Webinars are a powerful tool that can help you increase your brand awareness, generate more leads, close more deals, and increase client retention.
But you need to get the word out to people who will benefit from the webinar.
One way to effectively promote your webinar is to your email list. This warm audience already knows you, has an interest in your products or services and wants to receive information from you.
In this post, we’re covering eight tactics you can use to promote your webinar to your email list to boost interest and get them to register.
1. Create Personalized invitations
When someone signs up to your email list, they are inviting you into a part of their space. There’s no comments, likes, or shares surrounding the information. It’s you and that person.
As a result, you can build a more direct, one-on-one feeling to the exchanges.
So one way to grab your reader’s attention is to personalize the information. Use the person’s first name at the top of the message like you would in a letter, and incorporate their first name or their company’s name into the subject line.
If your list is segmented, you can consider further personalizing based on that information. For instance, if you have a group that downloaded a resource on a topic related to the webinar, you can create an invitation specifically for that group, highlighting how the webinar builds on or enhances the information contained in the downloaded resource.
Since you’re likely sending email invitations at scale, you’ll want to use custom fields to help with personalization, along with looking at how to tailor the information to the different groups in your list.
2. Create a Themed Email Series
You’ll need to send a variety of emails when promoting your webinar to your email list.
When creating a themed email series, you’ll want to keep each email focused on an aspect of the theme and have them build on each other. Providing an experience that helps nurture and encourage your email list to sign up because they can see the value the webinar will have.
To help, you’ll want to consider:
- What type of visual look you want for the emails (while still staying on brand)
- What primary theme or focus will help your email list see the value and benefit of the webinar for them
- How can you break down the focus or theme into smaller parts that are dripped out across the email series
3. Send Out Countdown Emails
Adding a countdown to your emails can provide a sense of urgency that motivates people to take action and register. A countdown can also increase excitement and serve as a reminder of the upcoming event.
When creating countdown emails, you can add a countdown timer inside the emails, like in this example from Pinpointe.
But if you don’t want to use a timer, you can also create a series of emails that remind your list of how many days left to register or before the webinar goes live. In this case, you’ll likely want to include information about the days left in the subject line and in the body of the email.
4. Provide Exclusive Offers
Another strategy to help motivate your email list to register is to offer them an exclusive offer. Something that they can only get by signing up and attending the webinar.
When setting up an offer, you’ll want to select something that provides value to your audience and compliments the webinar topic or services you provide.
You also can keep the exclusive offer strictly for people who were already part of your email list — not someone who landed on your email list after registering for the webinar. If you decide to do this, make sure you let your email list. This helps reinforce that you value them and are providing them with something extra for being part of your email community.
Some examples of exclusive offers could be:
- A discount on the webinar if it’s not a free event
- A downloadable resource that you don’t offer anywhere else
- A discount on a service or product related to the webinar topic
- A special follow-up webinar session
5. Get Everyone on your Team to Promote it in Their Email Signatures
Your team is likely sending emails to people who are in your target audience. So take advantage of this by having everyone add a sentence with a link about the upcoming webinar to their email signature.
You can keep this simple by creating one brief statement with a link to the webinar landing page that everyone can use. Keep the statement brief, on brand, include the date and time, and the link to the registration page.
You also can include the information as a P.S. directly below the signature, which may draw more attention.
6. Promote your Panelists/Speakers
People are often drawn to webinars that are hosted or led by experts in their industry. If your webinar features different panelists or speakers, you’ll want to highlight that information in your emails.
In the emails, you can include:
- A picture of the panelists
- Their names, the company where they work, and job title
- Brief information on what they’ll be discussing if each person is talking about a different topic
- Link to a video with a special hello message
If you’re including a live Q&A with the panelists, you’ll want to add that information since that may also encourage people to attend.
7. Offer Incentives for Early Signups
Offering incentives for signing up early can motivate people to complete the registration as soon as they open your email, instead of setting it aside to “do later” and potentially forgetting.
Incentives also increase excitement and can strengthen your relationship with your email list.
As with the exclusive offers, you’ll want to select something that people attending the webinar will value and make it something that they can’t easily get from you.
Here are some examples of incentives:
- Exclusive information or resources, like in a members-only area of your website
- Recording of a past webinar that’s related to the current topic
- Exclusive download that compliments the webinar topic or makes it easier to take notes with during the event
- Coupon or discount code on a product or service
- Free eBook
- Exclusive additional webinar session that expands on the information or provides follow-up to help implement the ideas shared in the webinar
8. Send Out Post-registration Reminders
There’s still more to do even after someone signs up for the webinar. You’ll want to send a post-registration confirmation email (or two).
Your audience gets busy. Increase the chance they remember to show up by sending follow-up email reminders.
At minimum, you’ll want to send an immediate confirmation after they register as as well as a reminder 24 hours before the webinar. Additionally, make it even easier for them to remember to show by adding a button or link that lets them add the webinar to their calendar in one click.
Pro Tip: Setting up your webinar campaign sequence – including reminder emails – is simple in HighLevel.
To wrap up, email is one of the most effective ways to promote your webinar.
And if you are looking for a one-stop platform to manage all of your marketing efforts – including your webinar email marketing efforts, check out HighLevel. Sign up for a free 14-day trial here.