Learn how a compelling webinar invitation and email marketing can increase lead generation

How to Craft a Compelling Webinar Invitation to Drive Webinar Registrations

March 31, 2017

by — Posted in Tips and Tricks, Webinar Hosting Tips

Putting together a webinar can typically take hours of work and collaboration with your team and webinar speakers. Not putting in the same level effort for your email webinar promotions is doing a disservice towards all this initial effort. The whole idea of a webinar is presenting to an audience. With that, you need people! And that starts with a compelling webinar invitation.

Typically, webinar invitations are done via email. You can also invite people to your webinar via social media campaigns, pay-per-click campaigns in AdWords and LinkedIn, or word-of-mouth. The webinar invitation has an opportunity to be seen by thousands and thousands of people, yet it is sometimes the piece of the webinar planning that is overlooked and rushed. Email inboxes are flooded each day, or even every hour at this point with emails trying to encourage you to do something, register for this, buy that, read this, or eat here. With so much noise out there putting together a strong email webinar invitation is imperative to be heard and have high attendance.

 

Many companies will promote their webinar invitations a few different ways. Here are a few opportunities to get your webinar invitation out via email:

  1. Internal database
  2. Industry newsletter
  3. Partner promotion

 

Your internal database, which could be a lead list in Salesforce or HubSpot, is a sure way to get webinar registrants. You likely already have a list of people who opted to receive your emails or prospects you’re actively engaged with. Webinars are a great way to continue connecting with prospects and customers alike. Don’t miss an opportunity to reach out to them.

Many industry newsletters or associations can send out the webinar invitation on your behalf. There is usually a fee associated with this. But with a cost comes better targeting. You can usually pick filters to select the best audience that relates to your content to receive this webinar invitation. You might be able to filter by industry, title, company size or skill-set, for example.

Many companies have partners that resell their product or may work with partners to provide a complete solution. Using your partners to promote your webinar invitation to their internal database is an excellent way to get more visibility for both companies, and they are incentivized to send out the invite as people who attend the webinar might become a customer, or provide up-sell opportunities for existing customers.

As one webinar invitation can be seen in many different instances, it might be a good idea to target your webinar invitation based on where the email is being sent. If it is coming from a partner, make sure they don’t take your specific webinar content and just press send, they may want to add text in there that references this is a partner webinar and why they love working with you, just as an example.

Before we get into the elements of a perfect email webinar invitation, I want to point out the importance of targeting when driving people to your webinar. Before writing your email content, think about who should be attending your webinar. You don’t want to blast the email to every single person in your database. For example, if your webinar is on, ‘How to Use Google AdWords to Increase Lead Flow’ – you will likely send this webinar invitation to marketing professionals. If you happen to have finance professionals in your database, it will not make sense to send this email to them and they will likely see your email as spam and might unsubscribe from your email list.

 

There are 9 elements to building the perfect email webinar invitation. Include each of these elements in your emails to encourage stronger webinar registration.

 

1. Subject Line

It is recommended that a subject line is 50 characters or less so that the receiver of the email is more likely to read the entire subject line, regardless of what type of device or email platform they are using to read the email. Even so, I find that subject lines that are 30 characters or less do even better. The shorter the subject line is, the more likely a person will read the whole line versus skimming over it. And people are more likely to open a webinar invite if they know what the email entails via the subject line. I like putting in my subject line this phrase “[webinar]” – so that there is no guessing what my email is about. The words following [webinar] should be specific to the purpose of the webinar.

Subject Line Example:

[Webinar] Convert Email Leads Faster

 

2. Preview Text

Creating compelling preview text copy will absolutely enhance your email click through rate on your webinar invitation. You can play up your preview text to align with your subject line. For example, since you only have a few words to say in the subject line, in the preview text you can add on to the value of the email and why they might want to open.

Preview Text Example:

Join the webinar on May 6th at 10 a.m. MT to learn 5 ways email marketing can increase lead conversion rates for B2B businesses.

 

3. Banner Image

Adding a banner image to the top of your webinar invitation is a great way to personalize the email. If you plan to use a banner in your webinar invitation, there are a few things to consider:

  • Image relevance: does the image relate to your webinar topic?
  • The quality of image: Does the image look good? Is it pixelated? Or fuzzy?
  • Overlaying text on banner image: Optimize space on the email by overlaying text on the banner image – you can include the header text we will discuss in #4. If you do this, check that you can read all the letters over the image. Does the image overpower the text? Does it show up correctly on mobile?

 

customize your webinar invitation with banner images and header text

 

4. Header Text

While you don’t always need a header, it can certainly draw the attention of a prospective webinar attendee if the copy elicits strong emotion and piggybacks off what pain the webinar might be solving. Another copy option for a header could easily be the webinar title, date and time, or the webinar speaker’s name if they are well-known in your industry.

Header Text Examples:

  • 5 Ways Email Marketing Can Increase Lead Conversations

   May 6th, 2017 from 10 a.m. to 11 a.m. MT

  • Stop wasting time on bad emails that don’t convert!

 

5. Personalized Greeting

It is a best practice to include the receiver’s first name in the email. It has a more personal touch and less likely to be seen as spam. Of course, internal databases are not always clean, so you may not even have all the first names for some of your contacts, or maybe it’s just the first letter of the name. If you use a marketing automation tool like HubSpot, there are settings where you can filter your contacts who don’t have first name’s and instead it will say “there” in the first name field as shown below for these contacts. While not ideal, it is still friendlier than having no greeting.

Greeting examples:

  • Hello, <First Name>!
  • Join us, <First Name>.
  • Hello, there!example when using the filter from marketing automation tool.

 

6. Introduction

After your greeting, you will want to include one to three short, concise sentences that share why you are hosting your webinar, who your speaker is and what value people will get from attending the webinar. You may also want to include a picture of the speaker next to this section.

Introduction Example:

Join our webinar on May 6th to learn from email marketing expert Sally Waters as she shares her 5 ways to use email marketing to convert prospects into leads. This webinar was developed to help B2B marketing teams increase lead conversions and ultimately impact sales for their organization.

 

7. Objectives & Goals

Following the introduction, you should include a bulleted list of why someone should attend your webinar. This list will help someone determine if any of the objectives and goals of the webinar align with their own pains or needs in their business.

Objective & Goals Example:

By attending this webinar, you can expect to come away with:

  • Best practices for using email marketing to convert leads
  • A set of action items to implement into your own email marketing program
  • 10 email samples that have proven to convert leads

 

8. Call-to-Action (CTA)

Craft a stand out CTA button on your webinar invitation that your prospects can click on to take them to a landing page to register for the webinar. Make use of graphic design to enhance the CTA button, and not just link text as your primary CTA. The goal is that they will always see the CTA and know what will happen when they click. There are a few resources linked at the bottom with examples of great CTA copy and button designs you should check out.

Pro Tip: Link some of the standard text in your webinar invitation as some people do not enable photos to populate upon an email opening. If that is the case, they will not even see the CTA button, as it registers as an image.

CTA Copy Examples:

  • Join the Webinar
  • Save your Seat
  • Register Now!

 

9. End With a Closer

We’re almost done perfecting the webinar invitation, the only thing left to add is a closer! I don’t like a lot of text in my webinar invitations as I want prospects to only focus on content that shares why they should attend (objectives & goals) and the CTA to get them to take action.

I suggest a quick, personal goodbye and have opportunities for them to share the webinar registration page with social buttons after your closer to increase your webinar promotion.

Closer Example:

Hope to see you on May 6th, Mark(<First Name>)!

Cheers,

Theresa O’Neil (Your name)

ABC, Inc. (your company)

 

Think your network might find value in this webinar? Give it a share!

[insert social buttons]

 

 

Full Webinar Invitation Example

Subject Line: [Webinar] Convert Email Leads Faster

Preview Text: Join the webinar on May 6th at 10 a.m. MT to learn 5 ways email marketing can increase lead conversion rates for B2B businesses.

 

(Banner Image)

5 Ways Email Marketing Can Increase Lead Conversations

May 6th, 2017 from 10 a.m. to 11 a.m. MT

 

Join us, Mark!

Join our webinar on May 6th to learn from email marketing expert Sally Waters as she shares her 5 ways to use email marketing to convert prospects into leads! This webinar was developed to help B2B marketing teams increase lead conversions and ultimately impact sales for their organization.

By attending this webinar, you can expect to come away with:

  • Best practices for using email marketing to convert leads
  • A set of action items to implement into your own email marketing program
  • 10 email samples that have proven to convert leads

 

(CTA Button) Save your Seat 

 

Hope to see you on May 6th, Mark!

Cheers,

Theresa O’Neil

ABC, Inc.

 

Think your network might find value in this webinar? Give it a share!

[insert social buttons]

 

—-

 

One last thing I must mention is testing! Testing webinar invitation emails should not be a quick exercise. Before sending the webinar invitation, have yourself and at least one other person receive a test invite and then check all links, social buttons, CTA’s, and registration page experience. Also, have that person read through the full email for spelling or grammar mistakes. Test the email experience for users on multiple email platforms, devices and browsers as well.

Start hosting!

To design your own robust webinar invitation emails as well as host your own amazing webinars, check out BigMarker. BigMarker is the only end-to-end webinar solution with all the marketing tools you need to spread the word about your webinars. Start your 14-day free trial today. Or, send us a message if you have any questions.

 

 

 

Other resources:

https://www.slideshare.net/BrittanyGunter/nail-the-webinar-invite

http://blog.wishpond.com/post/103290853633/the-25-best-words-to-use-in-your-call-to-action

https://www.impactbnd.com/blog/15-great-examples-of-calls-to-action-for-lead-generation