Webinar marketing is one of the most effective marketing methodologies, right not winning the market.
More and more brands and businesses are adapting webinar and conference marketing approaches.
Before you get into how email marketing can be utilized to make your webinar marketing more powerful and result-oriented, you need to know why webinars are essential.
These statistics clearly depicts the significance of webinar currently and in the upcoming year of 2022 :
- 60% of business webinars are created to convert their customers.
- 42 % of marketers said that they are planning to use webinar marketing in 2022
- One webinar can get you over 500 leads.
And so much more to support the rising trend of webinars.
But more importantly, what you don’t know is how email marketing has always been the secret of the success behind webinar marketing.
So, if you get your email marketing strategies right, webinar marketing success is inevitable.
Best Email Marketing Strategies For Webinars & Online Events
Highlight Your Speaker In the Invitation Email
Most of the time, speakers for large online events and webinars are well-known industry leaders and they have a reputation that precedes them.
You can leverage the speaker’s popularity, credibility, and authority to encourage your potential visitors through your emails.
For this, you have to highlight them sufficiently and efficiently without making it obvious for sure.
Make sure you enlist all the speakers that are coming to the event or the webinar and on what topics they are going to talk about.
You need to emphasize the main speaker, their personality, and their success to validate the credibility of your webinars.
The idea is to ensure your attendees that their presence will be well-rewarded and worth their time if they sign-up for the webinar.
If your main speaker or speakers are larger-than-life celebrities and great personalities of the industry, don’t shy away from leveraging it to pull people in.
Make sure you use your primary speaker’s name in the email subject line; this not just improves your open rate but also the number of attendees as well.
Target the Right Audience
One of the biggest mistakes for the lower conversion for webinar emails comes from the fact that they do not have a highly targeted audience.
When you don’t have enough motivated audience to take action, participate and show up in the webinar, even if you get people, it won’t convert further.
Before starting the webinar email campaign, create the recipient’s profile and persona to learn more about your targeted audience.
Make sure your email about the webinars only to people with specific that particular topic, because otherwise you will be just spamming your customers.
You also have to target the audience group that is in the middle of your sales funnel, which means audiences who
- Showed interest but never came through
- Bought your product earlier
- Cart abandonment potential customers
- Website Visitors
Don’t forget to segment your list on the basis of the approach you’re taking to communicate with your audience.
A targeted list also needs not just to be interested and keen to learn about the topic your webinar is about but also inclined to invest in it.
Promote Through Event Speakers
You must have a couple of external speakers to be part of your webinar. And most of the time, they tend to have a social media presence of their own.
If they’re well known in their industry, they might also have an audience of their own online, maybe through social media, or even have their email list.
One of the most effective ways to promote your webinar is by requesting your speakers to share the email invite with their circle.
They can share the link to the webinar sign-up landing page on their social media or if they have an email list, they can send it to their targeted audience as well.
Since they are going to be talking about the same interest, you will see more attendees coming your way from their side as well.
Make Sure The Sign-Up Process Is Easy
If you want more and more people to sign-up for your webinar or online event, you need to reassure them how easy and quick it is to do.
It should be highlighted in your webinar emails, only addressing the fact that the sign-up process is only going to take a few seconds of their important time.
Make the process easy and fast for your audience, starting by creating a clear and compelling CTA link or button in the email.
The CTA button must be outstanding from the rest of the email to get the attention of your subscriber or user. Make sure the CTA text is straightforward and clear.
Make sure to use an email validation API to ensure you’re getting genuine leads.
Send Reminders To Your Attendee
Even if your audience signed up for the webinar, it doesn’t mean they’re going to show up, and there can be many reasons behind it :
- They signed-up passively
- They forget about the event
- They are too busy
- They just don’t feel it is worth their time
And other reasons as well.
One of the most prominent reasons why someone sign-up for the webinar but never shows up is that they simply forget.
So, you need to send them consistent reminders over time without spamming them or troubling them too much.
Make sure these are gentle reminders and do not re-pitching them too much.
The email marketing platforms and other online platforms such as Sender.net allow you to create and send automated email webinar invitations and reminders.
The reminders should be strategically timed towards the actual date and timing of the webinar and automated to be sent to your attendees.
Add Testimonials To Your Email Invites
You have to assure your audience that attending the webinar will be worth their time and investment, if any.
Social proof always helps to bring people on board as that’s what assures them of the credibility and significance of the activity or anything.
So, what you need to do is add the testimonials of your previous webinar attendees, sharing their experience and how they benefited.
These testimonials should be concise and not too long and must attract the audience to read in or check through.
Testimonials also help to remove any doubt they have about attending the webinar as well. You can also send testimonials through a different email as a reminder.
In fact, you can integrate testimonials into every email you send. Here’s what you can do about using the testimonials in the emails :
- Include one or two testimonials in every or most of the emails.
- Make sure to use people, not businesses.
- If you have their exact word, make sure you quote them.
- Always put the photo of your people with their testimonials
- Add links to your testimonials in your email signature
- You can also link the video testimonials in your emails
Offer Early Bird Deals
You can always offer early bird deals to your attendees. Such offers will focus on highlighting the fact that how much they can save by making early payments.
Not to forget, when you offer them discounted prices, you will be able to cut some of the webinar overhead costs and boost your profits.
If not, you can also choose to offer more sensible offers and bonuses such as freebies, eBooks, or giveaway bags to all those early-bird webinar attendees.
When you are able to attract a large audience initially through offering free discounts and deals, you also reduce the risk of low turnout, which may lead to decreased ROI on your webinar campaign.
Make sure you keep doing a follow-up sequence of emails to encourage more and more people to register as early as possible.
Promote Your Webinar The Right Way
A lot of businesses make the mistake of going to great lengths to promote their webinars, where some of them are unethical or too pushy.
If you do not come across an authentic business or webinar host offering their webinars to help people through high-value content, try to reach as many people as possible, it can damage your reputation as well.
Marketing your webinar through emails in the right way needs some patience and strategy to work with.
You don’t want to spam people because once you lose your credibility on your business name, it will be very difficult to regain it.
Also, any other way won’t work or stick to the end. Even if you get tons of sign-ups, most people won’t show up because you haven’t targeted your audience well.
Use the right avenues to find your targeted audience, such as email lists and blogs. You can also use social media platforms as well.
But more importantly, the right way to ensure maximum turnout on your webinar is to connect with each of the audience in a more personalized way.
Emails To Send In Your Webinar Sequence
To create a maximum impact through your webinar email marketing, you need to strategize a sequence of webinar emails.
The aim of this webinar sequence will be different for each of the emails you include in the sequence, with a singular agenda to promote your webinar event.
Using this webinar email sequence, you will be able to :
- Increase email open rates on invites
- Boost exposure to your webinar
- Increase attendance
- Ensure maximum turnout
- Increase conversion after the event
Pre-Launch & Introduction Email
The first goal of every webinar email marketing is to generate hype around your webinar amongst the targeted audience.
Pre-launch email in the webinar sequence is aimed to be an effective solution for it that builds the anticipation of your webinar to get excited for.
You have to create a landing page about your webinar with a highly attractive and engaging copy of the highlights of your webinar event.
The landing page will include the sign-up form for future information regarding the webinar, which is yet to be announced.
The pre-launch email in this sequence acts as a teaser for your campaign.
If you have the previous recordings of the webinar you have conducted with other speakers, you can provide the link to check it out until the new one comes.
This helps you engage with your potential attendees and build connections. It also gets them excited for the upcoming webinar as well.
The next email in this webinar email sequence has to be a sign-up email where potential attendees will register for the online event or the webinar.
This is one of the most important parts of your webinar email sequence. It will be about officially or formally inviting people to attend your webinar.
If you’re hosting a free webinar, you will be simply directing your attendees right away to the sign-up for the particular date and other information.
The key important thing about these sign-up emails is to highlight how valuable and worthy they will be for them.
You have to give them enough reason as to why they should spend 30 minutes or 50 minutes of their time in your webinar.
Make sure every detail is rightly mentioned in the email with all necessary information such as time, join link, presenters and speaker as well.
Your registration or sign-up email must have four main components of the invitation that are who, what, where, and when.
Webinar Invitation Reminder
You need to send more than one reminder email for the webinar invitation emails you sent to your email list.
It depends upon when you’ve sent your sign-up or registration email and also when your event is going to happen.
The idea is to carefully distribute the time between these two, and send them reminders periodically, not too many in close proximity, and also not too far away.
Send a short copy webinar invitation.
One of the most effective ways to send a quick invitation that is more likely to be accepted and easily read through is sending a short copy webinar invitation.
Brands like Asana are doing the same with their minimalistic approach toward invitation emails about their webinar or online events.
It is a two-column layout of the invitation emails, which only gives necessary information regarding the webinar taking place.
The information, the most important ones, will be carried by this copy, such as the topic of the webinar, time, and CTA.
Image Source: Automizy
Asana does it extremely well, where they put all the timings, topics, and data kind of information on one side of the email and on another side, the presenter information.
CTA button is right plugged after the information highlighted very hard to miss for email readers.
The idea here is to take a minimalist approach toward the design and copy of webinar invitation emails.
Such emails have higher chances of engagement and more click-throughs to the website for signing up.
You can use the same strategy for the reminders, or if only you want to use it there in case you want to make your first or primary invitation emails more elaborate.
But that’s not the case; they also put more information right down below in the pointers making it so easy to scan or read.
Animating Your Email Design Using GIFs
GIFs are amongst the most popular visual elements to be used in content marketing as it connects to people and brings humor and relatability.
It is a great way to express and highlight something as per the given context in your content to make things visually more engaging.
Not to mention, it is the modern language for millennials and gen Z, it won’t be wrong the say the language of the internet.
You can use GIFs to create visual relevancy to your email. This can boost the engagement for your email as well as the reading time of the recipients.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”