Comparing the Value of Webinar Leads vs. Email List Leads
Over time, marketers have innovated and refined many online avenues for lead generation, but the legacy email list continues to remain a top favorite. Viable alternatives, such as social media channels, have been popular, but 86.7% of marketers still used email lists in 2013 to generate leads, which was an increase over 2012.
Marketers continue to prefer emails as it offers an easy medium to send highly personalized content to a targeted audience at extremely low costs. It costs next to nothing to send an email, and even racking up an email list with opt-ins costs considerably less than most other avenues. The average rate is between $300 and $600 for a business list comprising of 2,500 to 5,000 email addresses, and email lists also make tracking and measurement easy. After all, click-through and open rates make the success or failure of a campaign obvious.
However, as the adage goes, “you get what you pay for.” The very fact that emails costs next to nothing means that it is the spammer’s favorite. The average conversion rate is just 0.12%. Moreover, the chances of a prospect converting by just reading an email are low. It is a constant struggle for the marketer to stand out amidst the tons of spam and irrelevant emails that usually go into the junk folder or the emails are simply ignored. While marketing experts offer many tips, such as delivering highly focused content, making the email visually pleasing and more, a very critical factor is the call-to action.
Marketing pitches or direct promotions to sell no longer work. Today’s consumers are highly aware and either see through the marketing speak, or remain skeptics unless convinced otherwise. While emails might not be effective to generate a qualified lead, they are still a great promotional tool to lead the prospect to other valuable content, such as webinars and whitepapers. A good way to entice interest with an email is to invite the recipient to a webinar. People typically turn to the Internet to learn something they do not already know, and a webinar offers a good medium to showcase in-depth and comprehensive information.
Webinars, in contrast to email leads, are a recent innovation and a highly successful one at that. In recent years, webinars have a 42% registrant-to-attendee conversion rate. In fact, marketers rate webinars as one of the most effective method to convert leads.
By agreeing to set aside anywhere between 45 minutes to an hour to listen to a webinar, the prospect already expresses a strong interest. The marketer then has the advantage of getting the undivided attention of hundreds of prospects for an extended length of time, to offer in-depth and enriching information that can convince them to convert. On the other hand, when a marketer buys an email list, the people on that list didn’t necessarily opt-in to that program. This is also a primary reason why the conversion rates for emails are so low.
Marketers can use the webinar lifecycle as a nurturing campaign in itself, planning to get deeper insights at specific stages. For instance, if a prospect asks a question or answers a poll, that becomes a crucial insight for the marketer. Webinars thus offer the ultimate live interactive marketing opportunity.
Wondering how webinars compare to other lead gen tactics, like trades shows and inbound marketing? Download The Cost of a Webinar Lead for a head-to-head comparison of webinars with other lead generation tools as well as a look at how much webinars should cost. Compared to other marketing tactics, webinars offer higher quality leads and a shorter lead nurturing phase. This means more dollar signs and a happier marketer. Download the eBook to find out how and why the cost of a webinar lead is justified in your marketing budget.
Where did all this info came from? Here’s our reference list: