The webinar is the marketer’s party. Okay, these learning and lead-generation gatherings probably aren’t as fun without the punch bowl and perfect playlist — but at the planning stages, there’s the same fear. What if nobody shows up?
For webinars (and, presumably, parties) — it all comes down to the invitation.
Email is simply the most effective channel for promoting webinars. 2012 data from BrightTALK show 58-64% of people attending thanks to email and direct invitations. The 2013 ON24 Webinar Benchmark Report states that 80% of registrations come from a combination of email and site promotions.
Your webinar invitations also deserve their own emails. Justine Jordan, VP of Marketing at Litmus, advises that you go beyond tacking on promotional mentions on regularly scheduled marketing messages:
[S]end a stand-alone email! We used to send newsletters with webinar registration links inside, but have found that sending dedicated emails for each webinar results in many more registrations.
Georgiana Laudi, VP of Marketing at Unbounce, also reports: “70% of all our webinar registrations come via our invitation emails.” For our own upcoming welcome email webinar, we can thank our dedicated invitation emails for 76% of registrants so far.
That’s all to say — your invitation emails are vital to a successful webinar! Let’s look at how to make them super effective to bring more people to your web party.
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