The real power of running a contest isn’t just in the excitement of entries—it’s in what you do afterward. Following up with everyone who entered helps you keep your audience engaged, build loyalty, and increase the chances of turning participants into paying customers.
Here are some effective follow-up strategies:
Offer a small consolation prize
If budget allows, surprise non-winners with a little something to show appreciation. For example:
If your grand prize was a year-long subscription, offer a free month.
If the prize was a $500 shopping spree, and you sell swimsuits, give away free bikini bottoms with the purchase of a top.
These small gestures go a long way in building brand goodwill.
Share a discount code
If a consolation prize isn’t realistic, send participants a coupon code as a thank-you for entering. Even a modest discount (like 15% off) can motivate them to shop with you and keep them excited for future contests.
Run more contests or giveaways
Don’t let the momentum fade—re-engage past entrants by inviting them to participate in your next contest. A targeted email campaign works perfectly for this.
Use social ads
Take advantage of the data you collected. Look at the demographics of your entrants, then run ads that match those profiles. For example, if most of your entrants were women aged 18–24 in the U.S., you can set up ads that target this exact group.