5 Musts for Effective Webinar Emails

Effective Webinar Emails

Effective webinar emails can be the make or break factor during your webinar’s promotional campaign. Marketers often regard email as a “must-have” marketing channel. This is certainly true when it comes to marketing your webinar. Your webinar emails will be one of, if not THE, top driver for registrations. Ultimately, you must create your webinar invites with strategic intent to get the results you want. 

When it comes to email marketing, there are specific “rules.” When observing these rules, you can prompt action from recipients. Conversely, disregarding these rules can have a negative impact on your webinar’s attendance. Let’s take a look at what you should do to make your webinar emails effective registration drivers.

Respect Your Audience’s Time

Let’s face it, most business professionals likely have more work assigned than hours in a day. Time is a valued and protected asset. It is essential to make sure you are respecting the time limitations of those receiving your webinar invites. With all of the content and great ideas you have for promoting your webinar, respecting someone’s time may sound tricky. Luckily, there are two simple practices to follow that will get your point across while respecting a recipient’s time.

  • Keep your copy short and the message clear. Avoid long paragraphs of text. Long paragraphs of text can often seem visually overwhelming, and in turn, time-consuming. Instead, use bullets and shorter sentences surrounded by white space, both of which are scannable to busy readers. 
  • Don’t bury your webinar name, date & time in your webinar email. Make sure the vital information is prominent and above the fold in your message.

Make Your Webinar Invite Personal

Our second suggestion for effective webinar email practices is to make the invite personal. Using a person’s name or the company name in the subject line and body copy has proven effective. That being said, personalizing a webinar email is more than just plugging in a word.

“Personal” also means the message is relevant to the recipient. This includes that your message pertains to the right industry, job title, and skill level. List segmentation, or carving out a smaller piece of your database based on demographics and behavioral criteria, will help ensure your message is going to the right audience.

Additionally, your webinar email copy should address key points that are meaningful to the person receiving it. We consider this to be the WIIFM or “what’s in it for me?” Think of your webinar email like an invitation. In your copy, you might incorporate language like:

  • Please join us
  • You’re invited to attend
  • What you will learn
  • By attending this webinar, you will receive [enter CEU credit or incentive here]

Addressing the personal needs of your recipient goes a long way. Your email recipient is more likely to take action and register for your upcoming webinar when personal motivation is involved. Along with that, recipients when you include personal gains in your email copy. Remember, employees change jobs every few years. If your webinar is teaching a valuable professional skill, offering a continuing education credit (CEU), or other personal gains, be sure to highlight them. This can be a registration motivator for other reasons!

Always Include a Call to Action 

This one might seem obvious, but it’s important enough to emphasize and expand on best practices. Effective webinar emails all have one thing in common, their CTA is crystal clear. Always make sure your webinar invite includes a strong call to action and it isn’t hidden or buried at the bottom of the message. In fact, if you want to make it easier for the reader, consider listing the webinar title, date, and time immediately followed by your call to action (CTA). Effective CTA copy includes “register now,” “count me in,” “save my seat,” to name a few options. HubSpot offers additional advice and examples to help you choose an appropriate call to action, including use action-oriented and personal words to prompt people to respond.

Your call to action can be any length of words depending on the format. As an example, a button CTA will have less words than a CTA used in a sentence. For best results, use text links to allow for longer copy and for those who have images turned off. However, be sure to also include buttons because people naturally like to click on buttons. In fact, using a button can increase your click-through rate by 28%. 

Other best practices for CTA buttons for effective webinar emails includes making them look like a button. We’ve seen some creative variations— circles, hexagons, stars— that look fun, but if your audience doesn’t know it’s a button, they may not click on it. Our advice: go with the obvious and save your creativity for your webinar presentation deck.

If you’re unsure of all the latest best practices, Contentware creates event and webinar marketing campaigns – based on the last digital marketing best practices – using AI and your registration page, only. And it does it in minutes, which takes implementing best practices off your plate!

Focus on the Goal of Your Webinar Email 

While it’s tempting to want to list everything about your webinar in a single email, we advise against this practice. Focus on the objective of your message: getting registrations.

Having a clear focus for your webinar invite keeps your message strong, to the point, and action-oriented. We’ve seen marketers be overzealous in their efforts, using a webinar invite to link to a related a blog post, learn more about a related topic, schedule a product demo, and oh yes— register for the webinar. All told, there were six different calls to action in one email example we saw recently. Think that email was successful in generating webinar registrations? Likely not. Bottomline: determine your objective and stick to it!

When in doubt, use the five-second test. This calls for asking a colleague to read your copy and see if they can tell what your email is about and what the call to action is in five seconds or less. If they can, your email is very focused and you’ve set yourself up for registration success.  If not, you might want to rework your webinar invite to add clarity and bring the main points further up in your message.  

Remember, the goal of your webinar email is to get the click. You want to attract enough interest to get your audience to click through to your webinar registration page. Your registration page can always include additional information and your registration confirmation email can include links to read related content or even schedule a product demo.

Use Consistent Visuals Across Your Webinar Promotions

Finally, as you develop your webinar marketing mix, consider the visuals you’ll use too. You will want to create visual consistency across all your webinar promotions. As humans, we remember images more than we remember words. Using a consistent image, colors, and presentation style in your webinar invites, your social media promotions, and your paid advertising helps your target audience to remember your message and recognize your brand. 

Visual repetition is especially good as it builds recall. In fact, there’s a name for it— “effective frequency.” While there is much debate as to exactly how many times your message has to be repeated, long-standing research from the advertising industry cites 3-7 impressions are needed before a message is registered. Thus, using the same image for your webinar promotions is a GOOD thing.  Consistency builds registration— in more ways than one!

In summary, an effective webinar email is the cornerstone of your webinar’s promotional campaign. By following the email marketing “musts”, your webinar invites will no doubt be registration-driving machines. We’re already celebrating your success!

Want more tips on how to effectively market your webinar? Download our free guide, The Ultimate Guide to Webinar Promotions

Contentware us AI and your event landing page to create an entire marketing campaign of emails and social media posts – in minutes. Want to see it in action? Sign up for a demo!

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