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November 13, 2018 | By

5 Webinar Email Fails and How to Avoid Them

Email is, by far, the best way to promote your webinar. In fact, our emails drive about 79% of our own webinar registrations. So you really can’t afford to mess it up.

But how hard can it be? All your email needs to do is tell your audience what your webinar is about and when it’s going to take place.

Sounds simple enough, right? You’d be surprised how often businesses miss the mark.

To help make sure you’re not one of them, here are five examples of webinar email fails along with examples of how to do it right.

1. Too long

This email is way too long. Not only does it require you to read seven (yes seven!) paragraphs before seeing the time and date of the webinar, but the CTA (call to action) is buried at the bottom along with the key benefits of attending the webinar.

The point of your email invitation is to tease the value of your webinar. Don’t try and tell a story. Don’t go on and on about your speakers. Don’t give away every detail about your webinar content.

Your webinar title is really what’s most important, and if it doesn’t catch your audience’s interest, no amount of text in the email body will change that.

Remember, you can include a little bit more information about your webinar on your registration page. Better yet, include a video on your webinar landing page that will sell your webinar even more.

Fix: Short and Snappy

short and snappy email

This email is short and gets to the point. Recipients see a headline, a subhead, and a nice big Register Now button. After one more paragraph you see another CTA. Some of the most effective webinar emails are just that simple.

 2. Too busy

The problem with this email is I just don’t want to look at it. There are four different font colors and so many font variations: bold, italicized, underlined, all caps, and who knows how many font sizes.

The general layout isn’t helping either. With so much going on, the reader’s eye doesn’t know where to go, except to the delete button.

Fix: Simple and clean design

After looking at that last email, I just want to give AWeber a hug. They still provide quite a bit of information about their webinar, but they make it work with a simple, clean design that focuses your eye on the Save Your Seat Now button. And I love the two CTA buttons at the beginning and end of the email.

It’s also a good idea to mention that your audience can still sign up for the webinar just to receive the recording. AWeber does a nice job including this call out at the end.

If you’re interested in combining the power of email marketing automation with GoToWebinar, we have a direct integration with AWeber. You can add registrants to your email lists and automatically send follow up messages with more information about your business. You can use AWeber to successfully convert webinar registrants into long-term customers. 

3. Competing/Buried CTAs

This email is busy with no defined eye path. But the worst part is that there are a lot of competing links and CTAs.

While it’s not a bad idea to repeat your CTA, this is not the way to do it. You want your CTAs to have a consistent format and don’t link out to other unnecessary information.

Fix: Repeated CTA

This is a great example of how to use repeated CTAs. Contently uses the same Register Now button at the beginning and end of their email. This gives readers two opportunities to register without being bombarded by CTAs. This is also a good example of how to keep your emails short and sweet while clearly highlighting webinar value with a bulleted list.

4. All about you or your speakers

In this example, the entire left sidebar is about the speaker – about half the total email content. Sure, you want to highlight your speaker’s credibility, but you don’t want to go on and on about your company or your speakers. You can always provide a link on your landing page to the speaker’s bio or LinkedIn profile.

Fix: Value-focused content

This email proves that all you really need is the speaker’s name, their title, and their company. It also includes uniform headshots that enhance the design of the email.

This email introduces you to the speakers, but the majority of content is focused on the value of the webinar. Use your valuable email real estate on telling your audience what’s in it for them.

5. All text

This email has way too much text. And without a main image to break up the copy, there’s a good chance a recipient won’t finish reading the entire email…or start reading it at all. All-text or non-HTML emails can work well, but the key is to keep them nice and short.

This email does get points for including speaker headshots and short bios, but it still needs a more interesting layout.

Fix: Eye-catching image

Bonus points for video! This email is laid out nicely with a clear CTA and one main, eye-catching image.

While you can’t embed a video right in your email, you can include an image of the video with an overlaid “play” icon. Link the entire image to your webinar landing page where people can watch the video.

If you learned one thing about great webinar emails, I hope it’s this: simple works. Don’t try to include too much information, too many CTAs, too many colors or images—just keep it simple. That means having concise copy, a clean layout, and a clear CTA. And if you want your copy to include all the colors of the rainbow, don’t do it. Just trust us.

Interested in AWeber’s email marketing solution?

If you’re interested in AWeber’s email marketing platform, try it for free! You can directly add GoToWebinar registrants to your email list — no more manually importing or exporting webinar contact information. 


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