How To Collect Valuable Emails At Live Events
In the rush of shows, festivals, and pop-ups, there's an important opportunity that often goes overlooked - the chance to stay connected with the people that have shown interest in your products and brand through thoughtful e-mail collection. Let's explore why this matters and examine three approaches, each with its own unique advantages and challenges.
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Why Collecting E-Mails & Staying In Touch Matters
Live events create windows of authentic connection. When someone stops at your booth, browses your collection, or engages in conversation, they're showing genuine interest in your brand's story. Converting these meaningful in-person interactions into ongoing digital relationships isn't just about growing your list - it's about nurturing and extending these moments of connection.
Three Proven Approaches to Email Collection
The Simple Paper Method: Embracing Accessibility
Sometimes, the simplest approach is enough, especially when you are a busy maker or store owner with limited time. A basic paper signup sheet removes barriers and creates space for easy engagement. This approach is wonderfully straightforward for customers - there's something authentically human about putting pen to paper.
Benefits:
Easy to implement, simply put a pad of paper and pen with a sign-up at the top!
Drawbacks:
Messy handwriting = lost leads. Make sure you build in the time to input all these leads soon after the event. The more days that pass the colder they get, resulting in unsubscribes or worse marks as spam.
The Incentivized Approach: We All Love A Good Prize!
Adding an element of excitement through a raffle or prize pack transforms email collection into something more engaging. I recommed a shop gift card as the prize. Easy to deliver, easy to choose a winner and makes the logistics of shipping simple.
Whether you choose a simple bowl with paper slips or opt for an iPad setup, this approach naturally generates conversation and energy at your booth. Make sure your prize is big enough to buy something good in your shop. I like to make the prize value close to your average or order value or a standard domination like $50 or $100 gift card.
Benefits:
Easy to implement, easy to delivery and a great way to start conversations and get leads. Simply ask those walking by “Want a chance to win a gift card, enter our raffle here".
Drawbacks:
Again handwritten entries need to be added to your ESP quickly. Make sure to follow through and choose a winner and notify them of the prize within the promised time.
The QR Code Method: Tech Savvy Simplicity
In our increasingly digital world, QR codes offer an elegant solution that connects directly to your ESP. This approach eliminates the challenges of handwriting and manual data entry, streamlining the process for both you and your future customers.
Benefits:
Easy to set-up with a free QR Code generator. All you need is a printer to make a flyer or poster with the QR added.
My go-to free QR code generator is from Shopify.
Drawbacks:
The feedback I’ve gotten from many veterans of in-person selling is QR codes do result in lower opt-in rates, especially if you have an older less tech savvy customer.
There is a bit more set-up time and preperation required.
Choosing Your Right Approach
The right way to collect email address at live selling events, is simply the one that works best for you and your business!
Don’t regret not getting those leads -if simple paper and pen is easiest for you then start there.
Remember, whether they write their details on paper, drop their entry in a raffle bowl, or scan your QR code, they're expressing interest in your products and brand and it’s your job to stay in touch with them.
The true measure of success isn't in the quantity of emails collected, but in the quality of relationships you begin to nurture.
Ready to up level your in-person selling events?
My checklist is a must-have to make your prep, event day and post show work bring you the best possible results.
