There are 3 segments:
Segment 1: Registrants who stayed till the end (but didn’t buy)
Segment 2: Registrants who didn’t show up at all (ghosted)
Segment 3: Registrants who showed up but dropped off early (aka didn’t get the full pitch)
The email down below is in Segment 3
It’s essentially anyone who showed up but didn’t stay. They’re not exactly sure how much of the webinar or offer they consumed -- and therefore have varying degrees of intent.
Whereas the actions (or non-actions) of the first two segments are more clear and telling, this segment needs to speak to a broader spectrum of intent.
I used the “traffic light” system as an analogy for their readiness to buy -- and offer 3 separate CTA’s that match those levels of intent.
What they need:
Intent-Appropriate CTA’s
Crystal clear options and guidance (aka next steps)
The ability to self-segment and re-orient and re-engage in your launch
Action items:
Create a webinar replay page
Ideally have a long form sales page (or at the very least a checkout page)
Create an opt-out landing page
