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When it comes to sending out emails in regard to your webinar, consistency is key! When you take the time to plan your webinar and create the perfect guest list, you need to ensure that your guests attend the webinar and that they take something valuable away from the event. This guide will help you successfully create a webinar email sequence that will be a success for your company!
A webinar email sequence is a string of emails you create to invite, send reminders, and even follow up with the guests of your webinar. According to Snov.io, 89% of marketers use email as the primary channel for generaing leads. This is the most effective way to keep in touch with your guests before, during, and after the webinar is over. Typically, a webinar email sequence contains a registration email, several reminder emails, and follow-up emails with a post-event survey.
When you create your webinar email sequence, your goal should be to have your registrants not only attend the webinar but also keep in touch with them once the webinar is over. Webinar email sequences can help you gain a better understanding of who your guests are and why they’re attending your webinar.
When you use a successful webinar event platform, you have the ability to help your webinar idea thrive. You can create hype around your webinar, which can help with the attendance of your webinar; if you don’t create a big enough hype or don’t use a webinar hosting platform that works for your company, the attendance and registrations could lessen.
You may have guests that are in different stages of the customer journey. When you target specific subsets of the market, it can help to target your specific audience. When you have your target audience, you can begin the marketing phase. You can even automate messages directed right to your target audience! For example, if you have guests who have already registered for your webinar, you can send them reminder emails. On the other hand, if you have guests who are waiting to register, you can send them emails to entice them to register along using benefits to attending the webinar.
Guests want to feel like the emails they receive are personalized right to them. According to Campaign Monitor, 62% of emails opened due to having a personalized subject line. By using their first names or even their location, it strengthens the relationship between guests and webinar hosts. You can create custom emails that show that your company truly cares and values the guests attending the webinar with personalized messages.
Keeping your audience in the know of what is going to happen at your webinar helps them understand what is coming next. In your webinar emails, be sure to repeat the theme! Many guests will register for your webinar based on the theme alone, as the theme will be the selling point for many people. You can construct an informative email message without giving too much away. This is the best way to keep your audience informed about what to expect, while also not giving away the entire webinar agenda.
There are different types of effective emails, depending on the type of webinar you’re hosting. Your guests are going to see dozens of emails a day, so you need to make sure that you include all of the necessary information and details they need to attend your event!
This is the webinar invitiation email, filled with all of the relevant information, that you send to your potential guests. You should include a call-to-action (CTA) for your guests to register or to receive more information.
Introduce who your guest speakers are, along with their credentials and any education they may have.
This is the webinar topic. The webinar topic can be the sole reason a guest registers for the event. Be sure to add the webinar topic in the subject line or in the very first line of the webinar email message.
This one is simple, it’s the date and time of the webinar. Be sure to add the time zone in which you’re hosting the webinar, as people from all over the world may be attending.
This is the website where the webinar is being hosted. The webinar can be hosted right on your company website or hosted on a webinar event hosting platform. Whichever one you choose, be sure to add a link for your guests to easily join the webinar!
Explain to your guests why you selected this topic to be the focus of your webinar. The topic can be relevant to what your company specializes in, or it can be a topic selected by what your guests want to see.
This is the way to get your guests to register for the webinar! By adding a call-to-action button, guests can easily register for the event. From there, they should be provided with a link to join the webinar when the time comes.
When a guest registers for your webinar, they will receive an email confirming them for the webinar. These emails can be automated, but also provide all of the information relevant to the guest and the event.
This is a simple text sent right to the mobile phone of your guest, and is a simple thank you for registering.
When a guest registers for your webinar, and receive a confirmation email, the event will be added automatically to their calendar. This will help to avoid any scheduling conflicts. Not only will the guests receive an automated email reminding them about the webinar, but they will also see on their calendars' that they have a webinar to attend that day.
The email a guest receives as a reminder should have the link to join the webinar. This link should be easy to find, as a guest doesn’t want to take the time searching for how to enter the webinar. This link should also be a one-click entry into the webinar, as too many clicks can become cumbersome for the guests!
Webinar reminder emails help guests to be kept aware of the upcoming webinar. As we all know, life can become busy and things can easily slip our minds. By sending these emails, your guests will never forget to attend your webinar!
This email should be sent a week before the webinar. It puts the webinar on the mind of your guests.
This email should be sent out the day before the event, at a relevant time. Don’t send this email at the end of the day, as the guest might not see it; this email should be sent in the mid-morning to ensure that the guest will see it and a sense of excitement can be created!
The day is finally here! All of the excitement you have created through your webinar email sequence has paid off and now you’re ready to host. Sending an email in the morning of the webinar should have any additional information your guests may need, or any last-minute changes you need to keep your guests aware of.
Congratulations! You have successfully hosted your webinar and now is the time to send out your post-webinar emails. If you recorded your webinar, as many companies do, be sure to send it out to your guests within 48 hours of the original webinar time. You can also send out post-event surveys and links to any other future events you’re hosting.
First and foremost, be sure to thank your guests for attending your webinar. A thank you goes a long way, and it shows your guests that you truly enjoyed having them and you hope to see them come back for any future events. Post-webinar surveys help companies have a better understanding of what their guests liked about their event and what they didn’t like. If there is a certain aspect of your webinar that a majority of the guests didn’t particularly enjoy, be sure to omit that for any future webinars or events.
In the days following the webinar, be sure to send a follow-up email to your guests. There may be some guests who will forget about your webinar in the following days, but don’t fret! Sending a follow-up email with any resources can help remind those guests of the topics covered at the webinar. For example, if the guest speakers have any articles or relevant information, be sure to pass that along to your guests.
After you send out the first follow-up email, you can send out a second follow-up email with any future events. These events don’t necessarily have to be webinars, but any events your company is hosting in the future! The events can be laid out in a display for the guests to pick and choose which event they might want to attend in the future.
These tips and tricks for your webinar email sequence can help you create the perfect collection of emails. Learning how to create a relevant email without spamming your guests is key to a successful email sequence.
Guests like to see that the email being sent to them is personalized with their name or their location. It helps create a sense of trust and helps to build a relationship between guests and webinar hosts. Be sure to send the email at a relevant time for the guests as well- if you send an email at 3 AM, the guest will be more likely to ignore it when they return to their desks.
As discussed above, your guests are going to be in different parts of the customer journey. Some may be registered for your webinar, while others are still deciding if they want to register. By segmenting your lists, you can create different emails to send to the right people. You can also segment your lists by location, sending automated emails at a relevant time, depending on where your guests are in the world.
Setting up automated emails is helpful to webinar guests, as it frees up time! According to EmailMonday, an estimated 51% of companies use automation currently. Webinar hosts can focus more on the planning of the webinar instead of sitting at a desk and sending emails. You can set the emails to be sent at a certain time, ensuring that your guests will see the email during their work day.
HTML templates for emails aren’t effective, as there is no personalization! We have talked about building trust with your guests, and HTML templates don’t have that. HTML emails have a higher click-through rate and your guests won’t see them as effective as personalized emails.
As personalized emails gain more attention, you should send them from your personal email. Generic emails like “name@company.com” aren’t personal and they sound very stiff. When you use your personal email, guests are more likely to respond back to you with any feedback or questions they might have.
Webinar follow-up emails can be used for a number of reasons. Webinar hosts can turn any potential leads into returning guests. You can also include any relevant information to your webinar, like the recording or any external links to information talked about in the webinar. You can also take this opportunity to showcase any future webinars or events your company is hosting.
The connection you make with your guests doesn’t stop once the webinar is over. In fact, the work is just about ¾ of the way over. You need to remain connected to your guests at all times during the webinar process. By sending emails before the webinar begins, you can answer any questions and begin to create relationships with your guests. You can send reminder emails in the weeks and days leading up to the webinar, creating a sense of excitement for everyone involved. Once the webinar is over, the emails you send can involve post-webinar surveys, which helps webinar hosts plan any future events. The webinar email sequence you create can be the difference between a successful webinar and a not-so-successful webinar.
Choose an event platform that has email marketing tools to make sure your marketing strategy is solid. You may create personalised reminder and post-event emails with Hubilo Email Marketing Engine that help increase registration rates. Set up a demo right away to find out more!
Hubilo is the event professional’s event platform for live, hybrid, and virtual events. Founded over 5 years ago to revolutionize engagement at in-person events, the company makes it easy to bring people together anywhere, anytime. Hubilo’s powerful engagement features, personal client experience team, and custom branding tools have helped create over 12K events and counting. Headquartered in Bangalore and San Francisco, Hubilo’s nearly 400 employees are dedicated to co-creating the world’s most important events: yours.
