{"id":3512,"date":"2017-07-25T09:44:20","date_gmt":"2017-07-25T15:44:20","guid":{"rendered":"https:\/\/www.meetingone.eu\/eu-en\/?p=3512"},"modified":"2018-11-21T12:36:59","modified_gmt":"2018-11-21T19:36:59","slug":"sending-the-follow-up-after-a-webinar","status":"publish","type":"post","link":"https:\/\/www.meetingone.com\/eu-en\/blog\/sending-the-follow-up-after-a-webinar\/","title":{"rendered":"Sending the Webinar Follow Up Email"},"content":{"rendered":"

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You nailed your webinar invite<\/a>.<\/span>\u00a0 Had excellent webinar attendance.\u00a0 And\u00a0delivered\u00a0an engaging presentation.<\/h3>\n

…Now\u00a0what<\/strong>? \u00a0How do you keep the conversation going?<\/span><\/h3>\n


\nNOW<\/strong><\/span>\u00a0you send your registrants a webinar follow up email thanking them for attending. (Your webinar follow up email may differ for those who just registered vs. those who actually attended).<\/p>\n

You don’t want to lose momentum for nurturing your\u00a0leads,\u00a0or missing out on valuable opportunities to create a relationship\u00a0while you still have their attention.<\/strong><\/span>\u00a0 Registrants expect a\u00a0followup\u00a0and thank you email, so give them a great one!<\/p>\n

What’s the purpose of the follow up? You gotta move your leads along to the next phase of the\u00a0buyer’s journey<\/a><\/strong><\/span>. \u00a0And the\u00a0goal is to keep your contacts interacting and engaging with your company!<\/p>\n

With so much value hinging on the success of this email, make sure you are creating a webinar follow up email that’s sure to land.<\/p>\n

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MeetingOne Webinar “Thank You” Examples<\/span><\/h2>\n

In the first part of this blog series, I mentioned that MeetingOne has hosted or worked on numerous webinars. \u00a0As a result, we sent out a webinar\u00a0thank you email for each and every webinar.<\/p>\n

The results are always great. \u00a0People are, of course, expecting them, so we have an Open Rate of just under 50%<\/strong>. \u00a0Opens are the easy part. \u00a0Even creating the subject line is easy: “Thank you for registering for\/attending [EVENT NAME].” \u00a0Whether you go with “registering” or “attending,” depends on if your webinar platform separates both lists. \u00a0(A good platform accounts for the difference in the CSV list of total registrants it compiles. \u00a0Easy sorting at that point.)<\/p>\n

Seeing high Click-Through Rates is what’s critical here. \u00a0A CTR means the content you’re offering up is desirable.<\/p>\n

For MeetingOne, we see an average CTR of 19%<\/strong>. \u00a0The average marketing email CTR creeps\u00a0just above 4%<\/a><\/span><\/strong>. \u00a0Again, we’re at an advantage: people expect and want these emails. \u00a0But there is an art to creating an email that generates almost 5x the national average click-through.<\/p>\n

One of the keys to our success: simplicity<\/strong>. \u00a0Here are a few examples:<\/p>\n

\"webinar<\/p>\n

As you can see, the middle email (one of our most recent) had the highest CTR. \u00a0In this instance, I believe the simplicity factored in. \u00a0Too many CTAs can unintentionally discourage recipients from clicking on anything! \u00a0(The email at left has 4 CTAs. \u00a0The one at right, 3. \u00a0And the middle only has 1.)<\/p>\n

The other key to our success: including the right components. \u00a0Keep reading to learn more about everything that makes a webinar thank you email click-able!<\/strong><\/p>\n

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Build the Perfect Webinar Follow Up Email<\/span><\/h2>\n

6 Components of a successful webinar follow up email:<\/strong><\/span><\/h3>\n
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  1. Thanking them for registering\/attending\/participating<\/li>\n
  2. Webinar Recording Link & Presentation Slides<\/li>\n
  3. Webinar Takeaways<\/li>\n
  4. \u00a0Other Educational Opportunities or Items<\/li>\n
  5. CTAs (Call-to-Action — a line of text or an image that invites someone to do something)<\/li>\n
  6. Company Contact Information<\/li>\n<\/ol>\n

    \"webinar<\/p>\n

    The best way to keep leads engaged is to provide further educational opportunities, whether it be on your product or something that is important to\u00a0them<\/em>\u00a0for their job. I know what some of you may be thinking, “But Joel, we have a small marketing team…even putting on this one webinar was a lot of work. We don’t have anything else to share!” Don’t stress about sharing. With a little creativity, so much information is already at your fingertips!<\/p>\n

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    Examples of educational pieces to share:<\/strong><\/span><\/h3>\n

    1. Invite them to your upcoming webinars, or share a link to a previous webinar you think they will enjoy<\/p>\n

    \"virtual<\/a>2. Share an existing\u00a0whitepaper, eBook or\u00a0eGuide\u00a0that your company put together<\/p>\n

    3. Reference a blog post that relates to the webinar topic<\/p>\n

    4. Invite them to view your learning and support web pages for more information (select specific web pages, don’t be too general)<\/p>\n

    What if you really don’t have any content to share? \u00a0(Uh oh. \u00a0Better get on that.) Link to relevant content that someone else created (just not a competitor!!).<\/p>\n

    These are just a couple of examples to keep them learning. Spend time researching content on the internet to see what could be the best fit as a next step. \u00a0There’s no better “thank you” in a webinar thank you\u00a0email\u00a0than more free, RELEVANT content.<\/p>\n

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    <\/h3>\n

    The webinar\u00a0follow\u00a0up email is ALL about the CTA!<\/strong><\/span><\/h3>\n

    Depending on the purpose of your webinar, you may want them to take action by:<\/strong><\/span><\/p>\n

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    1. Requesting a demo of your product<\/li>\n
    2. Contacting you for more information<\/li>\n
    3. Downloading a trial<\/li>\n
    4. Registering for an upcoming webinar<\/li>\n
    5. Liking Social media pages, subscribing to your blog<\/li>\n
    6. Downloading marketing materials [whitepaper, SlideShare, infographic]<\/li>\n
    7. Signing up for newsletter or joining your email list<\/li>\n<\/ol>\n

      \"webinar<\/p>\n

      The call-to-action should enhance the purpose of your webinar, and bring them to the next step. \u00a0Depending on where your lead is in their buyer’s journey\u00a0the CTA’s will change<\/a><\/span><\/strong>. I recommend including no more than 2 CTAs. \u00a0More than that can prove too many.<\/p>\n

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      Keep the 80\/20 rule top of mind.<\/strong><\/span><\/h3>\n

      80% of email content should be educational, fun, or informative.<\/strong><\/span><\/p>\n

      About 20% can still be sales-y.\u00a0Your\u00a0simple follow up, with the above 6 components, will go further than you expect\u00a0with the right planning.<\/p>\n

      Don’t forget:<\/strong><\/span>\u00a0they attended or at least registered for your webinar because they\u00a0wanted<\/strong><\/span>\u00a0to learn something. You already have their attention, and they are expecting a “thank you”. \u00a0So, you’re only hurting yourself by slacking on this important final step during your webinar planning. \u00a0Not to freak you out, but forgetting the webinar follow up email is a good way to ruin the entire event!\"best<\/a><\/p>\n

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      \nWish you could better engage your webinar leads?<\/span><\/h3>\n

      Try the\u00a0platform<\/a><\/span>\u00a0geared for driving engagement!<\/span><\/h4>\n

      <\/h3>\n
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      Keep learning with MeetingOne, and check out our other webinar resources:<\/strong><\/p>\n