. The result? A 34% increase in deliverability and an additional $2.3 million in revenue. That’s the power of a well-thought-out email follow-up strategy.

2. Get Attendee Feedback

Gathering feedback from attendees after your event is key to improving future events and keeping your audience engaged. Research shows that using attendee feedback wisely can boost engagement in future events by up to 33%.

Timing Your Surveys

Send out surveys right after the event while everything is still fresh in attendees’ minds. Including the first question directly in your email can increase response rates by 22%.

Choosing the Right Survey Tool

The right survey platform can simplify the process of collecting and analyzing feedback. Here’s a quick comparison of some popular options:

Platform	Ideal For	Starting Price	Features
SurveyMonkey	Large Events	$25/month	Pre-written questions, response buying
Typeform	Visual Appeal	$29/month	Logic branching, AI tools
SurveySparrow	Engagement	$19/month	Chatbot-style surveys, offline options
BlockSurvey	Privacy-Focused	$29/month	Encryption, anonymous responses

Once you’ve selected your tool, focus on creating questions that provide meaningful insights.

Writing Effective Survey Questions

Use a mix of multiple-choice and open-ended questions to get a well-rounded view. As BeaconLive puts it:

"Post-event surveys have always been the most reliable source of information used by event planners and marketers to gauge their success, where improvements are needed, and what the attendees suggest for future events."

Tips for Better Response Rates

To maximize feedback quality and quantity:

Keep surveys short and mobile-friendly.
Send reminders to those who haven’t responded.
Offer small incentives like gift cards.
Show gratitude by thanking participants.
Combine open-ended and close-ended questions for deeper insights.

Using Feedback to Improve

Dive into the feedback to uncover trends and areas for improvement. Adjust event content, format, pacing, or speaker choices based on what you learn. Let your audience know how their input shaped changes – this builds trust and shows you’re listening.

Social media platforms are a great way to keep the buzz alive after your virtual event. They help you maintain engagement and strengthen relationships with attendees. By using the right strategies, you can extend the impact of your event and keep the conversation going.

Platform-Specific Strategies

Each social platform offers unique ways to engage your audience after the event:

Platform	Best For	Key Content Types	Engagement Tactics
LinkedIn	B2B Events	Professional insights, speaker highlights	Industry discussions, thought leadership
Facebook	Community Building	Event recordings, behind-the-scenes	Group discussions, live Q&As
Instagram	Visual Content	Event highlights, attendee stories	Stories, Reels, themed highlights
X (Twitter)	Real-time Updates	Quick takeaways, announcements	Live discussions, thread recaps

Use each platform’s strengths to share key moments from your event and keep your audience engaged.

Repurposing Event Content

Make the most of your event content by repurposing it across platforms. This keeps your audience engaged and gives your content a longer lifespan. For example, you can save highlights to Instagram Stories and organize them into themes like:

Speaker presentations
Audience interactions
Sponsor features
Behind-the-scenes moments
Key takeaways

Using User-Generated Content

Tap into attendee experiences to add an extra layer of authenticity. Encourage attendees to share their event highlights using your branded hashtag. This not only amplifies your reach but also provides social proof. According to recent data, resharing attendee-generated posts on your social channels or website can significantly boost engagement for future events.

Keeping the Conversation Going

Stay connected with your audience by:

Creating themed content series inspired by event highlights
Hosting follow-up Q&As with speakers to address lingering questions
Sharing on-demand replays for those who missed sessions
Designing shareable assets like GIFs or quote graphics

Measure your social media performance to see what resonates most with your audience. For example, the Nunify market survey found that event planners who stayed active on social media saw an 83% boost in attendance for future virtual events when paired with timely reminders. Use these insights to refine your strategy and improve future engagement.

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A central content hub can help attendees revisit key takeaways and catch up on missed sessions, ensuring your event stays relevant even after it ends. By combining email follow-ups, social media updates, and a well-organized hub, you can extend your event’s reach and impact.

Set Up Your Content Hub

Create a dedicated page on your website to house all post-event materials. This page can include:

Content Type	Purpose	Access Level
Session Recordings	Full event replays	Password-protected
Presentation Slides	Key points for reference	Public or Registered
Workshop Materials	Hands-on resources	Exclusive for attendees
Bonus Resources	Extra value content	Mixed access

Plan a Phased Content Release

Instead of making everything available at once, stagger the release of your materials. Start with essentials, like presentation slides, and gradually share other content over a few weeks. This approach helps:

Keep attendees coming back to your site
Spark ongoing conversations
Create more opportunities for engagement
Extend the relevance of your content

Make the Most of Video Content

When sharing recorded sessions, use features that improve the viewing experience. For example, Vimeo‘s Advanced or Premium accounts offer tools like:

Themed folders for organizing live events
Customizable permission levels for different user groups
Autoplay options for recurring sessions
Branded video players for a polished look

Repurpose Content for Maximum Impact

Break down lengthy sessions into shorter clips for use on your website, in marketing campaigns, or as internal team resources.

Technical Tips for Smooth Distribution

To avoid hiccups when sharing your materials:

Export presentations as PDFs for easy access
Host video recordings behind a secure login portal
Confirm permissions and rebroadcast rights during pre-event planning

Offer Extra Resources

Provide exclusive materials that weren’t part of the live event to add more value:

Extended Q&A responses from speakers
Worksheets or templates for practical use
Curated lists of related resources
Step-by-step implementation guides

5. Use Rewards and Contests

Keep the energy alive after your event by introducing fun, interactive ways for attendees to stay involved. Rewards and contests are great tools to maintain interest and gather useful feedback.

Build a Points System That Works

Set up a simple points system to reward attendees for specific actions. Here’s an example:

Activity	Points	Purpose
Session Reviews	50	Collect feedback
Survey Completion	75	Gain deeper insights
Social Media Shares	25	Boost visibility
Q&A Participation	30	Encourage discussion
Content Downloads	20	Measure engagement

This system not only encourages participation but also helps you track what resonates most with your audience.

Offer Tiered Rewards

Introduce reward tiers to keep attendees motivated. For example, create VIP levels that unlock special perks once participants hit certain point milestones. This approach keeps people coming back while adding an element of exclusivity.

Add a Competitive Edge

Showcase a real-time leaderboard on your event platform to inspire friendly competition. Highlight top contributors in categories like:

Most active participants
Top social media sharers
Highest survey completions
Best user-generated content

This fosters a sense of community while encouraging ongoing involvement.

Design Fun Challenges

Create challenges that tie back to your event’s key themes. For example, Salesforce sent attendees personalized swag bags to boost engagement, while Adobe offered e-gift cards and software subscriptions as rewards for completing digital challenges.

Use Trivia to Reinforce Key Points

Add trivia quizzes based on event content to make learning fun and memorable. Deloitte successfully used gamification in their training programs to improve knowledge retention.

Get Creative with Digital Experiences

Take a cue from NS1, which designed a branded arcade game to keep attendees engaged. A custom gaming experience can align with your brand while giving participants a reason to stay connected.

Monitor and Improve

Track participation data to see what works best. Use this information to:

Adjust point allocations
Fine-tune reward tiers
Identify popular challenges
Choose prizes that excite your audience

These insights can help you refine your approach and make your post-event strategy even more effective.

6. Run Targeted Ad Campaigns

Retargeting is a powerful way to keep your audience engaged and encourage future participation. Did you know that 97% of visitors leave a site without converting? A multi-channel ad strategy can complement your email and social media efforts, keeping your event top of mind.

Set Up Smart Retargeting

Segment your audience based on their behavior to tailor your campaigns effectively:

Audience Segment	Targeting Strategy	Expected ROI
Session Viewers	Follow-up with content-specific ads	6x average return
Partial Registrants	Focus on completing registration	10x average return
Active Participants	Offer early access to the next event	78% conversion within 24 hours

Once you’ve defined your segments, concentrate on optimizing campaigns for better results.

Optimize Campaign Performance

Put your ad budget where it counts. Eventbrite‘s data shows that visitors to previous event pages are more likely to convert. Here’s what to focus on:

Timing: Launch ads while interest is still fresh.
Content: Use highlight reels or key takeaways to re-engage.
Value: Showcase exclusive opportunities for attendees.
Urgency: Set clear deadlines to drive immediate action.

Craft Effective Ad Content

Now that your campaigns are optimized, it’s time to create ads that resonate with your audience. Keep these tips in mind:

Maintain consistent branding and personalize your messaging for each segment.
Clearly display dates for upcoming opportunities.
Ensure your tracking complies with GDPR regulations.

"The closer that visitors were to buying, the more likely you are to see a positive result from your retargeting campaigns." – Ronnie Higgins, Eventbrite

Track and Adjust

Use analytics tools to measure how your campaigns are performing. Focus on:

Conversion rates for each audience segment.
Engagement metrics for your ads.
Return on ad spend (ROAS).
Landing page performance.

Double down on campaigns that deliver strong results and pause those that underperform. For example, Secret Movie Club used targeted Facebook ads to drive 90% of ticket sales, doubling their attendance in the process.

Platform Selection

Choose platforms where your audience is most active to maximize reach and impact:

Professional networks like LinkedIn.
Social media channels such as Facebook and Instagram.
Industry-specific platforms tailored to your niche.
Display networks for broader visibility.

7. Measure Results and Adjust

To improve your future events and follow-up campaigns, tracking metrics is essential. Measuring results helps you refine your approach and ensure better outcomes.

Key Metrics to Monitor

Keep an eye on these metrics to assess how well your follow-up efforts are performing:

Metric Category	Key Indicators	Target Benchmarks
Engagement	Poll responses, Q&A participation, Resource downloads	81.8% poll participation rate
Lead Generation	New leads, Lead quality score, Conversion rates	20% attendee-to-opportunity rate
Revenue Impact	Pipeline value, Customer acquisition cost	3.55% conversion to customers
Satisfaction	Post-event survey ratings	4.25+ average rating

Real-World Examples and Benchmarks

Here’s how some companies have excelled with their event strategies:

A SaaS company achieved a 60% registration-to-attendance rate, with 20% of attendees requesting demos. Over three months, they saw a 20% opportunity-to-win rate.
Tinuiti boosted their attendee-to-sales opportunity conversion rates by 300% using Demio.

These benchmarks can highlight areas where adjustments can make a big difference.

Leveraging Data for Better Outcomes

Use the insights you gather to focus on these areas:

Attendee Behavior: Determine which parts of your event resonate most. For example, 62% of attendees prioritize Q&A sessions.
Marketing Channels: Evaluate which platforms perform best. Nasstive Entertainment, for instance, achieved a $5.58 return for every $1 spent on targeted Eventbrite Ads.

"We track the percentage of webinar registrants that convert to free trials (10.96%) and become customers (3.55%)." – Kory Underdown

Advanced Tracking Techniques

Take your measurement efforts to the next level with these strategies:

Link your event platform to your CRM for seamless ROI tracking.
Use visualization tools to spot trends and patterns.
Segment data by demographics, company size, or engagement levels.
Compare current metrics to previous event performance for context.

Incorporating Feedback

Surveys provide valuable insights for improving your strategy. Devansh Malik explains:

"The comments on length, topics, and suggestions for our next events directly shape our virtual event strategy".

Axonius reduced their event planning timeline from 90 days to just 32 and secured over 400 registrations by using detailed tracking methods. This shows how feedback and data can lead to faster, more effective planning.

Wrapping Up

The seven tactics we’ve covered show how post-event follow-up can turn a virtual event into an ongoing conversation. These steps offer a clear plan to keep attendees engaged and achieve meaningful results.

Strengthening Attendee Relationships

Personalized follow-ups go a long way in building stronger connections with attendees. A structured approach ensures these relationships grow over time:

Follow-up Action	Timing	Outcome
Initial Outreach	Within 24-48 hours	Quick acknowledgment and gratitude
Feedback Requests	2-3 days post-event	Insights to improve future events
Sharing Event Content	1 week later	Builds a deeper connection
Offering Exclusives	2-3 weeks later	Boosts loyalty and retention
Inviting to Future Events	1-2 months later	Keeps engagement alive

Driving Long-Term Gains

These follow-up strategies help maintain momentum and deepen engagement. Email campaigns are particularly effective, while LinkedIn leads the way for B2B marketers, with 40% citing it as their top platform for generating quality leads.

Putting It Into Action

To make the most of these strategies, focus on three key steps:

Make It Personal
Tailor your follow-ups to resonate with your audience and encourage interaction.
Stay Consistent
Time your communications strategically to maintain interest. According to McKinsey, 62% of paid loyalty program members tend to spend more on brands they trust.
Track and Adjust
Use data like email open rates, engagement metrics, and survey feedback to fine-tune your approach.

The real success of a virtual event lies in what happens afterward. By weaving these follow-up tactics into your event strategy, you create a reliable way to nurture relationships and achieve measurable results.