If you've sent out an announcement email for your upcoming virtual summit and some of your subscribers have clicked the registration link but haven't completed the process, don't worry! It's a cold hard fact...

Not everyone who clicks on your registration link will end up signing up to attend your virtual summit! 

This is a great opportunity to nurture their interest and encourage them to take action. You'll have to put in a little work to nurture people who are interested but haven't registered for your event yet. But the good news is, that all you need is your email service provider. 

In this blog post, we'll explore how you can effectively nurture these potential attendees through email marketing to get them excited about your virtual summit and finally register to attend. If you haven't yet read our blog about how to promote your virtual summit to your email list, click here to read that first!

How to Nurture People Who Haven't Registered

When you send an amazing announcement email to your loyal subscribers, it's hard to not feel disappointed when you see that many don't follow through with registering for your event.

Don't take it personally.

It takes a village (of speakers) to get event attendance numbers high in the sky, and it takes more than one announcement email to properly promote your email list to your subscribers. 

So instead, take this as your sign to engage with those who engage. 

• Let's say you have an email list of 3500 people
• 45% of your email list opened your 1st announcement email. That's about 1575...
• 12.6% of those people clicked on the registration page. That's about 198...
• 48% of those who clicked ended up grabbing a free ticket. That's about 95...
• This is still a win for 1 email. 🙌🏽

You can tag the remaining people who clicked your registration link and make more of an effort to nurture them toward registration. 

Tag & Nurture People Interested in Attending

Tagging people when they click the registration link is crucial because it allows you to track their engagement and behavior within your email marketing platform. By tagging these individuals as "Interested In Attending", you can easily segment and target them with tailored content in the future.

• Segment Your Subscribers: Group your subscribers by those who have clicked the registration link and have the "Interested In Attending" tag but haven't registered yet. This will allow you to specifically target this group with personalized content and reminders.
• Send a Personalized Follow-up Email: Craft a follow-up email specifically designed for this segment.
  • Acknowledge their interest in attending the virtual summit and provide additional information about the benefits they will gain from participating.
  • Include testimonials or success stories from previous attendees to further entice them.
  • Remind them about any early bird-type sales or promotions.
• Offer Exclusive Content: Create exclusive content related to the virtual summit topic that can only be accessed by those who register. This could be anything of value that will excite and encourage people interested in your event to finally take action and register, including:
  • sneak peek at one of the presentations
  • a downloadable resource like a workbook, free swag bag, planner, etc. 
  • access to pre-summit content (we did a limited-time pre-event podcast for the last Teach Me How To Summit event, that really got people interested!)
• Create a Sense of Urgency: Use scarcity and time-limited offers to create a sense of urgency among your subscribers. Let them know that registration spots are limited or that early bird discounts are expiring soon. Remind them that taking action now ensures they won't miss out on valuable insights and networking opportunities.

How To Tag People Who Are Interested

How to Tag People Who Click the Registration Link in Kajabi: In Kajabi, you can set up an automation rule that applies a tag to subscribers who click a specific link. Here's how:

1. Go to your Kajabi dashboard and navigate to the Marketing tab.
2. Choose Automations and create a new automation.
3. Set the trigger as Clicks a Link.
4. Specify the link URL associated with your registration page.
5. Add an action step to apply a tag, such as Interested In Attending.

How to Tag People Who Click the Registration Link in ConvertKit: ConvertKit makes it easy to tag subscribers based on their actions. Follow these steps:

1. Log in to your ConvertKit account and go to the Automations tab.
2. Click on New Automation and choose Link Trigger.
3. Enter the URL of your registration page as the trigger link.
4. Select the action of applying a tag, such as Interested In Attending.
5. Save your automation and activate it for future use.

How to Tag People Who Click the Registration Link in Flodesk: Flodesk handles tags automatically, so while you'll never see them, they are there and can be used in workflows! 

1. Open Flodesk and navigate to your workflows
2. Set your first trigger as “Start this workflow when a subscriber is added to a segment"
3. Add your announcement email and a yes/no condition on whether someone clicks the link or not.
4. Continue to add nurture emails under the yes/no branches as you see fit. 
5. Publish The Automation
6. Add the segment tag to your list to start the workflow.

Setting Up Your Event Nurture Sequence

Once you have tagged subscribers who clicked on your registration link, it's time to set up an email nurture sequence to keep them engaged and moving toward registration. Here are some suggestions on how this can be set up for tagged subscribers:

• Interest Email: Send a warm & friendly email 1 hour after tagging them. Thank them for their interest in your upcoming event and provide an overview of what they can expect from the virtual summit with a link to get registered
• Educational Content: Share valuable content related to your summit topic in subsequent emails. This could include blog posts, videos, or case studies that highlight the expertise of your speakers and the benefits of attending. Focus on educating, but remember to include relevant event links like the registration page for more information, as well as the speaker and schedule pages!
• Testimonials and Social Proof: Incorporate testimonials from previous attendees or influential figures within your industry to build trust and credibility. Showcase how attending your virtual summit has positively impacted others. If you have screenshots of comments, posts or email snippets this is a great place to insert those. 
• Countdown Reminders: As the event date approaches, send countdown reminders to create a sense of anticipation and urgency among tagged subscribers. Highlight any last-minute bonuses or exclusive offers available only to registered attendees.
• Personalized Invitations: Towards the end of your nurture sequence, send personalized invitations for registration. Include a strong call-to-action, emphasizing the limited time remaining to secure their spot at the virtual summit. ***This is where other tags can come in handy! The more information you have for people in your audience the easier it will be to talk to them specifically and help solve their issues through your event and your content in general!

How to Nurture People Who Haven't Registered For Your Event Yet

Remember, promoting your event to your email list is a must, and nurturing email subscribers who have shown interest in your virtual summit is all about providing value, building excitement, and addressing any concerns they may have.

And by implementing these strategies and utilizing email marketing automation tools like Kajabi, ConvertKit, or Flodesk, you can increase registration rates and ensure a successful event!