Webinars are a fantastic opportunity to promote your brand and connect with potential clients. Done right, they can boost sales and establish credibility in your industry.
To get the most out of your next webinar, you need an interested audience — which is where webinar emails come in. Notifying email subscribers of your upcoming webinar alerts them to the forthcoming event. You can use email to explain what you’ll talk about, why they should attend, and how to sign up. Email is a simple (and inexpensive) way to get the word on the street and get your webinar off to a running start.
In this article, you’ll learn about how to build webinar emails to achieve higher attendance and engagement.
Introduction to webinar emails
Generally speaking, service providers, such as realtors, attorneys, and educators, benefit from conducting webinars to help them inform and connect with their audience. Likewise, B2B companies often rely on webinars to explain complex products and show clients how their services will benefit them. However, any business can benefit from hosting a webinar — it’s all about finding topics that resonate with your audience.
The best webinars directly engage clients. Whether you offer a Q&A session or ask for feedback throughout your event, regular communication helps keep the event going and prevents your audience from losing interest.
While webinars aren’t new, they took off during the COVID-19 pandemic. Limits on social gatherings encouraged businesses to find other ways to connect with clients, and popular video meeting platforms like Zoom, Skype, and Google Meet made it easy. Through webinars, people can meet with others no matter where they are. All they need is a stable internet connection and a video link.
Webinar email best practices
Businesses with an email subscriber list can easily notify their audience of an upcoming webinar. Consider the following email marketing best practices to make the most out of your webinar emails.
1. Write captivating webinar email subject lines
One of the first things your recipient sees is your email’s subject line. The subject line can be the deciding factor of whether they open your email or not. So, you’ll want to write a compelling subject line that increases your open rates.
Keep your subject line concise — it should be entirely visible to the reader, whether they’re viewing it on a computer or mobile device. And include descriptive language that encourages the recipient to open and learn more.
2. Design an email that captures attention
It’s crucial to use an eye-catching, easy-to-follow template for your email. Try using different backgrounds and images to spruce up the email’s design. A banner that summarizes your webinar’s key details — like the date and time — ensures readers don’t need to dig too far into the message to find the information they need. You might also want to include a visible countdown timer so recipients know how long they have to register for the event.
3. Include key elements of a successful webinar email
When writing your webinar email, address the following elements:
- Who: Indicate who will be hosting the webinar, whether it’s yourself, a guest speaker, or a panel. If there are any industry leaders or celebrities involved, make sure to highlight their attendance.
- What: Describe the topics you’ll be covering. If you plan to discuss more than one subject, break them down into bullet points for easy reading.
- Where: If your webinar includes an in-person option, give location details. If it’s exclusively online, provide the video link for recipients to join.
- When: List the date, time, and expected length of the webinar. If you’re recording the event, let readers know they can view the webinar on their own time if they can’t make it.
- Why: Explain how the webinar will benefit your readers. Time is valuable, and customers want to know how their webinar attendance will support their needs. If you’re offering any gifts or freebies, tell them.
- How: Include a registration link that readers can click to sign up for the event. You can include a calendar integration for Outlook or Google, so they’ll receive a reminder when it’s time to join.
4. Use a compelling call to action
Your call to action or CTA tells readers exactly why they shouldn’t miss your event. Tell them what they stand to gain for their time, whether it’s knowledge, the chance to listen to industry experts or answers to their burning questions. Provide a link within the CTA for registration.
Here’s an example of an invitation from Clearscope that includes all the critical elements of an effective webinar email:
Webinar invitation emails: Templates and examples
Not sure what to include in your webinar email? Use these email invitation templates for inspiration.
Basic webinar invitation
This flexible webinar invite is simple and straight to the point. It’s appropriate for most webinars, and you can customize it with your event’s details.
We have an upcoming webinar on [date/time] that explains everything you need to know about [subject].
Hear from [speaker name] about topics you care about, including:
Don’t miss this exclusive opportunity!
Here’s an example of a general webinar email invite from UWorld:
Personalized webinar invitation
A personalized webinar invite can increase sign-ups, especially if you target it to specific subscribers with particular interests. Here’s a sample personalized webinar email template.
Hi [recipient’s name],
We know how much you love [insert topic], so we invite you to our exclusive webinar hosted by [insert speaker name]. On [date/time], join us and learn all about:
At the end, we’ll include a helpful Q&A session where you can ask questions and get answers from industry experts. Don’t wait — register today and receive a [gift/download/other freebies].
[Insert registration link]
Last chance webinar invite email
Sometimes, subscribers may miss your initial invite. Sending a webinar follow-up email (or two or three) helps ensure readers don’t miss out on your opportunity and get the chance to register.
Hi [recipient’s name],
We just reviewed our attendee list for the upcoming webinar on [subject] and didn’t see your name! Since registration ends in just [x days], we wanted to remind you of the event. There are just a few spots left, and we don’t want you to miss out.
Sign up today and hear [guest speaker] discuss [subject] on [date/time]:
[Insert registration link]
Webinar series invitation
Sometimes, companies hold multiple webinars — especially if they plan to discuss several topics. Instead of having a lengthy, hours-long webinar, the organization will break it into different sessions, allowing viewers to decide which webinars they’re most interested in joining. Here’s a template you can use for the webinar series:
Hi [recipient’s name]
We’re hosting a webinar series beginning [date/time] that covers all you want to know about [primary subject]. Since we’re doing a deep dive, we’ve scheduled several sessions over the upcoming weeks, all on different topics, including:
To join, register now [insert link] and pick the sessions you’re interested in. We look forward to seeing you!
Building your webinar email sequence
Whether you use a template or create a customized invite, covering the who, what, where, when, why, and how behind your webinar is vital. Ensure your reader has all the information they need to decide whether they’ll attend the event.
As the big day approaches, consider sending a reminder. Busy schedules can easily result in your registrant forgetting about the webinar. Gently reminding them via email the day before can improve attendance rates.
After your webinar ends, consider sending a follow-up email and asking for feedback. Inquire about attendees’ experience and whether they found the webinar helpful. Encourage them to provide recommendations you can use to improve future webinars.
Automating your email invites and follow-ups eliminates much of the manual labor. With an email marketing service like Constant Contact, you can schedule webinar email invites, reminders, and follow-ups simultaneously, saving lots of time and keeping your subscribers informed.
Maintaining your subscriber list’s integrity and protecting your sender’s reputation is also essential. If your emails bounce or recipients request to unsubscribe, take them off your mailing list so you don’t end up in the spam box.
Email sequence timing
So, when’s the best time to send your webinar emails? Check your prior email metrics to see when subscribers typically open your emails. If your target audience typically reads emails in the morning, sending your invite at that time may increase your open rates and click-throughs to registrations.
Promoting your webinar should start at least a week in advance and even longer if you’re holding a lengthy webinar series. Consider sending follow-up emails to subscribers who don’t register within two days of sending your initial invite. You can send another follow-up the day before the event if you still have open spots available.
Deciding on the date and time of your webinar is another crucial consideration. You want to pick a time when your audience will most likely be available. Otherwise, you won’t receive the registrations you’re hoping for to achieve your goal.
Other considerations for webinar emails
Webinars are usually educational or sales-oriented. Thus, you want to ensure your email paints your brand as authoritative and credible. Avoid overly casual messages and provide background on your speakers so your audience understands their expertise.
Many recipients will read your invite on a mobile device, so optimize your email for smartphones and tablets.
It’s always good to proofread your emails for grammar and spelling mistakes before hitting the send button. A glaring error will be immediately apparent to readers, and they may be less likely to register if they see you’re careless.
Using the same templates and tools for your initial invite and subsequent webinar emails boosts your professionalism and helps avoid reader confusion. Reinforce the topics you’ll discuss during the webinar and its date and time.
Advanced strategies and troubleshooting
Occasionally, a recipient may negatively react to your invites and follow-ups. If a reader complains about email frequency, ask them how often they’d like to receive communications from you and update their preferences. If they request to unsubscribe, remove them immediately.
Make sure to check your registration link and webinar details for accuracy. If the link doesn’t work, no one will be able to register — a major fail you definitely want to avoid. Similarly, check dates and times to ensure they’re correct.
Try to maintain a balance between beneficial communication and spamming. You may annoy your subscribers if you send follow-ups and webinar reminder emails too frequently.
Finally, lean on technology to improve webinar email effectiveness. Constant Contact’s comprehensive email marketing software allows you to manage your subscriber list, design and automate campaigns, and review metrics in one place.
Tools and software to enhance your webinar emails
Other tools and software can help you create a well-designed webinar email. Grammarly provides a free spelling and grammar tool highlighting spelling mistakes and suggesting grammar corrections. You can download the Grammarly app to check your invite before sending it.
Some webinar platforms also allow you to integrate your invites with their system, which ensures seamless end-to-end management. For example, Zoom integrates with many customer relationship management (CRM) systems and has a large user base, so attendees may already be familiar with its meeting features.
Making it personal: Customizing your webinar emails
Providing subscribers with personalized invites can elevate your registration rates and engagement. At a minimum, include the recipient’s name in your email. If you’re hosting multiple webinars, try segmenting invites according to your subscriber’s preferences, purchase history, and interests. The more value they see in your webinar, the more likely they will sign up.
Here’s an example of a personalized email from VideoScribe. In it, VideoScribe addressed the recipient by name and told them what benefits they’ll receive from attending.
A thoughtful webinar email strategy boosts attendance
Whether you plan for a dozen attendees or thousands, hosting a webinar is a big endeavor. You want to make the most of the opportunity, so planning your promotion strategy is crucial. Opt for a well-designed template and ensure recipients receive all the information they need to sign up for an event. To learn more about webinars, check out Constant Contact’s guide to successfully hosting a webinar, and while you’re at it, check out the webinars on our event schedule.