Picture this… you’re checking out your inbox and see an email for an upcoming webinar. You read the details and decide you want to attend. You click the RSVP link and are taken to a new opt-in page, asking for your name and email address.
Didn’t that company just email you? Doesn’t that mean they already have your email address?
The reason they’re asking you to opt-into their webinar is that they’re being lazy. They’re asking YOU to work harder.
So what happens? You may just get frustrated and bounce the page. Or you might type in your contact info, only to be hit with a secondary page requiring you to confirm your subscription through an email in your inbox.
If your company is doing this, I want to share a quick trick that will increase your conversion rates to 100%. It’s a trick I learned from a tech a few years ago and have since deployed very successfully for a number of our clients.
In your promotional emails, instead of sending a lead to your opt-in page, simply apply a tag if they click the URL, then redirect them to the Thank You page.
In email tools like Ontraport, you’re able to use Tracked Links.
Once this link is set up, use it as the hyperlink inside your promotional emails. You’ll want to tell your audience that once they click the link, they’ll be auto-subscribed to emails about the webinar.
Note: By clicking the RSVP button, you’ll be auto-registered for the webinar. You’ll be able to unsubscribe from emails at any time.
For Ontraport users, to sync the clicked links to Zoom Webinar, you’ll need to set up a Webhook inside your Campaign.
After the webinar, you will need to upload or sync the Zoom contacts with your CRM to apply the tag that they had RSVP’d. Your tech team may be able to set up an integration with Zapier or other middleware to make this automatic.
If you’re using a tool like MailChimp or something more enterprise, check with their helpdesk to see what’s possible here.
The goal of effective marketing is to reduce the friction between the prospect wanting something and getting it.
If you’re unable to use this Tracked Link approach with your technology or have another reason not to use this type of CRM tracking, I want to offer you a secondary approach.
In this example, your prospect clicks an RSVP link and is sent to an opt-in page that has their information filled into the form. All they need to do is hit “RSVP Now!” to complete their registration.
That means the prospect has a 2-click opt-in – clicking the email link, then clicking the “RSVP Now!” button on the opt-in page.
This is accomplished by merging the prospects email address and first name (if needed) into the destination URL.
Next, you’ll need your webpage to grab (parse) the first name and email address from the URL and pre-fill the form on the site.
To do this, you’ll need to use RegEx which is wayyy above my pay grade. This is when I ask a tech that we’re working with to deploy a feature that pulls these fields and pre-fills the form.
Here’s the script, if you want to copy-paste. Just make sure you update “mce-FNAME” and “mce-EMAIL” to whatever is correct for your forms.
Note that in this example, the ID of the First Name and Email fields were “mce-FNAME” and “mce-EMAIL” as my form was generated by Mailchimp. Yours will be different.
If you need help getting the ID of an element, use Google Chrome and right-click on the field in question. Click “Inspect” and then look for the ID.
This should go without saying, but before you send an email out to your mailing list with this 1-or-2 click optin trick, test it. Test it on yourself; test it on a small group.
You’ll want to ensure that your email tool is not creating its own tracking link out of your long merge field heavy URL before your URL is able to actually merge in the name and email data.
Once you have this configured, you’ll have a new way to drive prospects to webinars.
Use this wisely. Review GDPR requirements for your country and ensure you’re covering all your bases.
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I’d love to know if this is successful for you. Please comment if you’ve been able to integrate this into your marketing!
This entry was posted in Tricks & Tips and tagged increasing optin, optin rate, webinar, webinar marketing.