In the current context, where the Covid-19 pandemic has caused a lot of events to be either canceled or postponed, webinars have surfaced as a great alternative. They offer companies the option to still connect and interact with prospects, to share knowledge and receive feedback, while at the same time respect the measures imposed by authorities all around the world. This is probably the best time to look at what role email plays in organizing and communicating webinar announcements. Email drives 57% of registrations, that’s why it is critical that you put the work into creating attractive and efficient emails, as well as align yourself with best practices.
Webinar email examples
If you are thinking about hosting a webinar or an online event, or if you are already planning your webinar strategy, the following 7 examples of webinar emails will provide a good starting point. If, on the other hand, webinars are already a tactic that you have in place, it might be time to assess how well your emails are performing.
Promote multiple webinars
Promoting a large range of webinars to your subscribers can sound like an easy task. But making sure that you are helping recipients decide which webinar is right for them can be a bit more tricky? Do you send individual invites for each online event? Do you include all of them in the same email? Figuring what approach works for you and your email list might take a bit of A/B testing, but what Foleon did ticks a lot of boxes that an email marketer should take into account.
They list all webinars for the upcoming month in a single email and by doing so they do not overwhelm subscribers with too many announcements. If you are going to follow this example, do not panic that users are going to register and just forget about it. Overall, webinars have an attendance rate of 46%, but you can send out reminders to try to convert as many registrants as possible.
In the screenshot above it might not be as clear as in an email client, but AdWeek has included a gif in the header of its email, something that in higher click through rates. In one example, including gifs has resulted in a conversion rate higher by 103%. Whenever possible and if it is appropriate to your industry, market or email list, try to include dynamic elements in your emails to stand out from your competition. This doesn’t only apply to webinar emails, but any kind of communication you send out to your subscribers.
Furthermore, promoting just one webinar in an email can also be a good approach to increase registrations. Of course, this only applies to you if you are not hosting multiple webinars in the same period, a situation where you would benefit from following the first example. The simple design of the email and the clear call to action is something that you can draw inspiration from.
Showcase the speakers
Most times, your brand recognition alone will be enough to convince recipients to register for a webinar. But that might not always be the case. If you find yourself in this situation, the example from Asana could provide you with an insightful solution. Asana has highlighted the webinar speaker in their email, which helps with bringing more clarity to users, as well as transparently showcasing what subscribers can expect from that webinar. Recipients can research the speaker and find that they would benefit from participating in the webinar. Often time, the registration landing page includes this information but inserting it in the email body increases the likelihood that someone will register.
Another thing that we appreciate in Asana’s email is their use of brand color to delimitate sections. It makes it easier for subscribers to go through the email content. The addition of the CTA button in the first section of the email is something that also helps with increasing engagement.
Highlight webinar benefits
Putting an emphasis on the benefits that a certain webinar brings to its members can sometimes lead to a convoluted list or bullet points. In worse situations, an email would just include the benefits in the body, without highlighting them and just hoping that subscribers do not skim the content. With that in mind, the example from Listrak provides us with a much-needed alternative. Benefits are included in individual boxes and that makes them way more prominent and more memorable.
On the other hand, the phone mockup is another great addition to the email, because it offers users with a real-life example of those benefits. Depending on the webinar topic, it can be tricky to illustrate it efficiently in an email, but if you are offering client-facing solutions and if the webinar addresses them, do not hesitate to use a similar approach when designing your email.
Be playful and think outside the box
Is your brand identity something that you use to connect with prospects and customers across multiple channels? Have you familiarized them with a distinctive design? If so, you probably like the webinar email from SalesForce quite a lot. Because we are talking about a B2B company, their email design is quite classic, except for the header, where they include their already established cartoon-like drawings. Doing things with an out of the box approach will certainly make your emails stand out. But doing it consistently will help recipients know what to expect, at least in terms of design, something that all businesses should strive to achieve.
The lesson from this example is to never adhere to all the rules in the playbook. Even if we are just talking about a webinar email, sometimes surprising your subscribers can make them more open to register. And a cool design for your email is never something that you should be afraid of.
Stick to your email schedule
The value proposition of your webinar is something that you most definitely spend a lot of time on. Why not include it in the header of your email, so that users can easily understand what they are getting from registering? That’s exactly what Shopify did with their newsletter. You can notice that we have said newsletter, not webinar email. Shopify has chosen to invite their subscribers to a webinar by promoting it in their newsletter, rather than creating a separate email just for the webinar. This tactic can be useful if you already have a clear calendar for sending out email communication and you don’t want to disrupt it for an online event.
Shopify’s email shows us that there is not a single approach for promoting webinars and that the schedule and the content that businesses worked on accustoming subscribers should always be the first priority when deciding on a new email campaign. A webinar is important in the short term but consistency is the key element you should pay attention to.
Create a sense of community
With so many live events migrating to online events, it can be difficult to grab the attention of your subscribers. What the example from Webflow suggests is that establishing a sense of community can pay off. Communities tend to allow users to interact with each other more freely, while a simple webinar can feel colder, transactional and a one time thing. Creating a community will also make it easier for a business to generate attendants for upcoming events because it can always rely on its members to want to grow together.
Speaking of communities, if you are interested in email marketing, deliverability and email verification, we think that you would love our weekly articles. We focus on best practices and tips and tricks for improving email results. Feel free to subscribe to our newsletter to stay up to date with the content we create for email marketers and solopreneurs.