Organizing a workshop or webinar offers dual benefits for your business: first, you can strengthen relationships with existing clients, and second, you can establish relationships with potential leads.

But to do either you need to get a lot of work done, which brings us to the topic of the hour: outreach automation.

Outreach automation involves using software tools to streamline and automate specific parts of your outreach process. This includes sending personalized messages and omnichannel follow-ups and optimizing outreach campaigns. 

Now, if you implement outreach automation properly, you can get better results from your workshop or webinar. Think: increased sign-ups, greater attendance rates, and improved conversion of attendees into loyal customers for your brand.

How To Host More Successful Webinars and Workshops With Outreach Automation

We’re going to be straight with you: This is a strategic process where you need to be mindful of all the different stages involved, from increasing attendance to driving post-workshop actions.

Let’s take a look.

1. Email and LinkedIn Automation for Generating Signups

Once your event is announced, the critical next step is to drive signups. This makes sense as the latter serves as a KPI for the potential success of your workshop or webinar.

Here's how to go about it:

Identify Your Target Audience

Personalization is key to effective outreach, and without a clearly defined target audience, you can't tailor your outreach messages for maximum effect. 

At this point, you should also consider leveraging LinkedIn and ​​targeting industry-specific groups to enhance your outreach strategy.

Build a Prospect List

Who is the ideal attendee for your workshop or webinar? 

Identify them and build a prospect list, which includes verified contact details and key information of every prospect. This includes their full names, company name, and job titles, along with their email addresses, LinkedIn profiles, or phone numbers.

Write Engaging Outreach Messages

Once you've narrowed down prospects, start sending your emails. Craft personalized messages that are engaging and relevant. Use your copywriting skills to clearly communicate the value proposition, aka what attendees stand to gain from attending your workshop or webinar.

Another important note is to use compelling subject lines to increase open rates. Focus on the length and incorporate power words like 'amazing' and 'exclusive'. After all, if your messages go unopened, what's the point?

Utilize Automation Tools

Leverage cold email automation tools for personalized invitations through both email and LinkedIn. Tools like QuickMail allow you to automate outreach across various client categories — past, current, and potential clients.

Perform A/B Testing to Fine-Tune Your Outreach Approach

It's always good to experiment with different messaging styles, subject lines, and CTAs to optimize the effectiveness of your outreach. Aside from the basics, you can also experiment with the number of links and link placement, delivery dates and times, and visual elements. 

Analyze data from these tests to refine and improve your approach continually.

2. Email Automation for Increasing Attendance

To amp up attendance through outreach automation, it's crucial to strike a balance between being assertive and planning smartly.

Prioritize Audience Segmentation

Start by sorting your audience based on their past engagements with emails or interactions. Tailor your approach to different segments, like:

  • Engaged Attendees: Show appreciation and offer exclusives.

  • Potential Attendees: Give value-focused reminders.

  • Inactive Subscribers: Re-engage with missed content.

  • New Subscribers: Introduce them to the event.

Send Reminder Emails

Set up automated reminder emails leading up to the webinar day. These messages should cover key details like date, time, and a quick overview of what attendees can expect. Use QuickMail for automated follow-ups based on user interactions with previous messages. This ensures your communication remains effective without becoming overwhelming.

Integration with Calendar Apps

Include an 'Add to Calendar' link to make it easy for registrants to set reminders. It also helps to create a sense of urgency in your emails, highlighting limited spaces or exclusive content to encourage prompt registrations.

3. Outreach Automation for Follow-up to Drive Action Items After the Webinar

The period following the workshop presents an excellent opportunity to achieve your event objectives, including building connections and scheduling meetings with interested parties. Luckily, outreach automation can streamline these tasks, making the post-webinar phase more manageable.

Automated Thank-You Emails

Send automated thank-you emails immediately after the webinar expressing gratitude. Ensure those who couldn't attend don't miss valuable content by including a link to the webinar recording. This sets the groundwork for lasting connections with prospects, which you can leverage later to turn them into customers.

Content Sharing

Foster successful relationships by sharing pertinent content, resources, or slide decks with attendees post-webinar. Tailor the content based on the topics discussed during the session, laying the foundation for continued engagement.

When sharing information, be sure to stay on topic to pique the recipient's interest. You can also offer downloadable white papers, PDFs, guides, research reports, and eBooks, opening up a two-way conversation.

Survey and Feedback Automation

Gather insights into the webinar experience using QuickMail for automated surveys. Use simple, uncomplicated questions that are easy to answer to encourage attendee participation. Additionally, treat the feedback as valuable learning and carefully analyze it to enhance the quality of future webinars. 

Follow-up Sequences

Implement automated follow-up sequences to nurture leads post-webinar. Consider offering additional value through exclusive content or special offers to maintain engagement.

CRM Integration

Another good tip is to integrate your outreach automation tools with your CRM system. This allows you to efficiently track and manage leads, plus provides data to personalize follow-up messages.

Note: QuickMail can double as a CRM, allowing you to send hyper-personalized follow-ups post-workshop. We'll discuss this in more detail later.

Why Use Outreach Automation When Hosting a Webinar

Leveraging outreach automation throughout the webinar process not only streamlines organizational tasks but also (drastically) enhances the overall experience for both you and the attendees. Here's how:

Encourages More Signups

Automated, personalized messages ensure targeted outreach, capturing the attention of potential participants. You can maintain regular communication, too, keeping your webinar on the radar. 

The potential benefit? More signups.

Ensures a Full House and Delivers Better Experiences

Sending automated reminders, segmented based on audience engagement, helps optimize attendance rates without overwhelming recipients. Additionally, you can include helpful links in your messages (think: calendar link and feedback link) delivering a smoother experience for registrants.

More Action Taken After the Webinar

Outreach automation continues post-webinar, ensuring attendees receive thank-you emails and additional value. Automated follow-up sequences nurture leads, increasing the chances of trial initiations, subscription sign-ups, or other desirable actions.

Campaign Sequences and Templates To Implement Outreach Automation Through Email and LinkedIn

Finally, action time! Here's a simple omnichannel campaign sequence and templates you can use to kickstart outreach automation for your workshop.

Omni-Channel Sequence 1: Lead Generation

Email Template

Subject: Don't Miss Out! Exclusive Workshop on [Workshop Topic]

Hi {{firstname}},

I noticed your interest in [relevant topic], and I wanted to personally invite you to our upcoming workshop on [Workshop Topic].

Here's a quick overview:

  • Date: [Event Date]

  • Time: [Event Time]

  • Location: [Event Location]

In this interactive session, you'll gain valuable insights into [brief description of workshop content], delivered by industry experts. It's an excellent opportunity to expand your knowledge and network with like-minded professionals.

Reserve your spot now to secure your place among industry leaders and innovators. Click [Registration Link] to sign up!

Looking forward to seeing you there!

Best,

{{inbox.name}}

LinkedIn Message Template

Subject: Exciting Workshop Opportunity!

Hi {{firstname}}, I came across your profile and noticed your interest in [relevant topic]. We're hosting an exclusive workshop on [Workshop Topic] with [Relevant Speakers]. Would you be interested in learning more? 

-{{inbox.name}}

Omni-Channel Sequence 2: Workshop Reminder

Email Template

Subject: Final Reminder: [Workshop Topic] Workshop Tomorrow

Hi {{firstname}},

Excited for tomorrow's [Workshop Topic] workshop? Just a quick reminder of the details:

  • Date: [Event Date]

  • Time: [Event Time]

  • Location: [Event Location]

If you have any questions, please don't hesitate to reach out. And if you haven't already, click [Registration Link] to secure your spot.

Looking forward to seeing you there!

Best,

{{inbox.name}}

LinkedIn Message Template

Subject: Just a Reminder: [Workshop Topic] Workshop Tomorrow!

Hi {{firstname}}, Quick reminder: our [Workshop Topic] workshop is happening tomorrow! It's not too late to secure your spot. Feel free to reach out if you have any last-minute questions or need additional information. Looking forward to having you there!

-{{inbox.name}}

Omni-Channel Sequence 3: After the Workshop

Email Template

Subject: Thank You for Attending [Workshop Topic] Workshop!

Hi {{firstname}},

Thank you for being a part of our recent [Workshop Topic] workshop! We hope you found the session informative and valuable. As promised, here's a recap of the key takeaways:

  • [Key Takeaway 1]

  • [Key Takeaway 2]

  • [Key Takeaway 3]

If you have any feedback or would like additional resources, please don't hesitate to reach out. Here's a quick link you can use: [Feedback Survey Link]. We value your insights.

Thanks,

{{inbox.name}} 

LinkedIn Message Template

Subject: Thank You for Attending [Workshop Topic] Workshop!

Hi {{firstname}}, I wanted to express my gratitude for attending our [Workshop Topic] workshop and hope you found it valuable! If you have any feedback or questions, feel free to share. Stay tuned for more insights and resources related to [Workshop Topic]. 

Looking forward to staying connected!

-{{inbox.name}}

How QuickMail Enables Workshop Hosting Automation Through Email and LinkedIn

As an omnichannel outreach tool, QuickMail ensures seamless outreach campaign execution and insightful analytics.

It can automate various outreach scenarios, from cold emailing to LinkedIn campaigns and CRM management.

Designed to be user-centric, the platform ensures effortless prospect uploads, personalized campaign creation, and streamlined automation. 

Yes, QuickMail doubles as a light CRM! You can use it to tag workshop attendees and build follow-up lists. Gain insights into each prospect's campaign involvement and engagement, enabling you to craft hyper-personalized follow-ups.

Moreover, QuickMail's advanced AI capabilities assess reply sentiments, enabling the launch of tailored follow-up campaigns. Advanced analytics further provide you with crucial insights to optimize your outreach campaign planning and delivery.

But you don’t have to take a word for it — sign up for a free QuickMail trial and experience the magic of outreach automation yourself.