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Webinar Reminders With ActiveCampaign

We often get requests to create event reminder automations in ActiveCampaign. This type of automation can be a daunting task for someone just beginning to use ActiveCampaign.

My goal is to walk you through the automation building process. The automation kicks off when a contact subscribes to a specific list. We employ automation goals and ActiveCampaign date math to dispatch the webinar reminder emails.

Calendar - automate webinar reminder emails.

First Things First

Before we can begin building out the webinar reminders automation with ActiveCampaign, we must create a custom field in our ActiveCampaign account to store the webinar information. We also need to create a form in which the registrant can submit their details and the webinar they would like to attend.

Create Custom Fields

At least one custom field is needed for this webinar reminders automation in ActiveCampaign and that field is the date of the webinar.

You may want an additional field to store the time of the webinar if you conduct multiple webinars each day.

For our demonstration, we are conducting webinars on different dates with a morning session and an afternoon session. The morning sessions start at 10am and the afternoon sessions start at 2pm.

Be sure to create this custom field as a Date. For our example, we’ll name the new field Webinar Start Date.

Custom field webinar start date.
Custom field webinar start date.

Since our sessions will be held in the morning and afternoon, I created a second custom field called Webinar Session. This field is a drop-down with just two options – Morning and Afternoon.

Custom field webinar session.
Custom field webinar session.

Create Registration Form

Next, we need a registration form. The registration form allows entry of the registrant’s name, email address and the webinar they want to attend.

We like to build these forms using Forminator.  Forminator is a free WordPress plugin that connects with ActiveCampaign. You can read more about Forminator in this previous blog post.

Below find a snapshot of the  form elements used in our example. The HTML element contains the form heading and brief description of the form’s function. The first name, last name and email address are required elements used to address the contact in the emails. Last, we need a field for the webinar date and webinar session.

Webinar registration forminator configuration
Webinar registration forminator configuration

The Webinar Date field is a dropdown with the dates spelled out as the label and in date format as the value. Example: February 8, 2024 as the label and 2/8/2024 as the value.

Webinar registration forminator start date
Webinar registration forminator start date

Custom field Webinar Session is also a dropdown with just two options. The time of the webinar is set as the label and the value is set as either Morning or Afternoon. Example: 10am EST as the label and Morning as the value.

Webinar registration forminator session
Webinar registration forminator session

Our Forminator form’s integration is configured to subscribe the contact to a list and also assign each field from the form to an ActiveCampaign field as shown below. With Forminator, you can also tag the contact with as many tags as required  for your needs.

In our example, we tagged the contact with the name of the webinar, AC Features Webinar.

Webinar registration forminator integration
Webinar registration forminator integration

When a contact submits the form, the data is fed into ActiveCampaign. Below is a snapshot of a contact generated by this form submission. You can see the Webinar date and session, as well as, the list the contact is subscribed to and the tag assignment.

Webinar registration data fed into ActiveCampaign contact
Webinar registration data fed into ActiveCampaign contact

Build The Automation

Because people can register any day before the webinar start date, it is important that the appropriate message is communicated at the proper time.

If there is a long lead time before the event, you may want to send a series of emails to keep the registrant engaged and excited about the upcoming event.

At the same time, you would not want to force a contact who registers the day before the event to get the same series of emails as someone who signed up three (3) weeks before the event.

Automation Part One

Our automation is separated into two parts. Part 1 triggers as soon as the contact subscribes to our Webinar Registration list. The automation sends an email with the webinar details, connection instruction and a list of materials they should have on hand during the webinar to ensure they have an optimal webinar experience.

The contact is then entered into Webinar Registration – Part 2.

Webinar registration ActiveCampaign automation part1
Webinar registration ActiveCampaign automation part1

Automation Part Two

In part 2 of the webinar reminders automation with ActiveCampaign, we use goals to ensure the contact is sent the appropriate message at the proper time.

A snapshot of the automation can be found below.The contact is added to Part 2 and waits until one of the goals is achieved.

The top goal is achieved when the Webinar Start Date is on or before today’s date plus 30 days.

Date logic in ActiveCampaign automations can be confusing.

Let’s continue with John Smith as our example. He registers for the February 7, 2024 2pm (afternoon) webinar.

He subscribes to the Webinar Registration list which triggers Part 1. He is sent the first email confirming his registration. He is then sent to Part 2.

Webinar registration reminder ActiveCampaign automation part 2
Webinar registration reminder ActiveCampaign automation part 2

ActiveCampaign Date Math

For purposes of this example, assume that today is January 3, 2024. If we add 30 days to today’s date, we arrive at February 2, 2024.

February 7th, John’s Webinar Start Date, is not on or before February 2, 2024. Therefore, John Smith waits at the top of the automation until the goal conditions are met.

The goal will be achieved on January 8, 2024. Thirty (30) days plus January 8, 2024 is February 7, 2024. On January 8, 2024, the goal is achieved for John Smith and he proceeds through the automation.

Once January 8, 2024 arrives, John advances to the next node and waits until 9am his time zone to be sent the first email of the automation.

This first email could be used to introduce yourself and explain what attendees will learn in the webinar. The content should get them excited about the event.

The second goal will trigger 14 days before the webinar. In our illustration, that happens on January 24, 2024.

The third goal will trigger 7 days before the webinar (January 31, 2024).

The fourth goal triggers 1 day before the webinar (February 6, 2024) and the last goal triggers on the day of the webinar (February 7, 2024).

The Benefit of Goals

Our John Smith example worked perfectly.  John will receive every email in the automation because he enrolled more than thirty (30) days before the webinar.

Now, let’s take a look at what  happens when a person enrolls seven (7) days before the webinar.

For this new example, the person enrolls on 1/4/2024 for a webinar on 1/11/2024. The contact will get the first email from Part 1 and be entered into Part 2 where they only receive the email that is associated with the Goal: 1 week until webinar. Please see the snapshot below.

Webinar registration ActiveCampaign automation part 2 1 week in advance
Webinar registration reminder ActiveCampaign automation part 2 for contact that enrolls 1 week in advance.

The contact jumps to the very last achieved goal and bypasses all the other goals in between. 

It is that jumping feature that makes goals the perfect solution to this type of reminder automation.

That is our best solution for creating event or webinar reminders with ActiveCampaign automations.

You can change the goals to whatever time frame that best suits your needs. Another example could be to rev up the excitement about the event and send daily reminders for the seven (7) days leading up to the event. Now that you have the recipe, you can mix it up however you like.

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