A number of subscription sites — particularly those specializing in online learning — have discovered the effectiveness of free Webinars for converting prospects. But did you know that non-attendees — the prospects that sign-up but can’t login in the day of the actual Webinar for whatever reason — may be your best leads?

SimpleK12 — a subscription site for online teacher training — found this out serendipitously, according to Lisa Greathouse, Director of Sales & Marketing and guest speaker at Subscription Site Summit. SimpleK12 found that of the 2000 people who registered for their free Webinars (most of the site’s Webinars are exclusively for paying subscribers), about 40% were able to attend.

But Simplek12 wasn’t satisfied with passively waiting for Webinar attendees to sign-up after receiving marketing information at the end of the Webinar. After each free Webinar, the site looked at registered vs. attended names, and had a telemarketing program specific to each category. Most importantly, it looked at non-attendees and broke them down into level 1 and level 2 decision-makers. The SimpleK12 sales staff then called the list of level 1 decision-makers and offered them a free pass to view the missed Webinar and get a site tour.

Greathouse told us that this method increased both individual and group subscription sales.

But that’s not all SimpleK12 has done to increase member engagement to improve conversion and retention. To find out how the site uses email marketing, social media — including advertising on its own YouTube videos — to nurture leads and sell more subscriptions, come see Lisa Greathouse speak at Subscription Site Summit.