HubSpot Workflows: Event Registration Follow-Up

What is an Event Registration Follow-Up Workflow?

An Event Registration Follow-Up Workflow is an automated series of communications that businesses use to manage interactions with event attendees before and after an event. It ensures that attendees receive important information such as event confirmations, reminders, and post-event follow-ups like thank-you messages or additional resources.

The workflow streamlines the communication process, ensuring that every attendee has the best possible experience and remains engaged with your brand beyond the event itself.

Common elements of an event follow-up workflow include:

1. Registration Confirmation: An immediate email sent upon registration, thanking the attendee for signing up and providing essential event details.
2. Event Reminders: One or more emails sent leading up to the event, reminding attendees about the event's time, location, and any important instructions.
3. Post-Event Follow-Up: A thank-you email after the event, often including a link to recordings, presentation slides, or other valuable resources.
4. Feedback Request: A follow-up email asking attendees for feedback on the event.
5. Ongoing Engagement: An invitation to explore more content, sign up for future events, or engage with your brand's other offerings.

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Why is the Event Registration Follow-Up Workflow Important?

Effective event follow-up is critical for making a lasting impression on your attendees. Here's why:

1. Improves Attendee Experience: An event registration follow-up workflow ensures that your attendees receive all the information they need before and after the event. This not only reduces confusion but also sets clear expectations, making the event experience seamless. A well-timed reminder email can also help reduce no-shows, ensuring you have an engaged audience.
2. Strengthens Post-Event Engagement: Following up with attendees after the event is crucial for continuing the relationship. Whether it's sharing presentation materials, thanking attendees for their time, or inviting them to the next event, post-event communication keeps the momentum going and fosters long-term engagement with your brand.
3. Encourages Valuable Feedback: Post-event follow-up emails are an excellent opportunity to gather feedback from attendees. This feedback provides insights into what worked well and what could be improved for future events, helping you continuously optimize your event strategy.
4. Promotes Brand Loyalty: By providing valuable resources and maintaining communication after the event, you demonstrate to attendees that you value their participation. This helps build trust and loyalty, increasing the likelihood that they will attend future events or become customers.
5. Saves Time and Effort: Manually managing event communications can be time-consuming, especially if you're hosting large-scale events. A HubSpot workflow automates the entire process, saving time and ensuring that no attendee falls through the cracks.

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How to Set Up an Event Registration Follow-Up Workflow in HubSpot

Setting up an Event Registration Follow-Up Workflow in HubSpot is straightforward and allows you to automate the entire attendee communication process.

1. Start with the Registration Trigger: Your workflow should begin when an attendee registers for the event. In HubSpot, this can be set as the enrollment trigger. For example, when a contact submits a form to sign up for your event, they are automatically enrolled in the workflow.
2. Send a Confirmation Email: Immediately after registration, send a confirmation email that thanks the attendee for registering. Be sure to include:
   • Event details (date, time, location, and any access links for virtual events).
   • Any materials or pre-event content the attendee might need (e.g., an agenda or instructions for preparation).
   • A calendar invite or a CTA to add the event to their schedule.
3. Schedule Reminder Emails: As the event date approaches, schedule one or more reminder emails to keep the event top-of-mind. A common schedule might include:
   • One week before the event: A reminder with any important last-minute details.
   • The day before or morning of the event: A final reminder to ensure the attendee doesn't miss it, including a link to join the event (for virtual events).
4. Post-Event Follow-Up: Send a Thank-You Email After the event, send a thank-you email to attendees. This is your chance to:
   • Thank them for attending.
   • Provide valuable post-event resources, such as links to the event recording, presentation slides, or a downloadable guide.
   • Include a CTA to encourage further engagement, such as signing up for a future event, subscribing to your newsletter, or exploring related content on your website.
5. Ask for Feedback: Once you've thanked attendees, send a follow-up email asking for their feedback. This helps you gather valuable insights to improve your future events. You can use a simple survey form embedded in the email, or provide a link to a feedback page.
6. Engage Attendees Beyond the Event For attendees who showed high engagement during the event (e.g., clicked on links or interacted with content), consider adding them to a new workflow designed to nurture them further. This could involve sending invitations to future events, sharing more advanced resources, or offering special promotions.

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Best Practices for Event Registration Follow-Up Workflows

• Provide Value in Every Email: Whether it's sharing helpful resources before the event or offering valuable takeaways afterward, ensure each email offers something useful to the recipient.
• Personalize Your Communications: Use HubSpot's personalization tokens to include attendees' names and any specific details related to the event, making the communication feel more individualized.
• Stay Consistent but Non-Intrusive: While you want to stay in touch, avoid overwhelming attendees with too many emails. Stick to essential communication.
• Ensure Clear CTAs: Make it easy for attendees to take action-whether it's adding the event to their calendar, joining a webinar, or downloading event materials.
• Monitor and Adjust: Use HubSpot's analytics tools to monitor open rates, click-through rates, and feedback submission rates. Adjust the timing and content of your emails to improve performance over time.

A well-designed Event Registration Follow-Up Workflow is essential for ensuring that your event is a success from start to finish. By automating confirmations, reminders, and post-event communications, you create a smooth, engaging experience for your attendees while saving time and effort for your team.

Whether you're hosting an in-person conference or a virtual webinar, following up with attendees in a thoughtful, timely manner can strengthen your relationship with them, keep them engaged with your brand, and encourage them to participate in future events. By leveraging HubSpot workflows, you can take the guesswork out of event communication and focus on delivering exceptional experiences for your attendees.

Example Scenario: Event Registration Follow-Up for a Virtual Marketing Webinar

Imagine a digital marketing agency, BrightMark, that hosts a virtual webinar titled "Top 5 Digital Marketing Strategies for 2024." They expect hundreds of attendees, both current clients and new leads. To ensure a seamless attendee experience and drive further engagement after the event, BrightMark sets up an Event Registration Follow-Up Workflow using HubSpot.

Step-by-Step Event Registration Follow-Up Journey

Step 1: Registration Confirmation:

Trigger: When a lead registers for the webinar using a form on the BrightMark website. Once a registrant, Sarah, signs up for the event, she is automatically enrolled in the Event Registration Follow-Up Workflow. She immediately receives a confirmation email that thanks her for registering and includes:

• The webinar details (date, time, how to join).
• A link to add the event to her calendar.
• A downloadable webinar agenda with an overview of the topics to be covered.

This email sets expectations, ensures Sarah has everything she needs to prepare, and starts building excitement for the webinar.

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Step 2: One Week Before the Event - Reminder Email

Trigger: Sent 7 days before the event.

As the event date approaches, Sarah receives a reminder email to keep the event top-of-mind. This email includes:

• A reminder of the webinar date and time.
• A brief introduction to the speaker and topics that will be covered.
• The webinar link in case she hasn't added it to her calendar yet.

This reminder helps ensure Sarah is still interested and prepared to attend.

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Step 3: One Day Before the Event - Final Reminder Email

Trigger: Sent the day before the event.

One day before the webinar, BrightMark sends Sarah a final reminder to prevent any no-shows. This email:

• Highlights any last-minute details, like start time and log-in instructions.
• Encourages Sarah to submit any questions she may want the presenter to address during the webinar.
• Reiterates the webinar link and suggests logging in a few minutes early to test her connection.

This email ensures Sarah is fully prepared and ready to join the event.

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Step 4: After the Event - Thank You and Follow-Up Email

Trigger: Sent the day after the event.

Once the webinar is complete, Sarah receives a thank-you email from BrightMark. This email:

• Thanks Sarah for attending the event.
• Includes a link to the webinar recording, allowing Sarah to re-watch or share it with her colleagues.
• Provides access to additional resources, like a downloadable ebook on digital marketing strategies and links to blog posts that explore some of the topics discussed during the webinar.
• Includes a Call-to-Action (CTA) inviting Sarah to book a free consultation with one of BrightMark's marketing experts to discuss how the strategies from the webinar could be applied to her business.

This email ensures Sarah is fully prepared and ready to join the event.

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Step 5: Request for Feedback

Trigger: Sent 3 days after the event.

A few days after the webinar, Sarah receives a follow-up email asking for her feedback on the event. This email includes:

• TA short survey to gather her thoughts on the webinar content, presentation quality, and overall experience.
• A CTA asking Sarah to rate how likely she is to attend future BrightMark webinars or events.
• An invitation to share any suggestions she might have for improving future events.

Collecting feedback allows BrightMark to improve future events and gather valuable insights on what resonated most with attendees.

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Step 6: Continuing Engagement - Invitation to Future Events

Trigger: Sent 7 days after the event.

After receiving Sarah's feedback, BrightMark adds her to a new workflow for ongoing engagement. A week after the webinar, Sarah receives an email that:

• Thanks her again for her feedback and ongoing participation.
• Provides information on an upcoming webinar or event that Sarah might be interested in.
• Offers a CTA encouraging Sarah to sign up for a free consultation to learn more about how BrightMark can help her company implement the strategies discussed in the webinar.

This final email ensures that Sarah stays connected with BrightMark, either by attending future events or by converting into a client.

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Outcome:

By automating the event follow-up process using HubSpot workflows, BrightMark creates a professional, seamless experience for their attendees. Here are some results:

• Improved Attendance Rate: The reminder emails sent before the webinar ensure that attendees like Sarah are well-informed and prepared, reducing the no-show rate by 20%.
• Increased Engagement Post-Event: Sharing the webinar recording and additional resources immediately after the event keeps attendees engaged. 35% of attendees who received the follow-up email downloaded the additional content, deepening their relationship with the brand.
• Valuable Feedback for Future Events: By sending out a feedback request, BrightMark collects valuable insights on the event's effectiveness. 40% of attendees completed the survey, providing feedback that helps improve future events.
• Lead Nurturing and Conversions: The final email, offering a free consultation, leads to a 15% increase in follow-up meetings with potential new clients.

This scenario demonstrates how a well-executed Event Registration Follow-Up Workflow ensures a smooth and engaging experience for attendees, from the moment they sign up to long after the event ends. By automating communication, BrightMark saves time and delivers a consistent, high-quality experience that fosters stronger relationships with attendees and ultimately helps drive future business.

This real-world example shows how businesses can use HubSpot's workflows to automate event communication, create a positive attendee experience, and boost post-event engagement.