How To Write a Good Webinar Follow-Up Email

Why write a webinar follow-up email

Why bother writing an email after a successful webinar? Because most probably it was the first interaction of your potential client with your brand so you need to lead them further on this journey. The main reasons to re-engage your audience by sending them a follow-up email after a webinar:

• To increase engagement rate
• To help to convert leads into customers
• To collect more information about your potential customer
• To build a brand image
• To improve your CTR (click-through-rate)

Types of follow-up webinar emails

Is one follow-up email enough after a webinar? Email marketers say that 2-3 follow-up emails are a golden standard: not too much to become annoying to your lead but at the same time effective enough to get them interested in your content. So, let’s check out the examples of different types of follow-up emails to promote your initial webinar and generate some heat around your future events.

“Thank you for attending” emails

The first email after a webinar should be a thank-you email. The best way is to automate those emails and send them right after the webinar ends. The instant “Thanks for participating in the webinar!” follow-up email is a fantastic way to let your contacts know what to anticipate from you in the future. There is a good example of this kind of email:

First follow-up with the recording

The day after the webinar, send a first follow-up email that contains a recording of it. It also can be a powerful tool to deliver the main objective of a webinar that you organized to your audience. For example, to download your whitepaper, access a demo of your service or have a one-to-one call with a sales representative. Check the email template that you can use:

Second follow-up with additional resources

About 3 days after a webinar, schedule an email with useful resources and materials that are related to the topic: e-books, best practices, online courses, articles, free tools, anything that comes to mind. The purpose of the second-day follow-up email is to inform and involve the people who watched your webinar. It also contributes to building credibility for your brand by giving them additional resources to learn more about the issues covered in the webinar. Here is an example of how you can write this email:

Third follow-up regarding the future events

Finally, within the week after a webinar, do not forget to send a digest of your future events to promote them. Include information about the time, date and name of forthcoming events that are impossible to miss. Don’t forget to use a captivating event email subject line to make sure they will open this email.

The CTA is this email’s other crucial component. Now is the time to advance your leads to the following phase of your sales funnel, by including a CTA in this email that offers a free trial, demo or your product offer. See the example below:

Things to include in your webinar follow-up emails

Thanking the participants

It’s a good idea to start by thanking your audience for taking the time to attend your event. It will be also helpful to briefly summarize the theme of the event to remind participants of the value they have acquired and encourage them to participate in future events.

Webinar recording link & presentation slides

Include useful resources such as recorded videos, slides with key takeaways and speech transcripts. You can also create a blog post summarizing the highlights of the event and include any relevant content that attendees can use to build on the knowledge gained and share it on their social media.

Webinar takeaways

Summarizing the information provided in your webinar will be a nice gesture for your potential clients. This way, you will show that you care about your customers and want them to save their time. They may get interested to watch the full version of it and register for the upcoming webinars.

Ask for a feedback

Asking for constructive feedback can be beneficial for both parties. This allows you to re-engage participants in the event and create a sense of community. And it’s also a great way to get a deeper insight into how you can optimize and improve your future events.

Other educational opportunities or items

Always try to create good quality content by sharing useful information with your customer. Include the registration links to other upcoming educational webinars, other materials and useful resources regarding the topic like research papers, tutorials, ebooks, slides. You will increase the level of trust and credibility in the eyes of your leads. It will push them forward to click that purchase button.

CTAs

Any marketing message should aim to elicit a response and, ideally, turn a lead into a customer. Most of your emails will fail and receive no reaction from your leads if they don’t include a strong call to action.

Even with the best subject line, a tried-and-true offer that appeals to your target demographic, and the most tailored email information, it will be difficult to elicit a response if you don’t make it clear what you want the reader to do next.

Effective CTA examples:

• Let me know when you can have a follow-up call this week to have an in-depth discussion regarding this topic.
• Would you like me to send you additional information about our future events?
• Would you mind sharing the topics that you are interested in, so we customize our future event digest for you?

Company contact information

Don’t forget to include the information about how to reach you. You need to properly guide the person so that they can easily find you and convert from a lead to your client. Include the company’s name, email address, phone number and office location info.

How do you reach out to those who didn’t attend

Unfortunately, it’s common to have more registrations than actual attendees. How to treat people that missed the event? Maybe just forget about them? If they appeared in your email lists then they are your MQLs (marketing qualified leads who can become customers) and you should fight for their engagement. 

Sending a follow-up email can draw their attention to you and engage them. To do that it is important to personalize the email, say that you noticed the absence and would like to be useful for the prospect by sending the recording of the missed event. Try to add some intrigue to email, add a snapshot of the topics discussed in a webinar.

Best time to send the post-webinar follow-up email

How do you know how much to wait after a webinar to send a follow-up email? The majority of resources recommend sending follow-up emails 1-3 days after the webinar. Give your clients this time so they may review the webinar’s content and digest it. 

But those recommendations are not a definitive success formula. You may be managing different campaigns for different industries and audiences. Try to better understand the needs and habits of your potential clients, so you know which strategy to follow. Consider A/B testing as the most effective method for determining the ideal follow-up approach for your campaign.

Key takeaways

Let’s wrap it up with some key takeaways on how to write a good webinar follow-up email:

1. Webinar follow-up email helps to push your leads further on your funnel and convert them to customers.
2. Write 4 emails after your webinar: a thank-you email, an email with the webinar recording, an email with useful resources related to the webinar’s topic and an email listing your upcoming events.
3. What to include in your webinar follow-up emails: appreciation of attending the webinar, webinar summary, feedback request, CTA, and useful resources.
4. Don’t forget about the people who registered but didn’t attend your webinar. They are important MQLs that can convert to your future clients. Try to engage them by sending personalized follow-up emails.