Registration Forms: How to Make Them Irresistible With Follow-up
By continuing to sell to your registrants after they sign-up,
you can eliminate "buyer's regret", decrease no-shows, and
increase your referral business. Use your confirmation and
reminder correspondence as an opportunity to make your
registrants feel GREAT about deciding to register for your
event.
Help your registrants feel AWESOME...
Express sincere appreciation for choosing your event. Convey
more enthusiasm about the benefits of your event. Provide
special incentives to invite others. Encourage them to take
advantage of the exclusive extras at the event. Give them
something unexpected: a free raffle entry or e-freebie. Let them
know how excited you are that they will be there.
Event Confirmation
A confirmation email is one of the most overlooked promotional
opportunities for event organizers. Confirmation emails are also
the most highly read emails because it directly responds to an
action taken online. Send the confirmation immediately after
registration is complete and include a warm welcome. Be sure to
attach your added-value incentive such as a white paper or
report that we spoke about in Tip #4 - Irresistible Extras.
Reminder Emails
Reminder emails are sent closer in to the date of the event in
order to keep your event top of mind and create buzz for the
nearing event. You can also use your reminder as an opportunity
to allow them to "upgrade" their options: add more agenda
items, golf outing, bring more people, etc. Remember to
reinforce the AMAZING value they are going to get from attending
your event.
Referrals
By keeping in touch with your registrants, you keep them excited
about your event. In fact, try to make them so excited that they
refer a friend or colleague to attend along with them. This type
of word-of-mouth can increase your attendance considerably.