Structuring its webinars with the right content at the right time of day yielded a 42% average attendance rate and a 60% open rate on follow-up e-mails for Dataversity, according to this MarketingSherpa case study. The company distinguished its webinar promotional efforts from typical e-mail campaigns in the subject line and drew sponsor partners into the effort. Also, sending reminder e-mails an hour in advance of the show boosted attendance by 10%. Understanding the "standard rhythm of business" was key to moving beyond trial-and-error content-marketing offerings, according to Dataversity's Shannon Kempe.

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