Importance of Using Direct Mail to Follow Up with Conference Leads

Importance of Using Direct Mail to Follow Up with Conference Leads - pel hughes print marketing new orleans la

Conferences and trade shows are an ideal place to market your product, generate leads, develop a business network and drive revenue growth. Being surrounded by industry professionals offers on opportune time to invest in your marketing tactics and showcase your business ventures. 

However, it’s equally important that the connections you make during these events are not lost, and to recognize that your work isn’t over once the event is over. 

Most businesses will send generic follow up emails after a conference, and while an email may suffice, the most successful enterprises go further. Following up with direct mail is an excellent way to go above and beyond the expected communication medium, and show that you care about fostering relationships and have more to offer. 

The importance of using direct mail to follow up with conference leads cannot be understated. Below are a few methods to ensure you make the most of your direct mail follow up’s. 


Build Right List and Set a Schedule 

Although it may be fairly obvious, the first step to any successful direct mail follow up campaign is to build an accurate and comprehensive list of recipients. The best way to do this is to anticipate who will be attending the conference and start there. Usually you can obtain a list of prospective attendees though the host. From there, consider who you may want to connect with and start building your mailing list. 

The next part requires some time management skills. According to a recent study, 57% of organizations say it takes about four days to follow up with leads after an event. If you have a dead start on your mailing list, you can beat over half of your competitors to the punch. 

After building on your initial list and including those that you recently connected with, set a schedule for constructing your message, developing your mailer, and sending it out. By having a pre-set schedule, you can cut down on your follow up time and set your business apart from others whose communication may come days later.  


Broad and Editable Communications

Similar to building the right list and setting a schedule, having a communication that is pre-developed can help ensure that your follow up is sent out quickly, without losing the personal touch. 

Consider these statistics: 

  • 98% of marketers believe that personalization helps advance customer relationships.
  • In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest. 
  • Direct mail pulls a higher response rate than any digital medium.


One of the main benefits of direct mail follow up’s is also one that most organizations miss: personalization. A generic follow up email will not garner much (if any) attention, and the probability of losing a valued connection or consumer will be lost. Direct mail provides an opportunity to create a message that is personalized and shows your interest in the recipient. 

In striking the delicate balance of creating a message that is both personal and not time consuming is tough, however. The best way to do this is to create a message that is broad enough to reach a large audience, but can be easily tailored to an individual before it’s sent out. Remind them of the conference name, your contact information, and add any details about what they need or were interested in. Once you add this personal touch, it can be sent out quickly without sacrificing personalization. 


Call to Action 

The most effective direct mail campaigns include a call to action on behalf of the recipient. A call that is straightforward, not too intrusive, and provides a simple way for them to interact with you is ideal. For example, a call to action asking that a consumer make an immediate purchase is likely too aggressive. However, proving a QR code with a discount or asking them to follow you on social media works well. 

Direct mail is one of the most effective methods for following up after a conference or trade show. It provides an opportunity for you to demonstrate the value of your business, but also offer a personal touch that allows you to connect with your audience. Avoid generic email follow up messages and don’t miss the advantages that direct mail offers.