Webinars are one of the most powerful marketing tools that you can use. Webinars help you strengthen your authority, increase brand awareness, and generate more leads. However, the power of webinars as a marketing tool can be increased when they are used to build an email marketing list.

Read on to find out how you can use webinars to build an effective email marketing list that will help you boost sales and connect with your customers. First of all, why should you try to build an email marketing list?


Why Email Marketing is Effective?

Email marketing is still one of the best tried and tested method of generating sales. While webinars can do much to build authority and strengthen your brand, email marketing can reach a much wider audience.

Now, more and more people are using smartphones and mobile devices to access the internet. Figures show that over half of mobile device users access their emails from those devices. So, email marketing is an easy way to reach mobile customers.

Compared to other forms of marketing, email marketing is very inexpensive. So, even if you have a very large number of people on your email marketing list, it doesn’t cost very much to send out emails.

However, some may say that many marketing emails go unopened. That is the reason why it’s important to build brand awareness with webinars and then use the email addresses for marketing. Research shows that customers who receive marketing emails from brands they trust are around 60% more likely to open these.


How to Use Webinars to Build Email Marketing Lists?

Webinars can do much to increase your list of subscribers who will be willing to receive marketing emails from you. There are many effective ways to use webinars to build an email marketing list.

Here are the main ways build an email marketing list with webinars to increase sales and connect with your customers.


Webinar registration

Every time that a person registers for a webinar they have to leave their email address. Many users are willing to do this because they know that they will receive something of value in return. So, for simply leaving their email address a person gets to view an educational presentation on a topic that they are interested in.

To make sure that you can increase your email list through webinars, it is important to have a well-designed and clear landing page. The landing page should have a clear call to action and just ask for the registrant to leave his name and email address. You now have the most valuable piece of marketing information that you need ñ the email address.


Offer Value

Every webinar that you present should offer something of true value to your audience. There are 2 reasons why offering valuable content in your webinar benefits your email marketing list:

  • Webinars that are full of valuable content elicits trust in the audience. Once an audience trusts you, they become loyal customers. This can help you to build strong relationships with your customers. Emails can then be used to pass on more valuable information to your audience.
  • More trust leads to higher email open rates, click-through rates and higher conversions. By building trust through a webinar and informative emails, your customers already know that they will receive valuable information. This means that there is less of a risk for them if they buy another product or service from you.


Nurture Relationships with Email Marketing

It’s important to maximize your email marketing efforts by focusing on nurturing relationships with your customers, not just making sales.

So, after registering for the webinar, you can use emails to share more information about the upcoming webinar. Let the attendees know what they can expect and what value the will receive in the webinar.

Closer to the date of the webinar you can remind your registrants about the event. Then after the event, it is important to follow up with more valuable content. This could be as simple as a “thank you” for attending the webinar. You also could include a link to the recording of the webinar, However, make sure and don’t just send out bland, generic emails.

Many webinar platforms allow you to analyze attendee behavior during the webinar. For example, did all of those who registered actually attend the webinar? You could send an email to them highlighting what they missed. Why not also send a link to certain excerpts of the presentation? That might encourage them to sign up for your next webinar.


In Conclusion

There is no doubt that using webinars to build an email marketing list is a very effective marketing tool. Webinars help you build trust with your audience and you can then use emails to nurture those relationships. In the end, you won’t just have an email list, but you will have a list of loyal customers who look to you for authority.

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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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