How many webinar invitation emails do you find in your inbox each week? You’ve probably seen dozens, if not hundreds, of webinar invitations over the course of your working life. And you’ve probably seen what has become the de facto webinar email campaign — a two-column email with the date and time of the event, a short description of why you might want to attend and a photo of the presenter, similar to this one from Compete, a software analytics company.
But you don’t have to conform to this standard template for a webinar email marketing campaign.
The fact is, most webinar invitation emails don’t have a lot of personality. They give potential attendees the basic information they need (event time, duration, speakers and a registration CTA button), but they don’t make you feel anything about the brand. They’re all business — they’re starkly minimalist, and they all seem to use that same light blue for the highlight color and call-to-action buttons.
That’s why we thought this recent webinar invitation email from Litmus was a breath of fresh air.
Subject line: Don’t miss Thursday’s webinar with Salesforce
Litmus is an email marketing company that has been around since 2005. Today, Litmus is used by hundreds of thousands of users across every industry to build, test and analyze their marketing emails. And in this message, Litmus is promoting a webinar that teaches attendees how to scale their email program — something this company knows a little bit about.
Many businesses like Litmus use webinars as a way to generate new leads for classes or business. Webinars can also help you deepen your relationship with existing customers. And email invitations are crucial for getting potential customers to attend your online event. Marketers report that email drives 57% of webinar registrations. If you want people to show up at your webinar, sending the right email is essential.Email drives 57% of webinar registrations. If you want people to show up at your webinar, sending the right email is essential. Click To Tweet
So how does Litmus turn the typical webinar invitation email template on its head and make it its own? Let’s see what we can learn from Litmus about webinar invitation email best practices.
Tip #1: Use good email headers to define your value proposition
A webinar isn’t something customers attend on a whim. It’s an investment of their valuable time. So your email needs to make it clear that your event is worth their while.
Litmus makes the benefits of its webinar clear at the top of the email: Come and you’ll learn how to send more campaigns while maintaining email quality. Litmus uses a few simple lines of text that are pleasing to the eye.
The background of the email is white, helping the text pop. The word “Webinar” is written in the same dark red that we can see in the color wheel of the Litmus logo. The clear language means that people who receive this email will immediately understand that this webinar is about smart growth — scaling up your email program without sacrificing quality.
Tip #2: Choose the best time to hold a webinar and highlight it
The most important thing a reader can take away from a webinar invitation email? Knowing when the webinar is!
Litmus highlights the event date right under the value proposition so subscribers can’t miss it. The time of the event, noted that Litmus is working with Eastern Time, appears right next to the date so readers will easily know exactly when this webinar is taking place.
The first CTA button in this email appears right under the date and time — we’ll discuss the CTA’s in a minute.
Tip #3: Offer a description of a webinar’s features
Litmus manages to get across a comprehensive description of the webinar without being too wordy. First, we see photos of the webinar hosts. This is helpful because faces are often easier for people to remember than names or other details. Litmus also includes two brand logos beneath the pictures to boost brand awareness a little more.
Next, Litmus uses a few simple lines to again describe how attendees will benefit from this webinar. The copy lists three main things that the webinar will teach: the tools, processes and people you need for a scalable email program.
Tip #4: Create a CTA button to get the attention of your audience
Your webinar won’t be a success if people don’t sign up to attend. So your call to action button is one of the most important pieces of your webinar invitation email.
Litmus isn’t afraid to try a unique call-to-action button. Do you recall the “typical” webinar invitation button we discussed above?
It’s what we like to call “webinar blue,” and frankly, it’s a bit overused. Litmus wants nothing to do with this shade. It puts its call-to-action in an on-brand coral color instead. And if you’re viewing the email on desktop, the CTA buttons also change color when you mouse over them, turning a light peach shade. This helps the buttons stand out. We love the arrows on the buttons, too.
Litmus also includes two CTA buttons — one at the beginning of the email after the initial value proposition, and another closer to the end. After the final CTA, Litmus encourages people to register to receive the information from the webinar even if they can’t attend the live event.
And finally, one of the most important design tactics for these CTA buttons is that they’re bulletproof buttons. The button is written in HTML (and is not an image) so that it fully renders in all inboxes. This CTA button will always be visible, no matter what! It’s easy to create bulletproof CTA buttons using the BEE email editor.
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Webinar invitation email best practices
- Try a unique header that will grab your readers’ attention and set your invitation apart. It’s important to know your audience and design a header that’s right for them.
- Offer plenty of details about the webinar’s contents. If they’re going to invest their time, your potential webinar attendees want to know exactly what they’re going to get out of it. Give them the details of what you’re going to cover and how that information will impact them.
- Use short paragraphs and bullets to make the email readable. A detailed description will only entice your readers if they’re able to read it easily. Break up long text into shorter paragraphs to make your description scannable. Then give readers bite-sized nuggets in bullet points to highlight key content.
- Make the date and time of your webinar prominent. The time and date of your event are the most important information in your email. Make sure it’s easy to see when the webinar is taking place.
- Experiment with the colors and size of your CTA button. Litmus succeeds with a bulletproof call to action button that renders across all inboxes. Your CTA text should be similarly prominent and enticing.
Looking for inspiration? More gorgeous webinar invitation emails
Subject line: Join one of our daily webinars on remote work
Subject line: Webinar invitation: Ecommerce marketing in a new era
Subject line: [Webinar] Digital 2020 | Last chance to register!
Wrap-up: Design your own webinar invitation email
If you’re looking for a way to build your own webinar invitation email, try starting with a free email template in BEE. Choose our webinar template designed by Andrea Dall’Ara or browse through template categories like health and wellness, food and beverage, fashion and more to find the perfect template to promote your next webinar.
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This article was updated on August 22, 2020.
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