Have you ever heard or read the statement that "the money is in the follow-up?
Though the statement is often used in the context of cold outreach, the same thing applies to webinar emails. Interestingly, the effectiveness of your follow-up emails will always impact the profitability of your overall webinar marketing strategy. The above statement also means that you might leave money on the table now if you don't follow up enough or effectively.
Whether you are looking into webinar follow-up email templates for the first time or are specifically interested in improving the effectiveness of your existing sequence, you've come to the right place.
Possibly, achieving a 3 – 10% increase in the effectiveness of your email sequence with the help of this post will get you close to the ultimate webinar marketing goal.
Why send follow-up emails through your webinar sales funnel?
If you have not been doing it, you might think that a successful webinar strategy ends when the live event ends. And in that case, you might be wondering about the essence of sending follow-up emails in the first place. Whatever the angle you are coming from, here are some of the core reasons worth considering.
Remind your webinar registrants - Most people in your target audience are extremely busy, just like you. Most people will only attend the live event if you send them reminder emails after registering. And that's why you should make reminders part of your webinar email sequence.
Boost attendance rates – Depending on how you structure the post-registration sequence, these emails can help you boost the webinar attendance rate. Here is one of the most essential webinar metrics you should be tracking and improving over time.
The more people you attract to your live or on-demand webinars, the more opportunities you'll have to convert some prospects into paying customers.
Send the webinar recording: When you send the recording to people who missed your webinar, you create extra opportunities to generate qualified leads from your marketing efforts. Hence, there is always a chance for someone who consumed your helpful content to come forward and request product demos, sign up for a free trial, or even buy your product.
Generate more qualified leads: Lead generation is among the most popular use cases for best webinar platform like Cloudpresenter. Interestingly, an effective follow-up sequence will help you generate more leads from prospects who attended your live virtual events. Just make sure you are targeting the right audience from the start.
Types of webinar follow-up emails
If you think it's just one or a few emails that matter in the entire sequence, think again. Though there is never a standard number or type of follow-up email to send, we have highlighted the major ones that will help you get the best results from your webinar hosting efforts. Through the subsequent sections, we have also shared some follow-up email templates you can start using right away.
1: Registration confirmation email
When someone takes time out of their busy day to register for your upcoming event, it is essential to send a confirmation message immediately. Sometimes, they may have to click a button to re-confirm their interest in your webinar.
However, your main task is to use available tools to automate the timely delivery of the confirmation message. Moreover, you should include specific details to help them keep the event in view before the date. Check out the webinar confirmation email examples below.
Subject Line [Thanks for registering for our webinar]
Hi [First Name]
Thank you for registering to attend [webinar topic].
Click the link below to add [event date] to your favorite calendar.
We are looking forward to meeting you at the live event.
Subject Line [Save the date]
Hi [First Name]
This email confirms your registration to attend [webinar title] on [date/time].
Click the link below to add the event to your calendar.
If you want any specific challenges or questions addressed during the webinar, don't hesitate to bring them along while attending.
2: Upcoming webinar email
When planning a successful webinar, you should choose a suitable date to give you enough time to promote effectively. On the other hand, it is not enough to hope that everyone will magically appear online on the day of the event. Depending on the given timeline, you should plan to send 2 – 5 reminder emails to follow up effectively. And that's how you can turn registrants into attendees.
Below are some reminder subject line examples you can use to get started. Perhaps running subject line A/B tests will help you achieve higher open rates.
- [Don't miss out] on [event name]
- Mark your calendar for [event name]
- Remember the webinar on [date/time]
- Remember you registered for [event name]
- Going live [specific time]
- Are you attending on [date]
- [Event name] starting [exact time]
3: Live attendance reminder template
Subject [Join us live] on [date]
Hi [First Name]
This is to remind you that the webinar you registered for [event topic] will be hosted online on [date/time]. If you have not added it to your calendar, you can add it now through the link below.
What we'll cover during the event [bullet list of value propositions]
Don't forget the [date/time zone information]
4: Event day invitation email
Regardless of how effective you might have been, not everyone will open your initial emails. Sometimes, some people will see your webinar invitation emails only on the day of the event. Because of disappointing show-up rates, some people believe that webinars are no longer as effective as they were in the past.
Depending on the attractiveness of the topic, speaker, and brand behind it, you'll still attract some people who never saved the event to attend the webinar. Here is a simple template you can use.
Subject [Happening today]
Hi [First Name]
Just sending a reminder about today's webinar going live by [time].
We are looking forward to meeting you live at the event.
If you have any questions, reply to this email right away.
Here is the link to join us live [access link].
5: Thank you for attending webinar email
This one is straightforward. The essence is to appreciate the people who spared some valuable time to attend your live virtual event. Besides mere appreciation, it provides an opportunity to reinforce the brand connection with your attendees.
Assuming you promoted special discounts for the people who attended live, you can also use the opportunity to promote the purchase link through the follow-up emails. If you do it very well, this is the point where you can start getting higher conversion rates from your webinars.
Other than that, the only important thing is to share the webinar recording link.
Suppose you are using some of the best webinar software platforms. In that case, you can identify the webinar replay viewers who are yet to convert into paying customers.
Thank you for attending the webinar email template.
Subject [Thanks for attending]
Hi [First Name]
Thank you for sparing time out of your busy day to attend our live event on [date].
We understand you are busy just like everyone else, but we are happy you spent the time with us.
If you didn't stay to the end or for future reference, here is a link to the recorded content [link].
You can also gain access to additional resources via this link [link]
6: Missed webinar email template
Here is another type of follow-up email with great potential for higher conversions from your webinars. For many different reasons, many people who registered for the event will not attend live. That's the essence of promoting the recorded event to build brand awareness and generate more leads or revenue from people who missed the webinar. Besides sending this type of email, Andrew Spoeth shared five additional ways to attract more people to attend your webinar on Adobe's blog.
Subject [The webinar recording]
Hi [First name]
We noticed you could not attend our live event after taking the time to register for it.
Don't worry; we have reserved a complete recording of the event [webinar title] for you.
You can find the replay link here [link].
7: Post-webinar survey email
One of the best ways to get insightful feedback from your attendees is through webinar surveys. You can send follow-up emails to survey your audience when the event ends.
With the survey features of webinar platforms like CloudPresenter, the insights you get can help you run A/B tests, send more effective emails, create better offers, and convert more leads into paying customers. Below are some pointers or survey ideas to re-engage your audience.
- Attendee job title
- Current pain points
- Business and marketing goals
- Specific operational challenges
- Location of attendees
- Business model
- Industry/niche market
- The tools they use
While sending this email, you can use product discounts to create a sense of urgency among the participants in your recent events. If you have not been doing surveys after each event, consider signing up for CloudPresenter to start taking advantage of as part of the critical webinar best practices.
Subject [Share your thoughts with us]
Hi [First Name]
Thank you for taking the time to attend our recent [webinar name].
To help you and others address the challenges or goals shared during the event, we request that you spare a minute or two to complete this survey [link]. Your input will also help us create the best content for future events.
When you fill out this simple form, you'll get an opportunity to buy our products at a discount exclusive to the survey participants.
We are looking forward to your insights and input.
Tips for writing practical webinars, follow the email sequence
With the templates shared in the previous sections, you now have a guide on how to write follow-up emails that work well. But here are other interesting tips that could help you get the best results from your future webinars. Please note that you'll need one of the best webinar platforms to put the messages in an automated sequence.
Prompt timing: Send the follow-up email promptly after the webinar while the content is fresh in attendees' minds. Aim for 24-48 hours post-webinar to strike the right balance.
Embrace personalization: Address recipients by name and segment your audience based on their interactions during the webinar. Tailor the content to resonate with their specific interests or questions asked during the session. Personalization boosts engagement and shows genuine interest. In addition to personalization, don't forget to put the webinar in the subject line.
Explicit and valuable content: Provide concise yet comprehensive summaries of the webinar's key takeaways. Highlight essential points discussed and offer additional resources, such as links to helpful content, downloadable materials, or recordings. Sharing valuable resources reinforces the benefits of attending.
Proper CTA (Call to action): Include a clear call to action that aligns with the webinar's objective. Whether encouraging further engagement, inviting attendees to upcoming events, prompting downloads of resources, or scheduling follow-up meetings, ensure the CTA is compelling and specific. Almost everyone's inbox is crowded, so you don't have to leave room for ambiguity.
Visual appeal: Use visually appealing elements like images, graphics, or bullet points to break up text and make the email visually engaging. Ensure these visuals align with your brand and enhance the message rather than distract from it.
Mobile optimization and testing: Ensure your email is mobile-responsive, as many recipients might access emails on their mobile devices. Test the email layout, font size, and overall readability on different devices to guarantee a seamless user experience. Before sending, ensure your follow-up email subject lines are visible enough on mobile devices.
Automate follow-ups and additional resources: Consider automating follow-up emails to ensure consistency and efficiency while sharing useful content. Moreover, you should leverage the best tools to provide access to additional resources automatically. Automating these processes streamlines communication and ensures attendees receive valuable content promptly.
This post has given you a solid foundation to get you started on the right path of writing effective webinar emails. For people looking for webinar follow-up best practices, you can use these tips and templates to make progressive improvements regarding your future events.
Especially in contexts where the ultimate goal is to generate leads or revenue through your webinar sales funnel, we encourage you to run some promotion A/B tests and surveys occasionally. Doing these things will help you and your team get the most value from your limited resources.
Check out our blog, and you'll find some revelational post-webinar survey questions you can use to get more valuable insights. Finally, it might be helpful to integrate with other email marketing tools to get advanced analytics and other exciting features.
Frequently Asked Questions
How soon should I send the first post-webinar follow-up email?
Aim to send the first post-webinar follow-up email within 24-48 hours to keep the content fresh in attendees' minds and capitalize on their engagement and interest.
How do I know if my follow-up emails are working?
Monitor open rates, click-through rates, and responses to gauge the effectiveness of your follow-up emails. Use analytics tools and feedback surveys to continuously refine and improve your approach.
How do you write a follow up email after a webinar?
Craft a concise and personalized message thanking attendees, highlight key takeaways, provide additional resources, and include a call-to-action for further engagement, ensuring it's sent promptly to maintain post-webinar momentum.