Build automated follow-up sequences that send separate emails to attendees and no-shows, trigger HubSpot workflows, and convert event engagement into pipeline activity.
The Importance of Post-Event Follow-Up
The period immediately after an event is one of the highest-intent moments in the attendee relationship. People are engaged, the content is fresh, and they're primed to take a next step — whether that's booking a demo, downloading a resource, or registering for the next event. Cotonity's post-event automation lets you capitalize on this window with targeted, timely follow-up sequences that run entirely on autopilot. Without automation, follow-up often gets delayed or forgotten, allowing the momentum you built during the event to dissipate.
Separate Sequences for Attendees and No-Shows
Cotonity automatically segments your registered contacts into two groups after the event: those who checked in (attendees) and those who did not (no-shows). You can configure a distinct follow-up sequence for each group. Attendees might receive a thank-you email with the recording link, presentation slides, and a prompt to book a follow-up call. No-shows can receive a message acknowledging they couldn't make it, offering access to the recording, and inviting them to the next occurrence. This segmentation ensures the follow-up content is always contextually relevant.
Timed Follow-Up Steps
Post-event sequences support multiple timed steps, each sent a specified number of hours or days after the event end time. For example: a thank-you email immediately after the event, a recording + slides email 24 hours later, a soft call-to-action email 3 days later, and a final "next steps" email one week out. Each step can have different content, subject lines, and calls to action. As with pre-event reminders, contacts who unsubscribe at any step are automatically removed from all subsequent steps in the sequence.
Triggering HubSpot Workflows from Follow-Up
Post-event follow-up is most powerful when combined with HubSpot workflows. Cotonity's HubSpot integration writes an event-attended or event-no-show activity to each contact's timeline, which can be used as a workflow enrollment trigger. For example, a workflow might enroll all event attendees, wait 48 hours, check if they clicked the CTA in the follow-up email, and if so, create a task for a sales rep to call them. This closes the loop between event marketing and sales follow-up, ensuring high-intent signals from your events translate into pipeline activity.