Definition
Webinar email sequences are automated series of messages that manage the full lifecycle of a webinar from initial invitation through post-event follow-up. The invitation email is typically sent two to three weeks before the event, giving potential attendees time to register and add the event to their calendar. A reminder cadence follows registration, with emails sent at 48 hours, 24 hours, and one hour before the start time. Each reminder reinforces the value proposition, provides logistical details, and includes the calendar link and access instructions.
Post-webinar follow-up is equally important. The first follow-up email is sent within one hour of the event ending and includes the recording, slides, a Q&A summary, and clear next steps such as booking a demo or downloading additional resources. Registration-to-attendance rates for webinars typically range from 30 to 50 per cent, meaning a significant portion of registrants need on-demand follow-up. The on-demand email strategy extends the webinar's lifespan by offering the recording to registrants who missed the live event and to a broader audience through list promotion.
Best Practices
Segment email content by registration and attendance status. Registrants who attended live receive a different follow-up than those who registered but did not attend. Non-attendees should be offered the on-demand recording as the primary call to action. Attendees should receive the recording as supplementary material and be guided to the next step.
Personalise the reminder cadence based on registration date. A subscriber who registered two weeks before the event needs all three reminder emails. A subscriber who registered two hours before needs only the one-hour reminder. Sending too many reminders to late registrants risks annoyance and unsubscription.
Include calendar integration in every reminder email. An ICS file attachment or a Google Calendar link makes it easy for registrants to add the event to their calendar. Calendar integration reduces no-shows by keeping the event visible in the subscriber's daily planning tools.
Send the post-webinar follow-up within one hour of the event ending. Timely follow-up captures the attendee's engagement while the content is fresh. Delayed follow-up reduces recording views and downstream conversion. Automate the follow-up trigger based on the webinar end time.
Build a multi-email post-webinar sequence rather than a single follow-up. The first email focuses on the recording and immediate next steps. The second, sent two to three days later, shares key takeaways or highlight clips. The third, sent one week later, presents a related offer or the next webinar in the series.
Related Glossary Terms
Back-in-Stock
Back-in-stock email alerts notify waiting subscribers when inventory returns. Conversion rates reach 25–40% for well-timed alerts with urgency and exclusivity messaging.
Email Lifecycle
Email lifecycle marketing uses automated, behavior-triggered emails that align with each stage of the customer journey.
Email Subscriber Health
Email subscriber health scoring combines recency, frequency, engagement depth, and complaint history into a composite metric. Health scores enable automated treatment decisions and deliverability protection.
Onboarding Sequence
An onboarding sequence is a series of automated emails that welcome new subscribers and guide them through their first interactions with your brand.
Price Drop
Price drop and sale alert emails notify subscribers when monitored products decrease in price. Dynamic tracking enables personalised notifications at configurable thresholds.
Replenishment
Replenishment or refill reminder emails automatically notify subscribers when consumable products need reordering based on purchase date and usage cycle.
Frequently Asked Questions
The typical attendance rate for webinars is 30 to 50 per cent of registrants. Rates vary by topic, day of week, time of day, and audience quality. Tuesday through Thursday at 11 AM to 2 PM in the target timezone typically produce the highest attendance rates.
Three reminders is the standard cadence: 48 hours before, 24 hours before, and one hour before. Each reminder serves a different purpose. The 48-hour reminder focuses on the event value. The 24-hour reminder adds logistics. The one-hour reminder is purely logistical with a clear call to action to join now.
The post-webinar email should include the recording link, any slides or resources, a summary of key takeaways, answers to questions asked during the webinar, and a clear call to action for the next step such as booking a demo, downloading a whitepaper, or registering for the next webinar.
Send an on-demand recording link to non-attendees within one hour of the event ending. Position the recording as a catch-up opportunity. Follow up two to three days later with key takeaways to re-engage those who watched the recording. Convert on-demand viewers through the same next-step call to action as live attendees.
Yes, webinar content is highly reusable. Key takeaways can become email series content. Q&A responses can be turned into FAQ emails. Highlight clips can be shared in newsletter content. Repurposing webinar content extends the value of the production investment beyond the live event.