Webinar Email Marketing: A Complete Guide

Benefits of hosting webinars

Webinars have become a cornerstone of successful marketing strategies, and for a good reason – their benefits are undeniable:

• Engagement: Webinars facilitate direct, real-time engagement with your audience.
• Lead generation: A well-executed webinar can be a gold mine for lead generation.
• Education: Webinars offer a platform for educating your attendees on relevant topics for your industry.
• Authority building: Hosting informative webinars positions your brand as an industry authority.

As a matter of fact, even statistics reinforce the significance of webinars. 95% of marketers believe online events are key to their marketing plan since they provide the best return on investment of all strategies. Still, different types of webinars help to achieve various goals, such as:

• Educational webinars: The goal is to share knowledge and industry insights.
• Product demos: Showcase your product and services.
• Training sessions: Help users maximize product value.
• Q&A sessions: Engage your audience in real-time conversations.
• Customer onboarding: Improve cutomer onboarding with a personalized webinar.

To ensure an effective and hassle-free online event hosting journey, it’s vital to choose a platform that allows you to host different types of webinars. Providers such as RingCentral Webinar are great examples of comprehensive software that has features tailored to a variety of targets.

The role of email marketing in webinars

Email marketing and webinars are a match made in marketing heaven. Email acts as the primary vehicle for promoting webinars and engaging attendees. So, marketing webinars correctly involves opting for the best webinar email marketing strategy. The stages of a webinar marketing funnel should include:

• Awareness: Entice your audience with the promise of what’s to come.
• Interest: Announce the webinar, highlight its benefits, and build anticipation.
• Registration: Encourage sign-ups and send reminders.
• Engagement: Provide valuable content before the event.
• Attendance: Deliver access links, reminders, and instructions.
• Post-webinar: Follow up with attendees and non-attendees.

Still, to achieve this, you first need to invest in building an email list. Having one is your golden ticket to successful webinar promotion. The larger and more segmented your list, the better your chances of reaching the right audience and increasing your webinar attendance rate.

How to build an email list 101

You should keep in mind that, in the case of webinars, quality always wins over quantity. Instead of sending your webinar invitations to a huge and generic list, you should focus on segmenting your audience. Concentrating on those who may already have an interest in what the webinar is about will guarantee a higher conversion rate.

It’s also important to implement methods for organic growth, such as opt-in incentives and even lead generation, by leveraging website sign-up forms and landing pages. Once you have built a strategic, focused list, it’s time to go to the next steps: maintenance and GDPR compliance.

Regularly cleaning and updating your list to improve deliverability and relevance can significantly impact who you’re reaching and what you gain from them. In addition, it’s important that you make efforts to guarantee compliance with data protection regulations so that no lawsuit appears out of the blue.

To achieve all this, it’s important that you opt for a reliable webinar provider, like RingCentral Webinar. With deep customization possible, as well as several email automation and guaranteed GDPR compliance, this solution is specifically crafted to make for the webinar organizer.

Crafting compelling webinar emails

Your webinar emails are key to gaining and keeping your audience’s attention and trust. However, crafting compelling emails is almost an art form. Whenever writing one, you should be aware of:

• Subject lines: One of the most crucial components of an email. You should ensure you can capture attention with engaging and eye-catching subject lines.
• Email content and design: Create high-engagement emails with impactful content and attractive design. Try to think of something your target audience can relate to so it becomes more personalized – adding the recipient’s name can be one way of achieving this.
• Storytelling: Weave a narrative that draws your audience in and keeps them engaged. The body of your email should provide details about the event, what will be covered, who will be speaking, etc.
• Call-to-action button: Your email should include a well-placed call-to-action button, as you want the audience to engage with your email and not just look over it and move on.

The pre-webinar email sequence

Preparation is key. The first step when beginning your webinar email marketing strategy is to send out email invitations. This alerts your desired audience to the upcoming event and generates hype and enthusiasm around it. Your pre-webinar email sequence should:

• Announce the webinar and send a webinar email invite: Tell your audience what the webinar is about, when it’s happening, who the speakers are, why it’s worth attending, and how they can register for it.
• Create anticipation: Build and increase your audience’s excitement with teaser emails. Provide fun facts and highlight the webinar’s benefits, clearly stating the value gained by opting in.
• Confirm attendance: Make sure to include webinar confirmation emails once your attendees start registering. These emails should include the webinar’s date and start time, where the audience can join it, and generally confirm that they have registered.
• Send a reminder: Lastly, reminding your audience when your webinar is happening is important to increase your attendance rate. It’s also a great way to keep your attendees informed with last-minute details and reiterate the time and link to the webinar.

Post-webinar follow-up

After the webinar, continuing the conversation with your attendees with follow-up emails is important. Here are some examples of what a follow-up email can include:

• Thank you notes: Show appreciation and provide post-webinar content, as well as any crucial details that were talked about during the session.
• Leverage engagement: Use post-webinar emails to increase engagement for future marketing. Make sure what you’re going over is still relevant to your target audience in order to keep the trust and interest high.
• Feedback and testimonials: Request valuable feedback and gather testimonials. This will assure your audience that you care about their thoughts and that you’re willing to keep improving with constructive feedback.

Measuring success

Now that the webinar is done, don’t forget an important step – analyzing the campaign’s success. It’s important that you keep track of your marketing email campaign and measure how it turned out, as this information can help you improve. KPIs tailored to webinar marketing that you should track include:

• Registration rate
• Attendance rate
• Engagement rate
• Engagement metrics
• Conversion rate

Each of these metrics are crucial for understanding what you’re doing right and what can be done differently in the future. Make sure to go over these KPIs to optimize your strategy carefully.

How to integrate email marketing into your strategy

Integrating webinar email marketing into your broader campaign plan involves making sure that it is aligned with your marketing goals. This means that everything you do, from lead generating through registrations to nurturing relationships with email content, will help build brand authority and position yourself as an industry expert.

Likewise, webinar content can – and should – be repurposed for future campaigns. You can turn them into blogs, social media posts, podcasts, and more. Doing this will reach different segments of your audience through the same content, which can lead to more interest in your work and future webinars.

Is email marketing worth it?

In the end, mastering webinar email marketing is the gateway to successful campaigns. The strategies we’ve discussed can propel your business to new heights. Always remember that every email sent represents a new opportunity. By getting it right, you can unlock the full potential of your webinars.

However, to fully enhance your campaign’s potential, make sure you choose a webinar provider that’s designed to make the whole process hassle-free. Going for solutions such as RingCentral Webinar will guarantee that creating landing pages, scheduling reminders, and sending personalized emails to your list is done at the drop of a hat.

Offering a 30-day free trial, this solution ensures that everyone has a risk-free opportunity to test out all of its features and see for themselves what it can offer. RingCentral Webinar also has discounts of up to 25% on annual plans, so this commitment is worth it in the long run.