{"id":2466,"date":"2017-01-30T06:43:28","date_gmt":"2017-01-30T14:43:28","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=2466"},"modified":"2019-11-15T11:13:21","modified_gmt":"2019-11-15T19:13:21","slug":"use-strategies-follow-email-campaign-send-conversions-roof","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/","title":{"rendered":"Use These Strategies for Your Follow-Up Email Campaign and Send Your Conversions Through the Roof"},"content":{"rendered":"

In <\/span>Part One<\/span><\/a> of this two part series, we discussed webinar follow-up that consists of a carefully crafted, seven-step, replay strategy. <\/span><\/p>\n

*If you haven\u2019t yet read <\/span><\/i>Part One<\/span><\/i><\/a>, I encourage you to do so before reading further. <\/span><\/i><\/p>\n

In Part Two (the part you\u2019re about to read), we\u2019re going to construct a killer email series to promote your webinar replay and, as a result, <\/span>maximize your sales<\/b>.<\/span><\/p>\n

At the end, I\u2019m going to share an awesome bonus tip that has the potential to deliver more visitors to your <\/span>replay<\/span><\/i> than attended your <\/span>live event<\/span><\/i>!<\/span><\/p>\n

But please don\u2019t skip ahead to see what it is. It\u2019ll make more sense in context of the whole article, so finger off the scroll bar. Think of it as the cheesecake reward for first eating all of your veggies!<\/span>\"SocialEmail 1 \u2013 The Reviews Are In<\/b><\/p>\n

Following the guidance in the previous article, you\u2019ve now spent a fair amount of time practicing, testing, \u00a0tweaking, and polishing your webinar replay video and page. Right? So it makes very little sense to waste that effort by shooting out a couple of half-arsed emails saying, \u201cHere\u2019s the replay! Enjoy!\u201d<\/span><\/p>\n

Your follow-up emails need to be crafted with deliberate care.<\/span><\/p>\n

Start by reviewing your webinar chat box history (you can find this information in your <\/span>WebinarJam<\/span><\/a> Analytics). Pull out all the positive comments. If you\u2019ve received any emails containing positive feedback, save these as well. <\/span><\/p>\n

You can increase the feedback you receive by specifically asking for it during your live webinar. Chat box messages are great, but encourage people to go and post on your Facebook page \u2013 that way, when you use these comments as testimonials, you can take screenshots that include the commenter\u2019s Facebook pic. Social proof is <\/span><\/i>always<\/i><\/b> more effective when people can see that it\u2019s come from a real person. <\/span><\/i><\/p>\n

Once you have a nice collection of comments about your live webinar, pick out half a dozen of the best messages and use them as the thrust of your first email. The angle should be along these lines…<\/span><\/p>\n

\u201cThe webinar was phenomenal! If you missed it, here\u2019s what people have been saying\u2026\u201d <\/span><\/i><\/p>\n

Then, and only then, announce that a recording of the webinar is available. But just before you deliver the link, be sure to warn your readers that the replay, in a few days\u2019 time, will be archived and unavailable.<\/span><\/p>\n

Make sure you word it in that fashion because you want to retain the option to reuse the content at some point in the future. But, in the short-term, the replay will only be online for a few days.<\/span><\/p>\n

Email 2 \u2013 Top Three Questions<\/b><\/p>\n

Your second email is the place to start teasing a little bit about the content of the webinar. <\/span><\/p>\n

You can briefly recap the webinar theme in 1-2 sentences if you like, but don\u2019t make this the main portion of the email. If the promised webinar content didn\u2019t get your reader to the live event in the first place, it\u2019s unlikely to get them jumping onto the replay.<\/span><\/p>\n

Instead, focus on the Q&A section of your webinar where you\u2019ve covered really interesting and useful subjects that weren\u2019t originally intended to be part of your presentation. It\u2019s THESE questions \u2013 and the answers to them \u2013 that may grab the attention of your reader in a way that your pre-webinar marketing did not.<\/span><\/p>\n

Pick out the three best questions that were asked during your Q&A. Better yet, choose the three questions that allowed you to deliver really great answers and share them in your email.<\/span><\/p>\n

Naturally, in this communication, you\u2019re ONLY going to share the questions. Do not share the answers here. <\/span><\/p>\n

To get the solutions to these great questions, your dear reader is going to have to check out your webinar.<\/span><\/p>\n

You can even use one of the questions as your email subject line, using this format\u2026<\/span><\/p>\n

SOLVED: <Intriguing and attention-grabbing question><\/span><\/i><\/pre>\n
\"TheEmail 3 \u2013 Last Call<\/b><\/p>\n
Your third and final email is the place to hit the scarcity button hard.<\/span><\/p>\n
Start with the positive. <\/span><\/p>\n
Remind your readers again how great the response to your webinar has been, and throw in a couple more quotes from your list of amazing comments. Then, immediately segue into the bad news\u2026<\/span><\/p>\n
This is the LAST opportunity to watch the replay before it goes away.<\/span><\/p>\n
This is also YOUR last opportunity to get your reader to click and watch, so don\u2019t be afraid to really pluck that \u201cOh no, I\u2019m going to miss out\u201d cord of anxiety that your reader might be feeling.<\/span><\/p>\n
Use phrases like, \u201cTomorrow will be too late,\u201d and \u201cI\u2019d hate for you to look back on this moment and regret not taking action.\u201d<\/span><\/p>\n
Depending on the nature of your Offer, you can also play up the concept of those that have already purchased as being part of a private, closed-door community, all moving towards success.<\/span><\/p>\n
This is your last chance to join us\u2026<\/span><\/i><\/p>\n
You don\u2019t have to be creepy about it, but this is the last email you\u2019re going to send about this webinar, so you have some freedom to lay it on thick.<\/span><\/p>\n
Targeting the \u201cOthers\u201d<\/b><\/p>\n
Live webinars are great. They have an energy and an urgency that a replay just doesn\u2019t have. This is one of the reasons why sales conversions tend to be better on the live event than on the replay.<\/span><\/p>\n
But, (and this is a Kim Kardashian-sized but) it\u2019s still possible to earn more money from your replay, even when your conversions are lower, simply by having MORE people view your replay than attended your live event.<\/span><\/p>\n
This is a more realistic ambition than you might think, especially when you consider that it\u2019s fairly common for less than 50% of registrants to turn up for the live event.<\/span><\/p>\n
There are plenty of people out there who are more than interested in what you have to say and what you have to offer, but just don\u2019t have the circumstances or the drive to turn up, on time, to a scheduled live webinar. <\/span><\/p>\n
There\u2019s no reason why you should exclude them.<\/span><\/p>\n
No reason, whatsoever.<\/span><\/p>\n
Until your live webinar has finished, by all means put your focus and attention on your attendees. These will still, for the most part, be your best customers. But after that point, turn your attention to everyone else and market your replay as aggressively as you feel comfortable with.<\/span><\/p>\n
Start with the people that registered but didn\u2019t attend. That\u2019s a good warm list to attack. But also \u2013 and this is the awesome bonus tip \u2013 target the people that visited your webinar registration page and DIDN\u2019T register.<\/span><\/p>\n
It\u2019s easy to dismiss these people as being uninterested in your webinar, but it may simply be that they don\u2019t like the idea of having to schedule time to attend a live event. They could be the kind of person that much prefers the idea of watching a recording late at night when the kids are asleep. How do I know this? Because I am one of them. <\/span><\/p>\n
Or, what about the other people who would have loved to attend the live event but just had a prior engagement?<\/span><\/p>\n
If you\u2019ve held back the information that a replay was going to be posted after the live event, there will absolutely be people out there with giant, genuine pouts because they really wanted to watch your webinar, but couldn\u2019t get out of dinner with the in-laws (there\u2019s only so many times you can fake the flu).<\/span><\/p>\n
And here\u2019s the really cool idea that most never even consider\u2026<\/span><\/p>\n
Don\u2019t just email these people \u2013 set up a retargeting advertising campaign that specifically goes after individuals that visited your registration page and didn\u2019t sign up! Cookies rule in so many ways!<\/span><\/p>\n
***************************************************************<\/b><\/p>\n
We\u2019ve managed webinar campaigns where as much as 75% of our sales came from the replay. I know I\u2019ve mentioned this already, but it\u2019s worth a little repetition because it is why we <\/span>never<\/b> view webinar follow-up as an afterthought.<\/span><\/p>\n
If you regularly host sales webinars, one of the best things you can do is change your perspective on your event campaigns. Instead of viewing the end of the live webinar as the end of the journey, mentally set the conclusion as being the moment when you take down your replay page.<\/span><\/p>\n
Your webinar<\/a> follow-up should be tackled with just as much verve and enthusiasm as the initial promotion and the live webinar itself.<\/span><\/p>\n
Only then can you maximize your webinar views and, more importantly, your webinar profits.<\/span><\/p>\n
If you\u2019ve been in the market for a webinar service, but live events just aren\u2019t your thing, have you considered Automation? Check out <\/span>EverWebinar<\/span><\/a> for all the details on totally automated, converting crushing events.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"
In Part One of this two part series, we discussed webinar follow-up that consists of a carefully crafted, seven-step, replay strategy. *If you haven\u2019t yet read Part One, I encourage you to do so before reading further. In Part Two (the part you\u2019re about to read), we\u2019re going to construct a killer email series to […]<\/p>\n","protected":false},"author":1,"featured_media":2469,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[29,24,47],"tags":[],"yoast_head":"\nUse These Strategies for Your Follow-Up Email Campaign and Send Your Conversions Through the Roof<\/title>\n<meta name=\"description\" content=\"Part two of a 2-part series on the importance of webinar follow-up, and strategies on doing it so right, that you get better conversions from your replay than you did the live event.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Use These Strategies for Your Follow-Up Email Campaign and Send Your Conversions Through the Roof\" \/>\n<meta property=\"og:description\" content=\"Part two of a 2-part series on the importance of webinar follow-up, and strategies on doing it so right, that you get better conversions from your replay than you did the live event.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\" \/>\n<meta property=\"og:site_name\" content=\"Genndi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Genndi\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-30T14:43:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-15T19:13:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/01\/EmailFollowup.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Genesis Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@webinarjam\" \/>\n<meta name=\"twitter:site\" content=\"@webinarjam\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Genesis Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\"},\"author\":{\"name\":\"Genesis Digital\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#\/schema\/person\/3e01f9b03913fad677b08c937a3c8b61\"},\"headline\":\"Use These Strategies for Your Follow-Up Email Campaign and Send Your Conversions Through the Roof\",\"datePublished\":\"2017-01-30T14:43:28+00:00\",\"dateModified\":\"2019-11-15T19:13:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/use-strategies-follow-email-campaign-send-conversions-roof\/\"},\"wordCount\":1499,\"publisher\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#organization\"},\"articleSection\":[\"Law #5 - 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