What are the best practices for sending email sequences to webinar leads?

When sending email sequences to webinar leads, follow these best practices: Tailor your content based on the lead's engagement level, industry, or pain points. Use the lead's name and refer to their specific interests or questions from the webinar. Send the first email immediately after the webinar, followed by a sequence over the next few days to a week. Provide additional resources, such as recordings, slides, or related articles, and address common challenges. Include a clear CTA in each email, like booking a demo or scheduling a follow-up call. Experiment with subject lines, content, and send times to optimize open and conversion rates. Track opens, clicks, and replies to refine future email sequences.

- Segment leads based on webinar engagement. - Personalize emails with relevant content and details. - Send a thank-you email post-webinar, followed by spaced follow-ups. - Offer valuable content like recordings and resources. - Include clear CTAs guiding leads to the next step. - Track engagement metrics for optimization. - Use automation tools for efficiency. - Encourage feedback to improve future sequences.

-Segmentation: Divide leads based on webinar interaction. -Timely Follow-ups: Send prompt, value-packed emails. -Provide Value: Offer resources, recordings, and summaries. -Clear CTA: Include a compelling call-to-action in every email. -Personalization: Tailor content to recipients' interests. -Automation: Use tools for timely, automated follow-ups. -A/B Testing: Experiment to optimize engagement. -Mobile Optimization: Ensure emails are mobile-friendly. -Consistency: Maintain brand tone and messaging. -Analytics: Monitor metrics for optimization opportunities.

I think splitting up the email list is like picking the right key for a lock. It makes sure your message fits just right for each person, making them more likely to listen to what you have to say.

Clean data > everything. Before anything, audit your data and start slowly putting together the puzzle pieces. Partner with operations to ensure a solid foundation is in place to move those segments through the funnel.

When it comes to email personalization, the standard that audiences expect is much higher than the standard that B2B usually engages with. Simply having tokens like name, company, etc isn't personalization, it's automation and tokens. Personalization is about relevancy in the message, and feeling like it wasn't sent to 1,000 other people with a word or two removed. This doesn't have to mean that everyone gets their own email, but rather one that fits their journey. A relevant message based on timing or engagement matters just as much in feeling tailored to the person. Think less about how do I show them words that will catch their attention, and focus on showing that the message was sent to them because of them.

Don't drop a <FirstName> token in your emails and think that's personalization. Context is everything. Find the narrative in their buyer journey to that point and push.

Today, personalization “best practices” are discussed and consumed in aggregate, as a one-size fits all discussion and with a heavy reliance on technology over context. Personalization has nothing to do with martec, rather it’s about audience context. The B2C model of Amazon is one retailers and digital commerce marketers dream about, but B2B is not retail. And, frankly, “Dear <firstname>” is not personalization, at least not to any senior B2B decision makers I know. Without consideration of the distinct differences between buyers, purchase paths and other criteria, B2B marketing personalization is commonly misaligned and misdirected — and your audience recognizes it.

Personalizing emails with dynamic content is a powerful way to boost engagement and connect with recipients. By including the recipient’s name, company, and other relevant details, you can create a more personalized experience that feels tailored to their specific needs. This makes your emails feel less like generic marketing messages and more like thoughtful, targeted communication. Personalization helps to build a sense of connection, making recipients more likely to open, read, and respond to your emails. Whether addressing a problem or highlighting a relevant solution, personalized content can significantly improve the effectiveness of your email campaigns.

Go beyond using the lead's name. Reference specific points of engagement or interest shown during the webinar. This could include follow-up on a question they asked or content related to a poll they participated in.

Don't be afraid of plain text emails. Not everything needs to look like a "marketing email." with "design". Yes, these have their place, but identify what lifecycle stages could benefit from a more minimal approach to email content.

Sending relevant information to webinar attendees after the event is crucial. Utilizing your content library is key. Use the content that your team has already created to build more credibility with your audience and make their time worth while.

Making your emails better is like making sure they reach the right mailbox, get opened, and get read. You can do this by choosing subject lines that grab attention, writing short and strong messages, making your emails look good on any device, and telling your readers exactly what you want them to do.

Use clear subject lines and compelling copy. Opt for responsive designs and test different send times to find the optimal schedule for your audience.

When crafting email sequences for webinar leads, think of each email as a chapter in a compelling story. Start with a teaser that sparks curiosity about what attendees might have missed or insights they can gain. Follow up with educational content that reinforces key webinar takeaways, addressing common pain points or expanding on topics discussed. Use strategic timing to maintain momentum—don’t overwhelm with too many emails, but ensure each one adds value and encourages further engagement. Finally, end with a clear call to action that encourages attendees to apply what they’ve learned or explore additional resources. It’s about guiding them seamlessly from interest to action.

Know your metrics, but measure what matters. Here's what I mean: Open rate and click rate are leading indicators, not success metrics. Changes to how systems handle email means open rate, especially, is suspect. Instead, measure off an outcome. For example, reply rate. Set a benchmark and work for more engagement. Trying to get above 3%? Already optimized the copy and cleaned the list? Okay, maybe now you look at open rate from a high level and consider subject line testing. Subject line is already fire? Excellent. Now let's look at inboxing. Deliverability. These things matter, but only because they affect response rate. I've seen so many teams wasting so much effort getting crap emails no one wants inboxed. Measure what matters.

Do not forget -- When you're done measuring and reporting. Clean. Your. Data. Writing automation will help here immensely.

Track open rates, click-through rates, and conversion rates to understand how your email sequences are performing. Use this data to continually refine and improve your approach.

Track key metrics such as open rates, click-through rates, and conversion rates to refine your strategy. Utilize tools for comprehensive insights and continuous improvement.

Track key metrics such as open rates, click-through rates, and conversion rates to gauge the effectiveness of your email sequences. This data will help you tweak your approach, timing, and content to better meet the needs of your leads.

It's important to use social proof when following up with webinar leads. This means including testimonials, case studies, or success stories from past customers who have benefited from your product or service. By doing this, you can build trust and credibility. Social proof shows that others have successfully addressed similar challenges using your solution, making it more relatable and reassuring for new leads. Whether through quotes, video testimonials, or detailed case studies, showcasing real-world success helps potential customers feel confident in your offering, encouraging them to take the next step in the buyer's journey.

During the webinar you hopefully shared your knowledge on the topic with the world. Make sure you share even more knowledge in your emails. Send a relevant whitepaper, share backgrounds with blogs, refer to a podcast. Whatever you do: don't send commercial follow-up emails. If you want to make a deal out of it, just pick up the phone and call the prospect.

Personalise the entire experience past the email ie. 1:1 landing pages which explains why do you want X person to attend + relevant follow ups and shares in the run up to improve attendance rates

Consider the timing of your emails. The first follow-up should ideally be sent within 24 hours of the webinar to keep the momentum going.

Share additional resources like whitepapers, blogs, and podcasts in follow-up emails to provide further value. Ensure the first follow-up is timely, preferably within 24 hours, to maintain interest.