3 Steps to Drive More Webinar Registrations With Email Marketing

Marketing is all about fighting tooth and nail for people’s attention.

And yeah, doing so is often easier said than done these days.

This is especially true when it feels like people would much rather binge-watch YouTube videos than read through your latest blog post.

That’s why it’s so important for marketers to get visual with their audiences!

And what better way than through the mighty webinar?

Whether you’re hosting your first live presentation or want to advertise a past broadcast, webinars are absolutely brilliant for building up your email list.

And if you want to win as many eyes as you can on your next webinar, you need a smart email strategy in place.

Below we’ve broken down the tried-and-tested ways email marketing can help you ramp up your webinar registrations and get people hooked on whatever it is you’re selling.

And with that, let’s dive right in!

1. Entice webinar registrations with the perfect landing page

No matter what you’re promoting or which webinar platform you’re using, you absolutely need a killer landing page to entice sign-ups.

Remember: this page does double duty by not only making sure people don’t miss your event, but also ensuring these same sign-ups become part of your list long-term.

In other words, it’s super important!

With Sendlane, you have all the tools on deck to create the perfect landing page from scratch. Some key elements of a webinar-specific landing page are:

  1. A crystal clear call-to-action button that readers can’t miss.
  2. Benefit-driven copy that encourages people to want to learn more.
  3. Colorful design and imagery that guide readers through the page.

There is no “right” way to craft your landing page, meaning that you have plenty of freedom to work your magic.

Below we’ve highlighted three very different (but well done!) landing pages for inspiration that check all 3 of these boxes:

To-the-point or in-depth? Colorful or minimalist? As you can tell from each of these landing pages, there is no “one” way to craft your page.

Just note the common thread between any and all awesome landing pages!

They build buzz and your email list, all without giving too much away up front.

Bear in mind that you’re trying to make your webinar seem as “must-see” as possible by emphasizing value in exchange for a sign-up. And hey, that leads us directly to our next point!

Think of your webinar as an exchange

When you host a webinar, you’re providing valuable information for free in exchange for your prospects’ time.

And as a result, it pays to keep your webinars “gated” for email contacts only.

In other words, don’t give away your value without winning an email contact in return.

Listen: there’s no denying that webinars can be a lot of legwork. That’s why most marketers promote their recorded presentations as lead magnets.

In fact, webinars are some of the most powerful lead magnets you can craft because they’re so jam-packed full of value.

They’re totally worth promoting over and over again as means of building your list, including:

  • As a call-to-action in a blog post relevant to a past webinar (“By the way, we put together an awesome webinar on this very topic!”)
  • As part of your business’ welcome email series (“Oh and hey, check out this webinar we put together…”)
  • On your site’s header, footer or even as an exit pop (check out the example below from Wishpond)

The takeaway here is that webinars are the ultimate list-building tool, but you can only earn more webinar registrations if your visitors know about them!

2. Craft emails that speak your contacts’ language

Now, let’s talk about what you need to specifically say to hype up contacts and ensure they show up.

Whether you’re hosting a live webinar or promoting a replay, your email workflow is key for making sure that people actually show up to review your broadcasts.

There are a variety of automated emails and series you can set up, but here are some ideas:

  • Thank you emails: Allow you to pat your contacts on the back and provide them the specifics on how to view your webinar (when, where, how, etc.)
  • Reminder emails: Especially important for live broadcasts, these emails sent in the coming days of a webinar serve to refresh your contacts’ memory and keep your list engaged.
  • Replay emails: Shooting your contacts a replay of your webinar engages viewers who might have missed your live broadcast and is a nice way to stay rooted in your contacts’ inbox.

If you’re not exactly sure what to say in your promo emails for your webinars, don’t panic!

For starters, a benefit-specific subject line like this one from Smart Blogger’s webinar reminder series can help you stand out:

If possible, including a testimonial from a satisfied viewer is a smart move to provide proof that your presentation is worth your readers’ time. Testimonials are great for past broadcasts and evergreen webinars that you can roll out to readers time and time again.

Specifics on what people should expect to learn are also important! After all, your contacts’ time is valuable and they don’t want to waste their energy on a webinar that doesn’t speak to their needs.

CoSchedule does a great job of spelling out specifics in their reminder series via snappy copy:

Also consider some easy ways you can drop links to your webinar throughout your marketing emails such as newsletters.

Here’s how AdEspresso promotes their collection of webinars and educational materials for contacts to check out:

Seriously, promoting your webinar via email doesn’t have to be rocket science. The more avenues you have for contacts to land on your webinars, the better!

Something as simple a dropping a link in your email signature is also smart if you’re promoting an evergreen webinar or broadcast from the past.

For example, Salesforce includes a link to their “on-demand” webinar within their email footer:

Signatures are valuable real estate for marketing emails, especially if you’re working as part of a team.

These tactics all work together to ensure that your webinar doesn’t go unnoticed whenever you’re going back-and-forth with your contacts.

Are your webinars targeting the right people?

One overlooked piece of speaking people’s language is making sure the webinar you’re promoting is relevant to your respective lists.

Let’s say you have three separate webinars put together on beginner, intermediate and advanced marketing tactics.

You obviously don’t want to target your webinar on advanced tactics to total newbies and vice-versa. Rather than treat your list as one-size-fits-all, it pays to target your most relevant contacts who are most likely to tune in and convert.

The good news? Sendlane features such as list organization can help clue you in on where your contacts came from and therefore who’d be most interested in a particular webinar.

Oh, and also consider how tools such as optimized timing can also help your webinar emails reach your contacts at the right time.

Promoting your webinar is all about personalization. Your contacts want the warm, fuzzy feeling that you’re delivering something tailor-made for them rather than randomly blasted to your list.

As you can see, email automation is a key component in making sure your webinars are reaching the right people.

And with that, let’s talk about a bit more how you can use automation to really ramp up those sign-ups!

3. Use automation to maximize your webinar’s reach

Alright, so let’s say that your webinar is in the books.

Now what?

Rather than sit on your replay or allow the buzz to wear off from your webinar, you need to take advantage of your post-presentation hype!

That’s where email automation comes into play to magnify your reach 10x!

Rather than chase after no-shows and people who might have missed out on your initial presentation, workflow automation can do the hard work on your behalf.

Following up with webinar attendees and no-shows shows that you care about your list. Also, doing so serves as a sort of a “second chance” for people to check out your content if they missed it the first time.

For example, consider how you can set up automations to:

  • Say a quick “thank you” to attendees and perhaps hype them up over future webinars you might be holding.
  • Offer a complimentary replay of your presentation so you stay rooted in your contacts’ inboxes.
  • Offer an opportunity for no-shows to catch your presentation with a replay link (“Sorry you missed our webinar, but you can still get in on the action…”)

In fact, we’ve just rolled out brand new features that allow you set up webinar specific workflows to connect with webinar registrants, attendees and no-shows alike.

This allows you to immediately segment your list and stay connected to anyone and everyone interested in your presentation!

And at the end of the day, that’s the the big-picture benefit of email automation for webinars:

The most viewers possible, more contacts on your list and so much less work on your part!

Sounds good, right?

Is email marketing helping get more eyes on your webinar?

Tapping into our prospects’ tendencies to watch versus read, webinars are the perfect way to engage your list and drive new contacts at the same time.

Using these promotional tactics, you can do exactly that.

And the good news is that you can roll them out next time you create your next webinar, too.

Either way, Sendlane has tools that can help you create workflows, and design the emails and landing pages that’ll entice sign-ups time and time again.

So if you haven’t already, take Sendlane for a spin today to see how you can use email automation to supercharge your list!

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Caitlin Hutchinson

Caitlin Hutchinson

Brand Marketing ManagerSendlane
A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.
Caitlin Hutchinson