Create a post-event follow-up email sequence for attendees
Design survey distribution and feedback collection processes
Build content delivery systems for recordings, slides, and resources
Plan nurture paths that convert attendees into customers or community members
DO NOT use this skill for pre-event marketing or event-day communications. This is for everything that happens after the event ends.
Core Principle
THE EVENT IS NOT OVER WHEN THE LAST SESSION ENDS — IT IS OVER WHEN EVERY ATTENDEE HAS BEEN THANKED, SURVEYED, GIVEN ACCESS TO RECORDINGS, AND OFFERED A CLEAR NEXT STEP.
Phase 1: Brief
Required Inputs
Input
What to Ask
Default
Related Skills
Event name and date
"What event just happened?"
No default — must be provided
Attendee count
"How many people attended?"
No default — must be provided
Content to deliver
"Do you have recordings, slides, or resources to share?"
Recordings + slide decks
Next offer
"What do you want attendees to do next? (buy, join, subscribe, attend next event)"
Join a paid program or community
Survey goals
"What feedback do you need?"
Overall satisfaction + improvement suggestions
Follow-up timeline
"How long should the follow-up sequence run?"
14 days
GATE: Confirm the brief before building the sequence.
Phase 2: Plan
Follow-Up Timeline
## Post-Event Sequence
**Day 0 (event ends):** Thank-you email + key takeaways
**Day 1:** Feedback survey email
**Day 3:** Recording/resource delivery email
**Day 5:** Highlight reel — best moments, quotes, photos
**Day 7:** Survey reminder (if not completed)
**Day 10:** Nurture email — "Here's how to implement what you learned"
**Day 14:** Next step offer — "The next level is [paid program/next event/community]"
Audience Segmentation
| Segment | Criteria | Follow-Up Focus |
|---------|----------|----------------|
| Attended live | Showed up for sessions | Full sequence + VIP treatment |
| Registered but absent | Signed up, did not attend | Recording access + "you missed it" framing |
| VIP/premium | Paid for higher tier | Personal follow-up + exclusive bonus |
| Speakers/sponsors | Partners | Thank-you + results data + renewal conversation |
GATE: Present the timeline and segments for approval.
Phase 3: Write
Email 1: Thank-You (Day 0)
Subject: You showed up — here's what's next
[Personal thank-you from the host]
[Top 3 takeaways or moments from the event]
[What to expect in the coming days (recordings, resources, survey)]
[One immediate action item: "The #1 thing to do this week based on what you learned"]
Email 2: Survey (Day 1)
Subject: Quick favor — 2 minutes to make the next event even better
[Acknowledge their time and input]
[Link to survey — keep it under 5 minutes]
[What you'll do with the feedback]
[Optional: incentive for completing (raffle entry, bonus resource)]
Email 3: Content Delivery (Day 3)
Subject: Your [Event Name] recordings and resources are ready
[Access link to recordings]
[Slide decks or downloadable resources]
[Recommended watching order or "start here" guide]
[Access expiration if applicable]
Email 4: Highlight Reel (Day 5)
Subject: The best moments from [Event Name]
[Photos, quotes, and key stats from the event]
[Social sharing prompt — encourage attendees to share their experience]
[Community link if applicable]
Email 5: Implementation (Day 10)
Subject: How to actually use what you learned at [Event Name]
[Pick one key framework or tactic from the event]
[Break it into 3 implementation steps]
[Offer help: resource, template, or community support]
Email 6: Next Step Offer (Day 14)
Subject: Ready for the next level?
[Connect the event experience to the next offer]
[What the offer is and who it's for]
[Specific benefit — what they'll achieve]
[CTA with deadline or incentive for event attendees]
[Attendee-exclusive pricing or bonus if applicable]
Phase 4: Polish
1. Survey Design
## Post-Event Survey (5 minutes)
1. Overall, how would you rate the event? (1-10)
2. What was the most valuable session or takeaway? (Open)
3. What would you improve for next time? (Open)
4. How likely are you to attend again? (1-10 NPS)
5. How likely are you to recommend this event to a colleague? (1-10 NPS)
6. May we use your feedback as a testimonial? (Yes/No)
7. What topics would you like to see at future events? (Open)
2. Content Delivery Checklist
- [ ] Recordings are edited (remove dead air, tech issues)
- [ ] Slide decks are collected from all speakers
- [ ] Resources are organized in a single access point (Notion, Google Drive, or member area)
- [ ] Access links are tested and working
- [ ] Expiration dates are set and communicated (if applicable)
- [ ] Speaker attribution is included on all shared materials
Day 0: "Thank you for making Scale Summit unforgettable" — top 3 moments + next steps
Day 1: Survey with raffle for free ticket to next event
Day 3: All 12 session recordings + speaker slides
Day 7: "The #1 framework from Scale Summit — how to implement it this week"
Day 14: "Scale Summit alumni get 20% off our 12-week growth program"
Example 2: Virtual Summit Follow-Up
Day 0: "The summit is a wrap — here are your top takeaways"
Day 1: 3-question survey (keep it ultra-short for virtual)
Day 2: VIP pass offer — "Get lifetime access to all recordings for $47"
Day 5: Highlight reel + speaker social tags
Day 10: Free resource related to the summit theme
Day 14: Community membership offer
Anti-Patterns
No follow-up at all — the most common mistake. Silence after an event wastes all the goodwill you built.
Waiting too long — the thank-you email must go out within hours, not days. Momentum fades fast.
Immediate hard sell — pitching your paid program 2 hours after the event feels extractive. Thank first, sell later.
No survey — you cannot improve what you do not measure. Always collect feedback.
Generic emails — "Dear attendee" is lazy. Use their name and segment by attendance type.
Recordings never delivered — if you promised recordings, deliver them within 72 hours or lose trust.
Recovery
Recordings are not ready: Send a "coming soon" email with a specific delivery date. Do not wait for recordings to send the thank-you.
Survey response rate is low: Send one reminder, then accept the data you have. Offering a small incentive (raffle, bonus resource) helps.
Attendees are unresponsive to nurture: Shorten the sequence. If they are not engaging by email 3, they may not convert this cycle. Add them to your regular list.
User did not collect attendee emails: If this was an in-person event, use the registration list. For future events, make email capture mandatory at check-in.