As content for an email marketing campaign, the webinar is one of the most effective formats. In fact, it has a higher opening rate compared to other campaigns . According to MDirector’s own data, email marketing has an average opening rate of over 30%. A percentage that can exceed 40% if it concerns emails about webinars.

The click-through rate is also higher , since these are emails that your subscribers are genuinely interested in, so they will click on the CTAs and sign up for your webinars more easily.

Webinar email marketing is undoubtedly a fast way to increase and ensure participation in this type of web event with minimal investment compared to other strategies. In this article, we explain how you can achieve the best results with this type of campaign and we look at some examples of emails that will guide you in sending emails for webinars.

Tips for creating a good webinar email marketing

Before you actually promote your webinar by email, you need to create a good design for the event, one that generates expectations in the audience (and meets them). Every event requires prior preparation and planning , regardless of whether it is going to be broadcast through digital media. The idea is to minimize azerbaijan phone number data errors and maximize the quality of what you are offering. In this sense, you should take these steps into account:

1.- Choose a topic and define objectives

A webinar is a webinar led by experts in the subject spanish companies that are doing well in Inbound Marketing matter in question. In this sense, it is necessary to think about the topic and how to present it. Beyond relying solely on experience, it must be attractive and not aim for overly complex fields. When you have deep knowledge of a topic, you can fall into overly broad scenarios, so the first thing to do is to establish what you want to say and how to present it in a way that is captivating .

It is important to keep the focus current in order japan number list to attract the interest of your potential audience. Any new information that adds value will be an opportunity for success for the seminar. It is also a How to apply good idea to review what has been done previously. Research your competition so that you can present a webinar with different content and improve the experience for your audience.

2.- Choose the webinar format

Once you know what you are going to say and what objectives you want to achieve, it is time to choose between the usual formats:

• Panel discussion. In this format, a single speaker is in charge of leading the seminar. He addresses various perspectives on a particular topic and asks questions of the audience.
• Single speaker. Here, a figure speaks about the topic, develops it and, at the end, answers any questions that participants may have.
• Live webinar. This dynamic is more interactive and allows for questions and answers in real time to develop a specific topic. It is important that the speaker has a good command of the topic and the audience in order to be able to delimit the duration and approach.
• Interview webinar. An increasingly common format in the field of online seminars. The interviewer and the interviewee are responsible for developing the topic. At the end there may also be a small space to clarify doubts.

3.- Choose the platform

This is usually one of the most complex steps, since the experience of your users will largely depend on the platform. Before making a choice, you should consider the number of attendees at the activity so that everyone is comfortable and there are no communication or duration problems.

As a general rule, lately, people are betting on tools like Zoom or Google Meet , but you also have to take into account the recording of the activity and how long it will be available for those who had some connectivity problem or were unable to enjoy it live. Always look for tools through which you can manage a restricted list of attendees that requires a prior subscription.

4.- Make your script

The next step is to structure your content. You need to have a beginning, middle, and end. Depending on the speaker’s experience, you may plan out everything you’re going to say or just make a guide mentioning each point. This part is important because it will give you an idea of ​​the duration of the event. Additionally, you can also infer some questions your audience will ask.

This is the phase to organize the support material, review the equipment you need, practice what you will say and assign roles to the team so that they are prepared for any eventuality and do not get into chaos. These roles also serve to determine who will be the presenter and if they will have any support during the seminar.

How to secure an audience for a webinar email marketing campaign?

Once you have a plan for every aspect of the event, it is time to start building the webinar email marketing campaign. The vital question here is: How do you get your audience interested in the event, register and attend? To do this, you must take into account several factors:

1.- Plan your time

If you focus your efforts on your email marketing campaign, you should consider how you are going to build it, what it will say, how it will look, and what the strategy will be to make it very attractive . Similarly, you cannot expect people to subscribe overnight, so consider planning time for them as well.

To start with, you can promote the webinar through various channels, but it will all depend on your objectives and your resources. On the other hand, it is always important to focus on your subscriber list. Remember that they are there voluntarily and are genuinely interested in what you have to offer.

2.- Measure the frequency of shipments

Don’t overwhelm your subscribers with too many emails that talk about the same thing. Receiving too many emails that talk about the same thing can end up overwhelming them, who may end up labeling you as SPAM or even unsubscribing from your service. Generally speaking, planning should be just as thorough as your regular newsletters.

In this case, MDirector recommends sending three types of emails:

• A first mailing introducing the event and providing as much information as possible.
• The second appointment reminder email, to be sent one week after the first email.
• And a third and final email that will be sent shortly before the webinar takes place. Here it is necessary to generate a sense of urgency in the recipient, reminding them, for example, that there are only a few places left to attend the seminar.

3.- Optimize your subject lines

This part is the first contact you will have with your subscribers in your webinar email marketing campaign, so it must make clear the most interesting aspect of the event to attract their attention and get them to open them. You also need to be careful about what you put in them.

In this case, A/B testing will be a great ally at this stage. Run different tests based on slight modifications to the subject line until you find the option that provides the best results. To do this, draw inspiration from what you know about your audience; write thinking about what kind of phrase would make them open the email and become interested in your content.

4.- Bet on specific content

Summarize what you want to say, be direct and reduce the number of words until, in a few sentences, you summarize the essence of the event. Present a problem and a solution with your seminar.

On the other hand, remember to include everything the user needs to know about the event , the time, day and date so they can decide if they want and can participate. You can provide the details as the date approaches.

5.- Integrate banners

You can integrate banners advertising the webinar on your website to attract your visitors’ attention and get more subscribers. Here you can establish a strategy to get them to subscribe to your list and, later, to the event. You can do the same from your social media profiles.

6.- Avoid excessive self-promotion

It is also interesting to be able to get allies to promote your event and create strategic alliances. External sponsors or additional speakers can be another source of audience acquisition that allows you to get more participants without having to send too many promotional emails about the webinar.

On the other hand, it is interesting to take advantage of the visibility provided by social networks to promote the webinar on the platforms where your brand is present.

4 types of emails to promote a webinar

It’s time to move from theory to practice to create an email marketing campaign made up of several mailings that will serve to boost the visibility of the event for your community of subscribers.

To create your email campaign to promote your webinars, you can use the MDirector tool to make this process easier. You also have the option of automating emails so that people on the registration list receive the email with all the details of the event. Here are some examples that you can use as a basis for webinar email sequences :