The whole idea of conducting a webinar is to bring in audience from different platforms and educate them on various topics. Email marketing is the perfect way, till date, to communicate with registrants.
Email marketing platforms provide integration with webinar software in order to help you promote your webinars and thereby engage a wider audience. Here're a few tips to guide you in getting the best out of your webinar email marketing.
1) Webinar invitations - Usually the first thing you do after people subscribe to newsletters of your brand/company is to send them a welcome email. Likewise, when you are conducting a webinar, send your registrants a webinar invitation email (i.e., at least a week before the webinar) with a CTA button. This will get you more attendees for your webinar. Make sure that your webinar invitation contains the gist of the webinar. This lets them know that you value them and their time.
2) Reminder emails - Do not stop with just the webinar invitation email. By sending a reminder email, you are following up so that you have more people to attend the webinar. And this follow up does not have to be manual. It can be set up with the help of autoresponders. It's better to remind your registrants 1-2 days before your webinar. You can also send them an 'it's happening now' email to make sure that you don't miss people who might change their minds to attend the webinar at the last moment.
3) Craft content for the right audience - Before sending out webinar invitations, you have to craft content and choose the right audience for each webinar. For example, if you're conducting a webinar on the best email marketing strategies, you need to target email marketers and marketing decision makers. This could be done with the help of the data you hold about your subscribers through segmentation.
4) Follow up emails - Your webinar attendees would expect a thank you email. Never miss this chance. You can send a thank you email to all your registrants along with the summary of your webinar. This will also provide insights to people who registered but couldn't attend and, would drive them to register for future webinars. Also, try to get suggestions from your attendees in deciding a topic for upcoming webinars which is another way to build a positive relationship with them.
If you've any suggestions or clarifications, feel free to comment below.