What Exhibitor Emails Have to Do
Exhibitors hear from you more than any other group at your show, and most of what you send them has a deadline and a cost attached. A missed insurance certificate can keep a booth from being set; a missed service order means paying a higher on-site rate. Good exhibitor emails are not clever. They are specific, they arrive when the exhibitor can still act, and they go to the person who will actually do the work.
- One topic and one deadline per email, so the reader knows exactly what is being asked
- The company name and booth number in every message after the booking, so nobody has to look them up
- Deadlines written as a full date with the time zone, never as "next Friday"
- A link straight to the page where the action happens: the floor plan, the portal, the payment page
- A named person to reply to, not an unmonitored mailbox
- Reminders sent only to the exhibitors who still owe something, so the ones who are done stop hearing about it
| Stage | What it asks for | |
|---|---|---|
| Recruitment | New exhibitor prospecting, invitation to exhibit | A call, or a booth booking |
| Booth selection | Returning exhibitor priority window | Rebook before the floor opens to new companies |
| Booking | Confirmation and next steps | Sign in to the portal and note the deadlines |
| Payment | Balance reminder | Pay the balance by the due date |
| Onboarding | Forms, insurance and profile deadlines | Finish the outstanding tasks |
| Pre-show | Exhibitor manual and service deadlines, final logistics | Order services, register staff, plan freight |
| Changes | Booth or floor plan change notice | Confirm the new location still works |
| Post-show | Thank you and survey, rebooking window | Give feedback, then rebook |
When to Send Each Exhibitor Email
The schedule below is typical for a trade show that sells booths nine to twelve months ahead. Shorter sales cycles, such as a regional expo or a consumer show, compress the same sequence into a few months. Work backward from your own deadlines in the exhibitor manual and your contractor's discount dates, then put each email on the calendar.
| Typical send | Send to | Main deadline it supports | |
|---|---|---|---|
| Rebooking window | At the show or within two weeks after it | Last year's exhibitors | Priority booth selection closes |
| Invitation to exhibit | 9–12 months out, with the prospectus | Prospects and lapsed exhibitors | Early rate or floor plan opening |
| Confirmation and next steps | Within a day of the booking | The admin contact on the order | Portal sign-in, first payment |
| Payment reminder | 2–3 weeks before each balance is due | Exhibitors with an open balance | Balance due date |
| Onboarding deadlines | 6–8 weeks out, then 2 weeks before each due date | Exhibitors with onboarding not complete | Insurance, forms, profile |
| Exhibitor manual and services | 8–10 weeks out | All exhibitors | Contractor discount deadline |
| Final logistics | 2–3 weeks out | All exhibitors, including booth leads | Staff registration, freight, lead retrieval |
| Move-in reminder | About a week before move-in | All exhibitors and their builders | Move-in window |
| Thank you and survey | 1–3 days after the show | All exhibitors | Survey close date |
Recruitment and Booth Selection Templates
Recruitment emails go to two different readers. A company that has never exhibited needs a reason to believe your audience is its customers. A returning exhibitor already knows the show and mainly wants a good spot before anyone else gets it. For the general invitation to exhibit sent when booth selection opens, use the template on our event invitation email templates page; the two below cover the cases it does not.
Subject: [AUDIENCE] buyers at [EVENT NAME], [MONTH YEAR] Hi [FIRST NAME], I run exhibitor sales for [EVENT NAME], held [DATES] at [VENUE], [CITY]. I'm writing because [COMPANY] sells [PRODUCT CATEGORY], and our attendees are [AUDIENCE DESCRIPTION, e.g. facilities managers at hospitals and universities]. [ONE OR TWO FACTS YOU CAN BACK UP, e.g. last year's registered attendance, the share of attendees with purchasing authority from your own survey, or a returning exhibitor rate.] Booths start at [PRICE] for a [SIZE]. The [EARLY RATE / FIRST ROUND OF SELECTION] closes on [DATE]. The prospectus has the audience breakdown and booth options: [PROSPECTUS LINK] You can see what's still open on the floor plan: [FLOOR PLAN LINK] Would a 15-minute call next week help? Reply here or pick a time: [CALENDAR LINK] [YOUR NAME] [TITLE], [EVENT NAME] [PHONE]
Subject: Your priority window for [EVENT NAME] [YEAR] booths Hi [FIRST NAME], As a [YEAR] exhibitor, [COMPANY] gets first choice of space for [EVENT NAME] [NEXT YEAR], [DATES] at [VENUE]. Your priority window: [START DATE] to [END DATE] [TIME ZONE] Your [YEAR] booth: [BOOTH NUMBER], [SIZE] To keep the same booth, enter booth code [CODE] when you select it on the floor plan. To move, choose any open booth during your window. Choose your booth: [FLOOR PLAN LINK] After [END DATE], unclaimed booths open to new exhibitors. Questions about location or size? Reply to this email. [YOUR NAME] Exhibitor Sales, [EVENT NAME]
Pair recruitment emails with a prospectus that has real audience data, and send the prospecting email to a named buyer, not a general inbox. How to get exhibitors covers where those prospect lists come from.
Confirmation and Payment Templates
The confirmation email sets the tone for the whole relationship. It should land within a day of the booking and answer the first questions every new exhibitor asks: what did I buy, what do I owe, and what do I do next. Keep the invoice and receipt in the system email that goes out with the order, and use this message for the human welcome and the next steps.
Subject: Welcome to [EVENT NAME]: booth [BOOTH NUMBER] confirmed Hi [FIRST NAME], Thank you for booking with [EVENT NAME]. Here is what [COMPANY] has reserved: Booth: [BOOTH NUMBER], [SIZE], [HALL] Includes: [WHAT THE BOOTH PRICE INCLUDES, e.g. 8 ft back drape, 3 ft side rails, ID sign, two exhibitor badges] Amount paid: [AMOUNT] Balance due: [AMOUNT] by [DATE] What happens next: 1. Sign in to your exhibitor portal: [PORTAL LINK] 2. Complete your company profile by [DATE]. It appears on the floor plan and event site. 3. Upload your certificate of insurance by [DATE]. 4. The exhibitor manual, with service order forms, will be available on [DATE]. Your contact for anything booth-related is me: [YOUR NAME], [EMAIL], [PHONE]. Welcome aboard, [YOUR NAME] Exhibitor Services, [EVENT NAME]
Subject: [EVENT NAME]: balance for booth [BOOTH NUMBER] due [DATE] Hi [FIRST NAME], A quick reminder that the remaining balance for [COMPANY]'s booth at [EVENT NAME] is due on [DATE]. Order: [ORDER NUMBER] Booth: [BOOTH NUMBER] Balance due: [AMOUNT] Pay online: [PAYMENT LINK] Paying by check or wire? Details are on your invoice: [INVOICE LINK] Per the exhibitor agreement, [WHAT HAPPENS IF UNPAID, e.g. booths not paid in full by DATE may be released]. If your payment is already on its way, thank you, and please ignore this note. Questions about the invoice? Reply here. [YOUR NAME] Exhibitor Services, [EVENT NAME]
State the consequence of non-payment only if your signed agreement actually says it, and keep the tone matter-of-fact. Most late payments are an accounts payable delay, not a decision to drop out. If the agreement is still being drafted, our event contract template covers payment schedules and release terms.
Onboarding and Exhibitor Manual Templates
Onboarding is where exhibitor email volume peaks: insurance certificates, signed rules, profile details, product listings, staff names. Send one reminder that lists everything still outstanding for that exhibitor rather than a separate email per task, and send it only to the exhibitors who have not finished. Explain each requirement in one line, because a new exhibitor may not know what a certificate of insurance has to name. Our vendor certificate of insurance guide covers what most venues ask for.
Subject: [EVENT NAME]: [NUMBER] tasks due by [DATE] Hi [FIRST NAME], [COMPANY] still has a few items to finish before [EVENT NAME]. Everything is in your exhibitor portal: [PORTAL LINK] Due [DATE]: - Certificate of insurance naming [ADDITIONAL INSURED NAMES] as additional insured. Upload it in your portal. [IF YOU OFFER IT: No policy? You can buy event coverage there.] - Signed exhibitor rules and regulations. Download, sign and upload the form in your portal. - Company profile: description, logo and website. This is what attendees see on the floor plan and in the app. Due [DATE]: - Booth staff names, so we can prepare your badges. If you've sent any of these another way, reply and we'll mark them done. [YOUR NAME] Exhibitor Services, [EVENT NAME]
Subject: [EVENT NAME] exhibitor manual: discount deadline [DATE] Hi [FIRST NAME], The [EVENT NAME] exhibitor manual is ready: [MANUAL LINK] The dates that cost money if you miss them: - [DATE]: discount deadline for [GENERAL CONTRACTOR] orders (furniture, carpet, labor) - [DATE]: electrical and internet orders at the advance rate - [DATE]: first day freight is accepted at the advance warehouse - [DATE]: booth design approval for [ISLAND / TWO-STORY / HANGING SIGN] booths Also inside: show hours, move-in and move-out schedule, booth construction rules, fire safety rules, and the venue's food and sampling policy. Please forward this to whoever is building or shipping your booth, or reply with their email and we'll add them. [YOUR NAME] Exhibitor Services, [EVENT NAME]
Contractor deadlines and rates vary by venue and general contractor, so quote the dates from your own service kit, not from a past show. If you are still assembling the manual, start from our exhibitor manual template, and point first-time exhibitors to the exhibitor checklist for everything they need to prepare on their side.
Final Logistics and Change Notice Templates
Two to three weeks out, exhibitors are switching from paperwork to travel and staffing. The final logistics email gathers what the booth team needs into one place: when to arrive, how badges work, how to capture leads and who to call on site. Keep the move-in details themselves for the shorter exhibitor move-in reminder a week before, so the most time-sensitive email is not buried.
Subject: [EVENT NAME] in [NUMBER] weeks: what your booth team needs Hi [FIRST NAME], [EVENT NAME] opens on [DATE]. Here is everything [COMPANY]'s team needs for booth [BOOTH NUMBER]. Key times ([TIME ZONE]): - Move-in: [DATE], [TIME]–[TIME] - Exhibitor briefing: [DATE], [TIME], [ROOM] - Show hours: [DAY 1 HOURS] / [DAY 2 HOURS] / [DAY 3 HOURS] - Move-out begins: [DATE], [TIME], not before Badges: register your staff in the portal by [DATE]: [PORTAL LINK]. Pick up badges at [LOCATION] from [TIME]. Leads: [LEAD RETRIEVAL APP NAME] lets your staff scan attendee badges. Set it up before you travel: [LINK] Hotel: our room block at [HOTEL] closes on [DATE]: [BOOKING LINK] On site, Exhibitor Services is at [LOCATION]. Urgent contact: [NAME], [MOBILE NUMBER]. See you soon, [YOUR NAME] Exhibitor Services, [EVENT NAME]
Subject: Change to your booth location at [EVENT NAME] Hi [FIRST NAME], We've had to make a change to the floor plan that affects [COMPANY]. Your booth was: [OLD BOOTH NUMBER] Your booth is now: [NEW BOOTH NUMBER], [SIZE], [HALL] Why: [SHORT REASON, e.g. the fire marshal required a wider aisle along the north wall] What stays the same: [SIZE / PRICE / CORNER STATUS / INCLUDED SERVICES]. [ANY DIFFERENCE, e.g. the new booth has a column in the back corner; dimensions are on the floor plan.] See the new location: [FLOOR PLAN LINK] If this causes a problem for your booth design or shipped materials, call me today at [PHONE] and we'll work through it. [YOUR NAME] Exhibitor Services, [EVENT NAME]
For the freight, marshalling and contractor side of these dates, see trade show logistics. If you offer exhibitors badge-scanning, link setup instructions from the lead retrieval app in the logistics email, not at the booth on opening morning.
Post-Show Thank You and Rebooking Templates
Split the post-show contact into two emails. The first, within a few days, says thank you and asks for feedback while the show is fresh. The second, a week or two later, is the rebooking reminder before the priority window closes. Mixing a sales ask into the thank you tends to lower survey responses. For a recap that reports each exhibitor's profile views and leads, use the exhibitor thank you on our event follow-up email templates page.
Subject: Thank you for exhibiting at [EVENT NAME] Hi [FIRST NAME], Thank you to you and the [COMPANY] team for exhibiting at [EVENT NAME]. [ONE SPECIFIC, TRUE NOTE, e.g. Hall B was busy through the final afternoon, or thank you for your patience with the dock delay on move-in.] Would you give us five minutes of feedback? We read every response and use it to plan next year: [SURVEY LINK] The survey closes on [DATE]. If anything went wrong at your booth that we haven't heard about, please reply and tell me directly. [YOUR NAME] Exhibitor Services, [EVENT NAME]
Subject: [NUMBER] days left to rebook booth [BOOTH NUMBER] Hi [FIRST NAME], [COMPANY]'s priority window for [EVENT NAME] [NEXT YEAR] closes on [DATE] at [TIME] [TIME ZONE]. After that, booth [BOOTH NUMBER] opens to new exhibitors. [NEXT YEAR] dates: [DATES], [VENUE], [CITY] Your booth code: [CODE] [RETURNING EXHIBITOR RATE OR TERMS, IF ANY] Rebook now: [FLOOR PLAN LINK] If you'd like to talk about a larger space or a different location first, reply and I'll call you. [YOUR NAME] Exhibitor Sales, [EVENT NAME]
Exhibitor Email Subject Lines
| Example subject line | Why it works | |
|---|---|---|
| Prospecting | Hospital facilities buyers at [EVENT], May 2027 | Names the audience the exhibitor wants |
| Priority selection | Your priority window for [EVENT] booths | Signals an advantage that expires |
| Confirmation | Welcome to [EVENT]: booth 412 confirmed | Confirms the purchase with the booth number |
| Payment | [EVENT]: balance for booth 412 due June 1 | Amount, booth and date are easy to forward to accounts |
| Onboarding | [EVENT]: 3 tasks due by April 15 | Counts the work and gives the date |
| Manual | [EVENT] exhibitor manual: discount deadline April 2 | Leads with the date that costs money |
| Booth change | Change to your booth location at [EVENT] | Clear and impossible to ignore |
| Rebooking | 5 days left to rebook booth 412 | A countdown tied to their own booth |
Put the event name in every subject line. Exhibitors juggle several shows at once, and their accounting and logistics teams search their inboxes by show name.
Personalization Fields
Every template above uses bracketed fields. Fill them from your exhibitor records rather than typing them by hand, and preview each email with a real exhibitor's details before sending to the whole list.
| Field | Used in | Where it usually comes from |
|---|---|---|
| [FIRST NAME] of the admin contact | Every email | The contact on the booth order or exhibitor record |
| [COMPANY] | Every email after booking | The exhibitor record |
| [BOOTH NUMBER] and [SIZE] | Confirmation onward | The floor plan booth assignment |
| [BALANCE] and [DUE DATE] | Payment reminders | The booth order and its payment schedule |
| Outstanding tasks | Onboarding reminders | Your onboarding checklist or tracking sheet |
| [PORTAL LINK] or [INVITE LINK] | Confirmation, onboarding, logistics | Your exhibitor portal |
| [CODE] for a held booth | Priority selection, rebooking | The booth code set on the floor plan |
Exhibitor Email Mistakes to Avoid
- Sending every reminder to every exhibitor, so the ones who finished learn to ignore you
- Changing a deadline without a correction email that says clearly what changed
- Quoting contractor rates or deadlines from last year's service kit
- Mailing only the contract signer when a separate person ships and staffs the booth
- Linking to the event homepage instead of the portal, payment page or floor plan
- Moving a booth and letting the exhibitor discover it on the floor plan
- Opening booth selection to new companies before returning exhibitors have had their window
If you are still deciding how booths are priced and sold, the booth sales software page and our trade show booth pricing guide cover the decisions that feed these emails.
