Over the past couple weeks, I’ve gotten over 30 webinar related emails. All of these people want me to come to their webinar, some for learning, others to tell me about some new feature — but all with the expressed goal of (1) notifying me about their webinar and (2) getting me to click their CTA.
The process for all are very similar — it’s a tried and true flow:
Step 1: Email Notification
Step 2: Tell me When and Where (for webinar it’s online obviously)
Step 3: Clear call to action — click a link or button
Step 4: Go to some type of landing page
Step 5: Enter my information (some what your whole life story, others just an email)
Step 6: Get another email with webinar details, and in some cases (a little more than half the time), some way to “save” the webinar information to my calendar.
The flow deviates a slightly, but not much. In the end, most market flows include the “save” or “download” to calendar.
My Question for YOU … have you tested it. Do you know if it works? Does it work across all email clients, for a desktop or a phone?
We take for granted that tiny piece of the puzzle has been solved. You email works. Your landing page works. Your registration process works. So why wouldn’t the calendar piece work too?
I’m here to tell you that it’s not solved. I’ve personally tested hundreds of invites, for multiple end clients — and in the majority of cases, that “SAVE” to calendar never saved anything to my calendar. And since I (the webinar invitee), believes it is on my calendar, I don’t give it another thought — until it’s a day after, and I think “I really meant to attend that one, but I never go the reminder”.
There is a different way — and that’s just sending a calendar invitation once someone clicks on your email CTA. One that actually is received as a calendar invitation, no additional action required. It’s just on the calendar.
If you’d like to see that in action, just register for a free account with 31Events and test it for yourself. That’s really the best way to see the difference.