Webinar Email Marketing Strategy : How to Get More Webinar Attendees

Webinars remain a formidable marketing tool to acquire new leads, boost brand engagement, and identify prospects interested in the product or services. However, a webinar drive is successful only when people attend. A solid webinar email marketing strategy can help businesses gather more attendees.

In this blog, we will discuss the significance of webinars for your business growth and how to promote them correctly using a webinar email marketing strategy.

Webinar Email Marketing- A Crucial Tactic for Growing Your Brand

With its many benefits, a webinar can help you grow your brand significantly. Here is how.

Webinar Benefits

Why Should You Consider Webinar Email Marketing for Your Business Growth?

A webinar is an online event in which a one or multiple hosts convey significant information about a particular topic, which can be anything relevant to your niche. However, it is much more than just an online conference.

When done correctly, a webinar can be a great source of generating qualified leads for your business. Around 73% of B2B marketers believe conducting webinars is an excellent way to reach fresh leads.

Brands organize webinars for content marketing, establishing thought leadership, training and educating the audience, giving product demonstrations, etc.

Creating and executing a noteworthy webinar is essential for businesses to reach their prospects. However, the task does not end here. No matter how impactful your webinar is, it is a futile effort if people do not attend. This is where webinar email marketing can help. 57% of attendees come to a webinar through email invitations, making emails the go-to channel for marketers to promote webinars.

With a strong webinar email marketing strategy, you can guide your audience at each stage, persuade and remind them of the event, and track your leads even post-webinar.

How to Create a Webinar Email Marketing Strategy That Works?

How to Create a Webinar Email Marketing Strategy That Works

A webinar marketing plan has four stages. The goal at each step is to acquire registrations, but the messaging changes by implementing successful marketing techniques. These steps include:

  • Launch: Create awareness among the target audience by providing context about the topic, details about the webinar and speakers. At this stage, you can opt for a subtle CTA like ‘Reserve your spot.’
  • Promotion: Send emails to promote your webinars and explain how they can benefit your audience. Marketers can describe the key takeaways in bullet points and promote the speaker. CTAs such as “Register now” can be used for a more persuasive tone.
  • Momentum: Advertise the event as the date approaches by repeating the benefits and promoting the speaker. At this stage, the CTAs can get more straightforward.
  • Urgency: Persuade your audience to attend the enlightening webinar and create an urgency that compel them to register.

With these aspects in mind, you can create a successful webinar email marketing strategy using these tips.

  • Set your goals: Identify your intentions for hosting the webinar. They may be lead generation, prospect nurturing, enhancing brand engagement, and more. Defining your goals will help you develop the right content and identify the target audience.
  • Specify your audience:Identify the target audience of the webinar per your marketing niche. For instance, marketers aiming to acquire more leads can connect with B2B professionals and grow their businesses. Similarly, the target audience for nurturing strong business relations can be representatives of brands with existing business relations with your firm.
  • Optimize the landing page for your webinar: An enhanced landing page is crucial to your webinar email marketing strategy. This is where your audience will arrive when they acknowledge your first email. So, it should be appealing to compel them to move forward with registration.
  • Set up deadlines: Set up deadlines starting from the event day to structure your email campaigns and schedule the reminder and notification emails. Moreover, the key to a winning strategy is to stay connected with your audiences. Hence, scheduling emails will maintain consistency and ensure you do not send too many emails to make them opt out.

Tips to Prepare a Webinar Email Campaign

Webinar Email Campaign

Creating a successful webinar email campaign can be tricky but attainable. Four types of emails must be a part of your webinar email campaign strategy:

  • Invitation Email- Initiate your campaign by providing details about the webinar and advertising. Ideally, you should send invitation emails 2-3 weeks before the event.
  • Confirmation Emails- Acknowledge when attendees register for your webinar and provide a joining link.
  • Reminder Emails- Statistics show that only about 40% of the people who sign up for the webinar will attend it. Therefore, sending reminder emails will help you get higher attendance.
  • Follow-Up Emails- Your webinar email marketing strategy does not end with the event. Sending follow-up emails to your audience after the webinar can help generate more prospects.

Here are a few tips to create webinar email copies to help you reach your goals:

Optimize the Sender’s Name and Email Subject

The sender’s name and the email’s subject are two things a receiver will see before opening the email. So these two elements need your attention.

Ensure a person’s name is in the ‘from’ field, as people are more inclined to read emails when a name is associated. It can be your name or anyone from the team, followed by your brand name.

The subject is also crucial as it gives a glimpse into the email content. Make sure it is straightforward and catchy. Unclear and boring subjects can make them delete or ignore your emails.

Keep the subject under 50 characters to make it look simple and ensure a compatible layout for various devices. Avoid spam words and offer some value to encourage your audience. Lastly, use action words in the subject.

Include the Basic but Significant Details

It is important to include the fundamental information your subscribers must know, such as

  • Webinar topic
  • Event date and time
  • Registration page link

It is essential to include all the necessary details in the email to ensure you look professional.

Incorporate Social Proof

People are naturally skeptical about investing time in brands and people they do not know. Social proofs help build trust and encourage your audience with the assurance to take actions that other people have taken.

Here is how you can use social proofs in your webinar email copy:

  • Use people’s testimonials
  • Use prominent figures that people know and believe
  • Use the exact words from their reviews and attach a picture of the person
  • Stick to only one or two testimonials per email.

Include Quotes or Extracts from Your Webinar

Ideally, your presentation should be complete before you commence your promotions. Hence, you can use excerpts from the webinar presentation that carry impactful information to attract your audience’s attention.

A Convincing CTA


CTA button in webinar invitation emails

Each email should consist of a direct CTA to encourage your audience to act. Keep the CTA format catchy and clickable to stand out from the remaining content. To avoid confusion, include only one CTA per email.

Set up Email Automation

Automation can help you focus on your presentation while also engaging your audience. Marketers usually require two separate automation- one for existing subscribers to encourage them to register and another for people who have already registered to remind them of the event.

How to Promote the Webinar Through Email Marketing?

Using email marketing can be impactful in promoting a webinar. It allows marketers to contact people from their subscriber list as the webinar’s target audience. Moreover, the subscribers can promote the webinar to their acquaintances who might be interested.

Therefore, an engaging, valuable email can encourage them to invite others and increase the audience base for the webinar. They are also quick and generate results immediately.

Here are a few ways marketers can promote their webinars through emails and strengthen their webinar email marketing strategy

  • Promote the webinar in monthly newsletters sent to subscribers
  • Send email invitations to people who have attended the webinars in the past
  • Create emails for the customer success and sales teams and invite their leading customers and prospects
  • Add webinar details to the email signatures of team members
  • Send nurture emails displaying registration for webinars

Sending Reminder Emails- A Vital Step

Less number of attendees can hamper the success of webinars. Sending reminders to people who have signed up for your webinar is an efficient way to increase attendance and is crucial to your email marketing strategy. Here is an excellent example from MarketingProfs.

Here is how you can send reminders efficiently:

  1. Send a confirmation email– Keep it short with a simple note of gratitude followed by a repetition of significant event details like date, time, joining link, link to add the event to the calendar, etc.
  2. Reminder email one week before the webinar- Even if hundreds of people sign up, most will not attend the webinar or forget about it. A reminder will let the event stay on top of their email lists.
  3. Second reminder a day prior or on the webinar day- Statistics imply that 29% of your attendees register for the webinar that day. Hence, send a reminder to all your prospects, along with the ones who have signed -up.

Implement Follow-Ups After the Webinar

Post-webinar emails, alongside promotional emails, are significant in bolstering the trust earned through your webinar email marketing strategy.

First, create a follow-up email for the attendees that allows them to watch a recording of the event. You can also include a ‘thank you’ note and a rundown of the key learnings.

These thank-you emails post-event can help generate high open rates. Hence, they are a great way to nurture leads with content that include:

  • A webinar replay link
  • A survey form for feedback or any other way of gathering reviews
  • Links to other relevant resources or details about upcoming webinars, product launches, etc.
  • A CTA to try your product, connect with your team, and more.

Additionally, marketers can send follow-up emails with event recordings to those who did not show up. This conveys that they are still important and encourages them to participate in future events.

Analyzing the Performance of Your Email Campaign

The Webinar Funnel

Analyzing the performance of your webinar email campaign is necessary to improve your future webinar email marketing strategy. Significant metrics to track include:

  • Click-through Rate: Refers to the number of people who clicked to reach your webinar registration landing page versus those who registered. A CTR of 35-40 per cent is ideal.
  • Attendance Rate: The number of people who signed up compared to those who attended the webinar.
  • Audience Retention: Keeping your audience engaged throughout the event is important for nurturing future relationships. Moreover, it helps you evaluate if you chose the right topic and analyze the presentation properly for better performance next time.
  • Attendee to leads conversion: Generating qualified leads is a key objective of webinars. Hence, you should analyze how many new subscribers you added to your email list, how many people connected for more information, how many bought your product, and so on.

Wrapping Up

Webinars hold immense significance to your business growth. Hence, promoting your webinar is as essential as creating the presentation. An effective webinar email marketing strategy will help gather mass attendees and drive success for your webinar.