Meet at an upcoming conference

Subject lines

• Coffee at the trade show?(used in the template)
• Coffee at the trade show?
• Are you going to the trade show?

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 2 emails

1. Email 1 · day 1

   Coffee at the trade show?

   Hi {{first_name}}, I noticed {{company}} is exhibiting at the food and drink trade show next month. We'll be there too, with samples of our compostable packaging. If you've got 15 minutes between visitors, I'd love to buy you a coffee and hear how you're thinking about packaging for next year. Would the first or second day suit you better? {{sender_first_name}}

2. Email 2 · day 7 (6 days after the previous one, if there’s no reply)

   Re: Coffee at the trade show?

   Hi {{first_name}}, I know show days fill up quickly. If it's easier, I can drop by your stand at a quiet moment instead. Just tell me roughly when. {{sender_first_name}}

{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a packaging supplier attending a trade show for food and drink brands.

When to use it

Two to three weeks before an event, to people from companies listed as exhibitors or speakers.

Why it works

• A shared event gives you a natural reason to write and a natural place to meet.
• A coffee is a smaller ask than a meeting, and conferences are made for them.
• Writing before the event beats competing with every other follow-up after it.

How to adapt it

• Name the event in the subject and first line. A custom field per lead is handy if you're targeting several events.
• Mention your stand number only if you have one.