>> This PART 2 - in our webinar article series. Part 1 can be found here - "How to Use Webinars to Add to Your Bottom-Line Sales"
In the past few years, I’ve worked with some major companies doing webinars who were experiencing problems. Despite the fact that they were offering free webinars that were very, very good, their email complaints were dangerously high. Open rates had fallen off. And response had dropped.
When I started working with them, one of the first things I recommended was to start segmenting their list instead of blasting everything out to everyone on their list.
This simple idea has improved response, increased open rates and started to repair their lists.
In fact, segmenting their list has meant 40-56% open rates instead of the 9-11% open rates they were receiving. And click-through rates increased from 0.40%-1.5% to 2.6%-40.91%.
Sales went up. Customer retention improved. And their open rates for other emails went up as well.
The work to create different emails for different segments doesn’t require that much more time either. You mostly will tailor your subject line, the offer and the beginning of your message.
If you’re currently blasting out to your whole list for webinars, here are some tips for how to segment.
Before your webinar: Consider segmenting your list into at least two categories. One list that is prospects and one that is current customers. (Note: you can segment this even further if you wish.)
What to say: It’s the same webinar, but your audience is in two different places. Prospects still aren’t completely sold on your product or service, so you would lead with the big idea that sells your product or service, then later go into specific details about your webinar topic.
For customers, make them feel special by using language that acknowledges their purchases with you or if you have a membership site they belong to, refer to their membership in the club.
Since they are already sold on your product or service, they are looking for what’s new or another way to use your product. Use the lead to tease them with what’s hot, new, or different.
For example, let’s say Charlie Gaudet is having a webinar on ways to use your website to convert more customers. For prospects, he might begin by saying, “You’ve raised your hand and said you are interested in how to dramatically increase response without having to redesign your website. So I’d like you to be my special guest at my webinar on December 1, 2013 where I will show you four ways you can increase response up to 155% in fewer than three minutes.”
For customers, the message might start out, “As a valued member of the Predictable Profits Insiders Club, I’d like to remind you about your upcoming member webinar on four new ways to make your website SIZZLE this summer.”
After your webinar: Segment your list into a minimum of three categories:
- Members or current customers
- Registered and attended (prospects)
- Registered but did not attend (prospects)
Send a follow up message targeted to each segment. This allows you to tailor your offer and your subject line to fit that segment.
What to say: Your subject line is the best way to start to connect. For instance someone who attended might receive and email with the subject line, “Charlie wanted me to give this to you for attending his webinar.” And someone who registered but didn’t attend might receive a subject line that said, “We’re sorry you missed it. Here’s your replay.”
For members or current customers you’ll want to give a brief summary of what was included in the webinar along with whatever offer was made. Because they’ve bought from you before, you have a better chance of them taking you up on an offer even if they did not see your webinar.
For prospects that attended, thank them for attending. Remind them of the big takeaway they learned and reiterate your offer and deadline.
For both customers and prospects that attended, you might also consider giving a surprise gift or offer. For example, you could ask attendees to post a comment on your blog about the webinar in exchange for a free download of the transcript from the webinar.
For those who registered but didn’t attend, consider giving them an opportunity to see the replay. If they signed up to begin with, they were most likely interested in your topic. That means you’ll have a good opportunity to pick up extra orders for whatever you are offering.
There is also a fourth category that I didn’t mention earlier.
This is the people who did not register and did not attend. While you can craft an email to this group, it’s usually a better idea to not send anything since they didn’t show any interest in your webinar to begin with and you risk losing them altogether when they get too much about something they don’t care about. However, as with most things, there are exceptions to consider. These include: If you get overwhelming response from the people who attended or if you segmented the people who opened your invitation but didn’t register.
If you have overwhelming response, make a big deal of it, include testimonials and offer a replay, giving those who didn’t register or attend a second chance.
If you are able to see who opened your invitation but didn’t sign up, there is a chance the reason they didn’t attend is that the date or time didn’t work for them. In this case, sending a replay with a message saying something like, “We’re sorry you missed it. People are raving about the results they are receiving from Charlie’s advice on the three words to add to your copy to boost response. We don’t want you to miss out, so since he shared this strategy on our recent webinar, Boosting Website Response in Three Minutes or Less we’re offering you a free replay.”
Also let them know what they missed. Tease them with some of the things talked about without actually revealing the answer. For example you might say something like, “During our webinar Charlie taught us a tested and proven way to add revenue to our bottom line by adding three simple words to our copy.”
Protect your list by segmenting. When you do, you’ll discover it improves open rates and click-thru rates while reducing complaints and opt-outs. Plus, if you have a list with dropping open rates, it can help to repair your damaged list and improve your relationship with them as well.
This article was partially contributed by: marketing strategist and copywriter, Cindy Cyr. You can learn more about Cyn at: www.cincyrcopywriting.com