So you’re trying to help your colleagues hit their sales objectives, and you’ve come up with an awesome strategy…
You’ll plan a webinar, and invite everyone who could potentially be interested in your company’s products/services. Once the webinar’s over, your colleagues can then reach out to attendees and upsell them.
Now, the goal here is to design a highly compelling webinar invitation email – one that’ll intrigue your prospects, and get them to RSVP immediately.
In this article, we break down the different components that go into a webinar invitation email, and teach you how to design the perfect email to promote your webinar. Let’s jump right in!
6 Components of a Webinar Invitation Email
A webinar invitation email consists of 6 key components – your subject line, banner image, header text, webinar introduction, webinar details, and call to action. Read on to learn how to optimize each component.
1. Subject line
When crafting the subject line of your webinar invitation email, the standard rules apply: make sure your subject line isn’t too long (and that it doesn’t get cut off). Personalize your subject line, and if possible, intrigue your subscribers.
To make it clear that you’re promoting a webinar, you might want to put the phrase “[webinar]” in your subject line – for instance: [Webinar] Learn How To 5x Your Number Of Leads In 24 Hours.
If an industry expert or influencer is speaking on your webinar, including their name in your subject line might help to increase open rates: [Webinar] Sales Guru XYZ Shares How To 5x Your Number Of Leads In 24 Hours.
To make your subject line more intriguing, consider phrasing it as a question instead of a statement. For instance: [Webinar] How Do You 5x Your Number Of Leads In 24 Hours? XYZ Shares His Tried & Tested Strategy.
Last but not least, conveying a sense of urgency in your subject line can improve your open rate and conversion rate as well. Try: [Webinar – Last Call] Learn How To 5x Your Number Of Leads In 24 Hours.
2. Banner image
When it comes to your banner image, here are a few best practices: make sure that your text stands out clearly from your background, include all the important details on the banner, and showcase pictures of your hosts/guests. You might also want to throw in a call-to-action on your banner.
Let’s check out a couple of negative examples, so you know what not to do. If you look at this image, for example, you’ll see that part of LaneTerralever’s logo fades away into the background, which isn’t ideal…
Then there’s this other banner from Metric Insights, which I’m not a huge fan of as well. The white text at the bottom doesn’t stand out as much as it should, and the image itself is a little too plain; there aren’t any pictures of the speakers.
In contrast, here’s a positive example:
This Live Content Marketing Webinar banner is clear-cut, features all the necessary details, and gets us excited about who’s going to be sharing their insights. The only thing we’d do here is to rework the headline of the image so that it’s benefits-driven.
3. Header text
With their header text, most folks simply reiterate the name of their webinar or what their webinar is about, but this doesn’t add any value to your prospect. Instead, try tapping into your prospect’s pain point, or communicating a benefit of joining your webinar.
Here are some negative examples:
- Live Content Marketing Webinar By Company ABC
- Join Our Live Content Marketing Webinar
- 25th February 2019 – Live Content Marketing Webinar
And some positive examples:
- Want To Skyrocket Your Content Marketing Conversions In 2019?
- Figure Out Why Your Content Strategy Isn’t Working, Once And For All.
- Discover Tried-And-Tested Strategies Used By Neil Patel And Brian Dean.
4. Webinar introduction
With your webinar introduction, you’re leading into your pitch on why your prospects should attend your webinar.
Don’t just focus on communicating the details here – instead, share what your prospects can expect to gain from your webinar.
Here’s a negative example:
Join us for a content marketing webinar on 25th February 2019. The webinar will kick off at 9 am PST, and it will be hosted by content expert Neil Patel. We will start off with a 20-minute sharing session, and close with 10 minutes of Q&A from the floor.
And a positive example:
Ever wanted to pick Neil Patel’s brain, and learn the specific strategies that he uses to generate up to 1.2M readers PER blog post? Now you can. Join us at our content marketing webinar hosted by Neil, and stay tuned for the last 10 minutes, where we open the floor for you to ask him all your burning questions.
5. Details of the webinar
Now, here’s where you follow up with the details of your webinar including the date, time, speakers, etc.
If you’d like, you can also add in the key takeaways that prospects can expect from the session. Here’s an example:
In this short but intensive 30-minute webinar, you’ll learn:
- How to craft the best blog titles that your readers can’t help but click on
- How to produce content that’s highly relatable, and has the potential to go viral
- How to distribute and promote your content to maximize its reach
6. Call To Action
Finally, end with a Call To Action button that is linked to a landing page. This is where your prospects will RSVP for your webinar.
Interesting to note: studies have shown that Call To Actions written using first-person pronouns perform better than those written in second person pronouns, so instead of saying “Reserve YOUR seat”, “Reserve MY seat” might work better.
Here are some other variants you can A/B test:
- Reserve my spot
- Claim my spot
- Save my seat
- Save me a seat
- I’m in!
(For more on the subject of CTAs, read Email Calls-To-Action: Five Guidelines For Conversions)
Best webinar invitation emails to draw inspiration from
We’ve scoured the web, and found some of the best webinar invitation emails that you can draw inspiration from. Time to get those creative juices flowing!
1. This invite from typecast
First on our list is Typecast’s webinar invitation email, which packs in a ton of social proof:
Now, put yourself in the shoes of a subscriber. If you get this invite in your inbox, you’ll probably think: Dang, their webinar is that popular? I better register for a slot, so I don’t miss out.
Moral of the story? FOMO (the Fear Of Missing Out) is a powerful thing, and you can use it to motivate your prospects to act!
2. This invite from Buzzsumo
Next up is this webinar invite email from Buzzsumo:
Right off the bat, this invite draws you in with a magnetic headline: Want a 50% boost in your eCommerce revenue?
I don’t imagine Buzzsumo has any subscribers who’d go “nope, I’m making enough on my eCommerce store”, so this is an immensely powerful hook that entices their subscribers to attend their webinar.
3. This invite by Copy Hackers
This next webinar invite is pretty interesting. It contains zero graphics, zero pictures, and just a bunch of text:
Now, I know we just discussed how you should include a nicely designed banner image on your webinar invitation email. That said, if you’ve got mad copywriting skills (like how the folks over at Copy Hackers do!), you might just be able to get away with a plain-text email.
If you’d like to try this approach, keep in mind that you’ll have to employ a highly conversational tone. The goal is to build a rapport with your subscribers or prospects and to craft an email that’s highly relatable.
BONUS: Sending a series of webinar invitation emails
A single webinar invitation email, crafted perfectly, can work wonders. But if you send a SERIES of emails, that’s even better – your take-up rates will shoot through the roof.
Don’t worry – I’m not asking you to manually follow up with each person that’s ignored your first email. It doesn’t make sense to do anything quite that tedious.
Instead, simply set up an automated email campaign to trigger emails to the folks who didn’t open your first email (or those who opened your first email, but didn’t click/RSVP).
If you want to target the former (people who didn’t open), you can use the EXACT same content for your body email, and just switch up the email title. Pretty straightforward, right?
If you want to target the latter, you’ll need to get a bit more creative. I recommend using some humor here, for instance:
Email title: [Webinar] Don’t keep us hanging, because someone else wants that seat…
Email copy: Hey, {Name} – are you still interested in attending our webinar, where you’ll learn how to do X, Y, and Z? Slots are filling up fast, and if you don’t want that seat, somebody else does!
A final word on designing the perfect webinar invitation email
Your sales colleagues need to generate enough leads, and you’re counting on you to save the day. Which of our above-mentioned tips on crafting the perfect webinar invitation email was your favorite?
Are there any tips that we missed out on? Let us know in the comments below!
Author: Max Benz, Content at UpLead
Max is a SaaS enthusiast and loves actionable content that provides direct value.
The post How to Design a Perfect Webinar Invitation Email appeared first on GetResponse Blog - Online Marketing Tips.
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