1. How to improve the quality of follow-up & no-show emails?
2. Two approaches based on your email schedule
3. How to do it in Parmonic
The follow-up email or the "Sorry, we missed you" email is one of the most common tactics employed by marketers right after hosting a webinar. This typically goes out to everyone who has registered for the event. It's critical that you improve the quality of this touchpoint in order to make your webinar successful.
Audience gets tons of email everyday so it's important to make your email standout.
Traditionally, a follow-up email has included a link to the full recording. This limits the effectiveness both for those who attended the event and those who missed it.
Those who attended the event are typically looking for key points from the event to revisit those or share with colleagues. Those who missed the event didn't have time to attend it so it's important to transform the content into something more consumable.
You cannot insert videos in an email. While your email client may let you do it, most email systems will block your email. Please don't do this.
You can insert static images or gifs in email.
Deliver value every time you interact with your audience. In event follow-up emails, instead of just including a link to the full recording and asking people to go to webpage to view that, win their heart and attention by offering a valuable snippet in the moment.
You can pick one (or multiple) key moments from your webinar and offer those visually in the email. Add contextual information that informs the email recipients what is covered in the key moment(s) included in the email. This will become the reason they click (or not).
Since videos can't be inserted into emails, the next-best content format that is animated and lively is a gif. Motion catches attention. Gifs are a great, lightweight way to add motion to otherwise static emails.
Access to Parmonic. Ability to insert visual content into your email.
Here are some variations you can use based on your email calendar:
- If you can only send one email follow-up after an event, use the most valuable (interesting) munchable moment.
- Alternately, use the trailer as a recap of the entire webinar.
- If you want to send multiple moments in the same email, use static images instead of gifs.
If you can send multiple follow-up emails, create a sequence of 4 emails and include one key moment in each. This is similar to how several consumer brands deliver "bite-size" lessons or insights. A huge benefit of this is that it allows you to spread your message over time. People's schedules fluctuate over time. If someone was on PTO the week your webinar happened, they might be catching up in the following week.