The Most Effective Webinar Follow-up Email
That's what your webinar should have been. Helpful in an actionable way. If it wasn't? Sales representatives should gather intelligence and report their findings to the marketing department.
Thus, “Was it helpful?” is a very effective subject line when sending your webinar follow-up email message — I use it with my own business and clients successfully. Try it for yourself.
Following up With Attendees
“Did the [insert title] class last week help you [insert goal of your customer] ?”
Boom. Done. That's your message. Nothing else.
No long-winded yackity-yack reminding the attendee about content of the webinar. You know they attended, now get to the point. They're on a mobile device, pressed for time. Your buyers are deleting, deleting, deleting.
Stop them. Provoke them.>
Give your customer a reason to hit reply and tell you — yes or no. It was helpful or it was not. In most cases they'll even tell you <why.
And they’ll tell you that crucial why because you asked in a way that provoked a response. Your approach style was brief, blunt and right to the point. In fact, your email really stood out because it was so darned short!
It was refreshing.
Get in the discussion with prospects about their world, objectives, pains, fears and pressures. Help them develop and act on the urge to hit reply and start the conversation.
Additionally, avoid calling your webinar a webinar. Make it a class, make it actionable. Classes have homework, did your webinar? Or was it typical — overloading attendees with information, overwhelming them to the point of preventing them from taking action on any of it?
What About Non-Attendees?
Since most webinars offer video replays, the same question applies. “Was it helpful?” Within the copy of your message simply adjust to include proper context. Segment your list and mail non-attendees a slightly different, equally provocative, message.
“Did the video replay of last week's [insert title] class help you [insert goal of your customer] ?”
Ask the Question, Bluntly
Even if the goal of your webinar class is to shift a mindset, ask the question.
“Did the content marketing class help you see the challenge of empowering sellers with content differently ... in a way you can act on?”
Yes or no.
The bluntness of this approach is why it works. Being direct (and brief!) gives customers freedom to share candid thoughts.
Rather than responding how customers typically do — hitting the delete button — they hit reply and let you know, quickly. That is what unsolicited email demands.
Being effective requires you to use short bursts of communications.