A ton of hard work and preparation goes into putting on an event. Depending on the size, it might be almost a full year of blood, sweat and tears. The day of your event often feels like the finish line. Just that one last push until you’re finished. The last of your attendees will exit and you can finally catch your breath. You know the narrative, right? Except, that’s not the end.

What you do in the aftermath of your event is just as important as the event itself. There needs to be follow up. Don’t let them forget about you once your event has ended. It’s important to stay top of mind. There’s a lifecycle to event marketing and your follow up is an integral part of that.

Shortly after your event, you should send an email to thank your attendees for coming. It can start with a simple thank you, but adding some highlights or favorite photos from the event is a good touch too. Perhaps inform your attendees of some additional follow up as well. Give them something to look forward to.

A few days to a week after your event, you should send some event takeaways to your attendees. This could be slides from a presentation or key points from one of your speakers. This works in two ways. Those that attended your event can refer back to the lessons they learned. It also works to keep non attendees in the fold.

Where you go from there depends on the frequency of your events. If they’re relatively frequent, the next event follow up email can be about your upcoming events. You don’t want to start promoting new events to early or your subscribers will forget about it. In place of that, you can find some other tidbits from your event to share. It really depends on the type of event.

If it was a networking event, maybe share a story of two individuals who connected at the event and are now partnering on something. If it was a webinar, share a new way to put one of your lessons to use. Whatever it is, just stay on the minds of your attendees. Keep them in the loop so that your company will always be the first thing that comes to mind when it’s time to purchase your product or service.