{"id":15823,"date":"2018-09-17T06:00:00","date_gmt":"2018-09-17T04:00:00","guid":{"rendered":"https:\/\/wpwebinarsystem.com\/?p=15823"},"modified":"2023-07-11T13:26:02","modified_gmt":"2023-07-11T11:26:02","slug":"webinar-email-marketing-how-to-successfully-promote-your-webinar-to-your-email-list","status":"publish","type":"post","link":"https:\/\/webinarpress.com\/us\/webinar-email-marketing-how-to-successfully-promote-your-webinar-to-your-email-list\/","title":{"rendered":"Webinar Email Marketing: How to Successfully Promote Your Webinar to Your Email List"},"content":{"rendered":"<p>Promoting your webinar is just as important as building a great presentation. Email invitations are responsible for <a href=\"http:\/\/wsuccess.typepad.com\/webinarblog\/2013\/02\/brighttalk-presents-2012-webinar-viewing-statistics.html\" target=\"_blank\" rel=\"noopener\">58-64% of webinar registrations<\/a>, so if you want to host a successful event, it\u2019s critical that you take webinar email marketing seriously.<\/p>\n<p>Naturally, you\u2019ll want to promote your upcoming webinar to your email list. Your subscribers are warmer leads than random people who find your <a href=\"https:\/\/webinarpress.com\/us\/secrets-of-a-high-converting-webinar-landing-page\/\" target=\"_blank\" rel=\"noopener\">landing page<\/a>, so it\u2019s important to convince them to attend (and hopefully become <i>customers<\/i>). And once your guests register for the webinar, they\u2019ll need to hear from you too.<\/p>\n<p>Follow this step-by-step process to promote your webinar to your email subscribers and maximize your registrations.<\/p>\n<h2>Step 1: Optimize Your Name and Subject<\/h2>\n<p>The \u201cfrom\u201d name and subject line of each email are the only two elements your subscribers read before clicking into the message. That\u2019s not a lot to work with, so you have to craft yours well.<\/p>\n<p>People like to hear from other people, so it\u2019s best to use your name for the \u201cfrom\u201d portion (or the name of someone on your team if your subscribers are used to that person).<\/p>\n<p>That said, it can help to include your company name if you often send emails from different people in your organization. For instance, you might use \u201cHank from Acme\u201d or \u201cHank Jones, Acme.\u201d Just make sure there\u2019s a person\u2019s name in there.<\/p>\n<p>The other component &#8211; the subject line &#8211; is even more important. It\u2019s the only clue your subscribers have about what\u2019s inside the email. If you serve them something confusing or boring, there\u2019s a good chance they\u2019ll delete the email without ever opening it.<\/p>\n<p>You know the phrase, \u201cDon\u2019t judge a book by its cover?\u201d That doesn\u2019t apply at all. Your subscribers will absolutely judge every email you send by its subject line.<\/p>\n<p>Here are some tips to craft compelling subject lines:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Keep them under 50 characters so they\u2019re simple and display nicely on mobile devices.<\/li>\n<li>Use benefits-based language so the recipient knows they\u2019ll get something valuable from the email.<\/li>\n<li>Avoid words that trigger spam filters.<\/li>\n<li>Lead with an action word, if possible.<\/li>\n<li>Play on their emotions by highlighting a pain point and hinting that you have the solution.<\/li>\n<li><i>Don\u2019t try to be clever or witty (some people won\u2019t understand it).<\/i><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Writing effective subject lines that maximize your open rate is a big topic. We recommend you read this long guide at Copyhackers: <a href=\"http:\/\/copyhackers.com\/2012\/08\/writing-email-subject-lines-improve-open-rate\/\" target=\"_blank\" rel=\"noopener\">Writing Email Subject Lines: 6 Ways to Improve Your Open Rate<\/a><\/p>\n<h2>Step 2: Include the Basics<\/h2>\n<p>It might seem obvious, but it\u2019s important to include the basic information your subscribers need to know about the webinar, such as\u2026<\/p>\n<ul>\n<li>The title\/topic<\/li>\n<li>Date and time<\/li>\n<li>Link to the <a href=\"https:\/\/webinarpress.com\/us\/login\/\" target=\"_blank\" rel=\"noopener\">registration page<\/a><\/li>\n<\/ul>\n<p>You wouldn\u2019t believe how many webinar emails are followed by a <i>follow-up<\/i> email that says something like, \u201cOops, we forgot to tell you the time and date\u2026\u201d<\/p>\n<p>It\u2019s not the end of the world if you forget this information, but it makes you look unprofessional and unprepared.<\/p>\n<p>Do your best to keep this information simple and easy to digest. Don\u2019t make them read through half a dozen paragraphs to find the date. They want to know when you\u2019re hosting the event, what they\u2019ll learn, and who\u2019s teaching it. <a href=\"https:\/\/www.nngroup.com\/articles\/presenting-bulleted-lists\/\" target=\"_blank\" rel=\"noopener\">People are drawn to lists<\/a>, so that\u2019s where you should put this information.<\/p>\n<p>This InVision email is a great example of including the details right away.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-15825 size-full aligncenter\" src=\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-details.png\" alt=\"Webinar email marketing\" width=\"667\" height=\"831\" srcset=\"https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-details.png 667w, https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-details-241x300.png 241w, https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-details-600x748.png 600w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/><\/p>\n<h2>Step 3: Include Testimonials and Social Proof<\/h2>\n<p>Testimonials build trust and credibility with your subscribers by helping them overcome their natural skepticism. Even though you aren\u2019t selling anything, people are naturally wary of anyone who asks for their time.<\/p>\n<p>Testimonials (which are really just one version of <a href=\"https:\/\/neilpatel.com\/blog\/social-proof\/\" target=\"_blank\" rel=\"noopener\">social proof<\/a>) soothe your subscribers\u2019 fears by showing them that <i>other people<\/i> have taken the plunge and come out satisfied.<\/p>\n<p>It seems simple, but testimonials work because people rarely make logical decisions. <a href=\"http:\/\/bigthink.com\/experts-corner\/decisions-are-emotional-not-logical-the-neuroscience-behind-decision-making\" target=\"_blank\" rel=\"noopener\">We rely on emotions<\/a>. When we see someone else buying, using, or enjoying something, we\u2019re more likely to do the same.<\/p>\n<p>Besides, our brains are <a href=\"https:\/\/www.psychologytoday.com\/blog\/positively-media\/201101\/the-psychological-power-storytelling\" target=\"_blank\" rel=\"noopener\">wired to think in terms of stories<\/a>. When you tell a story with a testimonial, you\u2019re tapping into the way your subscribers relate to the world.<\/p>\n<p>Here are some tips for using testimonials well:<\/p>\n<ul>\n<li>Use <i>people<\/i>, not businesses.<\/li>\n<li>Use someone your subscribers already know.<\/li>\n<li>Make the person the hero of the story.<\/li>\n<li>Use their words if you have them.<\/li>\n<li>Include a picture of the person.<\/li>\n<li>Only include or two testimonials per email.<\/li>\n<\/ul>\n<p>Ideally, you should use testimonials of people who have experienced the same webinar before. But if you\u2019re promoting a new webinar, or hosting your first webinar, use a testimonial from someone who has done business or worked with you in the past. Just make sure it makes sense in the context you\u2019re using it.<\/p>\n<h2>Step 4: Impress with Excerpts of Your Webinar<\/h2>\n<p>Your <a href=\"https:\/\/webinarpress.com\/us\/webinar-presentation\/\" target=\"_blank\" rel=\"noopener\">webinar presentation<\/a> should be complete by the time you start promoting it during email. (The promotional period is when most hosts practice their presentation.) So you can use excerpts from it as teasers.<\/p>\n<p>For instance, you might show one of your slides (or a piece of a slide) that contains some impactful information. Give the slide some context in the body of your email. This will show subscribers that your presentation holds a lot of value.<\/p>\n<h2>Step 5: Create Urgency<\/h2>\n<p>Strive to create a sense of urgency in your copy. You want your readers to think there\u2019s a chance they\u2019ll lose the opportunity if they miss their spot. The <a href=\"https:\/\/psychcentral.com\/blog\/fomo-addiction-the-fear-of-missing-out\/\" target=\"_blank\" rel=\"noopener\">fear of missing out<\/a> is a powerful motivator, so use it well. You can create urgency by setting a registration deadline or capping the number of attendees.<\/p>\n<p>This Typecast webinar uses urgency in a clever way: \u201cOur webinar filled up so fast that we had to add this 2nd-time slot so nobody gets left out.\u201d The implication here is that this one might fill up too.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-15826 aligncenter\" src=\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-urgency.png\" alt=\"Webinar email marketing\" width=\"668\" height=\"841\" srcset=\"https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-urgency.png 668w, https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-urgency-238x300.png 238w, https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/webinar-email-marketing-urgency-600x755.png 600w\" sizes=\"(max-width: 668px) 100vw, 668px\" \/><\/p>\n<h2>Step 6: Include One Compelling Call-to-Action<\/h2>\n<p>Every email you send to your subscribers should include a single, compelling call to action that encourages them to take the next step. If you want someone to do something, you have to give them a way to do it.<\/p>\n<p>Calls-to-action are best formatted as clickable buttons that stand out from the rest of your email, like this:<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-15827 aligncenter\" src=\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/2\/2018\/09\/promote-webinar-call-to-action.png\" alt=\"Webinar email marketing\" width=\"589\" height=\"832\" srcset=\"https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/promote-webinar-call-to-action.png 589w, https:\/\/webinarpress.com\/us\/wp-content\/uploads\/sites\/2\/2018\/09\/promote-webinar-call-to-action-212x300.png 212w\" sizes=\"(max-width: 589px) 100vw, 589px\" \/><\/p>\n<p>Notice how the button is action-oriented and simple. It\u2019s a unique color, which makes it unavoidable. Additionally, \u201creserve my seat\u201d comes with the implication that the webinar may fill up. This creates a <a href=\"http:\/\/blog.wishpond.com\/post\/103290853633\/the-25-best-words-to-use-in-your-call-to-action\" target=\"_blank\" rel=\"noopener\">sense of urgency<\/a> that drives people to register <i>now. <\/i><\/p>\n<p>Whatever you do, don\u2019t include multiple calls to action. This tends to confuse people. In many cases, when a person can\u2019t decide which button to click, they end up clicking nothing at all. This phenomenon is called <a href=\"https:\/\/blog.todoist.com\/2015\/07\/08\/analysis-paralysis-and-your-productivity\/\" target=\"_blank\" rel=\"noopener\">analysis paralysis<\/a>, and it\u2019s a killer for marketers.<\/p>\n<h2>Step 7: Set up Your Automation<\/h2>\n<p>The beauty of email marketing is that you can schedule all of your emails long before their send dates. This way, you can focus on your presentation and engage your audience during the weeks preceding your webinar.<\/p>\n<p>You\u2019ll need to set up two sets of automation:<\/p>\n<p>The first is a series for your existing subscribers. You\u2019ll want these emails to express the benefits of your webinar and encourage them to sign up on your landing page. Set your email marketing tool to remove your subscribers from this series once they register and move them on to the second series.<\/p>\n<p>The second series is for people who have registered for the webinar. It should consist of a confirmation email and a series of reminders. Make sure you don\u2019t send any emails to this list that ask them to register because they\u2019ve already done it.<\/p>\n<p>Don\u2019t feel bad about sending multiple reminder emails to your list. They care about your brand and your content, so they won\u2019t feel annoyed by your reminders.<\/p>\n<p>This is especially true when you send to people who signed up for the webinar through your landing page. They <i>definitely<\/i> care about the event. But life is busy, and some people forget, so send them regular reminders.<\/p>\n<p>When you send a reminder email, be clever with your copy. Use your reminder emails as opportunities to re-explain the benefits of your webinar.<\/p>\n<h2>Webinar Email Marketing Takes Times<\/h2>\n<p>If you follow these strategies, you\u2019ll likely see higher email open rates, click-through rates, and, ultimately, more webinar registrations. But don\u2019t fear if you don\u2019t see remarkable results during your first campaign. Email marketing isn\u2019t simple, and it\u2019s certainly not the same for every audience.<\/p>\n<p>Track your performance over time, test new ideas, and optimize your emails just like how you iterate on your webinar presentations. Eventually, you\u2019ll figure out the perfect formula that drives your audience to register for your webinars.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Follow this step-by-step webinar email marketing process to promote your webinar to your email subscribers and maximize your registrations.<\/p>\n","protected":false},"author":3129,"featured_media":15824,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48],"tags":[52,42,41],"class_list":["post-15823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinar-presentations","tag-webinar-email-marketing","tag-webinars","tag-why-run-webinars"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.10 (Yoast SEO v25.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 7 Steps of Webinar Email Marketing<\/title>\n<meta name=\"description\" content=\"Follow this step-by-step webinar email marketing process to promote your webinar to your email subscribers and maximize your registrations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/webinarpress.com\/us\/webinar-email-marketing-how-to-successfully-promote-your-webinar-to-your-email-list\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Webinar Email Marketing: How to Successfully Promote Your Webinar to Your Email List\" \/>\n<meta property=\"og:description\" content=\"Follow this step-by-step webinar email marketing process to promote your webinar to your email subscribers and maximize your registrations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/webinarpress.com\/us\/webinar-email-marketing-how-to-successfully-promote-your-webinar-to-your-email-list\/\" \/>\n<meta property=\"og:site_name\" content=\"All in One WordPress Webinar Plugin - 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