Return Path Reminder Emails Rock

Hosting a webinar is much like the sales funnel. You need to create awareness, garner interest, elicit desire, and encourage action. However, once the intended action (i.e., sign up) occurs, ensuring that subscribers actually attend on the day of the event is a whole other challenge. An effective email campaign can improve webinar attendance.

Return Path’s recent email campaign for their webinar stepped through this entire process in one of the most effective ways I’ve seen in some time.

Invitation–>Landing Page–>Confirmation–>Reminder #1–>Reminder #2–>Event–>”Thanks” Followup

Invitation
Since I’ve already signed up to be on the Return Path email list, I was not surprised to see the November 24th message in my inbox. Why did this email rock?

• From Name: “Return Path.” Simple + Clear + A company I trust = Stood out in my inbox.
• Subject Line: “You’re Invited: ‘Unsubscribe Me’ Study Session.” Set proper expectations + Welcoming + Relevant topic = Open.
• Content: Brief description of the webinar (why it matters to me and a teaser on the study result) + PDF link to study + Webinar date/time/duration + “Register Now” call-to-action = Click-throughs (many).

Landing Page
When I clicked on the “Register Now” link in the invitation, I was provided even more compelling information about the webinar. The look and feel of the page was consistent with the email, the content was clear and concise. They had me. I registered.

However, this is where I’ve seen many companies end the process. They take the registration numbers back to their boss and say, “Wow! Look at how many people signed up!” The only problem is that on the actual day of the webinar, less than 20% are in attendance. So, what happened?

Meeting Confirmation
Many companies seem to forget this critical next email - the confirmation. Return Path sent me this follow up email less than 24 hours after I registered. Why did this email rock?

• From Name: Same as above.
• Subject Line: “Meeting Confirmation: Return Path Study Session: After ‘Unsubscribe Me’.” Notice that they led with the word confirmation. This popped in my inbox. Also, they included the company name to reinforce the brand and further stand out.
• Content: Brief copy ensuring me that my registration was successful; clear date/time/duration information (including an “add to calendar” button); presenter information and picture; webinar testing ability; button and link to join now. They pretty much covered all bases. Brilliant.

Again, this is where many marketers stop. But not Return Path.

Meeting Reminder #1
24 hours prior to the webinar, another Return Path email landed in my inbox. It was a carbon copy of the “Meeting Confirmation” with 2 subtle, but critical, differences.

1. Subject Line intro changed from “Meeting Confirmation” to “Meeting Reminder.” Nice. Simple. Relevant.
2. Copy was edited to, “Don’t forget! Return Path’s Live Q&A Study Session is tomorrow. All of the information you need to join the meeting is below.” The call-to-action told me exactly what I needed to hear.

Meeting Reminder #2
On the day of the webinar, yet another Return Path email landed in my inbox. The only difference from Meeting Reminder #1 was the copy - changed to “We’re Starting In 30 Minutes.” They again provided a clear call-to-action link and button to join the webinar immediately. Simple, relevant, and timely.

Post-Meeting Follow Up
Less than 3 hours after the webinar ended, I received the icing on the cake from Return Path - a “Thanks for Attending” email that included a recorded copy of the webinar, a PDF of the study, links to more Return Path research, blog/postcast sign up information, and ways to connect via their social network.

Return Path nailed it. Timing, From Name, Subject Line, Content, Design, and Call-To-Action. I’d recommend using this campaign as your guide as you create invitation, confirmation, reminder, and thank you for attending emails.

DJ Waldow
Director of Best Practices & Deliverability

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Tagged as: confirmation emails, reminder campaigns, reminder emails, Return Path