If you want to see your marketing efforts succeed and boost sales, it is very important to make sure to engage your audience. It is great if you can send emails to 100s of thousands of people and have thousands like your Facebook page. However, the only way that you can make your business a success is if actually you engage those consumers.

For many years, digital marketers have enjoyed great success using email marketing campaigns. However, the marketing industry has changed over the past few years and we are seeing videos engaging more and more consumers.

So, what is the best way to engage an audience? Email marketing or webinar marketing?


What is Email Marketing?

Briefly, email marketing is when a business sends out emails to a group of people in the form of adverts, promotions, or requests for business. If done properly, it can be an efficient way of staying connected with your customers and, at the same time, promoting your business.

Email marketing can take on many forms. It could be an automated thank-you message when someone opts-in to receive some material, or it could be a regular newsletter with information on latest products or services.

Because of the prevalence of spam and unsolicited emails, all businesses that send out automated emails should have an ‘opt-out’ link in the email to unsubscribe.


What is Webinar Marketing?

Webinar marketing is using online seminars to promote your product or service, develop brand, engage with a targeted audience and/or to provide education presentations. Usually, webinars stay away from a ‘hard sell,’ but rather focus on educating, informing, and demonstrating the benefits of products or services.

They use video conferencing software and allow for the audience to interact in real-time with the webinar host. The host can ask questions, show slides, visual material, and conduct polls and surveys. The audience gets to listen ask questions and engage with the brand. During the presentation, the presenter can also share various items of value, like PDF handouts.


The Issues With Email Marketing

Email marketing has many advantages as a marketing technique. However, it is very difficult to truly engage an audience.


Why is it difficult to engage an audience with email marketing?

Email marketing is a relatively cheap and easy way of marketing your product or service. All you need is an extensive email list and then a few good, catchy templates to get your message out there. Also, emails marketing campaigns can be created in a short space of time and can be sent out on a regular basis. However, there are some pitfalls to email marketing.

One major pitfall of email marketing is the prevalence of spam. We all know how much spam we receive in our inbox every day and most of it goes unread.

This means that email marketing has to work harder to get around spam filters that are installed by users or by email servers. So, it could happen that only a small percentage of email addresses that receive the email are actually read.
Therefore, in terms of engaging the audience, there are pitfalls and roadblocks in truly engaging your audience with email marketing.


Why Webinars Engage an Audience better

Webinars offer a way to engage with your audience that is not possible with email marketing.

First of all, it is much easier to stand out from the crowd with webinar marketing. When you are able to personally speak with authority on your subject, you customers will feel more engaged. When you teach about a new product, show how something is done in real time, you customers will see you as an authority and gain trust in the actual product.

Webinars also allow you to engage with your audience and use email effectively. How is this possible?

To register for a webinars, attendees have to do this with an email address. This information can be used to run a successful email campaign. Therefore, webinars give you the chance to both engage with your customers and utilize the benefits of email marketing.

You can send your customers highlights of your webinar, more training information or an invitation to the next webinar.


In conclusion

In terms of marketing and sales promotions, email marketing is an effective way to promote your product or service. It has a proven track record of making conversions. However, by just using an email campaign it is very difficult to engage your audience.

The beauty of webinars is that you can have the best of both worlds! You can use them to fully engage with your audience and then expand your marketing an engaging email campaign.

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Posted by Agnes Jozwiak

Agnes is the Brand & Communication Director at ClickMeeting.

Time to move your events online. Do it with ClickMeeting


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