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What is the best time of day to hold a webinar?

On June 1 we held a webinar called True Stories of Marketing with Microsoft CRM. The webinar covered 6 examples (case studies) of how we have used Microsoft CRM in real campaigns. The webinar generated enough positive feedback that we are running it again on June 22 (Click here to register). To accommodate our international audience we held the webinar at four different times during the day.

Because we ran the webinar at four different time slots it gave us chance to see which time slot attracted the most registrants. The table below reflects the percentage of the total registrants for both the June 1 and June 22 presentations of the webinar. You can see that we targeted each time slot to accommodate a different geography. The webinar invitation invited people to click through to a single landing page where the visitor could then choose a time and register. In promoting it this way anyone was free to register for any time slot.

In looking at both the June 1 and June 22 column you will notice that 8 am and 11 am times (all times GMT -5) both were popular. 8 am had mainly Europeans as it was then 1 or 2 pm in the main European time zones. As to why the distribution varied so much from June 1 to June 22 this is probably since the June 1 date was promoted by a site with a mainly US following whereas the June 22 date was promoted to the ClickDimensions newsletter list which is more international in composition. Knowing that the June 1 webinar was promoted mainly to people in the US you can compare the 11 am and 2pm times and see that 11 am beat 2pm hands down. Further, since we used GoToWebinar which also provides an ‘interest rating’ to indicate who paid attention we also discovered that the 11 am crowd was measurable more attentive than the 2pm crowd.

Conclusions

Our conclusion from this and other webinars we have held is that, for a US audience, 11 am EDT is a better webinar time than 2pm EDT. However, probably our biggest take away is that, if you can offer a variety of times, you will get a great turn out and appeal to viewers in other countries for having made the effort. If you think about the average webinar, the majority of the effort goes into promoting it and assembling the content. Thus, if you’re going to go to all the effort, why not run the live webinar a few times during the day? You’ll get a better crowd and your presenter will have time to really polish his/her presentation and get a great recording.

About the Author:

mm
The ClickDimensions marketing team is committed to helping Microsoft Dynamics 365 users become better marketers.

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