Thursday, February 19, 2009
I find there is always more to get done than I can accomplish in a day’s work, and I’m pretty sure I’m not alone. Between my never-ending to-do list and a calendar packed with meetings, budgeting time to attend webinars that interest me can be challenging. Even if I find the time to sign-up for a webinar, there is a good chance I won’t attend simply because I forget about it with everything else I have going on in any given day.
Knowing that I’m not the only marketer who is an occasional scatterbrain with a busy schedule, I decided to run a test with one of our customer webinars, Five Things You Don’t Know About ExactTarget...But Should. Every webinar registrant received an email reminder the day before the webinar. A second email reminder was sent to 50% of registrants just 30 minutes prior the start of the webinar.
The results? An impressive 18% lift in attendance from those receiving an email reminder 30 minutes before the start of the webinar.
The email reminder also had a 31% unique click rate from registrants clicking-thru to the webinar log in page.
I feel like I hit the jackpot, but my testing is far from over. As Megan points out in Testing Makes Perfect, voice may be a more effective marketing channel for sending webinar reminders. I also can’t help but wonder if the lift in attendance in this test is attributed to the timing of the 30 minute reminder, or the fact that this group of registrants received two reminders within 24 hours of the webinar. The answer? I’ll let you know after I run a few more tests.