LUMITOS's online marketing blog

How to make your webinar generate sales leads
Part 2: In tandem for success: E-mail blasts and landing pages
4.07.18 | 0 Comments | Author: Rolf Preuß

In part 1 of our miniature series “How to make your webinar generate sales leads” we gave you an example of how aggressive sales tactics can put off potential customers. Based on a recent GDPR campaign of ours, we’ll now show you how to do it better. Within 90 seconds of sending out our mail blast, we received the first registrations for the advertised webinar.

The webinar: GDPR-compliant generation of sales leads through industry portals

Companies rely on a constant flow of sales leads to achieve their sales objectives. A proven method for generating these leads is to advertise on specialist internet portals. Since the General Data Protection Regulation (GDPR) came into effect on May 25, 2018, it has become mandatory to obtain the prior consent of the people you contact before you reach out to them by e-mail, letter or telephone.

In the run-up to the GDPR coming into force, marketing managers of many companies were getting nervous: how do you use sales leads without breaking the law? As an operator of specialist online portals, we have dealt extensively with such questions and have sought the advice of specialist lawyers. As a consequence, we have adapted the enquiry forms on our portals and the processes involved to the new regulations. In the webinar, we wanted to present the customer benefits of what we had done.

The invitation: Just 40 seconds to generate interest using e-mail marketing

To disseminate our e-mail blasts we use the software solution Inxmail Professional, for which we have created templates in our corporate design. In the invitation e-mail we described the issue at stake as “How the GDPR affects companies” and offered a solution. 30% of readers who wanted to know more about the solution that LUMITOS offers clicked on the call-to-action (CTA) button presented in eye-catching, orange colour.


The landing page: 35 seconds to motivate its readers to participate in the webinar

A landing page is a key step in generating sales lead. An effective landing page is characterized by

  • a “look and feel” similar to the e-mail blast, in order to reassure readers,
  • contents that work towards the campaign’s objective and do not distract with lengthy details or unrelated information and
  • a lead form that asks for as few personal details as possible so as to receive many registrations.

That’s what we constantly had in the back of our minds while creating the landing page. Its top portion was devised to be identical to the e-mail. This reassures readers that they have been led to where they intended to go.

All relevant information about the contents of the webinar is summed up in three bullet points. Within the info box to the right, the call to action is conspicuously placed on the button reading “Register Now”.

This depth of information is sufficient for most readers, prompting them to click on “Register Now”, the preliminary step to a successful registration.

Anyone with remaining questions about the speaker or the webinar could find the answers further down on the landing page.

The registration form: 15 seconds to take the final hurdle to signing up

In just 75 seconds, we prompted the recipients of the webinar’s invitation e-mail to say “yes” and sign up. Now for the final hurdle: The registration form.

From our many years of experience, we can confirm an observation made by QUICKSPROUT: if an online form contains too many mandatory fields, the conversion rate drops. Our registration form therefore contains only three mandatory fields in addition to the e-mail address, enabling us to address the webinar participants personally. The few mandatory fields we used contributed to the result that more than 47% of the landing page’s visitors registered for the webinar.


The combination of an e-mail blast and a landing page, arranged in tandem, is a recipe for success. If the registration form is limited to a few mandatory fields, you are destined to receive many registrations for your webinar.

Are you experienced at creating landing pages? Which tools do you use yourself? Or do you call upon service providers to make you your perfect landing page?

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