When it comes to webinar campaigns, less is usually more. Relying on a “spray and pray” approach may drive attendance numbers initially—but often leads to higher drop-off rates and fewer qualified leads.
* Sell the webinar, not the product. Focus on your objective: recruiting qualified leads to your event. Stay clear of product superlatives and mention benefits only in the context of your event.
* Use your most valuable real estate (headline and subhead) wisely. Resist the urge to be clever, opting instead for the facts: what, when, why and how to register.
* “Lead with a compelling benefit,” advises CDI, and forgo “setting up” your pitch. Phrases like “as an IT manager, you need…” only waste space, pushing the important message below the fold.
* Call to action, early and often. Don’t wait until the end of the email to ask prospects to register.
* Use incentives strategically. Rather than offering the “gadget du jour,” select an incentive that’s relevant to the topic and doesn’t “cheapen the event or your brand,” says CDI.
* Test your subject line. Include what and why (what the event is, and why the reader should attend) and test multiple versions.
The Po!nt: Outperform your competition with relevant and focused invitations that drive attendance and demonstrate that you value your customers’ time and attention.