Updated Oct 3rd, 2023 by Nicolas Zenker
Planning a webinar? Live video conferences and online business events are fast becoming popular marketing tactics for generating leads, building relationships, and growing sales.
To get the best out of your webinar, you need to invest time in drafting your webinar invitation or series of webinar email campaigns to make sure your audience participates and your invitation stands out from the crowd.
According to Webinar Care, the attendance rate for the average webinar is 40 to 50 percent of your registrants. Chances are more than half of the people who register for your webinar will not actually show up. So how can you make your webinar bulletproof you might be asking?
Increase the RSVPs for your webinar! Increasing your RSVPs gives you a higher chance of hitting your target guest count. Increasing your RSVPs requires more than just getting the word of the event out, you need to be an expert at writing enticing webinar invitations to capture and engage leads.
Here are 6 steps to easily create compelling webinar emails (with examples and different angles to inspire you).
An excellent webinar email starts with a subject line that can capture your recipient’s attention. Hook them immediately, or your email can easily get lost in their inbox.
Adopting creativity in your email subject lines increases the likelihood of your email standing out and capturing your audience’s attention and clicks.
Dare we say something controversial? Just kidding, this one is a bit more on the nose, the key to creating a subject line with high open rates is to speak to your target audience.
Who are the target audiences that will be interested in attending your webinar? What are the pain points or values that intrigue them?
Defining your audience will let you know the people you are speaking to, making it easier to set the tone for your subject line and content draft.
While you’re at it, A/B test subject lines that trigger curiosity or excitement to see what your audience likes best. Even better, create various subject lines for different audience segments.
But remember, your email subject line is the preview that tells readers about your message. So while you want to ensure it is good, always create content that will deliver on the promise.
Every webinar invitation email needs to serve two purposes: convincing audiences to attend and making it easy for them to confirm attendance.
No matter what number of emails you are sending to invite the audience to attend your webinar, you must always have the basic event details: 4Ws and 1H.
When delivering these webinar details, one rule is to always keep it simple without any room for doubt. Use bullet points and include the timezone if you have a global audience.
One webinar invitation email is hardly enough. Sent at the wrong time, and you risk getting buried in the inbox without your recipient ever seeing it. Planning multiple webinar invitation emails can help nurture your leads and convince them that the webinar will be worth their time.
When converting potential leads, use different angles to sell your event. For example, you can have one email focusing on pain points and another talking about the value. The key here is to space them apart and send them at different times.
If your webinar invitation email worked, the next part is keeping that interest level high and getting your RSVPs to attend.
A solid webinar email sequence for potential attendees will create anticipation and keep them engaged until the actual date.
Here are some of the emails you’d want to send to your RSVPs to keep your webinar on top of their mind:
When devising your email campaigns, ensure your settings are correctly done for audience segmentation to deliver a cohesive and personalized experience.
You can also improve webinar success by tearing a page from Chip and Dan Heath’s “Make to Stick” book.
Introducing one of these five principles into your webinar invitation email can help create a memorable and meaningful message so sticky that no one will ever forget them.
Simple means singling out a core message. Sometimes, the subject line should communicate the subject matter directly so that readers will know the importance of the email without being confused.
For example, your webinar confirmation email should have your “Webinar Title” as the subject line if it concisely delivers your core message.
Surprise your customers by going beyond their expectations.
This can be anything from a counter-intuitive statement to out-of-this-world value or simply a word that piques curiosity.
Show people your expertise and experience to build trust.
Use statistics to prove your point and establish your speaker’s credibility as an authority figure to demonstrate value.
Telling a story is a clever way to capture attention and connect with your audience.
Rather than telling a story in lengthy text, you can also use images or videos to convey your story, like Wistia.
Being sticky makes your brand memorable. Essentially, it motivates people, and you will get more webinar signups when people take action!
How you deliver the message matters when it comes to your email content.
Conversational emails convert much better when your readers feel they are listening to a friend rather than a salesperson or a business spokesperson.
For example, when it comes to using active vs passive voice in writing, we recommend using active voice whenever possible, as it lets readers feel the effect of the action directly.
Normal is boring. Get creative with your content. Explore new and exciting ideas or writing styles to engage prospective clients.
It is also alright to share an anecdote or crack a joke, as it can help engage your readers. You can even share a meme or compelling image to add more engagement.
However, refrain from straying from the central topic. Your email content should be primarily built around your webinar topic. Webinar emails that lack direction and are all over the place will fail to capture your audience.
Find inspiration and remove the guesswork by analyzing existing webinar invitation emails.
Websites like ReallyGoodEmails.com and GoodEmailCopy.com have a plethora of email copy you can use for reference..
Otherwise, look into your inbox and see what webinar emails you’ve been excited enough to register for. If you’re still in need of some inspiration, subscribing to Tony Robbins or Hubspot emails can also let you see their email marketing tactics unfold in real time.
Your chances of converting potential leads into future customers can only increase when they attend your webinar.
Make sure you use these six steps to build out every webinar invitation and email sequence to create the optimal experience that will boost RSVPs and maximize attendees.
Adela Belin is a content marketer and blogger at Writers Per Hour. She is passionate about sharing stories with the hope to make a difference in people’s lives and contribute to their personal and professional growth. Find her on Twitter and LinkedIn.