How Bad Are Your Webinar Confirmation Emails?
Without a doubt, the number one question I get from marketers on a regular basis is “How do I make my webinars better?” Sometimes I think they are expecting me to put on a magician’s hat, waive my magic wand, and improve their online lead generation efforts. While I do have some secret magic tricks around webinars, most of my techniques are very well thought out and deliberate. Webinars and online lead generation are very similar to today’s overall marketing environment in that it is not one thing that makes you successful. Let me repeat, there is not one element that makes or breaks your online lead generation efforts. There is no “nitro button”. The success of your online marketing efforts lies in the sum of the parts. It’s about the totality of all the elements – promotion, content, scheduling, online lead generation tool, etc. – and no element is too small to identify, analyze, and improve.
Oftentimes I have to remind Marketers we are not putting on webinars to showcase our products, highlight our internal design and presentation skills, or get our money’s worth from our webinar service provider. Our objective, the ONLY objective, of our webinars is to GENERATE LEADS. And not just any leads. But as many high quality leads as possible. And if we agree that we are trying to capture as many high quality leads as possible then it makes sense that we want to make sure we are engaging and not losing as many registrants as possible. One area I see that is overlooked time and time again is in formatting of emails (registration confirmation, reminder, webinar follow up, et al). Your marketing targets are busy. They get a lot of noise in their inbox everyday. It’s imperative to make it easy for them to recognize and process your webinar registration emails. If they don’t see it right away you run the risk of them missing or deleting it and there goes one of your super valuable leads. Imagine this happening 20 times for your event that’s 20 leads that just slipped out of the funnel! If I took 20 of your hard earned leads and flushed them down the toilet you’d be cool with that, right? I didn’t think so.
Let’s look at examples of different ways to enhance your registration emails:
Here is an example of a poor email in Outlook. Notice the from email address “firstname.lastname@example.org” – some sort of generic canned email — not the company that’s hosting the webinar. Also it says “Thank You for registering”. Registering for what? My inbox is full of hundreds of emails on any given day and I also sign up for different things throughout the day. The email does say “event” in the address which is something but not enough.
Now look at this example:
We changed the email address to a real address at our company. I am the one who invited people to the webinar so it’s logical I’m the one confirming their registration. Also look at the subject line – it’s very clear that it’s a “Webinar” registration and the title has been optimized to let the registrant know what they signed up for. These changes can be made in the edit email section when setting up your lead generation webinar.
Here are a couple of examples from Gmail:
Same poor email from address, and subject. It’s a little better in Gmail because you get more description in certain views. Keep this in mind when authoring the body of the email and think about what this may look like in a preview pane.
And here’s the “good” example. Notice how clear it is, what the email contains.
So, for your next webinar hosting event start looking at all the little things. All the areas that touch your prospects and you’ll be amazed at how you can improve your attendance and ultimately drive more high quality leads into your funnel. Because that my marketing friends, is what it is all about!
If you’re interested in hearing more about topics like this, we are hosting a webinar discussing the vital role online collaboration tools, influencer marketing, content marketing, search engine optimization (SEO) and social media marketing play in today’s online lead generation efforts.
Join Jennifer Beaupre, a top notch influencer marketing expert & business consultant, Chris Raulf, an internet marketing expert at Boulder SEO Marketing, and myself on June 25th at 11:00 am PST as we’ll present how anyone can implement these marketing tactics and technologies into their communication mix in order to create a winning online lead generation strategy.
Registration for the online session is free but space is limited; learn more and reserve your seat today.
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