Marketing a Webinar: Lesson Learnt from a Real Experiment

Implementing an email campaign can powerfully and positively influence customers� attitudes about
the content of the email used as promotional media. However, email marketing efforts may not reach
their full potential without evaluating their marketing strategy. This paper discusses the real-world
experience of the email marketing strategy of the webinar that we managed by applying email
marketing strategy evaluation combined with mathematical diffusion models to increase the number
of registrations. After starting with a digital external campaign for our webinar event, we monitor
and predict using Bass, von Bertalanffy, Gompertz, and Logistic. While the mathematical diffusion
models show that our webinar reached a plateau very early, it could become an alarm for the
management team to react and make another internal digital campaign to boost our webinar
participants. Interestingly, we also encountered a procrastination phenomenon since this was a free
webinar. Finally, using Zoom registration, MySQL database, and R, we analyzed how effective the
digital email campaign was in getting registrants daily.