Case Study
Myers
Ironistic executed an email campaign in support of Myers’ customer-only webinar series. The strategy delivered, beating industry benchmarks and resulting in higher attendance and engagement beyond live events.
total attendees across four sessions
open rate + 13.5% CTR on post-webinar emails
open rate + 3.7% CTR across pre-webinar campaigns
The Challenge
Myers set out to launch a customer-only webinar series to help users get more value from their broadcast management software and reinforce consistent workflow adoption across teams.
But, without a structured approach, webinar promotions risk low visibility, inconsistent participation, and missed opportunities to reinforce product or service value.
To succeed, their team needed to:
- Ensure existing customers were aware of each session
- Clearly communicate the value of attending
- Maintain consistent registration and attendance
- Keep users involved even if they could not attend live
The Solution
Using HubSpot, Ironistic developed an email strategy focused exclusively on Myers’ existing customer base.
Each webinar followed a structured cadence:
- Three pre-webinar emails deployed over about 10 days
- Messaging aligned to awareness, consideration, and interest
- Clear positioning of session value and real outcomes
To extend the impact of each session, Ironistic created segmented follow-ups:
- Attendees received continued communication and message reinforcement
- Non-attendees received on-demand webinar access
- Additional touchpoints supported continued learning and platform usage
This recurrent approach extends the life of each webinar and supports ongoing engagement with the content.
The Impact
Across four webinar sessions, Myers generated 862 total attendees — averaging approximately 216 participants per event.
Pre-Webinar Email Performance
- 22.0% average open rate (compared to industry benchmark of 17–28%)
- 3.7% average click-through rate (compared to industry benchmark of 2–5%)
Post-Webinar Email Performance
- 46.1% average open rate (well above industry benchmarks)
- 13.5% average click-through rate (well above industry benchmarks)
The result: A consistent customer communication channel that expands participation beyond single events and supports continued product interest and usage
(*Industry benchmarks based on data from Salesforce and Monday.com)
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