How to create a webinar email sequence

How to Craft an Effective Webinar Email Sequence + Examples

Learn how to create effective webinar email sequences to keep in touch with your guests before, during, and after an event.
Hubilo
,
March 22, 2023

When you take the time to plan your webinar and create the perfect guest list, you need to ensure that your guests attend the webinar and that they take something valuable away from the webinar. You have dedicated weeks to planning and creating content, designing slides, and setting up the technical backend for your webinar. It involves a lot of work, and there's no guarantee that anyone will attend. 78% of webinars attract 50 or fewer attendees. However, if you can successfully achieve a whole house, webinars have the potential to generate significant results for your brand.

Email marketing often ranks as the most effective channel for sourcing webinar registrations and converting those registrants into attendees. It makes sense because the audience is already receptive to outreach and has shown interest in the content. However, you should still consider creativity when planning your webinar emails. On the contrary, a touch of personalization can significantly enhance the effectiveness of your emails in driving both registrations and attendees.

While many webinar platforms offer pre-designed templates for online events, it's outstanding to use them if you're just starting. Nevertheless, incorporating personalization can significantly amplify the impact of your emails. Now, let's explore the qualities distinguishing good webinar emails from great ones and examine a few examples for inspiration. 

Are you ready? Let's begin!

What is a webinar email sequence?

A webinar email sequence is a string of emails you create to invite, send reminders, and even follow up with the guests of your webinar. The objective is to encourage those registered for your webinar to attend the event and take action afterward. An effective webinar email sequence starts with a post-registration email, followed by several reminder emails, and concludes with a series of "thanks for attending" or follow-up emails.

Why do you need a webinar email sequence?

A webinar email sequence is necessary for several reasons. Firstly, 57% of webinar registrations originate from email, making it a highly effective communication channel. Beyond statistics, an email sequence for your webinar helps convey the event's significance to existing clients, leads, and prospects.

To illustrate, let's consider a scenario where you are a digital marketing enthusiast who has devised a groundbreaking strategy to assist eCommerce owners in acquiring new clients. After thorough research, you have determined that conducting a webinar is the most effective way to reach and engage your target audience. However, you encounter some essential questions while brainstorming the webinar topic:

  • How can I ensure busy individuals attend my webinar?
  • How do I convince business owners to prioritize my webinar and invest in advancing their business growth?
  • How can I make my webinar idea enticing enough to attract the right audience?

In such cases, a meticulously crafted webinar email sequence becomes invaluable. It addresses these concerns and empowers you to make substantial progress in your webinar marketing strategy.

Read and Learn: How to Add Energy, Impact, and Results at Every Stage of Your Webinar

Key benefits of webinar email sequences

A webinar email sequence's main objective is to guarantee subscribers attend your event. However, its benefits extend beyond that. A webinar email sequence can be valuable for gaining deeper insights into your key message. Let's explore some of the key advantages of implementing a webinar email sequence -

Drives webinar hype

Building excitement around your webinar topic is crucial for its success. A webinar email sequence helps generate anticipation and ensures that your webinar idea remains at the forefront of your target audience's minds. By consistently engaging subscribers, you provide they remember the event they signed up for. Webinar email sequence enables you to maintain a strong presence in front of your existing customers. Additionally, it provides an opportunity for prospects and leads to gain a comprehensive understanding of your expertise in the specific topic of the webinar.

Enables targeted marketing

Generic marketing strategies like email blasting are no longer effective. You can segment your email list and target specific market subsets with a webinar email sequence. Automating the process allows you to send the right messages to the right audience segments at opportune times.

Supports personalized messaging

Subscribers appreciate personalized emails acknowledging their name, location, and other relevant information. A webinar email sequence allows you to incorporate personalization, helping to establish a connection with your audience. By segmenting your list based on preferences, you can send tailored messages that resonate with individual subscribers, setting yourself apart in a saturated market.

Keeps the audience informed

Webinars thrive on active interaction between participants and presenters. Whether it's a traditional webinar or an automated webinar with live chat, a well-designed email sequence ensures that your key message—the webinar theme—is consistently restated. It keeps subscribers informed and engaged in the lead-up to the event and afterward.

Inform your guests about your webinar

Effective webinar email sequences with examples

Signing up for a webinar and receiving a confirmation email may seem sufficient, but that's false. Inboxes are flooded, and people have busy schedules. Construct and schedule dedicated email sequences to ensure your webinar remains at the forefront of their attention.

Think of your webinar email sequence as a comparable process to product onboarding sequences. You may recall the series of emails you received when signing up for a new product. The sequence typically begins with a welcoming email, followed by subsequent emails that explain various product features.

These emails remind you to utilize the product regularly and consistently. Similarly, you can apply the same concept to your webinars. You can maintain ongoing engagement, nurture interest, and increase attendance and participation by crafting an email sequence designed explicitly for your webinar.

1. The webinar invite email (Webinar announcement)

The webinar invitation email is your official announcement to the world, notifying subscribers about your upcoming webinar. It is an opportunity to leverage your engaged audience and drive registrations quickly. Send the invite email a few weeks before the webinar.

The webinar announcement email should provide answers to the following key questions:

What: Highlight the webinar topic either in the subject line or at the beginning of the email body.

Why: Explain the topic's significance and its relevance to the audience. Set the stage by emphasizing the value the audience will gain from attending the webinar.

When: Mention the date and time of the webinar.

Who: Introduce the speakers or presenters, emphasizing their credentials, experience, education, and achievements to establish credibility.

How: Provide a clear and prominent webinar call-to-action (CTA) that directs readers to register for the webinar. Highlight the registration button to make it easily accessible.

Also, mention the webinar format briefly, whether it will be interview-themed or a presentation, and outline the key takeaways that attendees can expect. To accommodate readers who may scan the email, include another CTA at the bottom, such as "Save my spot" or "Register now," which leads them directly to the registration page.

Webinar invitation template 

Subject line: Join us for a webinar on [webinar topic]
Hello {First Name},

Join us on [webinar date and time] to learn more about [webinar topic].

In this webinar, [webinar presenter(s)] will discuss:

– [Webinar subtopic 1]

– [Webinar subtopic 2]

– [Webinar subtopic 3]

Don't wait to save your spot!

[CTA button]

Register now!

[Your Name]

The webinar confirmation email/post-registration confirmation emails

After someone successfully fills out the registration form on your webinar landing page, it is essential to notify them about their successful registration promptly. In this scenario, automated emails are valuable as they ensure immediate delivery of confirmation emails after a person registers for your webinar, given that you are utilizing the appropriate webinar platform. The objective is to create a welcoming and comforting atmosphere for subscribers through your emails while conveying successful registration. It's important to remember that this email is the first of many, so using kind and gentle language will yield long-term benefits. Additionally, ensuring your email complies with spam regulations is crucial to avoid it being flagged and adversely impacting your bounce rate and webinar attendance.

The registration email should include the following elements:

Confirmation message: Express gratitude and thank the recipient for registering for the webinar, acknowledging their interest and participation.

Calendar block: Offer the convenience of automatically adding the webinar event to the registrant's calendar. It ensures that the webinar remains on their radar and minimizes scheduling conflicts.

Automatically block calendar of webinar attendees

Event link: Provide a single-click link for attendees to quickly access and join the webinar. Highlight this link as the primary call-to-action (CTA) to make it highly visible and easily accessible.

Additional resources (if applicable): If the webinar is part of a series, include a link to previous editions or relevant resources. However, avoid overwhelming the reader with excessive information. Keep the email clean and concise, focusing primarily on the registration confirmation.

Registration confirmation webinar template 

Subject line: Thank you for registering for our webinar on {Webinar Topic}
Hello {First Name},

Thank you for registering for our upcoming webinar on December 12, 2023, at 11 a.m. PT!

Here is your unique link to get you into the event. [link]

Remember that this link will only work for you! 

We encourage you to let your colleagues know about the upcoming discussion. This hour is going to be jam-packed with information about environmental safety.

Let me know if you have any questions! Just respond to this email.

Wishing you the best

[Your Name]

3. Webinar reminder emails

The Achilles heel of webinars is the risk of attendees needing to remember about the event, especially after spending extensive time in front of screens over the past two years. It is crucial to send webinar reminder emails to keep registrants engaged and ensure their attendance. Treat these reminder emails as an opportunity for lead nurturing, as registrants will be attendees once they show up.

The number of reminder emails to send for an upcoming webinar varies, and there is no definitive answer. Too many emails can annoy your audience, while too few may lead them to forget about the event. However, a recommended starting point is the following schedule:

  • First reminder: One week before the webinar.
  • Second reminder: One day before the webinar.
  • Third reminder: Less than one hour before the webinar.

Each reminder email should include the following essential details:

  • Webinar date and time.
  • Add to calendar link (if registration is not automatic).
  • Clear and prominent call-to-action (CTA) for joining the webinar.
  • Option to invite peers to attend the webinar.

In the first two reminder emails, you can engage registrants by providing related content such as blog posts, gated content, or videos on the webinar topic, if available. Automate the process and send these reminder emails. A robust webinar platform allows easy customization and scheduling of reminders with just a few clicks, simplifying the process for your team.

Remember, reminder emails are just one tool in your arsenal. Explore additional strategies to drive more attendees to your online events and maximize their success.

First reminder: One week before the webinar

As the webinar approaches, you will have gathered many subscribers. However, some of them still need to remember their registration, while others may need clarification about the value of your webinar.

The first reminder email places you in control. It presents an opportunity to showcase your webinar's exceptional and insightful nature. 

Start the email by providing context and establishing your credibility. Let your expertise in the subject matter shine through. Inspire engagement by posing intriguing questions. Offer enticing hints and snippets to capture customer interest. The primary goal is to captivate your subscribers and excitingly remain at the forefront of their minds. While it is crucial to include essential details such as the date, time, and guest speakers, ensure that your first reminder email subtly but confidently reiterates the importance of your webinar.

Webinar reminder template 1 

Subject line - Join the [topic]: Register for our webinar now!

Hello (Name)

This email serves as a reminder for the webinar for educators, happening in only one week! We are so excited to host you as well as our guest speakers!

[Guest speaker #1 name]

[Guest speaker #2 name]

During the scheduled webinar time, click the link below and enter the password: WKDNTL9321. This will give you access directly to the webinar!

If there are any questions, don't hesitate to contact (contact person name and info).

See you soon!

(Your Name)

Second reminder: One day before the webinar.

Considering the busy nature of you and your subscribers, it's crucial to acknowledge that everyone has a lot on their minds. With the webinar approaching, you need to ensure effective scaling, and we're here to assist you. Subscribers expect to hear from you again with a second reminder email one day before the webinar, and it's not an option but a necessity. 17% of registrations happen on the day of the webinar. The objective is to demonstrate your commitment, generate excitement, and get everyone in the groove for the webinar.

The second reminder email can be shorter and more detailed than the first. Keeping it simple and concise will suffice. Utilize an attention-grabbing subject line to convey the essential details, employ persuasive language to create a sense of urgency, and provide a convenient calendar link for users to block out the webinar date easily. This streamlined approach will effectively engage subscribers and ensure their attendance.

Third reminder: Less than one hour before the webinar.

The countdown is underway, and you're just moments away from your webinar. While some subscribers may be excited and eagerly awaiting the event, it's essential to acknowledge that others may have forgotten or lost track of time. It is where the third reminder email becomes crucial as your last appeal to join the live conversation.

There's no need for a complex or lengthy copy for the third reminder email. The primary goal is to make your call-to-action work its final magic. Craft a simple yet compelling email with clear and bold language. If needed, utilize a webinar reminder email template to streamline the process. Automate the email to send approximately an hour or a few hours before your webinar begins, ensuring it reaches your subscribers at the most reasonable time.

Webinar reminder template 3 

Subject line - Just a few seats left for next month's webinar!

Hello (Name)

Today's the day! How excited are you?! We can't wait to see you today at [event name]!

How To Join The Webinar: 

Click the button below to join the webinar! Once prompted, enter the password WKDNTL9321, and you will be entered right into the webinar!

(Webinar Link)

If there are any questions, please let us know immediately! (Name) is our point of contact, and their contact information is [contact info].

See you in a few hours!

(Your Name)

4. The post-webinar email

After successfully concluding the webinar, it is common to receive inquiries about the availability of the webinar recording. That's why it is crucial to schedule a post-webinar email promptly, typically within 48 hours, that includes the webinar recording and other valuable resources for your audience.

To maximize the impact of your post-event communication, consider dividing the sequence into multiple emails. This approach extends the life of your webinar and transforms the post-event communication into a nurturing campaign.

Download Hubilo's Essential Guide to Repurposing Webinar Content

Here are some ideas on what to include if you adopt this approach:

Resources: If you have written a blog post or any accompanying material related to the webinar, include the links in the first email. Also, mention any resources, books, or additional materials cited by the speakers during the webinar.

Future events: Take the opportunity to promote any upcoming events you have planned. Invite your attendees and offer them special insider discounts, particularly for ticketed events. It can help boost early bird registrations and maintain engagement with your audience.

Unique offerings: Show your appreciation by offering exclusive content or granting access to special features. Invite attendees to join your Slack or groups or provide a free trial of your product as a token of gratitude.

Thanks for attending!

Congratulations on successfully hosting your webinar! Now that the webinar is behind you, it's time to focus on the follow-up phase of your email sequence. One crucial element to include is a thank you email to express heartfelt appreciation to all the subscribers who took the time to attend your webinar and block their calendars.

In your "thank you" email, you can add some excitement by including the webinar recording or, if applicable to your business, offering discounts and incentives to attendees. The aim is to show your subscribers that you genuinely appreciate their participation. Send this email within an hour or, at the latest, within 24 hours after the conclusion of your webinar.

Additionally, consider incorporating a post-webinar survey in your follow-up phase. It will allow you to gather feedback on your performance and gain valuable insights. The survey can help you gauge attendee satisfaction, identify improvement areas, and understand your webinar's overall impact.

Thank you for attending the webinar template 

Subject line: Thank you for attending our webinar on {Webinar Topic}
Hello {First Name},

Thanks for attending our webinar, "[Title of Webinar]." We hope you enjoyed it! 

You can access the slides and recording here. 

Our next webinar is on {}. We'd love for you to attend. 

We also invite you to fill out this survey to let us know what you think about the webinar and what topics we should cover in the future.

Thanks again,

{Your name}

First follow-up (additional resources)

A few days after the webinar, it's common for some subscribers to have already forgotten about the event. Only some subscribers will be equally excited or remember the details of your webinar, and that's okay. However, you can rely on loyal and satisfied subscribers to keep your momentum.

Take advantage of this opportunity to share additional resources related to your webinar. It can include diving deeper into hot topics you needed more time to cover during the webinar or providing links to relevant blog posts. Remember that your follow-up webinar email should be concise and straightforward, avoiding a salesy or lengthy approach. In your email, you can also include a replay link for those who may have missed previous emails or want to revisit the webinar. 

Follow-up webinar email template: Attached resources

Hello {First Name},

Thank you for attending our recent webinar! We sincerely appreciate the time you took out of your day to join us. As a follow-up, we have attached a document summarizing the key points covered during the webinar. This resource will allow you to revisit and recap the valuable information at your convenience.

Click here to access the document.

Thanks again,

{Your name}

Second follow-up (future events)

After some time since your webinar, the theme may no longer be a hot topic for subscribers. They have likely absorbed the knowledge shared and moved on with their daily routines. It's okay if you don't have any further information to provide, and a second follow-up email is optional.

However, if you have another upcoming webinar or event that might interest your audience, you can utilize a second follow-up email to inform them about it. It is an opportunity to spread the word and invite your subscribers to participate in future events or engage with new content.

Second follow-up webinar template (future events)

Hi [Name],

I know the importance of [general target topic] for businesses like yours. 

That is why we have several more events coming up that you will find interesting.

On [Date], we are going to have a webinar to discuss [target topic]

Then on [Date], we will have another webinar to discuss [target topic].

Like last week's webinar, we will bring together some incredible guest speakers and leave you with actionable insights you can put to work.

Reserve your seats right here.

[Your name]

How to invite webinar attendees to future events

Tips & tricks for webinar email sequences 

These tips and tricks for your webinar email sequence can help you create the perfect collection of emails. Learning how to create a relevant email without spamming your guests is key to a successful email sequence. 

1. Personalize your emails

Guests like to see that the email being sent to them is personalized with their name or their location. It helps create a sense of trust and helps to build a relationship between guests and webinar hosts. Be sure to send the email at a relevant time for the guests as well- if you send an email at 3 AM, the guest will be more likely to ignore it when they return to their desks.

2. Segment your list

As discussed above, your guests are going to be in different parts of the customer journey. Some may be registered for your webinar, while others are still deciding if they want to register. By segmenting your lists, you can create different emails to send to the right people. You can also segment your lists by location, sending automated emails at a relevant time, depending on where your guests are in the world.

3. Automate your emails

Setting up automated emails is helpful to webinar guests, as it frees up time! According to EmailMonday, an estimated 51% of companies use automation currently. Webinar hosts can focus more on the planning of the webinar instead of sitting at a desk and sending emails. You can set the emails to be sent at a certain time, ensuring that your guests will see the email during their work day.

4. Don’t rely on html templates

HTML templates for emails aren’t effective, as there is no personalization! We have talked about building trust with your guests, and HTML templates don’t have that. HTML emails have a higher click-through rate and your guests won’t see them as effective as personalized emails.

5. Send emails from a personal email

As personalized emails gain more attention, you should send them from your personal email. Generic emails like “name@company.com” aren’t personal and they sound very stiff. When you use your personal email, guests are more likely to respond back to you with any feedback or questions they might have. 

6. Don’t forget the webinar follow-ups

Webinar follow-up emails can be used for a number of reasons. Webinar hosts can turn any potential leads into returning guests. You can also include any relevant information to your webinar, like the recording or any external links to information talked about in the webinar. You can also take this opportunity to showcase any future webinars or events your company is hosting.

How to write email subject lines that convert

So far, we have covered essential emails to include in a webinar email sequence.

Another critical aspect that significantly influences whether your emails are read or not is the subject line. Nearly half of the recipients decide to open emails based solely on the subject line, and out of those who don't open it, two-thirds may mark it as spam after reading the subject line.

Striking the right balance is crucial, and crafting subject lines can be challenging. In this section, let's explore how to write subject lines that entice clicks.

Personalization for the win

Incorporating the recipient's name in the subject line can boost the open rate by 26%. This simple yet effective tweak works wonders. You can easily add dynamic fields to your subject lines with the correct email marketing platform. If personalization tokens are not supported, experiment with different headline formats to find what resonates most with your audience.

Use action verbs

Action verbs create curiosity, and urgency, encouraging readers to open the email. Consider subject lines like "Learn from <speaker name> at <Webinar>," "Join us for a session on <Topic name>," or "Grab your VIP ticket for <Webinar>." Choose verbs that align with your webinar and make sense for your audience.

Use emojis to stand out

Emojis can catch the reader's attention and provide a visual break in their inbox. They help your emails stand out amidst the sea of text. However, consider your brand's tone and voice before incorporating emojis. Emojis can be a great addition if your brand is casual and friendly.

Be mindful of word count

Subject lines typically range between 21 and 60 characters. Since many people open emails on their smartphones, keeping subject lines concise and to the point is recommended. Smartphone email apps typically display subject lines between 33-43 characters, so prioritize the essential information within the first 30 characters. You can utilize preview text to provide additional information.

Seek inspiration from your favorite marketing emails

Create a sense of urgency, leverage statistics, ask compelling questions, and explore various strategies to write subject lines that drive clicks. While you can find countless ideas online, pay attention to the marketing emails you open. Reverse engineer or analyze the subject lines to understand what enticed you to click. Continuously strive to improve your email subject lines and build a swipe file of proven subject lines that work for your campaigns.

Check out the webinar email subject lines to boost registration

Using Hubilo to create your webinar email sequence

If you prefer to wait to send your webinar email sequence manually, utilize email automation software such as Hubilo. With Hubilo, you can easily create sophisticated sequences with predefined delays and triggers to manage your campaigns effectively. Hubilo's Email Marketing Engine empowers you to follow up with all webinar attendees through automated processes effortlessly. It saves you valuable time and effort, allowing you to focus on other essential aspects of your webinar strategy.

Whether sending post-webinar surveys, sharing webinar recordings, or providing additional resources, Hubilo's automation capabilities streamline your follow-up communication. With Hubilo, you can access in-depth analytics and insights into your email campaigns, allowing you to track the performance of your webinar email sequence. This data helps you measure your emails' effectiveness, identify improvement areas, and make data-driven decisions to optimize future webinar marketing efforts.

Furthermore, Hubilo's user-friendly interface makes it easy for anyone to create and manage their webinar email sequence, regardless of technical expertise. From designing visually appealing email templates to setting up automated workflows, Hubilo provides a seamless experience that enables you to deliver compelling and engaging emails to your audience.

Request a demo and take advantage of the full power of Hubilo's Email Marketing Engine. Hubilo's dedicated support team can assist you throughout the setup process and guide you to ensure your webinar email sequence succeeds.

Guarantee webinar success by using the perfect webinar email sequence

Webinars demand a significant time investment, but they provide an excellent opportunity to generate leads for your business. Implementing an effective email sequence allows you to showcase the value of attending and increase your overall attendance rate. Working with a webinar email sequence offers the advantage of reaching out to registered users and skeptical customers, effectively addressing two target groups simultaneously. Moreover, the sequence lets you gather valuable feedback from your audience before and after the event. This feedback helps you fine-tune your content and understand your attendees' preferences, ultimately improving the webinar experience. Embrace the power of an active and well-executed email sequence to create a must-attend event and optimize the outcomes of your webinars. However, it's important to note that a successful webinar email sequence requires meticulous strategic planning. If you need more experience in hosting webinars or designing interactive sessions, it is advisable to collaborate with a marketing expert who can guide you through the process. 

Choosing a webinar platform offering integrated email marketing tools is highly recommended to ensure a robust and effective marketing strategy for your webinars. One such platform is Hubilo, which provides a comprehensive Email Marketing Engine to support your webinar campaigns. With Hubilo's Email Marketing Engine, you can create personalized emails tailored to each recipient, helping increase registration rates for your webinars. You can customize emails with relevant details such as webinar date, time, and topic and include compelling content to engage your audience. Hubilo's Email Marketing Engine also enables you to create post-event emails to follow up with attendees, share webinar recordings, and provide additional resources. This post-event communication helps nurture your relationship with attendees and keeps them engaged even after the webinar has ended.

To explore the full capabilities of Hubilo's Email Marketing Engine and understand how it can enhance your webinar marketing strategy, set up a demo today with the Hubilo team. Good luck with your webinars, and may your marketing efforts successfully drive attendance and achieve your webinar goals!

Author
Hubilo

Hubilo is the webinar platform built for marketers that helps you 2X your pipeline. Founded in 2015, Hubilo's powerful engagement features, dedicated client experience team, and custom branding tools have helped create over 12K virtual events & webinars, creating hundreds of millions of minutes of high-engagement experiences and counting. Headquartered in Bengaluru and San Francisco, Hubilo's 200+ employees are dedicated to enabling webinars & virtual events that convert.

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