Support your email marketing campaigns with a webinar!

e-mail marketing and webinars

With webinars, transform a possible boring e-mail marketing campaign
into an exciting adventure movie

Technology has had a significant effect since the early 21st century, clearing the way for change. The companies that caught this snowballing change which shaped all kinds of social and economic orders, have kept in step with the times. Moreover, no one takes the time even to stop and be sorry for those who stayed behind. While the change continues relentlessly, marketers and communicators, who have to be always ready to adapt to digital, keep reconsidering their strategies by evaluating communication and media platforms launched each day. Although a new approach or method is introduced every day, few are embraced and adopted just as webinars. However, e-mail marketing continuously maintains its popularity despite the fresh favourites. Without delay, let's share the secret of those who found the strategy that creates the most remarkable difference: They utilize both webinars and e-mail marketing. Because the digital marketing world has never seen such a duo "made for each other". In short, behind each successful webinar stands powerful e-mail marketing. Moreover, a great webinar can turn an uninteresting e-mail thread into an exciting adventure movie!

Marketing and communications are revolutionized, not evolved

In the modern world where some even cannot raise their face from their mobile phone screens, information and communications (IT) technologies are advancing so fast that 20 years ago without mobile life or Facebook seems like a different era – which in a way, it was! The rapid change in our social lives reveals itself in the economic area as well. While oil, automotive, iron, machinery, and such were the primary industries that shaped the world economy until the 2000s, software and IT technologies are at the top of the most profitable and large-scale sectors of the 21st century. Thus, companies and business lines that can adopt this dizzying social and economic transformation proceed on their way. However, companies that consider this change a passing whim or could not make their business models agile and flexible enough to adapt to this trend have already fallen behind. Considered giant and invincible in the past, many large-scale companies such as Nokia, General Motors, and Blockbuster either disappeared or became invisible.

Well, how did marketers respond to this situation in this world where youngsters follow the news from "TikTok"? What happened to their marketing "TacTics"? As a result of the rise of IT technologies, digital technologies, and the mobile world, marketing, advertising, and PR have gradually become intertwined and altered. The same technologies have entirely made professionals' heads in these business lines spin. What are the optimal marketing, advertising, and communication combination for companies, products, and industries? How much focus should be placed on new channels? What are the most effective methods for acquiring new customers and retaining and recovering old ones? All these questions are considered again. While these questions were reevaluated, the rise of social media and video platforms and the popularization of smartphones caused everyone to question e-mail marketing in general marketing strategies. In this article, we touched upon why e-mail marketing is still effective and the ways you can utilize webinars to make it more meaningful, effective, and efficient.

What is e-mail marketing? Is it an effective marketing method?

Let's start by finding out about e-mail marketing first. Conducted to establish relations and engagement with existing or potential customers, promote products and services, enhance the positioning of company and brand (namely, activating customers at each stage of the sales funnel and even maintaining their satisfaction and loyalty after the sale), all communication, marketing, and customer relations activities via e-mail can be called e-mail marketing.

Why is e-mail marketing among the most prevalent methods for marketers? That's because e-mail marketing can be customized and automated with less effort compared to other marketing activities, becoming much more economical. With a return on investment that you can prove and legalize more readily, this method allows you to follow its efficiency in more detail and concretely.

Now let's ask the critical question: Is this method still effective enough? Do people check their e-mail today as frequently as ten or fifteen years ago? Considering that we now engage with social media posts faster than anything, how much should we focus on e-mail marketing?

Answer: E-mail marketing is more effective than ever before!

Despite the creative explosion in digital technology and media, marketers always return to e-mail. That's because e-mail is the channel generating the highest ROI for marketers for ten years in a row. Regardless of resources, e-mail marketing offers between 36 to 44 USD in return for every 1 USD spent. Thus, almost 90% of marketers mainly prefer e-mail channels to reach new customers. They are indeed correct: According to McKinsey, e-mail marketing is 40 times more effective at acquiring new customers, than Twitter or Facebook.

The global market for e-mail marketing estimated at 7.5 Billion USD in 2020 is projected to reach 17.9 Billion USD by 2027.

On the other hand, the same applies to users as well. According to research by Litmus, 70% of people believe that e-mail will still be around ten years from now, despite all the new digital technologies and social media applications. To put it in more detail, 60%, 56%, and 52% believe that Twitter, Pinterest, or the print media will still exist, respectively.

The accelerating use of smartphones, especially during the COVID-19 period, could not disturb e-mail marketing, either. According to research by Campaign Monitor, nearly half of e-mails are still read on mobile devices.

Webinars offer you more meaningful and effective e-mail marketing

Yes, the e-mail channel is still a practical option for marketers. However, enriching the content of e-mails is a must to reach more people via e-mail in today's rapidly-developing content world where the preferred type of content is videos, especially for Gen Z. Webinars are tailor-made for this purpose!

Although the webinar is a new concept derived from the English words "web" (meaning "network") and "seminar" ("seminar"), it is the online version of organizations that have brought people together for a long time and is also used for many events excluding seminars. With the COVID-19 pandemic, this concept has rapidly entered all areas of our lives and offered a place where people can have meetings in business or social life. However, it now seems to stay in our lives even if we leave the pandemic behind us because webinars reach more new customers at a much lower cost than other marketing methods (similar to e-mail marketing). Moreover, at least half of the participants reached via webinars transform into new and, generally, loyal customers. Although we will not elaborate webinars here, you can discover the new customer potential offered by webinars and tips for an excellent webinar presentation in our previous blog posts.

To sum up, webinars are among the most effective marketing tools. Considering how people now act with suspicion towards advertisements, webinars communicate with your target audiences most naturally (for instance, via live and interactive activities), help you fortify your brand authority, boost brand awareness, and deepen your relationships with your customers. However, holding an efficient webinar is through developing a well-established e-mail marketing strategy.

A little advice for a happy and successful marriage

Considering how e-mail and webinar marketing have complementary features that even strengthen one another, they may be the duo that represents the best symbiotic relationship in terms of mutual benefit in the digital world. Well, what should you focus on to release all the power of these two? Here are some ideas:

  • Selecting a topic and webinar & e-mail segmentation:

    Identifying your target audience both for your webinar and e-mail marketing strategy is highly important. Thus, you can segment your e-mail list accordingly and choose various e-mail styles and content. For marketers, using segmented campaigns can lead to a 760% increase in revenue.

  • The landing page design of the webinar and easy registration:

    Registration is among the primary elements of e-mail marketing. Thus, design your landing page as easy and direct as possible for your target audience to register for your webinar. Your e-mail list involving those interested in the webinar topic will grow faster and longer, even if they cannot attend your webinar. Also, remember to use a simple and effective CTA (call-to-action) button to boost registrations.

  • Mobile-friendly e-mail and landing page:

    Considering that half of the people now open their e-mails and websites via their mobile phones, the web page and e-mails for the webinar should be mobile-friendly for sure. Since we mentioned, let's share with you the supporting statistics: 40% aged 18 and below always read e-mails on mobile-first, 28% for ages 19 to 34. That is another benefit offered by segmentation. You may also need to be more sensitive on mobile compatibility based on the demographic group to be addressed.

  • Include the comments of your attendees on the event page of the webinar and in the e-mails:

    Even without videos, including the comments, with photos or in a written form, of previous attendees on the event page and e-mails of the webinar boosts your credibility in the eyes of your audience. Allowing recipients to see how others enjoyed similar events/webinars establishes their trust, promoting participation.

  • E-mail marketing for your webinar should include at least five e-mails whose first should be sent at least three weeks before the event.

    • Invitation e-mail: Present your webinar topic to potential attendees with a catchy and straightforward headline
    • Reminder e-mail 1: Make sure to send reminders one week and one day before the event.
    • Reminder e-mail 2: Send a reminder 1 hour/day before the event.
    • Follow-up e-mail: Thank attendees and share the on-demand content link for the webinar. You can also kindly ask them to follow your social media accounts to discover upcoming events.
    • Reflection e-mail: If you disclosed your webinar to a particular segment of your e-mail list, you can send different e-mails about the content you produced to the rest and have more participation in the future.

Combining your webinar and e-mails by considering all these, you can break fresh ground in your marketing practices. Now let's put the theory into practice...

FREQUENTLY ASKED QUESTIONS

** We request a briefing prior to the virtual event.

** An account executive contacts you to discover event details such as content and scope of the meeting as well as target audience.

** Next, a screen is opened for you to send invitations to the target audience. Once you upload your list, invitations are sent out.

** The list of registered users are emailed to you one day before the event. Then, reminders are sent to the registered users 24 hours and 1 hour prior to the event.
** On principle, we recommend sending out the invitations at least 5 days prior to the event.

** If you request a special layout, please consider that 3 business days will be needed for design and software updates.

** If your guest list is ready, the event can go live within an average of 8 business days after the briefing. The design process is included in this timeframe.
** Google Chrome or Firefox browser should be used.

** We recommend connecting via a high speed fixed bandwidth for uninterrupted streaming.

** An external microphone or a headset microphone should be used.

** Using an external or built-in 720P video camera will enhance the streaming quality.