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Email Marketing Webinar: How to Successfully Promote Your Webinar to Your Email List

Email Marketing Webinar: How to Successfully Promote Your Webinar to Your Email List

Follow this in small stages webinar email promoting method to market your webinar to your email subscribers and maximize your registrations.

Promoting your webinar is just as important as creating a compelling presentation. Email invitations account for 58-64% of webinar registrations, so if you want to host a successful event, it's imperative that you take webinar email marketing seriously.

Naturally, you'll want to promote your next webinar to your email list. Your subscribers are hotter leads than random people who find your landing page, so it's important to convince them to participate (and hopefully become customers). And once your guests sign up for the webinar, they want to hear from you, too.

Follow this small stages method to market your webinar to your email subscribers and maximize your registrations.


email marketing webinar
email marketing webinar

Step 1: Optimize Your Name and Subject

The "From" name and the subject line of each email are the only two elements your subscribers read before they click on the message. There is not much to work with, so your design well.

People like to hear from other people, so it's best to use their name for the "From" section (or the name of someone on your team if your subscribers are used to that person).

That said, adding your company name can be helpful if you often send emails from different people in your organization. For example, you can use "Hank of Acme" or "Hank Jones, Acme." Just make sure a person's name is there.

The second component, the subject line, is even more important. This is the only clue your subscribers have about what's inside the email. If you provide them with something confusing or boring, there's a good chance they'll delete the email without even opening it.

Here area unit some tips for making compelling subject lines:

  • Keep them under 50 characters to keep them simple and display well on mobile devices.
  • Use benefits-based language so the recipient knows they'll get something of value from the email.
  • Avoid words that trigger spam filters.
  • If possible, lead with an action word.
  • Take control of their emotions by highlighting a pain point and indicating that you have a solution.
  • Don't try to be smart or clever (some people just won't get it).

Writing effective subject lines that maximize your open rate is a great topic.


Step 2 - Add the Basics

This may seem obvious, but it's important to include the basic information that your subscribers need to know about your webinar, such as…

  • Title/Topic
  • Date and time
  • Link to the registration page.

You wouldn't believe how many webinar emails are followed up with a follow-up email that says something like, "Oops, we forgot to tell you the time and date..."

You wouldn't believe how many webinar emails are followed up with a follow-up email that says something like, "Oops, we forgot to tell you the time and date..."

It's not the end of the world if you forget this information, but it does make you look unprofessional and unprepared.

Do your best to stay this info easy and straightforward to digest. Don't make them read half a dozen paragraphs to find a date. They want to know when you will be hosting the event, what they will learn, and who will be teaching it. People are drawn to lists, so where should you put this information?


Step 3 - Add Testimonials and Social Proof

Testimonials build trust and believability along with your subscribers by serving them to overcome their natural skepticism. Even if you're not selling anything, people naturally trust anyone who asks for their time.

Testimonials (which are really just one version of social proof) calm your subscribers' fears by showing that other people have made the decision and are satisfied.

It sounds simple, but the definition works because people rarely make logical decisions. We trust emotions. When we see someone else buying, using, or enjoying something, we are more likely to do the same.

Also, our brains are wired to think in terms of stories. When you tell a story with praise, you're tapping into the way your subscribers engage with the world.

Here are some tips for using compliments well:

  • Use people, not companies.
  • Use someone your subscribers already know.         
  • Use his words if you have them.
  • Add a picture of the person.
  • Include only one or two testimonials per email.

Ideally, you should use testimonials from people who have experienced the same webinar before. But if you're promoting a new webinar or hosting your first webinar, use a testimonial from someone who has done business with or worked with you in the past. Just make sure it makes sense in the context in which you're using it.


Step 4: Impress Your Webinar Quotes

Your webinar presentation should be complete when you start promoting it via email. (The promotional period is when most hosts practice their performance.) So, you can use excerpts as a preview.

For example, you can display one or more of your slides (or a section of a slide) that contains great information. Give the slide some context within the body of your email. This will show subscribers that your offer has a lot of value.


Step 5: Create a Prompt

Try to create a sense of urgency in your copy. You want your readers to think there's a chance they'll miss out if they miss their spot. Fear of missing out may be a powerful incentive, thus use it well. You can create urgency by setting a registration deadline or limiting the number of attendees.

This Typecast webinar makes clever use of urgency: "Our webinar filled up so quickly that we had to add a second slot so no one was left out." The implication here is that it can also be filled.

Step 6 – Add a Compelling Call to Action

Every email you send to your subscribers should include a unique and compelling call to action that encourages them to take the next step. If you wish somebody to try and do one thing, you've got to present them some way to try and do it.

Calls to action square measure best formatted as clickable buttons that stand out from the remainder of your email.

Notice how the button is action-oriented and simple. It is a unique color, which makes it indispensable. Also, "reserve my seat" means that the webinar may be crowded. This creates a sense of urgency that compels people to sign up now.

Whatever you are doing, do not embody multiple calls to action. This confuses people. In many cases, when a person can't decide which button to click, they don't click anything. This phenomenon is called analysis paralysis and it is a killer for marketers.


Step 7 - Set Up Your Automation

The beauty of email marketing is that you can schedule all of your emails well in advance of the end dates. This way you can focus on your presentation and engage your audience in the weeks leading up to your webinar.

You will need to set up two sets of automation:

You'll want these emails to convey the benefits of your webinar and encourage them to sign up for your landing page. Set up your email marketing tool to remove your subscribers from this series after they sign up and move them to another series.

The second series is for those who have registered for the webinar. This should include a confirmation email and a series of reminders. Make sure you don't send any emails to that list asking them to sign up because they already have.

Don't feel unhealthy regarding causation multiple reminder emails to your list. They care about your brand and your content, so they won't be bothered by your reminders.

This is especially true when sending to people who have signed up for a webinar through your landing page. They definitely care about the event. But life is busy and a few individuals forget, thus sending them regular reminders.

Be careful with your copy when you send a reminder email. Use your reminder emails as opportunities to restate the benefits of your webinar.


Webinar Email Marketing Takes Time

If you follow these ways, you will likely see higher email open rates, click-through rates, and ultimately additional webinar registrations. But don't panic if you don't see noticeable results during your first campaign. Email marketing isn't easy, and it's certainly not the same for all audiences.

Track your performance over time, test new ideas, and refine your emails just as you iterate on your webinar presentations. Eventually, you'll find a great formula that gets your audience to sign up for your webinars.


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