Let’s say you’ve done the hard part – you’ve conducted a successful webinar that created a lot of buzz and excitement among your viewers. The logical step is to follow-up with an email marketing automation. However, how do you do it in a way that does not cancel out all your webinar creation efforts?
Let’s explore together in this article.
The Why’s of Webinar Follow-Up Email
Do not just shut down your computer and call it a day. We understand that you may be tired, exhausted even. After weeks of preparation, it’s tempting to just curl up in your bed and forget about this whole webinar thing indefinitely.
But this attitude is disastrous to your webinar success.
Here is why you should care about following-up with your participants after the event:
1. Existing expectations
Unless your participants have never seen a webinar before (which is highly unlikely), they’ve most likely developed a protocol in their heads.
Getting a follow-up email is expected. When you don’t send one, your participants may be confused at best, angry at worst.
2. Cementing relationships
As a webinar creator, you probably spent hours working on that promotional campaign, trying to reach out to your audience.
Think about it. Now that they’ve given you a chance, the last thing you want is to lose them.
Why not cement your relationship by showing gratitude to your precious participants?
Most people want to be appreciated in a relationship. A follow-up email can help you express that appreciation.
3. Nurturing leads
Now let’s speak in marketing terms.
Even webinar gurus do not get all their deals after one event. Most people require further nurturing, which can be done pretty effectively via email – follow-up email included.
A follow-up email is a great way to establish that link while your participants still remember you. Once the foundation is set, all you’ve got to do is keep in touch.
Sooner or later, your leads will mature into paying customers.
4. Ben Franklin effect
Did you know that when performing favors for someone, people often feel compelled to like that person (otherwise, why would they do anything for them in the first place?)
Whenever you thank your participants for their time, you get to leverage this psychological phenomenon. After all, if they don’t like you as a presenter, why would they spend their entire evening listening to you speak?
5. Rewarding opportunity
It would be a shame not to capitalize on the follow-up email that generally has a higher open rate.
This is a perfect time to reveal all your best offers: a discounted online course, a free podcast, a product demo – what have you.
However, it’s important to stay focused. 10 different offers look more intimidating than rewarding to an average consumer.
The How’s of Webinar Follow-Up
Now let’s get to the tips and tricks part. We’ve established that following up is important. But how do you do it correctly?
Tip 1: Segment Your Audience
The more detailed and specific your segmentation is, the better your targeting results will be.
And I don’t just mean the attendees vs. non-attendees division.
While the non-attendees are pretty straightforward (let them know that you missed them and attach a webinar recording), the attendees require closer consideration.
Those are the brave souls that clicked the “Purchase Now” button and now are the proud owners of your product/service.
Thank them for their purchase. Express hope that they will enjoy the product and ask them to share their experience on social media.
Customer attendees absolve you from extra nurturing, as they’ve already put their trust in you. However, it’s still important to be grateful and stay in touch. Who knows – maybe, they will become your recurring loyal customers one day?
Those are the hot leads, meaning they are more likely than others to fulfill your objective, be it buying another webinar, ordering a book, or subscribing to your blog.
Here you need to be careful since MQLs that are ready to become SQLs (handed to sales) may be hard to identify. You do not want to push ahead of time, but it’s also important not to lose momentum.
Overall, if the participants are actively requesting a demo and browsing your other content, you should be fine with making an offer.
Encourage them to contact you in case they have any additional questions that may or may not have been covered during the webinar.
Perhaps, you did not really convince them. Perhaps, they just didn’t have much to do on a Friday morning. Whatever the case, these attendees will take a lot of time to warm up, if it’s possible at all.
Your best bet would be to embed a quick survey in a follow-up email. The key here is quick. If they are disappointed with the webinar, they would be reluctant to interact with you at all, let alone fill in full surveys.
Do not be discouraged if you get a lot of such simply attendees. Think of it as an opportunity to improve and grow as a presenter. You won’t be a Cicero overnight, and it’s totes fine.
Tip 2: Include Slides and Recording
A follow-up email would be incomplete without a link to your presentation and webinar recording.
Do not just discount the no-shows as a lost cause. Many would pleasantly surprise you by watching a webinar recording and making a purchase (or proceeding with whatever CTA you preferred).
It’s important not to take it personally, since your participants (surprise) have lives outside your webinars. And since you can’t accommodate everyone’s schedules, it only makes sense to rely on webinar recordings as an additional lead generation magnet.
Tip 3: Offer Extra Content and Rewards
Many would just dump a link to their blog or the latest webinar and forget about it. Do not be like many.
Did you know that marketers, on average, have 4 seconds to grab the reader’s/viewer’s attention? Think of a follow-up email as yet another milestone in your marketing campaign.
While extra content is appealing, it should not look like an afterthought or useless leftovers.
For additional books, articles, videos to work, they need to tie nicely with the topic of your webinar.
They need to build upon it and extend your participants’ horizons, rather than catch them off-guard.
If you’ve got any exciting offers (see rewards, discounts, competitions) on hand, there is no better timing for presenting them.
You may be asking yourself: why should I give away something for free?
The answer here is simple – inbound (value-based) marketing. HubSpot is big on it, and it works.
People are curious creatures, and that free extra content can be used to hook them towards the paid alternatives.
In any case, if you are a true professional, you’ve got a lot up to your sleeve that is worth sharing. It won’t hurt you to build a little goodwill.
Tip 4: Embed Compelling CTAs
CTAs can be tough. They can’t be too long, but yet they need to convey the value. They shouldn’t include rare words, and yet they must sound fresh.
Since CTAs are inherently sales-oriented, the key here is moderation. One or two CTAs will do just fine if you can envision your main goals.
Do you want to gain more exposure on social media? Then ask for feedback on relevant channels.
Are you looking to boost registrations for the upcoming webinar? Then include a link to it in the body.
Whatever your goal is, make sure the CTA button stands out, aka has a different color, a bigger, bolder font and a central location.
Since follow-up emails have a pretty good open rate, including your desired CTA is an absolute must.
Tip 5: Express Gratitude and Summarize
You should begin your webinar follow-up email with a thank you.
It is also a good idea to remind the participants of the value they acquired by briefly summarizing the webinar’s content. This should remind them of how amazingly produced and relevant (hopefully) your content was, so that they would want to stay in touch with you in the future.
The summary can be fitted into one sentence. It’s not a landing page – you’ve already won the viewers’ attention.
It’s just a quick reminder of how awesome you are.
The Bottom Line
A follow-up email after a well-produced webinar is like a cherry on top. Do not underestimate its value.
If you want to scoop up more leads and continue relationships with your attendees, a follow-up email should be the first thing you do once the event has aired.
Hopefully, the tips and tricks in this article will help you get your targeting right and bring your leads over the purchasing edge.