‘Hope and pray’ is a terrible marketing strategy to use when launching a digital product—especially when that digital product is a paid online course. To ensure that you generate sales from your online course, you need to implement an effective marketing strategy to reach the people that need your offer.
Hosting a webinar where you explain your course is one such strategy.
The problem with webinars, however, is that not everyone you want to reach will be able to attend. And that’s fine. That’s why pre-recorded webinars exist. A great way to get people to watch your pre-recorded webinar is to email it to them. But… one email will not do the trick.
That’s why we have asked blogging mastermind, Adam Enfroy, to break down the webinar sales funnel he uses to sell his online course. Read on to learn more about Enfroy’s webinar email sequence and get some email templates you can customize and send out to your list.
Skip ahead:
- 5 things to include in your webinar emails
- The ultimate webinar email flow
- Adam Enfroy’s webinar email templates
How to use webinars to promote your online course
According to ON24’s Webinar Benchmarks Report, 89% of marketers said that webinars are the top digital channel for creating qualified sales leads. Think about that.
Webinars are basically online seminars—that’s how the name came about. With webinars, you can connect with your attendees as you speak. This enables you to sell your offer more effectively. That’s why it’s preferable to record a webinar explaining your online course and then emailing your list about the webinar, as opposed to just emailing your subscribers about the course directly.
But as mentioned earlier, one email to your list won’t get you the leads that you want. You need a webinar email sequence for that.
This sequence will contain several emails that will guide your subscribers through the process of watching your webinar, deciding if the course is for them, and eventually purchasing the course and getting results from it.
With the right webinar email flow, you can send follow-up emails to people who signed up but didn’t attend or people who watched the webinar half-way. You can even use discount and last chance emails to remind people to purchase your course after attending the webinar.
Below, we’ll break down what to include in webinar emails, as well as an 8-day email sequence you can send out once someone signs up for the webinar.
5 things to include in your webinar emails
Before sending out a webinar email, here are some essential components you should include while crafting your emails (+ real-life webinar email examples for inspiration):
1. Eye-catching subject line
Your subscribers likely have several unread emails in their inboxes. To ensure that your webinar emails don’t end up in the Unread pile, make sure you use a powerful, eye-catching subject line to catch their attention and spark their curiosity.
A great way to do this is to include your potential customer’s name in the webinar email subject line.
Here are a few examples of subject lines from Adam Enfroy’s webinar sales funnel that work:
- [Name of customer], here is your free [Name of webinar]
- How [Course info] changed my life
- [Name of customer], meet [Name of previous student + Explanation of their success]
- [Name], are you ready to kick start your journey to [Business specialty]?
Note that your subject line is the most important part of your webinar email, because it will determine whether the prospect opens your email or not. You can test different subject lines and see which ones get the best open rates.
2. Strong introduction
While the subject line gets people to open your email, your introduction is what keeps them reading the email all the way to the end. The most effective intros are friendly and direct, and shows that you understand your customer and are trying to help them.
Here’s an intro template from the first email in Adam Enfroy’s successful webinar email sequence:
Hey [NAME], here is a special link to watch my [LINK TO WEBINAR]
Provide a brief explanation of who you are and why they should watch your webinar [LINK TO WEBINAR]
Notice how warm and direct this intro is. In just a few sentences, Enfroy initiates a bond (through the “special” link), introduces himself to the customer, and explains why they should care about the webinar.
This intro also sets the stage for the other emails that will follow.
3. Benefits of the webinar
After your intro, give a sneak peek into what people will learn from the webinar. List out the main points you discuss in the webinar, and the benefits of the free information you’re dishing out.
This will help the prospect decide if what you’re offering is what they want, and if it is, they just might watch the webinar.
4. Social proof
In Adam Enfroy’s webinar email sequence, he sends out social proof emails on three of the eight days the email sequence will run for. That’s how important—and effective—social proof is.
Even after sending your first couple webinar emails, it’s normal that there’ll still be some doubting Thomas. To allay their doubts, show them some proof that your methods work.
In your email, tell prospects the story of how your webinar/course has helped another person and left a positive impact on them. Share the person’s beginning and how the person achieved success from implementing what you taught them. This will inspire people and show them that what you teach can yield real, life-changing results.
5. Strong call-to-action (CTA)
The final thing on your webinar emails should be a call-to-action (CTA) that prompts your reader to sign up and attend the webinar. This doesn’t have to be bogus or dramatic, but it should be convincing. It’s the last nudge, after all.
Here are some real-life webinar email CTAs you can use:
- Sign up for the webinar here
- Click here to register for the webinar now
- Watch my free video [Link to webinar]
- Sign up to watch [Name of webinar] before it’s too late
- Registration is open now, but there are a limited number of seats
Notice how the last two examples evoke a sense of urgency and gives off the feeling that you’re running out of time. This tactic is very effective for getting signups, but only when used sparingly and strategically.
The ultimate webinar email flow
Here, we’ll break down Adam Enfroy’s 8-day webinar email sequence, which can help you boost your webinar attendance and increase your course sales. Without further ado, here are the 9 webinar emails Enfroy sends to his list:
- Invitation to webinar
- Authority story
- Social proof I
- Course introduction
- Social proof II
- Social proof III
- Introduction to exclusive program
- Last chance discount with timer
- Optional last chance
1. Invitation to webinar
This is the first email you send out. As the name suggests, you’ll be inviting people to watch your free webinar in this email. To get people to sign up, tell people how the valuable content you’re sharing will help them in their lives or careers. This will make them more likely to watch the webinar and eventually buy your course.
Here’s what to include in a webinar invitation email:
- Who you are
- Why they should watch your webinar
- A few key points of what they’ll learn when they watch your webinar
- Benefits of the information you’re sharing in the webinar
This email gives your audience a friendly introduction to you and your brand. It also helps you build a connection with them and gets them to trust in you and your expertise.
2. Authority story
Per his top-performing sequence, Adam Enfroy populates the second email with his story. He calls it The Authority Story.
This email gives your audience a glimpse into who you are, your origin story, and how you got to where you are right now.
The most important thing to do in this email is to talk about the major event that impacted you so much that you chose to create and sell your course. When you provide details about what you experience and how it changed your life, more people will find you relatable.
If your email reaches people who have experienced something similar or have heard similar stories before, they’ll be more likely to listen to what you have to say.
No matter what your story is, make sure you’re as genuine and honest as people, as that’s what will draw people in to sign up for your webinar and buy your course.
3. Social proof I
It is in this email that you’ll want to talk about a previous student of yours who had implemented your methods and is currently seeing success with them.
Tell your audience:
- Where this person came from
- Their struggles
- What they wanted to achieve
- The resources they lacked
- How you helped provide the necessary tools they needed
- How they used the resources you provided to succeed
It’ll be even better if you could add a photo of the person and a link to their video/story. This will give your audience a visual opportunity to deeply understand the person’s journey. It will also help your audience see how you can help them achieve their goals.
4. Course introduction
In this email, you’ll want to tell people about your niche specialty and highlight specific ways you can help them achieve their goals.
Clearly define who your course is (and isn’t) for. The purpose of this is to filter out people who don’t really need your course or don’t align with your course prerequisites, so that you can focus on the right people.
Then, you can share the main selling points of your course.
5. Social proof II
After introducing your course, you’ll need to pick yet another previous student of yours and share how your course changed their life and helped them achieve success.
This way, you’re drilling it into people’s minds that anyone can achieve success if they have the right tools (one of which is your course).
When you help people achieve success with your course, they’re less likely to churn and more likely to refer other customers.
6. Social proof III
This is the final social proof email, and its purpose is to prove beyond doubt that your course is effective. You’re showing that if your course can work for people from different backgrounds with different struggles, it can work for them, too.
So in this email, you’ll want to showcase your very best student. The one who started from zero and has achieved even more than you, the course creator, expected. This will show people that if they put in the work, they can do it, too.
For prospects, seeing is believing. Once you can get someone to believe that you can help transform their life for the better, you’ve got a customer.
7. Introduction to exclusive program
In this email, you’ll sweeten the pot for people who are still hesitant to sign up for the webinar and/or enroll in your course.
Here, you’ll offer your audience something special. It could be exclusive perks for the first 20 people to sign up or an extra module. Make it clear that this offer will only last for a period of time before it’s no longer available.
You can even include a countdown timer that counts down the time till the perks won’t be available anymore.
This is called the FOMO (Fear of Missing Out) tactic, where you offer an extra freebie for a limited amount of time in a bid to get an influx of customers who don’t want to miss out on the freebie.
When done correctly, this tactic can help you make up to half (if not more) of your sales.
You can include some links to videos explaining the course or testimonials from students to help readers make a decision.
8. Last chance discount with timer
The last chance email is the final nudge to get people to sign up for your course. Here, you’ll give a discount for your course and let people know that this discount won’t last forever.
On the last day the discount will be available, you can send a reminder email letting your audience know that, after that day, the course will go back to its original price.
Make sure you include a recap of everything they can learn and achieve if they purchase the course. Include the value of your course, a list of benefits, and remember to use the FOMO tactic.
9. Optional last chance
You don’t necessarily have to send this email, but if you decide to extend your discount, you should let your audience know so they can take advantage of the extension. You can also outline the major selling points of your course in this email.
Adam Enfroy’s webinar email templates
And that’s a wrap on webinar emails.
Adam Enfroy uses this highly effective webinar sales funnel to sell his online courses, drive conversions, and generate revenue.
With this funnel, you can also create webinar emails that will help your subscribers see the value of your offer and enroll in your course.
