How to Follow Up on a No-Response to Your Webinar or Workshop Offer (WSO)
Landing a sale after offering a webinar or workshop (WSO) often involves persistent, yet tactful, follow-up. A lack of response can be frustrating, but it doesn't mean the lead is lost. This guide will walk you through effective strategies to reignite interest and convert those no-responses into paying customers.
Understanding the Reasons Behind No Response
Before diving into follow-up strategies, let's explore why you might not be hearing back:
- Overwhelmed Inboxes: People receive countless emails daily. Yours might have simply gotten buried.
- Irrelevant Offer: The WSO might not align with the lead's current needs or priorities.
- Lack of Interest: Despite initial engagement, the lead may have lost interest.
- Technical Issues: Emails might have landed in spam folders or faced delivery problems.
Effective Follow-Up Strategies for No-Response WSOs
Here's a step-by-step approach to follow up effectively, increasing your chances of conversion:
1. The Initial Follow-Up Email (2-3 days after the initial email)
This email shouldn't be a simple resend. Instead, add value:
- Subject Line: "Quick Question Regarding [Webinar/Workshop Name]" or "Did you get a chance to check out [Webinar/Workshop Name]?" - Avoid generic subject lines like "Following Up."
- Email Body: Briefly reiterate the value proposition. Address any potential objections subtly. For example: "I understand inboxes can get busy, so I wanted to quickly check if you had a chance to review the details of [Webinar/Workshop Name]. Many attendees found [mention key benefit] particularly helpful."
2. The Second Follow-Up Email (7-10 days after the initial email)
This email should offer a different angle:
- Subject Line: "Last Chance to Register for [Webinar/Workshop Name]" or "[Benefit] You Might Be Missing Out On"
- Email Body: Highlight a specific benefit or success story related to the WSO. Consider adding a limited-time discount or bonus to incentivize registration. For example: "To help you make the most of this offer, I'm extending a special 10% discount just for you."
3. The Final Follow-Up Email (14-21 days after the initial email)
This is your last chance. Be concise and direct:
- Subject Line: "Quick Reminder: [Webinar/Workshop Name]" or "Last Call for [Webinar/Workshop Name]"
- Email Body: Simply reiterate the main value proposition and the registration link. Keep it brief and to the point. Consider adding a personal touch if you've had previous interactions with the lead.
Beyond Email: Other Follow-Up Methods
- Social Media Engagement: Engage with the lead on relevant social media platforms. This helps to maintain a presence and demonstrate your continued value.
- Personalized Messaging: A quick, personalized message on LinkedIn or another platform might be more effective than an email.
- Phone Call (Use Sparingly): A phone call can be effective but use this only if you have a strong rapport with the lead.
Analyzing Your Results and Refining Your Approach
After each follow-up campaign, analyze the response rates and conversion metrics. Identify what worked and what didn't. Refine your email subject lines, messaging, and offers based on your findings. This iterative process will significantly improve your future WSO conversion rates.
By implementing these strategies, you'll significantly increase your chances of converting those no-response leads into paying customers for your webinars and workshops. Remember, persistence and a strategic approach are key.
