Webinar Tips #9: Using Auto Generated Emails as a Sales Tool
You don’t want to pass up the opportunity to profit from your event. This includes being clever with your email campaigns to those who register for your event. You should create a confirmation email, a reminder email, a post webinar email for those who attended and for those who didn’t.
Confirmation Email
According to Jeanniey Mullen, “74 percent of the general population will open and read a service or confirmation email within one hour of receipt.” This is the perfect time to throw in a small pitch for an upcoming event or market a product or service. Award winning creative director and copywriter Karen Gedney believes “it’s highly likely the recipient is still in a very receptive state of mind toward you and your company since the confirmation is usually sent within minutes of the transaction.” Since you are already in a good light with the client, take advantage of the glow and put yourself out there and sell. Do not give them a convoluted array of products and services; keep it simple so you don’t lose their focus.
Reminder Email
Second, you will want to send them a reminder email. I find these to be most helpful for companies who offer free webinars. You want them to attend your webinar but if they don’t pay for it they are less likely to feel any obligation to attend and the reminder email keeps it fresh in their mind. I would suggest leading them to your website with a tip or some type of intriguing article; it gives them incentive to visit your site but isn’t a direct sales pitch. You don’t want your prospective client to think the webinar you are giving is merely a sales pitch. They are attending your webinar to solve a problem or get some useful information and you might scare them off if you aren’t careful. If someone has purchased access to a webinar they are much more likely to attend your event as well as purchase additional products/ services. It’s safe to be a bit more direct.
Post Webinar Emails
Sending a post webinar email is a must. You should generate one email for those who attended your webinar and one for those who registered but missed the event. In the email to those who attended you may want to give a summary of the event, a link to download slides or a link to a survey. You should also mention upcoming webinars or products and services. Like the confirmation email you will want to keep it simple; the longer the email the less likely it will be read completely. With the email to those who missed the event you’ll want to provide links to a recording of the event and/or any materials from the event. They are not a lost cause - give them another chance.
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Webinar Tips #10: Follow Up After Webinars - Live Online Learning
July 31st, 2009 at 3:05 pm #
[...] like to expand on the follow up discussed in Webinar Tips #9. Follow up emails should be carefully planned. First you need to decide what you want to [...]