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Webinar Best Practices Basics: Driving Registration

Running a webinar more than just running a webinar. You have to convince your audience to register and attend as well. Driving registration to your webinar is a complex topic, but we’ve boiled the main points down for you below.


What difference does a week make? A lot. Our benchmark data shows you can increase your registration by 42% by promoting it more than seven days in advance of your event. To avoid overwhelming a prospect’s inbox, we recommend emailing the first invitation 14 days ahead of the webinar, a second invitation seven days in advance and a third invitation either the day before or the day of the event.

Driving Webinar Registration Best Practices Guide

Creating a compelling webinar takes art, while getting your audience there takes science. That may sound daunting, so we’ve gathered best practices and secrets that have helped companies build their audiences from tens to thousands by optimizing email, leveraging social media channels and offering teaser content along the way.


While other marketing tools help widen your reach, up to 80% of webinar registration is generated by email promotions. Send your first invite two weeks in advance, the second invite one week ahead and the third the day before or the day of your live webinar. Experiment and test by mixing up your email formats: HTML will deliver a consistent brand experience, but a plain text email can feel more personal.

Using Paid Promotions to Drive Webinar Registration

At ON24, we run a LOT of webinar campaigns. That means we do even more promotion. Get an inside view of our own paid promotion strategy to help get outside your database and engage new audiences.


You’ve caught your audience’s attention enough to get them to click through to your landing page and register for your event. This is no time to scare them off with a cumbersome webinar registration form asking for a ton of information. Ask only for the basics: name, company, title, company size and email address. You should be able to gather plenty of additional details about each of your attendees through their interactivity with engagement tools inside the webinar. Polls, for example, are a great way to get more in-depth information about your prospects and customers, without having to ask for it inside a form.

Keys to Driving Webinar Registration and Attendance

Get a step-by-step guide to improving your registration results and making sure those sign-ups convert to attendees. Our Chief Webinerd, Mark Bornstein, will walk through all the most recent tips and show detailed examples of the tactics that can help grow your audience.