Although there are plenty of communication channels to get in touch with customers and subscribers, email is still the one that provides the highest return. While the average conversion rate for social media posts is around 2%, email marketing boasts an impressive 6%. So, it’s a no-brainer that email should be your main weapon when promoting your webinars. However, you can’t just blindly spam people and hope for the best. Instead, you need to strategize your email marketing in detail to make sure your subscribers read your emails and register to your webinars.
Build a Healthy Email List
Before you reach out to your subscribers telling them how your next webinar is going to solve all of their problems, you need to get their email addresses. You should never buy an email list, though. Not only will most people flag you as spam instantly, but most email marketing services don’t allow you to send messages using paid lists. The best way for you to build a healthy email list is by prompting users on your website to subscribe to a newsletter. Through this method you can then send timed discounts, share insightful content, and more. It’s important to remember that the more interesting your content is, the more likely subscribers will click when you promote your webinar.
Segment Your Subscriber List
Just because you have a 3,000-subscriber list, it doesn’t mean they’ll be interested in all of your webinars. If you’re following webinar best practices, you’ll know it’s essential to tackle a specific theme with each session. That’s where segmenting your contact list comes in handy.
The easiest way for you to segment your contact list is by having a thorough subscription form. Although you don’t want to bother your soon-to-be subscribers with a boring and extensive form, you can ask them which subjects they’re most interested in. This way, if you have a webinar focusing on how to host webinars effectively, you can send an invite just to subscribers that are interested in digital marketing. AWeber is an excellent example of an email marketing platform that lets you do this in a straightforward manner.
Send Promotional Emails at the Best Time
There are specific times when promoting a webinar is more worthwhile than others. You don’t want to fill your subscribers’ inboxes with daily reminders for 30 days straight, but you also don’t want them to forget about joining your webinar.
Best practices recommend that you send around six emails throughout the course of four weeks. Although 60% of registrations occur in the week before the webinar, you still want to create some hype first. So, start four weeks beforehand, send a reminder after two weeks, another one when there’s only one week to go, and then remind people again on the day before the webinar. Finally, if you still have some online seats to fill, send a last reminder a few hours before the start.
But there’s still one email missing: the thank you email that you should send to attendees with a small gift like a recorded version of the webinar. GoToWebinar is perfect for this, as it allows you to go through post-production without leaving the platform.
Write Catchy Email Subject Lines
You can have the best email ever but if the subject line is dull, nobody is going to open it. Fortunately, there are plenty of ways to increase the chance of subscribers clicking on your emails. First, you should always write a personal name that resonates with your audience, which can be your company’s name or even the name of your email marketer.
From there, you can play with your subject lines to see what brings a higher click-through rate. In fact, you should take advantage of A/B testing provided by services like GetResponse to check what works best for you. Usually, titles that communicate urgency (‘There Are Only 50 Seats Left!'), create curiosity (‘Are You Making Any of These 3 Common Webinar Mistakes?’), or offer special deals are the ones that work best.
Come up With Engaging Copy and an Eye-Catching Newsletter Design
Explaining how to write engaging copy would require a whole series of blog posts. But there are a few easy ways to make your email more appealing. Everyone likes a personal touch, so you should always address your subscribers by their first and/or last name. You can do this by taking advantage of automatization tools provided by email marketing software, such as Constant Contact.
The email should be straight to the point. In other words, why are you hosting this webinar, and why should subscribers attend? Of course, you also need to include the time and date of the session. If you're offering a special gift to attendants (such as an ebook), don't forget to highlight that as well.
When it comes to design, keep it simple. You can use some images, but make sure you provide only one clickable button for the landing page where people can subscribe to your webinar. You want to have the most direct conversion funnel, after all. It goes without saying that your landing page should also be designed while following best practices for optimal conversion.
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