— July 6, 2018
Webinars are a dime a dozen. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic?
The key to Webinar success, I would argue, isn’t about wild and wacky creative, though good creative never hurts. When Webinars succeed, it’s generally because a) the topic is compelling, and b) the hosts make a successful case for why that event is worth the reader’s time.
Take the invitation below from the folks at eMarketer. Visually, it doesn’t jump off the page, and copy-wise, it’s not perfect. And yet, I believe it makes a compelling case for why their GDPR Webinar is worth the investment. Here’s what works:
1. Sell the Event
Before I’ve read a word of body copy, I know what the event is, the basic value proposition (7 Things), and when it’s being held. The only thing missing? A registration button that prevents me having to scroll further down the page.
Incidentally, the second sub-head (“GDPR is Here …”) below the header might seem redundant since it’s a repeat of the headline, but here it serves a purpose: if the reader’s email client has images turned off, the title of the Webinar is still front and center.
2. What I’ll Learn
The body copy immediately identifies the speaker and what that speaker will cover during the event. There’s no wading through an introductory lecture on the importance of GDPR and why I should care. Just one suggestion: the copy would be more effective in second person (“you’ll learn”, “you’ll hear”) vs. third person (“she’ll break down”, “she’ll offer up.”)
3. Specific, Concrete Benefits
The three bullets offer specific, tangible reasons to attend: a data-packed discussion, seven must-know best practices, an opportunity to interact. All concrete reasons why this particular GDPR Webinar is worth my time.
4. Multiple Calls to Action
The body copy includes two text links to the registration page – both of which use action-oriented language (“Register here”, “Reserve your seat …”) There’s also a registration button below the body copy, a critical element if the email is being read on a mobile device.
What would I change? Well, a more engaging header image wouldn’t hurt. I’d have the subhead read: “7 Things” rather than “Seven Things” because, in most tests, digits tend to outperform numbers as words. I’d include a headshot and a brief bio, even below the body copy, to make the event more “real” and to reinforce the authority and expertise of the speaker. And I wouldn’t tell the reader that if he fails to show up, he’ll get a link to the recording anyway, unless the hosts really don’t care if people attend the live event.
For more tips on how to increase Webinar registrations, download our free white paper: “Top 10 Tips for Webinar Invitation Success.”