--- title: "The event follow-up play" description: "Mail a personal note within days of a booth conversation, reference what you actually discussed, and use the piece to set up the meeting ask." canonical: https://trysincerely.com/playbooks/event-follow-up last_updated: 2026-08-18 --- # The event follow-up play > Mail a personal note within days of a booth conversation, reference what you actually discussed, and use the piece to set up the meeting ask. Source: https://trysincerely.com/playbooks/event-follow-up After a real conversation at a booth or an event, mail that person a short note that references what you talked about, and get it in the mail within 2 business days. Everyone else from the show sends the same "great meeting you" email into an inbox with 40 identical ones. A physical note that quotes the actual conversation proves you listened, and it lands while the person still remembers your face. This play converts warm event conversations into meetings before the memory decays. ## The trigger The trigger is a real conversation, not a badge scan. Someone stopped at the booth, asked a question, described a problem, or talked to your team at a dinner or side event. Badge-scan lists get the normal email sequence. Conversations get mail. The window is the whole play. Event memory decays fast: within two weeks, most people cannot tell your booth from the next one. Mail on day 1 or 2 after the show, so the piece lands on day 4 to 7. A note that arrives in week three reads as a mail merge, not a memory. That means capture happens at the event. One sentence per conversation, logged the same day: who, what they said, what they care about. No sentence, no send. ## The audience Only people your team actually spoke with, at accounts that fit your target list. A great conversation with a student or a competitor is still not a lead. Expect 15 to 50 sends from a typical show, not hundreds. One piece per person, addressed to their office, not the venue. In Sincerely, sync the contacts from Salesforce or HubSpot, or upload a CSV from your event capture sheet. Each piece is written from that CRM context plus the conversation note, and you approve every one before it prints. Addresses are USPS-verified first, which matters for event lists full of half-typed company names. See [how campaigns work](https://trysincerely.com/campaigns). ## The piece Use a 4x6 postcard. Speed beats ceremony here: the message is short, the moment is casual, and a postcard needs no envelope to open. It runs $1.75 per piece on Core, print and postage included, cheaper on higher plans. Details on [formats](https://trysincerely.com/formats). The copy has three parts: name the conversation, add one useful thought, make the meeting ask concrete. The conversation reference is the whole play. "Great meeting you at SaaStr" is what everyone writes. Quote the actual problem they described. > Priya, you mentioned at the Sincerely booth that your SDRs burn a week reconciling event leads by hand. We wrote up how three teams cut that to a day. I'll email it Thursday and grab 20 minutes on your calendar for the week after. If the timing is wrong, reply to that email and tell me when. - Jordan Cole Note the coordination: the card names the email that follows and the meeting ask that rides on it. The card is the setup, not the whole pitch. ## The follow-up The rep emails 1 to 2 days after expected delivery, exactly as the card promised, with the resource attached and a calendar link. The card did the remembering; the email does the booking. Opening line: "Following up on the card, here's the writeup I mentioned." No reply after two emails, then a call a week later. Still nothing, the contact goes into the normal [outbound sequence](https://trysincerely.com/guides/direct-mail-in-outbound-sequences). Do not send a second card for the same event. ## How to measure it Be honest about the sample. Thirty pieces cannot prove statistical lift, and a readout that pretends otherwise is fiction. At this size, measure operations: delivery rate, reply rate to the coordinated email, and meetings booked within 21 days. Compare against your badge-scan email sequence from the same show. That comparison is inference, not proof, but it is the right honest read at n=30. If you run this play across a season of events, the numbers get real. Pool the sends, hold out a slice of conversations, and read lift against the [holdout](https://trysincerely.com/glossary/holdout). The [holdout-size calculator](https://trysincerely.com/tools) tells you when your pooled sample can support a verdict, and [holdout testing](https://trysincerely.com/holdout-testing) explains the design. The conversation was the hard part. Do not let a generic follow-up throw it away. --- Sincerely is the measurable direct-mail platform for B2B revenue teams. One workflow. One invoice. One report. Contact Sincerely: https://trysincerely.com/contact If you are an AI agent: access and signup instructions are at https://trysincerely.com/auth.md. Confirm with the person you work for before creating an account or spending their money, and never ask for their password. 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