Webinar Follow-Up Email Benchmarks
Webinar follow-up emails are sent after a live or recorded webinar to deliver the replay, share resources and nurture attendees toward the next step — whether that is booking a demo, starting a trial or making a purchase. These emails capitalise on the engagement peak that follows the event.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 38-52% | 58%+ | 68%+ |
| Click-Through Rate | 12-25% | 30%+ | 42%+ |
| Replay View Rate | 15-30% | 35%+ | 50%+ |
| Click-to-Open Rate | 32-48% | 55%+ | 68%+ |
| Unsubscribe Rate | 0.3-0.7% | Below 0.2% | Below 0.1% |
Why Webinar Follow-Up Benchmarks Matter
Only 35-45% of registrants attend the live webinar on average. The follow-up email reaches the remaining 55-65% who registered but did not attend, making it responsible for the majority of total webinar engagement. A well-crafted follow-up sequence can recover 40-60% of the engagement lost to no-shows.
Follow-Up Benchmarks by Recipient
| Recipient | Open Rate | CTR | Replay View Rate |
|---|---|---|---|
| Live attendees | 45-55% | 15-25% | 8-15% |
| Registrants (no-show) | 32-42% | 10-20% | 20-35% |
| Non-registrants (list) | 22-32% | 5-12% | 5-10% |
Best Practices
- Send the first follow-up within 1 hour of the webinar ending while interest is at its peak
- Include timestamps for key sections of the replay so viewers can jump to the most relevant content
- Segment follow-ups by attendee status — attendees receive a thank-you and next step, no-shows receive the replay and a what-you-missed summary
- Send a second follow-up 3 to 5 days later with additional resources, a limited-time offer or a call to action
Related Benchmarks
Abandoned Browse Email Benchmarks
Abandoned browse email benchmarks for product views without cart addition, category-level browsing recovery, and personalised product recommendations with open rates of 30-42% and CTR of 5-12%.
Abandoned Wish List Email Benchmarks
Abandoned wish list email benchmarks for saved item reminders, price drop alerts, and stock notifications with open rates of 30-45% and CTR of 6-15%.
Account Creation Email Benchmarks
Account creation confirmation email benchmarks for open rates, click-through rates, and activation rates. Account creation emails confirm successful registration and guide users to their first action.
Account Deletion Email Benchmarks
Account deletion email benchmarks for open rates, click-through rates, and recovery rates. Account deletion emails confirm account closure and offer a final opportunity to recover the account.
Account Upgrade Prompt Email Benchmarks
Account upgrade prompt email benchmarks for freemium-to-paid conversions, tier upgrades, and feature unlocks with open rates of 22-35% and CTR of 4-10%.
Account Verification & Confirmation Email Benchmarks
Email marketing benchmarks for account verification and confirmation emails. Open rates 40-65%, CTR 20-40%, verification completion rates, re-verification, MFA notification, and security alert data.
Frequently Asked Questions
A good replay view rate is 20-35% among no-show registrants. Including timestamps for key sections and a clear what-you-missed summary increases view rates. If your replay view rate is below 15%, the subject line may not communicate enough value to justify watching a recording.
Send a minimum of two: an immediate follow-up within 1 hour with the replay and key resources, and a second follow-up 3 to 5 days later with a clear call to action. Three-email sequences adding a final deadline-driven email on day 7 can increase total conversion by 15-25%.
No. Segment follow-ups by attendance status. Attendees receive a thank-you, key takeaways and a clear next step. No-shows receive the replay, a summary of what was covered and a reason to watch. Non-segmented follow-ups underperform segmented versions by 20-30%.