A very powerful strategy to increase your audiences is to promote your seminars through email marketing for webinars. Not only when it comes to attracting potential attendees, but also to maintain the interest of users who have registered. This way, when the day comes, they will be looking forward to it.
Webinars are very attractive online events for users. They can be used to generate leads, engage with potential customers, or consolidate existing relationships. And although they are a good digital marketing tool, companies do not use them as assiduously as one might expect.
However, it is possible that, as a consequence of the Covid-19 crisis, the introduction of teleworking and the change in consumer habits of users, companies will begin to direct their efforts even more towards the online environment and promote it. type of events to keep in touch with your audiences.
This is why how you promote and communicate your webinars is very important. Keep in mind that users subscribe well in advance. Email marketing for webinars allows you, at a very low cost, to send reminders a few days before starting.
Tips for creating a quality webinar
Here are some tips on how to use email marketing for webinars and ensure your events are always fully booked.
- The first step is to define the objectives and the subject to be covered according to the audience it is aimed at.
- Make it enjoyable. You should try to keep the attention of users throughout the transmission. To do this, you can include visual elements, diagrams, practical cases and anecdotes.
- Webinars should primarily educate customers.
- Plan the structure well. Address the topic in a general way first, and explain the particular concepts as you go. Order is very important for a positive user experience. If they find it complex or the user gets lost, they may not trust your webinars again.
- Energize the conversation with the public. Encourage users to participate through questions or opinions.
- Take care of the duration of your webinars. They should not be too short or too long. The ideal is usually between 45 minutes and 1 hour, leaving a minimum of 15 minutes for the questions.
- Make a good call to action at the end. Take the opportunity to invite him to sign up for the next webinar, offer him additional information or join your mailing list.
Email marketing for webinars: promote your events and increase your audiences
Email marketing continues to be one of the best strategies to keep in touch with your customers and promote events. One of the main reasons is that it has a high ROI and allows deep targeting of recipients.
And the success of using email marketing for webinars is that it guarantees that the messages reach the right audience. Otherwise, it will not have any kind of repercussion or awaken the engagement of your contacts.
In addition, thanks to email marketing automation, hitting potential interested customers is much easier. You can create triggers that react according to the contents of your website or blog visited by your subscribers. In this way, you can invite them via email to join a webinar that matches their interests.
But there is more. The automation of email marketing for webinars also allows you to tailor your messages to the time of the buyers’ journey. Thus, it is possible to create an email flow that accompanies them from the first invitation, through the appointment reminders, until the closing with summary and thanks for attending.
1.- Increase reach by involving external sponsors or speakers
If you are also going to have different speakers or have external sponsors, ask them to also invite their network of contacts using email marketing for webinars.
You can greatly increase your online seminar registrations if your own speakers recommend it. Above all, if they can offer added value to your audience such as a subscription discount or a raffle for some material or book.
Be that as it may, using email marketing for webinars is the best strategy to invite your customers to sign up and, in the future, increase their trust in you and your services or products. Here are some tips to use email marketing correctly to promote this type of online event.
2.- A good planning of the email marketing campaign for webinars is vital
Make sure you cover all the steps leading up to the event. But also all those who come later. In addition, it is important that you bear in mind that each assistant has different needs and is at different times of the buyer’s journey.
Customizing the emails to the maximum to make them dynamic and adapted to each user will allow you to promote the desired behavior in each one. A good sequence of emails would have the following emails:
- Promote your webinars with personalized and attractive emails. Add a good call to action to get records.
- For those registered, send information on the subject, the content to be discussed, the most outstanding aspects and generate expectation.
- Send out reminders a few days before the webinar to reduce no-shows.
- On the day of the event, you can send another reminder a few hours before. Also, during the event you can send an email to report what is happening.
- After the webinar, don’t forget to send a thank you email and a summary of what happened.
- Each of these emails in the webinar email marketing flow will allow your events and seminars to be remembered. In the same way, you will offer a positive experience to all users, even those who could not attend at the last minute.
3.- Promote your event correctly
If you want users to attend, it is clear that the promotion phase is the most important thing. As has been made clear above, email marketing automation can play a big role in successful communications.
You can use your mailing list and your content to attract the attention of users and offer them valuable content beyond your products or services.
You can also take the opportunity to attract attendees to your webinars through your regular newsletter. However, it is best to dedicate emails exclusively to promoting this type of event. The result will undoubtedly be a greater number of registrations by not having other topics or elements that distract from the registration objective.
4.- Never fall into excessive self-promotion
Using email marketing for webinars is the best thing you can do to promote your webinars. However, avoid making the emails too promotional.
It is about showing the added value of your webinar. That is, what is attending the event going to contribute to your clients. The benefit to them must be very clear. And, on the other hand, you should avoid giving the feeling that you are only concerned about the benefit it will bring you if they attend and then build loyalty or buy something specific.
The same goes for the content of the webinar. The most common is that these are educational. But you don’t have to be the only source of information. In fact, one thing that offers a lot of value to clients is having speakers from outside the company who can suggest that the information will be more unbiased.
This in turn shows that the information obtained can be of greater credibility and quality. Of course, the guest speaker must be knowledgeable on the subject and have some authority. If not, it can have the opposite effect.
5.- Use a video to generate engagement
It is proven that video is one of the content that generates the most engagement. It is extremely effective in holding users’ attention and improving retention.
Why not send them a video invitation giving them a quick preview of the webinar? The main objective will be to provide added value to users since, by recording a promotional video, you are also offering a more personal and human treatment.
This is something that, without a doubt, tends to greatly increase the trust of users. In addition, it is a good way to show that you know what you will be talking about during the seminar. Therefore, it will be easier for you to seduce the public into attending.
6.- After the webinar send a thank you and summary email
Email marketing for webinars shouldn’t stop after the event. After its completion it is important to send thanks and summaries of what happened both for the attendees and for those who could not attend.
The main benefit of this will be to increase user satisfaction and loyalty. A thank you is always well received and helps build a better relationship with customers.
If you have also recorded the event, you can send it by mail to all those who registered. Or, you can even leave the event available for a limited time and allow new registrations to increase your leads.