In the above webinar registration email from Zoom, THREE things stood out to me.
Look how they have made one webinar more prominent than the others.
It’s at the top, with its own dedicated image and a big orange CTA button that asks you to get on the guest list.
However, since they are running multiple webinars on different dates and at different times, they also include the schedule underneath the featured webinar at the top.
Perhaps, they were sending ONE email focusing on ONE webinar at a time. That would also explain the extra copy for the featured webinar in this case.
If you want me to register for a webinar, sell me on that first. I need to know who the host is, what topics are being discussed, how long it will be, and so on.
(Bad form, Zoom.)
At the bottom, we also see a section on joining a live zoom demo. Why are you selling me on more than one thing at a time?
Do you want me to sign up for the webinar or the demo?
What most businesses forget is that emails warrant quick consumption.
I don’t want to click on one link, go to a page, do something, come back to the email, click on another link, go to another page, and… well, you get the idea.
Yes, if you want to include multiple links, make them relevant at least.
Not one topic on “how to design engaging environments that optimize blended learning” and another on “how to host, schedule, and join Zoom meetings”.
If you want to educate me on how Zoom works, simply take me to a tutorial video.
If you are a D2C brand, you might want to get a “feel” of this email too. Does it not feel too formal and corporate? That’s because it is for a B2B audience.
(However, a little personality can add more color to it, I believe.)
For a D2C brand, things will be a lot more personal and emotional. You would usually keep it casual and personable, and …
… mould it to the taste of your target audience, be it a young man looking for a girlfriend or a middle-aged woman looking to lose weight.
Understanding these nuances can make a LOT of difference.