I get a lot of invites each week from people asking me to join webinars. The subjects vary from “get rich quick” and “how to master social media marketing” to “the hottest new golf club”. Some of these are relevant to me and some are not. But the key point is that the marketer used email to notify me of the event. But how many of them made the best use of my data?
There is very little targeting or personalization within these emails. They read like the old “spray ‘n pray” type blasts from the past. It’s really puzzling. The emails are normally sent via the webinar provider and yet many of the webinar hosts use email marketing. Why didn’t they take the invite, customize with a line or 2 about what’s in it for me, and turn it into a targeted email campaign? Well, maybe after reading this post they will.
Let me jump onto webinars for a minute, then circle back.
As a Business Development Manager, I strongly recommend using webinars to any email marketer. They work. Plus they’re a great way to connect with your audience and put a face and personality behind that email they’re receiving every week.
Now we know that webinars are used heavily in the education sector, but there are many other sectors that rely on webinars to promote and demo their products. So if webinars are an important touch point with prospects and customers, why not use the opportunity to get more information about your target audiences? After all,
“Data is king”!
Back to meetings, webinars, email marketing… and data.
Let’s say you’re holding an online event to showcase a new product, or you have an idea you want to pitch to a specific audience. Most meetings worth their salt encourage participants to vote on an item, review a product, or express their opinions. So you can easily integrate a market focus group into your online event to help guide your business decisions and… use it to personalize your email marketing campaigns.
There’s a second key tactic email marketers can employ. Online events are not only a great way to learn more about your subscribers, but also a way to grab a few new ones. Setting up a sign up form in the “lobby” or landing page of your webinar allows you to add a couple of questions, then feed that data into your email campaigns and use it to improve segmentation and personalization – and generate higher response rates.
So how to integrate your webinar service with your email marketing provider? With GetResponse, you can easily create webinar emails and invite your subscribers to join in.
And while you’re taking this all in, remember that by using the GetResponse Developer Zone, you can seamlessly integrate your webinar data so it flows directly into your email campaign via our API. Check it out… it’s a huge benefit!
Are you capturing data from your webinars already? Tell us your story.
Until next time,