When it comes to B2B SaaS, hosting a webinar is one of the most effective marketing strategies to generate leads. But getting people to register is only half the battle.
We’ll show you how to ensure your audience actually shows up. The following series of 5-7 emails can help increase your webinar’s attendance:
Thank you for signing up Send the first email as soon as someone completes their registration. This email should include all the relevant information about the webinar, such as date, time, panelists, and topics that will be covered. Be sure to thank your registrant for their interest and let them know you look forward to seeing them.
Reminders Depending on how close to the event your attendee registered, you might send anywhere from 1-3 reminder emails. We recommend the following cadence: 1 week before, 1 day before, 1 hour before.
Thank you for attending It’s important to follow up with your attendees after the event to say thank you and share the webinar recording. You should segment your list so the messaging is personalized for those who attended the event vs. those who didn't. A few ideas for segmentation: Did they join the webinar? Are they a customer?
Additional resources The 4th email in this series should notify your registrants of additional resources. We recommend sending this 2 days after the thank you email.
For example, let’s say you run a B2B SaaS business that sells project management software. You might consider sharing resources on how to run a remote team effectively. This type of content will keep your brand top of mind and increase the user’s likelihood of reaching out when they’re ready to buy.
Feedback survey The last email in the series should ask attendees for their feedback on the webinar and ask what topics they would like to see covered in future events. We recommend sending this 2 days after the previous email, only to users who attended the webinar. You might consider sending a separate version to people who viewed the recording but did not attend the live webinar.
By following these steps, you can create a successful webinar email sequence that increases attendance and keeps your brand top of mind for prospective customers.
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