{"id":1370,"date":"2016-05-04T16:57:17","date_gmt":"2016-05-04T16:57:17","guid":{"rendered":"https:\/\/wildapricot.wpengine.com\/?p=1370"},"modified":"2025-08-04T12:02:45","modified_gmt":"2025-08-04T16:02:45","slug":"how-we-increased-online-event-registrations-by-200-with-a-3-email-reminder-formula","status":"publish","type":"post","link":"https:\/\/www.wildapricot.com\/blog\/how-we-increased-online-event-registrations-by-200-with-a-3-email-reminder-formula","title":{"rendered":"How we increased Online Event Registrations by 200% with a 3-Email Reminder Formula"},"content":{"rendered":"<p><strong>Because we host a webinar every single month, we\u2019ve tested out dozens of reminder emails to maximize registrations. This is our best strategy, which has increased registrations over 200%.<br \/>\n<\/strong><br \/>\nWhile we use this strategy to maximize online event registrants (webinars), you can also apply this formula to many other situations. Event reminders, renewal reminders, reminders to members to update their info, etc.<\/p>\n<p>Every month WildApricot hosts at least 1 free webinar that Lori and I promote to all our email subscribers.<\/p>\n<p>If you\u2019re not familiar with <a href=\"https:\/\/www.wildapricot.com\/academy\/expert-webinar-series\/past-webinars\" target=\"_blank\" rel=\"noopener\">our webinars<\/a>, we recruit some of the most well-known nonprofit experts in the sector (such as <a href=\"http:\/\/www.johnhaydon.com\/\" target=\"_blank\" rel=\"noopener\">John Haydon<\/a>, <a href=\"http:\/\/www.bethkanter.org\/\" target=\"_blank\" rel=\"noopener\">Beth Kanter<\/a>, and <a href=\"http:\/\/www.meetingforresults.com\/about\/\" target=\"_blank\" rel=\"noopener\">Dr. Rick Lent<\/a>) to share their strategies on how to run a membership-based organization more effectively.<\/p>\n<p>One of our goals every time we host a webinar is to maximize registrants.<\/p>\n<p>And because we have at least 1 webinar a month, we send a lot of email reminders.<\/p>\n<p>It\u2019s been the perfect opportunity to test out:<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">how many emails we should send<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">when we should send them<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">what each email should contain.\u00a0<\/span><\/li>\n<\/ul>\n<p>And while the formula we\u2019ve discovered isn\u2019t perfect, it works really, really well. So well, that regardless of the topic or speaker we bring in, we can always expect a consistent amount of registrants.<\/p>\n<p>Here\u2019s what we\u2019ve learned.<\/p>\n<p>(By the way, I\u2019ve summarized all the main points in this article in a guide <a href=\"https:\/https:\/\/register.wildapricot.com\/.wildapricot.com\/lp\/Webinar-Email-Template\" target=\"_blank\" rel=\"noopener\">for creating email reminders for online events.<\/a>)<\/p>\n<h2>Send 3 Email Reminders to Maximize Attendance<\/h2>\n<p><em>Each expert webinar presenter also promotes the webinar to their list, so the stats I\u2019m showing are only for the emails that I can control and not based on total registrants, because some registrants come from the expert\u2019s list.<\/em><\/p>\n<p>Take a look at this summary chart of the registration averages based on how many email reminders we sent to our list.<\/p>\n<table style=\"text-align: left;\">\n<tbody>\n<tr>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a0<strong>Number of Email Reminders \u00a0<\/strong><\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\"><strong>Average Registrants<\/strong><\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\"><strong>\u00a0Percentage increase over 1 email reminder<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a01 email reminder only<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">256<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u2013<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a02 email reminders<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">474<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a0+85%<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a03 email reminders<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">807<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">+215%<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center; background-color: #f2f2f2;\">\u00a04 email reminders<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">798<\/td>\n<td style=\"text-align: center; background-color: #f2f2f2;\">+212%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">Notice that there\u2019s no significant increase when 4 reminders are sent versus 3?<\/span><\/p>\n<p>Does this matter? Should you send 3 or 4 emails?<\/p>\n<p>I\u2019d say 3.\u00a0<span style=\"line-height: 1.5;\">As the saying goes, less is more.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">It\u2019s better to be concise, than keep emailing people who may have decided that they don\u2019t want to sign up.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">Plus, g<\/span><span style=\"line-height: 1.5;\">ood things come in 3!<\/span><\/p>\n<p style=\"text-align: left;\">This is a good time to note that the first email sent explains what the online event is really well, so that people know whether or not they want to attend.<\/p>\n<p>Okay, so this answers the question of how many, now\u2026<\/p>\n<p><a href=\"https:\/https:\/\/register.wildapricot.com\/.wildapricot.com\/lp\/Webinar-Email-Template\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" title=\"Email Template for Online Events\" src=\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/email-template-for-online-events.jpg?v=0\" alt=\"Email Template for Online Events\" width=\"880\" height=\"119\" \/><\/a><\/p>\n<div style=\"text-align: left;\">\n<h2>When to Send Your Email Reminders<\/h2>\n<\/div>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">Lori and I have tested sending out reminders anywhere from an hour before the event to 11 days before the event.<\/span><\/p>\n<p>We\u2019ve also tested out different times of day and different days of the week.<\/p>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">Here are the basic results:<\/span><\/p>\n<table style=\"text-align: left; background-color: #f2f2f2;\">\n<tbody>\n<tr>\n<td style=\"text-align: center;\"><strong>\u00a0Email<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>\u00a0Day Sent<br \/>\n<\/strong><\/td>\n<td style=\"text-align: center;\"><strong>\u00a0Average Registrants as % of Total Registrants<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\">\u00a01<\/td>\n<td style=\"text-align: center;\">\u00a02 Days Before Event to 11 Days Before Event<\/td>\n<td style=\"text-align: center;\">\u00a042%<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\">\u00a02<\/td>\n<td style=\"text-align: center;\">\u00a0Day Before Event<\/td>\n<td style=\"text-align: center;\">\u00a029%<\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\">\u00a03<\/td>\n<td style=\"text-align: center;\">\u00a0Day of Event<\/td>\n<td style=\"text-align: center;\">\u00a029%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: left;\">On average, 42% of attendees signed up anywhere from 2 days to 11 days before the event, whereas 29% signed up the day before the event, and 29% signed up the day of the event.<\/p>\n<p>So if 100 people are going to register, I can expect\u2026<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">42 will sign up a week before\u2026<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">29 will sign up the day before\u2026<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">29 will sign up the day of.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">A few things come to note here.<\/span><\/p>\n<p>For one, there wasn\u2019t a significant difference in sending the 1st email 2 days before the event or 11 days before the event.<\/p>\n<p>Since our webinars occur online, people can quickly move around their schedules at the last minute since they only have to be sitting at their computers.<\/p>\n<p>Plus, we also promise a free recording of the webinar in case people miss it. This causes more people who might be busy during the webinar window to sign up.<\/p>\n<p>However, we\u2019ve made it a best practice\u00a0to send out a reminder email the week before to give people a chance to figure out their schedules or share it with their network.<\/p>\n<p>Another interesting thing was that the time of day didn\u2019t have\u00a0a significant impact on registrants. It didn\u2019t matter if we sent an email at 9:30 am or 4:30pm, however we aim not to send emails too close to the end of the business day, or on weekend.<\/p>\n<div style=\"text-align: left;\">\n<h2>Based on our analysis\u2026<\/h2>\n<p>The best way to maximize online webinar attendance without overdoing it is to <strong>send 3 email reminders:\u00a0<\/strong><\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">1 email the week before.\u00a0<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">1 email the day before.\u00a0<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">1 email the day of.<\/span><\/li>\n<\/ul>\n<\/div>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">The next question is: What should be in your email?<\/span><\/p>\n<div style=\"text-align: left;\">\n<h2>Subject Lines Matter The Most!<\/h2>\n<\/div>\n<p style=\"text-align: left;\">You\u2019d think that every email should contain a unique message, however we\u2019ve noticed no correlation between sign ups and the contents of the email.<\/p>\n<p>In fact, we\u2019ve learned not to spend any time rewriting the copy and we literally keep the contents of the email identical.<\/p>\n<p>The hardest part about reminding someone about an online event is just getting them to read the subject line. If we can do that, we\u2019ve already won the battle.<\/p>\n<p>Take a look at this email decision tree I\u2019ve created. Notice that by providing a recording, we\u2019ve added an option for people with scheduling conflicts to still sign up.<\/p>\n<p><img decoding=\"async\" title=\"email decision tree\" src=\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/email-decision-tree.png?v=0\" alt=\"email decision tree\" \/><\/p>\n<p>From our tests, the one major thing that\u2019s made a difference in the actual email message is the subject line.<\/p>\n<h2>The subject line.<\/h2>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">Within the subject line itself, there are two<\/span><span style=\"line-height: 1.5;\"> things that matter:<\/span><\/p>\n<div style=\"text-align: left;\">\n<ul>\n<li><span style=\"line-height: 1.5;\">time of the event<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">that it is a Free Webinar.<\/span><\/li>\n<\/ul>\n<\/div>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">You\u2019ll notice that all our webinar invite emails always start the same way<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"line-height: 1.5;\">\u201cNext Thursday. Free Expert Webinar\u2026\u201d<br \/>\n\u201cOn Tomorrow! Free Expert Webinar\u2026\u201d<br \/>\netc.<\/span><\/p>\n<p><span style=\"line-height: 1.5;\">These two things (<strong>time <\/strong>and <strong>free webinar<\/strong>) stand out in a long list of unopened emails.<\/span><\/p>\n<p>The time tells people how urgently they need to open the email, and \u201cFree Expert Webinar\u201d tells them what it is.<\/p>\n<p>We have found that the topic of the webinar does matter somewhat (certain topics are more popular than others), but the most important bit is that it says \u201cFree Expert Webinar\u201d.<\/p>\n<p>Since \u201cFree Webinar\u201d doesn\u2019t change, t<span style=\"line-height: 1.5;\">he only thing that changes is the urgency of the date. <\/span><span style=\"line-height: 1.5;\">We typically use:<\/span><\/p>\n<div style=\"text-align: left;\">\n<ul>\n<li><span style=\"line-height: 1.5;\">Next [Date]<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">On Tomorrow!<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Today!<\/span><\/li>\n<\/ul>\n<p>This also lets someone who may be interested know how much time they have left to sign up.<\/p>\n<p>I\u2019ve outlined all these tips, and even included a template for you to work off of and some example emails in <a href=\"https:\/https:\/\/register.wildapricot.com\/.wildapricot.com\/lp\/Webinar-Email-Template\" target=\"_blank\" rel=\"noopener\">a short guide, which you can download here.<\/a><\/p>\n<\/div>\n<h2 style=\"text-align: left;\">How to Structure the Body of the Email Reminder<\/h2>\n<p style=\"text-align: left;\">As for the actual email message, we\u2019ve also formulated what we\u2019ve found to work best.<\/p>\n<p>We\u2019ve tested out a lot of things to learn how to maximize click-through rates within the email:<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">buttons<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">links<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">copy<\/span><\/li>\n<li><span style=\"line-height: 19.5px;\">length<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">all text emails<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">all image emails<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">and many other things including the email signature and even a P.S. at the end.<\/span><\/li>\n<\/ul>\n<p>One thing we\u2019ve discovered (surprise, surprise) is that people don\u2019t read.<\/p>\n<p>Once they\u2019ve opened the email, they\u2019re looking for basic information that they want right away:<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">Topic<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">What they\u2019ll learn<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Time<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Date.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\">Here is the formula we\u2019ve found to work best to convey all this information and maximize click-through rates:<\/p>\n<ol>\n<li><span style=\"line-height: 1.5;\">A large image with the title of the webinar (and\/or presenters)<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">The time of the webinar<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">The name of the webinar as a link to the registration page<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">A longer description of the webinar with another text link<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">3-4 short bullet points as a summary of the key take-aways from the webinar<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">A large \u201csave my seat\u201d button that links to the registration page<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">The time and date directly below the sign up button<\/span><\/li>\n<\/ol>\n<p>Here\u2019s an example of an email reminder that follows this format:<\/p>\n<div id=\"radePasteHelper\" style=\"position: absolute; left: -10000px; border: 0px solid red; top: 796px; width: 1px; height: 1px; overflow: hidden;\">\n<table style=\"text-align: left;\">\n<tbody>\n<tr>\n<td>\u00a0Day of Event<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>Apply this Strategy to Your Events, Renewals, and More<\/h2>\n<p>Next time you see an email from us about an upcoming webinar, you\u2019ll know our strategy!<\/p>\n<p>Don\u2019t think of this strategy for webinars only. You can apply this strategy to any online reminder, or event you need to send out.<\/p>\n<p>Just remember this simple formula: 3 emails: 1 week, 1 day, and the day of.<\/p>\n<p>I\u2019ve prepared a short guide on all this and even included a template with some examples for you to work off of. <a href=\"https:\/https:\/\/register.wildapricot.com\/.wildapricot.com\/lp\/Webinar-Email-Template\" target=\"_blank\" rel=\"noopener\">You can download it here.<\/a><\/p>\n<h2>It Only Starts Here<\/h2>\n<p>As I said before, there are many other types of online events you can apply this strategy to. Once you do, it\u2019s important to start analyzing your own email campaigns to optimize them for your unique members.<\/p>\n<p><em><strong>Read More:\u00a0<\/strong><a href=\"https:\/\/www.wildapricot.com\/articles\/how-to-plan-an-event\" target=\"_blank\" rel=\"noopener\">How to Plan an Event: The Complete Event Planning Guide<\/a><br \/>\n<\/em><\/p>\n<p><a href=\"https:\/https:\/\/register.wildapricot.com\/.wildapricot.com\/lp\/Webinar-Email-Template\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" title=\"Email Template for Online Events\" src=\"https:\/\/www.wildapricot.com\/wp-content\/uploads\/2024\/03\/email-template-for-online-events.jpg?v=0\" alt=\"Email Template for Online Events\" width=\"880\" height=\"119\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Because we host a webinar every single month, we\u2019ve tested out dozens of reminder emails to maximize registrations. This is our best strategy, which has increased registrations over 200%. While we use this strategy to maximize online event registrants (webinars), you can also apply this formula to many other situations. Event reminders, renewal reminders, reminders&#8230; <a class=\"read-more\" href=\"https:\/\/www.wildapricot.com\/blog\/how-we-increased-online-event-registrations-by-200-with-a-3-email-reminder-formula\" aria-label=\"Continue reading How we increased Online Event Registrations by 200% with a 3-Email Reminder Formula\">Read More<\/a><\/p>\n","protected":false},"author":10,"featured_media":1371,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[8,32],"tags":[],"class_list":["post-1370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-case-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How we increased Online Event Registrations by 200% with a 3-Email Reminder Formula<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wildapricot.com\/blog\/how-we-increased-online-event-registrations-by-200-with-a-3-email-reminder-formula\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How we increased Online Event Registrations by 200% with a 3-Email Reminder Formula\" \/>\n<meta property=\"og:description\" content=\"Because we host a webinar every single month, we\u2019ve tested out dozens of reminder emails to maximize registrations. 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