A little mailing practice with an offer to attend a webinar. Webinar Invitation Letter Sample Webinar Invitation Letter

I invite you to join the free webinar

"How to improve relations with the whole world and with yourself"

What is this webinar about?

About how to establish relationships with the whole world and with yourself.

If you realize that you urgently need to improve relationships with other people. If you understand that you yourself need love and protection, but accepting yourself and loving yourself is a big problem for you. If you are torn apart by internal contradictions and haunted by feelings of guilt, resentment and fear. If you are looking for a way out of this situation, then you are on the right track. You were in the right place at the right time. To do this, you need a real little. Just love yourself. Accept your uniqueness, all your internal contradictions and give yourself and your inner child care, protection and love. Yes Yes. You are not mistaken, it is you who needs to take on the role of an adult and give yourself (oh) yourself a lot of adult care, protection and unconditional love. Is it easy to do? Difficult. If there are many traumas in the soul that were inflicted in childhood, then it is very difficult to grow up. This pain does not give rest, pulls there. It does not allow you to be independent from people. It is important for you to build expectations, and then feel disappointed and resentful when they are not met. It's a vicious circle. A lot of resentment, dissatisfaction from communicating with people, anxiety and anger .

What to do? Get started.

In this situation, time, by itself, does not heal, it drives the pain deeper and deeper and then it does not subside, but sharpens from the inside. Hence the seasonal depressions that suddenly fall on a person, on you. You have already forgotten about those long-standing events, and you want to live in the present, but you don’t. You will not rest until you pull out and deal with what gnaws and gnaws.

If you want to understand how to build relationships with yourself and others. Take part in the webinar and find out how to resolve the current situation.

I invite you to participate in the WEBINAR, which will be held February 8 at 18:00 by Moscow time.

There will be exercises during the webinar, so stock up on pens and paper in advance.

P.S. A pleasant surprise awaits all participants at the end of the webinar. Come, it will be interesting!

With respect and love, Evgenia Novoselova (coach, practical psychologist, psychodramatist, author of the project http://www.family-light.ru/instruction/)

In the 20th century, looking for new information, people would go to the library. In the 21st century, when we need to get a piece of new up-to-date information, we attend a webinar.

Must confess, I love attending webinars. It is not only a good way to learn something new, but also to take a look at the problem from other people’s perspective and to hear about their personal experience regarding its solution.

I receive dozens of webinar email invitations per day. Even if I wanted, I would not be able to attend them all. Besides, I value my time highly enough to watch/read/listen to the things which might not be useful to me. We all want to choose only the best educational webinars.

How do people decide if the webinar is worth attending? By the way, the webinar invitation looks like.

Note! Add the “Share with a friend” button to a webinar confirmation email. While the webinar invitation email should contain only the “Save my seat” button.

Make these buttons big and bright. Place them in the center of an email and at the bottom of it. Duplicate the buttons.

Signature

Your signature in the footer of an email invitation will make it more personal. We are not into attending or listening to strangers. Start building relations with us. Please, never neglect it - add the signature to all your invitation emails.

Note! You can add your real handwritten signature. This will make you stand out!

Features to add to your webinar invitation emails

jargon or slang

Yes, newsletters should be polite, with the formal English used. But jargon, as a professional language, is a good thing to add. Especially if your target audience is experienced people, professionals. Étienne de Condillac, philosopher, mentioned that every science required its unique language.

Besides, it may be an indicator that you have deep knowledge of the theme.

Slang is a separate thing to talk about. Young generation prefers to stand out. They tend to use informal words. For example, now some of them say “Sexy” instead of “good” and "excellent".

Of course, using such words in an email invitation will work when the speaker of the event is either young or funny enough. Use slang only when it is appropriate to the situation, the topic of the webinar and its goals. I can hardly imagine the President saying “Our legislation is sexy”.

video

Make the greetings personal. No, you do not need to record thousands of videos with all the recipients' names. Create just a single video where you say hi to all your customers. Besides, a video is a good alternative to “In the webinar, you will learn”. A verbal message is sometimes better than a dozen emails.

I've seen it just once. But I still remember it and keep looking for a video in all webinar invitations. Don't hesitate to add informative videos when you create a webinar invitation email. By the way almost 60% of the registrants showed up for this event.

sincerity

Indicate that you also had a problem of this kind. Tell us how much time it took you to get over it. How much effort it cost you to turn the situation for better and why you are happy you have done it. But if you have not experienced it, do not tell us you have.

Do not exaggerate your results. People appreciate honesty. You may clarify that you have helped hundreds of people who faced the same problem as us. Or even that you have analyzed the topic, and now you will try it out with us.

Jokes

We all appreciate a good sense of humor. As Victor Borge said: “laughter is the shortest distance between two people”. Besides, a little joke in your email invitation means that the webinar will not be boring. When the joke is connected with the topic of the event, it means that you know much about it. And we will receive good knowledge on the topic. Thus, for sure we will not waste our time attending it.

Follow-up emails

A webinar invitation email is just the beginning of a whole series of messages.

Once the potential attendee has signed up, you should send him a confirmation email. immediately. The very moment when clicking “save my seat”, we expect to see a registration confirmation in our email inbox in order to make sure you reserved a seat for us. We will not talk now about what it should contain as this is the topic for a separate article.

But I want to mention that now you need to create a . Yes, you will need to send out at least 5 of them. Only this way we will not forget about the event we are so eager to attend, no matter how weird this sounds.

Recommendations to follow

Did you know that the average attendance rate for a webinar is 25% of all the registrants? While some companies reach 60%.
I sincerely hope that following some of our recommendations will help you increase the attendance rate:

Before sending out invitation emails, create a strategy;
include the subject line;
Make the preheader informative;
Specify the date, timezone, and duration of the webinar;
Create bright CTA button;
Add the “Invite my friend” button;
Introduce speakers to the target audience;
Add your individual features. be creative;
Insert your personal signature;
Be sincere with your potential clients.

A webinar is the same meeting, event, only online. Whether it's an upcoming marathon, a seminar, or a course sale, an invitation to a webinar is a significant step in attracting a converting audience.

Email and webinar are closely related:

We invite our subscribers to the webinar with a beautiful announcement letter.

On the landing page, participants leave their email address to receive detailed information and notifications for the webinar.

You can attract a potential listener and persuade him to register with advertising and a beautiful landing page. Landing page design tips can be found in the article.

But today we will talk about how to invite existing customers in the database.

Let's take a closer look at the tricks for compiling an invitation letter to a webinar, as well as inspire creation ideas.

Chips for creating an invitation letter to a webinar

There are no limits to being creative in writing, but no matter how creative you are, it is important that your letters are recognizable. An effective webinar invitation letter has several components that you need to pay attention to. Let's talk about them in more detail.

1. Catchy subject line

The same standards apply for the subject line of the invitation letter as for the subject lines of all other letters:

Make sure the topic is not too long. Test to see if words are truncated and find the optimal subject length;

Put the word “webinar” in the subject line so that the format of the meeting is clear:
- “🔈 we invite you to attend a webinar on the topic: “Organization of customer experience management processes using the CX (CEM) platform””
- 👉Webinar “Working at Amazon. View from the inside»
- Webinar by email and video talks with Promodo Partners | Promodo

Intrigue and post an important question:

You must see it!
★ [LIGHTNING] How to increase income by 2 times or more (instruction)
How to attract a million audience to your business?
How to line up a queue of customers?

Focus on accessibility and benefits:
- We invite you to a free webinar!
- Free live webinar from Alexander Sokolovsky
- [Today at 19:00] Free Yandex.Metrica lesson for beginners
- Free iOS webinar for beginners today at 17:00!

2. Bright and informative banner

Perhaps the key role in the invitation letter is played by the banner. Indeed, the subscriber’s gaze clings to the colorful elements, first of all. Ideally, the banner encourages you to read the details and proceed to registration.

What is appropriate to place on the banner:

Company `s logo;

Webinar topic, date and time;

Speaker name and photo;

Short call.

Two examples of well-designed banners that meet the above requirements:

On such a creative banner, the topic of the webinar, company logo, photo and name of the speaker stand out well. Key details of the event, such as the date and time, are also well shown.

The animated banner from Promodo attracts attention well, it is light and unobtrusive, and it also shows all the necessary information in an accessible way.

To understand what not to do, let's look at a not-so-successful banner sample in an invitation letter for a webinar.

From looking at this banner, there is no understanding of what the webinar will be about, who the speaker is and when this event will take place. Also, the logo is lost against the background of the image, which takes almost one scroll.

3. A touching headline

Instead of just duplicating the title of the webinar in the email header, try to put the benefit of the upcoming event into it.

Here are some examples of headlines that can demonstrate value:

Is it possible to quickly double profits and reach a new level

What should a good search engine-optimized text look like?

Want to learn how to write apps for iPhone and iPad? Don't know where to start? We will help you figure it out

4. Text eyeliner

Make a high-quality message from which potential listeners will understand the essence and usefulness of the webinar. Describe to the participants the possibilities and what exactly they should expect.

Not a very good example. The text is dry and unfinished.

Join our free iOS webinar for beginners on July 17, 2019. The webinar will begin at 5:00 PM PT and will be hosted by iOS Developer Ivan Besarab.

Here's how to fix it:

We invite you today at 17:00 to a free webinar “Overview of the iOS (Swift) course from scratch”. Didn't know where to start? Not sure if the courses will help you with this?

We will tell you all the details about the training: a list of topics, how much practice and homework will be, how the classes will be held. You can ask all questions to Ivan - the course coach :)

In order to highlight the importance of a textual eyeliner, we have given an example of a warm-up invitation letter. It concisely, carefully and not dryly provided information about the nuances of booking and how it is more profitable for those who still doubt. The upcoming price increase is another good attempt to convince you to sign up for a paid training or master class.

5. Webinar Details and Benefits

In this part of the letter, you specify the details of the webinar: date, time, speakers, etc. As well as the benefits and benefits of the webinar.

If there are many benefits, create a list of abstracts so that it is more convenient for potential participants to read what pluses are prepared.

Here is a good example:

6. Appeal

Best Webinar Invitation Letter Examples

To help you plan your online events, we asked our colleagues to get some cool webinar invite emails from their inboxes. Let's see what these letters are good for.

Creative and goodies from Tooligram

An invitation to a webinar from a veteran of the Instagram war impresses with its simplicity and eccentricity:

Thematic banner with a speaker,

Visually described benefits from the webinar;

A button with a call at the beginning and at the end of the letter prompts you to proceed to registration as soon as possible,

There is a catchy bun: register and get a closed master class for free.

If you have something to encourage a person for participating, write about it in the invitation letter at the beginning or before the final call. And let there be even more registrations!

Structured Minimalism by Web Academy

A simple and structured letter with a bright focus on the banner and call is what you need to correctly present information about the webinar. And also a single color scheme, paragraphs and indents, competent work with fonts - just nectar for the reader's eyes.

When the text is structured, broken into paragraphs and key points are in bold, this helps to better perceive the benefits. The more clear and catchy the benefits are, the better they motivate you to sign up.

A striking example of an invitation to a webinar from SalesForce

An example of how to save time reading a letter demonstrates an invitation from Sales Force. This compact email is a sample invitation to a webinar without lengthy descriptions, large banners, and long lists. All the necessary components are maximally capacious and brightly beaten. The colors used keep the brand connected. The only thing we would change is the “register” link at the end of the email. We would place it in the center and decorate it with a button.

Invitation to several webinars from Marketorium

An example from the educational platform Marketorium shows how you can issue an invitation letter for several webinars and a master class at once. The block with the announcement of each event is designed in its own color scheme, which allows you to visually separate one event from another.

Not forgotten and buns in the form of a promotional code for a discount. And the placement of available seats in the announcement of the master class is a good attempt to convince the subscriber that it is better to register as soon as possible.

Bonus: Set Up a Series of Webinar Invitation Emails

The effect of one webinar invitation letter, created according to all our tips, can be miraculous. But if you send a series of emails, this may have a better effect on registration rates.

Set up an automatic thread to trigger reminder emails for those who didn't open or click on links from the first email.

If the sending is to those who did not open, then the content of the letter can not be changed. We recommend only slightly changing the wording of the subject, and in the letter, swap the banner and the text part.

This is how the script template for resending an invitation to a webinar looks like if the first email was not read.

If you send to those who read, but did not follow the link, use an attractive subject line, and inside the letter show that you are excited about the user's participation in the webinar.

Subject: Tomorrow will be too late...

Text of the letter: Hello, ! Are you still interested in attending our webinar where we will talk about A and B, as well as teach you how to do C? Limited number of seats! Hurry so that someone else does not take your place!

Finally

Whether you're experienced in hosting webinars through the email channel or just getting started, feel free to be original, test and personalize your emails. Our advice is not an attempt to limit you, but only a reminder of important points when compiling invitation letters.

We have described the most necessary features for creating an invitation letter for a webinar. We always welcome your comments with ideas and impressions :)

We wish you a lot of registrations and see you soon :)

Zukhra Tasaliyeva

Think back to your last webinar. Were you satisfied with the number of people who took part in it? If you are reading this article, most likely not.

Why is it so? You spend a lot of time and effort on creating a first-class presentation, and as a result, three retirees watch it at best. If you're experiencing this issue, it only means one thing: you didn't put enough effort into promoting your webinar.

I already hear your objections. After all, you talked about your webinar on social networks, sent invitations to subscribers by email, and even dedicated a separate post to it on your blog. But this, unfortunately, is not enough. In fact, you have used only the most common methods to promote your webinar, but in reality there are many more! Let's take a look at ways you can invite an audience and get the most out of this online event.

1. Blog/website

Of course, you already know that the information about the upcoming webinar should first of all be placed on your website or blog. Don't rely on automatically generated pages provided by the webinar service. Some of them limit the amount of space in which you can place speaker bios, bulleted lists, images, and so on.

A smarter solution is to create a separate post on your blog and/or a page on your website to announce your upcoming webinar. You don't have to go into all the details. The most important thing is to indicate the topic of your webinar, the date and time of it, the names of speakers, its cost (if it is paid), a link to the subscription page, as well as its main benefits.

The webinar signup page must be optimized. Here are some sure signs that your subscription page is not well designed:

Registration form contains too many fields. Did you know that each additional field in the webinar registration form deprives you of 5% of potential customers? That is, by adding 3 additional fields, you push away 15% of people. Hence the conclusion: do not ask potential subscribers for too much information. Leave only two fields: name and email address.
The subscription page has links to other pages on the site. If you are hosting a registration page on your site, make sure that it is isolated and does not contain any links to other pages. Otherwise, your site visitors will be tempted to click through. And not the fact that they will return to you.
The subscription page lacks social proof. Potential clients will trust you more if you provide them with social proof. Post positive feedback about your previous webinars on the subscription page; information about the outstanding specialist who is invited to your event; links to publications in leading media describing your activities, etc.

Consider, for example, the announcement of one of the webinars presented on the 500millionstrong website.

The most important information on this page is in bold: the webinar will take place on Tuesday, April 6th at 12 noon; limited number of seats. In the upper right corner we see the names and photos of the speakers. The topic of the webinar is indicated in the title in huge letters (“Social Media Strategies - Breakthrough New Techniques for Building Your Online Business”). The registration form for the webinar is located directly below the announcement, which is very convenient for site visitors - you do not need to follow a special link to register.

The only downside to this page is the lack of social proof. Agree, the information would look more convincing if there were customer or expert reviews.

2. Email

Another important element of a webinar promotion strategy is sending email invitations to your subscribers. Spear Marketing has dedicated a dedicated white paper (in English) to this topic, which can be requested free of charge at the following link. What recommendations does the author give?

Sell the event, not your product

The sole purpose of your invitation letter is to encourage subscribers to register for your webinar. Therefore, you should not overload the text of the letter with a listing of the characteristics of your product.

You should talk about its benefits in the context of the event itself. For example, instead of saying "Our software reduces website development time by 50%", it would be better to say the following: "Join our free webinar and you will learn how to reduce website development time by 50%".

Write the correct title and subtitle

The heading and subheading are extremely important elements of your email, as they are the first thing the recipient sees when they open your invitation. Include the following information in them:

What is this event? (name or description);
When will it take place? (date and time);
Why is it worth visiting? (Main advantages);
How can I register? (link to registration form).

For clarity, here is an example:

As you may have noticed, the email header contains information of paramount importance: time, date, webinar name and its main advantage. Looking at it, a person will immediately understand whether he should attend this event. The link to the registration page is located right below the title.

Don't include redundant information in the first paragraph

Many webinar hosts include in the first paragraph a description of the commercial terms or trends that justify the importance of their event. For example:

"Many IT managers are concerned about how to improve the performance of web applications because..."

Phrases like this clutter up your email and reduce the value of the more important information below. So stop beating around the bush and get straight to the point:

"During our webinar, you will learn how to improve the performance of your web applications by 300%"

List 3-4 main benefits of your webinar in a bulleted list

Assume the recipient has read your title, subtitle, and first paragraph. Now you have to tell him in more detail about the value of your offer. A bulleted list works well for this purpose, as it immediately catches the eye. Remember that you should list the benefits of your webinar, not the product you want to sell.

Check out how Hubspot did it when they hosted a webinar on How to Use Content to Promote Commercial Websites:

As you can see, the bulleted list does not advertise any programs or applications that can increase sales through content. The author of the letter simply talks about the benefits that this webinar will bring to all participants.

Include photos of speakers and brief information about them in your letter

Due to these elements, your letter will become more personal, and the event itself will seem more real, and, therefore, attractive to potential participants.

Be careful with graphics

You should not use too many graphic elements, as they will overload the letter. It is enough to include photos of speakers in it, as well as, if desired, an image of a free gift that you will reward your subscribers in exchange for registration. Whatever pictures you include in your letter, they must be related to the topic of your webinar.

Also keep in mind that spam filters don't particularly favor emails that contain a lot of graphics. Therefore, try to use them only when necessary. Do not use too large images - they will interfere with the perception of the selling text.

Your call to action should be eye-catching.

Never include a link to the registration page at the end of the email, as the reader may never reach it. Your call to action should be prominently displayed. It is advisable to arrange it in the form of a button and place it in the body of the letter, as well as in the side field (if any). Don't forget to highlight the signup button with a bright color that harmonizes with the overall design of the email.

The following example is illustrative:

Agree that in this letter, it is simply impossible not to notice the phrase "Registration", because it is repeated three times: in the title, in the first paragraph and at the very end of the letter. It's also a good idea to choose a blue color for the sign up button, as it fits in with the chosen color scheme.

Include positive feedback from your previous webinars

Social proof should not only be on your website, but also in the invitation letter itself. Therefore, feedback from people who participated in your previous webinars will come in handy. You don't have to give their names - just give them their position and the name of the company they work for.

Positive comments will make your event more valuable in the eyes of potential attendees. They will be convinced that your webinars have benefited real people with similar problems, and without hesitation, they will follow the link to the registration page.

Offer webinar attendees a special bonus

If you offer your recipients a specific bonus (such as a free e-book) in exchange for attending your webinar, they will be more motivated to attend your event. This bonus must be related to the topic of the webinar itself.

You can also specify in the letter that only the first 50-100 people who register will receive the bonus. Thus, your subscribers will hurry up so as not to miss a valuable offer.

As a rule, information about bonuses is indicated in the sidebar or at the end of the letter, as in the following example:

Test different variations of the subject line

Each audience is different, so it's hard to lay down clear rules that apply to the subject line. But there is one universal principle that is relevant in all situations: the subject line should not exceed 40 characters. The logic is simple: the recipients of the letter, as a rule, see only the first 40 characters in the title of incoming messages.

The subject line should either state the topic of the webinar, such as (“Free Webinar: Better Sales Promotion Methods”), or its benefits (“Free Webinar: Reduce Remote Access Costs by 30%”). Your choice will depend on how popular your webinar topic is. If she is on everyone's lips, then you can stop at the first option. If it is less hyped, then choose the second option.

However, the criterion for the popularity of topics is very conditional. Therefore, do not forget to split-test to find the best subject line option.

So, we have considered the basic requirements for the structure of the invitation letter. Another equally important factor is the frequency of its distribution. You must send an invitation to your subscribers at least three times: two weeks, one week and one day before the start of the webinar. Repeat emails are used as a reminder so that your audience doesn't accidentally forget about an upcoming event. Just do not be too persistent, otherwise it will result in massive unsubscribes.

3. Social media

Social media is full of opportunities to promote your webinar. Publish relevant posts on Twitter, VKontakte, Facebook, LinkedIn, Google+ and other social platforms. Keep in mind that you need to do this not once, but several times, because your message may get lost among hundreds of other updates in the feed:

There is only one day left before our webinar "Finding and using audio and video resources"! Read more: jiscdigitalmedia.ac.uk/surgery/

If your subscribers show interest in the webinar, they will definitely share this news with their friends and acquaintances, which means they will help you attract the attention of a larger audience.

You can also promote your webinar in the various groups you are a member of. Just be sure to make sure that this community allows the publication of promotional materials, otherwise you may be banned. Do not forget also that you must be an active member of this group, which is known and recognized by all others. If you start promoting your webinar as soon as you join a group, then no one will take your messages seriously.

In some social networks, for example, VKontakte, there is a special function - to create an event. To do this, select the "My Groups" section, and in the upper right corner you will see the "Create Community" link. Click on it and a new window will appear in front of you. In it, you need to specify the name of your webinar and select the last item "Event", and then click on the "Create Community" button. Next, you will need to fill in the main fields of the form: description of the event, time and place of the webinar, your website address, etc. Save all settings and your webinar page is ready! Once several people subscribe to your event, your page will look like this:

4. Forums

If you are a member of the Google Groups website, forums, or other online communities, you can use these platforms to spread the word about your webinar:

As with social media groups, be sure to read the Community Guidelines before posting promotional content in them. Some of them have rather strict rules regarding self-promotion. If you violate them, you may be excluded from the group.

Many B2B organizations are increasing their investment in what is known as inbound marketing. One of the most popular customer acquisition tactics is to send invitations to virtual meetings and webinars. According to the MarketingSherpa 2011 B2B Benchmark Report, 60% of marketing agencies are increasing their spend on new customer acquisition.

"It's very important to gain customer trust before trying to convert," says Jan Doyle, lead author of the report. “Webinars are a great platform to build thought leadership and reputation, critical components of a trusting relationship with clients. The cost effectiveness of webinars is just the tip of the iceberg, which is why many organizations today are actively implementing this practice into their marketing policies.”

Of course, a webinar that no one attends is of little use. Therefore, in this article, with the participation of Gabby Paez, Associate Director of Research at MECLABS, some useful ideas for webinar invitation emails will be presented. As an illustrative example, the registration form for participation in a webinar held by The Chronicle of Philanthropy is used. Here she is:

Social-Madia Webinar Registration Form

An email invitation to a paid internet marketing webinar with the slogan “Conquering the Mobile Internet: Key to Nonprofit Success” and access to an “exclusive discussion”. The following took part in the discussion:

Felicia Carr, Senior Director of Online Communications, National Parks Conservation Association;
Jason Woodd, Director of Digital Communications Services, Salvation Army National Headquarters;
Cody Switzer, Associate Web Editor, The Chronicle of Philanthropy.

The audience is professionals from the field of non-profit marketing (specialists in development, fundraising, etc.).

The goal is to attract participants to a paid webinar.

Idea #1: Emphasize the value of the offer

There are many "free" webinars out there. The word is in quotation marks, because ... in this life nothing happens just like that. Attendees donate an hour of their (very expensive!) time to this “free” webinar.

And in this example, there is an additional and very serious obstacle: the webinar is also paid. It turns out that visitors must pay not only with their own time, but also with money. In this regard, below are some tips.

The body of The Chronicle of Philanthropy is good, but keep in mind that mailing list recipients don't always read every word of every email they receive. If the message is at least opened and skimmed through, you're in luck. It might be worth taking a line from the main text, tweaking it a bit and making it a headline: “Learn what to strive for and what to avoid from your colleagues from other non-profit organizations that are already working with the mobile space.”

The text of the invitation, again, is well written, but outwardly it looks like one big block of characters merging with each other. Returning to the previous point: very few recipients will read your entire letter. Maybe your mom will. If you warn her that you wrote it yourself. And guess so that at this time none of her favorite series was on.

In this case, it is worth testing different types of text selection: bold, lists, subheadings. “They could add markers to the list of questions that the webinar will try to answer. It would highlight the importance of these issues,” Gabby says.

It will be much easier for the reader to see the most important. “In this invitation, everything is logical and consistent, but some paragraphs are too long. It is worth trying to shorten them, ”adds the specialist.

Tip #3: Move the call to action button to the bottom

“Email immediately demands too much from the recipient. A person is invited to register without being told how the webinar can be useful to him” - Gabby Paez continues to analyze the invitation form of The Chronicle of Philanthropy. Indeed, as you know, one of the "best practices" is to put a call to action "on the front page." But the conducted tests show that this is not always the case, and it is much more efficient to place the call button at the bottom of the letter, where it will be a logical continuation of the reader's thought process. And in general, email is not a newspaper, there are no "bands" in it.

What you want to convey to the recipient of your letters, of course, is clear to you from the first to the last word. After all, you live with your thinking and the way you express it. But your potential client (who thinks completely different and in a different way), looking through the received email, may not understand the essence if it is not expressed as clearly as possible. In the case of The Chronicle of Philanthropy… “The main idea is not clear,” says Gabby. "The banner says 'Social Media Webinar' even though the title of the webinar is mobile related."

Perhaps the mailing list developers could not change the banner, since the template was prepared for the whole series. Mentioning social networks in the title and in the body of the email can be effective, but only if these words really describe the content of the webinar.

Idea #2: Increase Motivation

When you use a bonus system in your marketing strategy, it's important to remember that it's a double-edged sword. If everything is done correctly, the effect can even be excessive. The value of the bonus is sometimes higher than the value of the main product, and the buyer simply refuses to make a purchase if he is not offered a bonus. For example, the automobile concern GM made active sales in the 1990s and 2000s. more because of the favorable pricing policy and the convenience of payments than because of the quality of the cars.

On the other hand, if you offer a bonus that costs your company a lot, but doesn't justify itself in the eyes of potential customers, you are simply draining your budget.

In the email in question, the bonus is a “special opportunity”. Participants get "access to an exclusive discussion". Well, of course, no one would mind getting a "special" opportunity and participating in an "exclusive" discussion.

But there is one problem… What does it all mean? Marketers have made the words "bonus" and "exclusive" so hackneyed that they have lost their meaning. “With this bonus, a lot is unclear. When will the exclusive discussion take place? How many people will be in each group? Gabby asks.

It would be possible to translate the value of the bonus into a numerical equivalent. For example, "About 60% of the participants in past discussions are top managers (VP level) in leading non-profit organizations such as the Red Cross, Sierra Club and Road Together."

In the case of a paid webinar, a discount for the first registrants is a very correct move. And, judging by the landing page of The Chronicle webinar, in this case, this discount is provided. It is not known, however, when the distribution was made: before or after the expiration of the early registration period.

Idea #3: Reassure the client

If there is a call to action, the potential client inevitably has some anxiety and tension about what will happen if this action is taken.

In the letter under consideration, the list of titled participants in the discussion helps to reduce this tension. Indeed, if professionals from organizations such as the Salvation Army and the National Parks Conservation Association are going to speak at the webinar, this is clearly something worthwhile and, at least, legal.

Yet The Chronicle of Philanthropy could have done more to reassure their potential customers...

The webinar is paid, but in the invitation form the size of the participation fee is never given. This can greatly increase anxiety. Since webinars are often free, the recipient of this invitation can click on the "Register" button in full confidence that he is signing up for a free event. Imagine how stupid he will feel when asked to enter his credit card information to pay $75 or $96 (depending on whether he gets an early registration discount).

This will most likely lower your CTR, but it will increase conversions on your landing page, which is ultimately the main goal.

Why did The Chronicle of Philanthropy charge $75 or $96 as entry fee? What if $100 would do better? Or, conversely, should the price be lowered to $49?

"Why PayPal?" Gabby asks, “What do they have to do with the webinar?”

It may seem that PayPal is one of the payment methods. But the landing page does not offer this option. It turns out that PayPal is the sponsor of the webinar. So why not specify it right away, even in the registration form?

In fairness, it should be noted that, perhaps, the developers did not have such a technical capability: the webinar platform did not allow it. In this case, it would be possible to get out of the situation somehow differently: for example, to attribute the words "webinar sponsor" to the PayPal logo in some graphic editor (Photoshop) and save the image in .jpeg or .png format.

Tip #10. Add information about the organization hosting the webinar

The usefulness of this advice depends on who the invitations are sent to. If you are talking about your own list of addresses (ex-customers, volunteers, etc.), then this is not necessary. And if not…

“Who are The Chronicle of Philanthropy? If this invitation is sent to a purchased/rented list, it makes sense to talk about the organization somewhere at the bottom of the email,” advises Gabby.