Timing is about memory
The longer you wait, the more your recipient must reconstruct who you are—and the more your message feels like cold outreach. After a major show, people are still processing their own cards; a week later they’re back in operational mode.
The goal isn’t to blast everyone at 9am the next day—it’s to align with what you promised and how interested they were.
The simple rule: D+1 / D+3 / D+7
- D+1: you promised something or a clear next step exists.
- D+3: good conversation, no immediate action.
- D+7: busy weeks, high event volume — still acceptable with a short apology.
These are business-day heuristics—adjust for long public-sector or enterprise buying cycles.
What to include
- Event + one detail
- One-sentence context
- One simple next step
Why “too early” is rarely the real risk
Following up 24 hours after a strong conversation isn’t aggressive if the note is specific and useful. The failure mode is generic pitching. If you promised an asset, send it early—you keep your word and stay top of mind.