9 Using Email Marketing to Promote Webinars, Events, Or Online Courses
Ever wondered how top industry leaders drive massive attendance for their webinars and events through email marketing? In this article, Founder and CEO experts reveal their most effective tactics. From creating targeted campaigns with compelling CTAs to incorporating promotional banners in business emails, discover nine insightful strategies. Read on to transform your email marketing approach and ensure your next event is a hit.
- Create Targeted Campaigns with Compelling CTAs
- Instill Urgency in Subject Lines
- Use Urgency and Value-Specificity
- Send Personalized Value-Focused Reminders
- Build Excitement with Segmented Email Series
- Create Multi-Email Sequences
- Send Teaser Emails Leading Up
- Segment Emails with Time-Sensitive Offers
- Incorporate Promotional Banners in Business Emails
Create Targeted Campaigns with Compelling CTAs
We can use email marketing to drive event attendance by creating targeted campaigns with compelling subject lines like, "Join us for [Event Name]: Your Key to [Benefit]!" One effective tactic is including a clear, visually-appealing CTA button linking directly to the registration page. I also segment the audience based on interests to highlight how the event aligns with their needs. Sending reminder emails with countdowns or exclusive incentives, like early access to materials, helps boost registrations and attendance rates.
Instill Urgency in Subject Lines
Email marketing is an essential tool for driving attendance to webinars, events, or online courses. One of the most effective tactics I use is creating a sense of urgency in the subject line and content. Phrases like "Limited spots available" or "Register before it's too late" create a psychological push for recipients to act quickly.
Additionally, I segment my email list to target the right audience—those who would find the event most relevant. This personalized approach not only improves open rates but also increases the likelihood of conversion. Including clear calls-to-action and a countdown timer leading up to the event can also encourage quicker sign-ups, making the opportunity feel more exclusive and time-sensitive.
Use Urgency and Value-Specificity
Using urgency paired with value-specificity is one of the strongest email marketing tactics I leverage to sell seats at my webinars and events. When I am promoting an event, the emails are not about announcing the 'what,' but communicating what people could take away by attending it. Rather than making the call-to-action a general, 'Join us for a webinar,' I say something like, 'Free training: Double your conversion rates in 30 days,' or 'Private lesson: Architecture tips on web design trends for 2024.'
I use countdown sequences over the days or weeks leading up to an event as well, serving double duty in both preparing folks for an exciting experience while keeping registrants top-of-mind as the actual event date nears. All these emails are segmented: One is for people interested in attending but not registered; another is for people who signed up and need a reminder to pencil it in. A 'last call' email, generally sent approximately 24 hours before the event (often with a countdown timer), again covers any limited-time offer or exclusive access perks for participants.
We also mix it up when we add personal details in the email. A short video message from event organizers, or a brief note about what prompted the invitation, adds an authentic touch that typically leads to higher attendance. These tactics can prevent our emails from being mere reminders, and instead make them movers that get people to take action.
Send Personalized Value-Focused Reminders
In cases where email marketing is involved in driving webinar or, more generally, event participation, I found that a series of personalized, value-focused reminder emails work like magic! So, instead of simply sending out the details on the event, I view every email as a chance to remind potential attendees of what they will gain from attending.
For example, I begin with an enticing "Save the Date" email that features a brief summary of what they will learn or support. Then, as the day nears, I dispatch a series of reminder emails that provide a more in-depth view. Each email will take a different approach to the event. For instance, one may feature an introduction of a key speaker; another might offer a preview of the agenda for the day, and another could share relevant advice or resources that relate to your event topic. The point is to give the audience a reason to engage and show how the event aligns with their interests and goals, not to rehash the invite.
My emails also contain clear and concise CTAs, as well as countdown timers and event calendar links to make them more urgent. This not only reminds stakeholders about the event but also builds excitement and shows the value of the event, making it feel like attending is the latest thing one must do.
Build Excitement with Segmented Email Series
One effective tactic for promoting webinars or events through email marketing is creating a personalized, segmented email series that builds excitement and engagement leading up to the event. Start with an initial announcement email that highlights key benefits, including exclusive insights or speakers. Follow it up with reminder emails that include testimonials from past attendees or snippets of what to expect, creating a sense of FOMO (fear of missing out).
To increase registration rates, incorporate a clear and compelling call-to-action (CTA) in each email, such as "Reserve Your Spot Now," paired with countdown timers to emphasize urgency. Additionally, using personalized subject lines and tailoring the content based on the recipient's past interactions or interests can significantly boost open and click-through rates. This strategic approach helps maintain engagement and drives attendance by nurturing interest over time.
Create Multi-Email Sequences
Email marketing is one of the most effective ways we drive attendance for webinars and events at LawTurbo. One tactic that works particularly well is creating a multi-email sequence leading up to the event.
The first email introduces the event with a compelling subject line, like 'Discover How to Rank #1 on Google-Free Webinar for Law Firms.' It includes key details—what attendees will learn, the date and time, and a clear registration link. Follow-up emails build urgency, such as 'Only 3 Days Left to Reserve Your Spot' or 'Seats Are Filling Up—Don't Miss Out!'
We also send a final reminder on the day of the event, making it easy for registrants to join with one click. Personalization, such as addressing recipients by name and tailoring the messaging to their needs (e.g., 'Get tips specific to personal injury law'), helps increase engagement and attendance. By maintaining consistent communication and emphasizing the value of the event, we've been able to drive strong turnout for our webinars.
Send Teaser Emails Leading Up
Email marketing is a powerful tool for driving attendance to webinars, events, or online courses. One effective tactic is to send a series of teaser emails leading up to the event. Start with a save-the-date email with essential details like the event name, date, and a brief overview to generate initial interest. Follow this with additional emails that build excitement by revealing more about the event, such as speaker highlights, agenda details, and unique experiences attendees can expect. Incorporate engaging visuals and compelling subject lines to capture attention. As the event approaches, send reminders emphasizing urgency, such as limited spots available or early-bird registration deadlines. This strategy keeps your audience engaged and encourages them to register while the event is fresh in their minds.
Segment Emails with Time-Sensitive Offers
I use email marketing to drive attendance by creating a sense of urgency with time-sensitive offers or limited spots. One effective tactic is sending a segmented email sequence tailored to audience interests, starting with an engaging announcement highlighting the event's value. Follow-up emails include testimonials, exclusive content previews, and a clear call-to-action linking directly to the registration page. Adding countdown timers in emails enhances urgency, prompting quicker responses. This approach ensures high engagement while maintaining relevance to the audience's needs, leading to increased attendance.
Incorporate Promotional Banners in Business Emails
An effective tactic we use to promote webinars and events is incorporating promotional banners into our everyday one-to-one business emails. This approach leverages the 99% open rate of these emails and builds on the existing relationship between sender and recipient. We include a clear event headline with dates and times, along with an interactive call-to-action button so that recipients can easily click through to a detailed landing page for event details and direct sign-up. Both we and our clients have seen strong engagement with this method—up to a 40% click-through rate—making it a powerful tool for driving event attendance.
