There’s a good reason for webinars. They help you connect with your target audience, raise brand awareness, and establish yourself as an industry leader. A webinar offers easy access to a global audience at an affordable price. In addition, 73% of sales and marketing leaders cite webinars as the best method of generating high-quality, high-conversion leads, according to Xant.
Lead generation isn't just about webinars. As more and more businesses deliver webinars as part of their sales strategy, webinar follow-up emails are just as important in nurturing your leads and ensuring they move down your sales funnel as webinars are.
To get your webinar leads to engage with your brand and what you have to offer, here are five things you should keep in mind when writing your webinar follow-up email.
In the event that your webinar leads are already familiar with your brand, your webinar follow-up email should be sent from a reputable domain name. This will ensure that the email reaches each lead's inbox.
Your emails need to be authentic and personalized in order to ensure email deliverability and domain authority. There are a few best practices you should follow to ensure them. Your domain authority will grow organically and you will be able to send more emails as a result of receiving genuine responses from recipients.
To increase your sender reputation quickly, you can use Warm Up My Email (WUME).
In order to make your message more impactful, send out a post webinar email to your leads as soon as possible after the webinar is over. When people are still fresh in their minds, your brand and ideas shared during the webinar will be more impactful. It is always good to schedule your lead-nurturing emails well in advance, so they arrive in people's inboxes that same day or the next day.
Make sure you pay attention to who you're emailing because they might have different routines and be checking their inboxes at different times based on their profile. In HubSpot's example, the best time to email employees working 9 to 5 is around 10 a.m. in the middle of the week, while the best time to reach out to executives and entrepreneurs is on a Saturday around the same time.
The audience for your webinar will be diverse, and they might have joined for a variety of reasons, as we mentioned earlier. Make sure your message is tailored to their particular circumstances and demonstrates your understanding of their problem by using appropriate webinar templates.
If you look at how each lead signed up, you can gain a better understanding of their needs. Did they sign up because they were part of a Facebook group? Did they sign up as part of your Google Ads campaign?
It is important to segment your audience and create different email templates according to their attendance. People who have missed your webinar are still valuable prospects and they should be engaged with. Don't forget to include the recording and invite them to ask any questions they may have. Afterwards, you might want to conduct webinar surveys related to upcoming events. You can also engage your audience by sending a personalized thank you email after your webinar.
There are hundreds of ads and sales messages in people's day-to-day lives, so it's no wonder that people are desensitized to direct sales messages. Instead, the modern marketer should be much more subtle and tuned into the needs of the people.
The email should be focused on them and invite your leads to a conversation. What are their biggest problems? What can you do to help? Unlike binary yes/no questions that close the discussion, open-ended questions allow you to truly understand your audience's needs by opening up a dialogue. Stick to questions that begin with "how," "what," or "where" in this context instead of questions that begin with "do you" or "are you."
Here are 42 open-ended questions you can use right away.
It's tempting to ask your leads to buy your product right there and then. After all, they gave you their email address and are clearly interested in what you have to offer. If that were true, why would they sign up for your webinar? In reality, things are never as simple. The webinar you provided might appeal to people who are still in the early stages of their buying journey, and are still trying to understand what their problem is and what options exist. It can be off-putting to send an email asking them straight out to buy your product or service, and it may actually cause them to unsubscribe.
Don't be afraid to share additional content like an ebook or a case study you know they'll find useful in your post-webinar follow-up emails.
The Salesforce team shared that generating a viable lead takes six to eight touch points. This is a fantastic way to make this happen. Rather than having a "buy now" button at the end of the email, use a more subtle CTA, such as "find out more," "learn more," or "sign up for free." Send a thank you email after the webinar to say thanks.
However, getting actual revenue out of webinars requires a bit more effort on your part than just building a strong brand reputation and growing your email list. You can tip the scales in your favor by sending emails that are personalized, high-value, and sent in a timely manner, which can help soar your webinar attendance and tip the scales in your favor.