Webinar Email Sequence

---
name: webinar-email-sequence
description: "Writes pre-webinar, reminder, live, replay, and follow-up email sequences with registration optimization. Use when promoting and following up on webinars."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Webinar Email Sequence

## When to Use This Skill

Use this skill when you need to:
- Build a complete email sequence promoting a live or automated webinar
- Write registration page copy and confirmation emails
- Create reminder sequences that maximize show-up rates
- Design post-webinar follow-up emails for attendees and no-shows

**DO NOT** use this skill for podcast promotion, course launch emails, or general event marketing. This is for webinar-specific email sequences.

---

## Core Principle

REGISTRATIONS MEAN NOTHING IF NOBODY SHOWS UP — THE SEQUENCE MUST SELL THE WEBINAR TWICE: ONCE TO GET THE REGISTRATION AND AGAIN TO GET THEM IN THE ROOM.

---

## Phase 1: Webinar Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Webinar topic** | "What will the webinar teach?" | No default — must be provided |
| **Webinar date/time** | "When is the live event?" | No default — must be provided |
| **Offer at the end** | "Will you pitch a product? What is it?" | Yes — product pitch at end |
| **Target audience** | "Who should attend?" | Solopreneurs interested in the topic |
| **Registration page URL** | "Where do people sign up?" | Will provide copy for a registration page |
| **Webinar platform** | "What tool are you using?" | Zoom or platform-agnostic |

**GATE: Confirm the brief before building the sequence.**

---

## Phase 2: Sequence Architecture

### Five Webinar Phases

```
## Phase 1: Registration Drive (7-14 days before)
Email 1: Webinar announcement — what you'll learn + register CTA
Email 2: Content-led — quick win related to webinar topic
Email 3: Social proof angle — "Join 200+ who already registered"

## Phase 2: Pre-Webinar Reminders
Email 4 (Day before): Tomorrow reminder + what to prepare
Email 5 (Morning of): "We're live in 3 hours"
Email 6 (15 min before): "Starting now — join here"

## Phase 3: Live/During
Email 7 (During): "We're live — join now" (to non-attendees)

## Phase 4: Post-Webinar (Attendees)
Email 8 (Same day): Replay + offer recap
Email 9 (Day +1): Deeper dive on the offer + bonus
Email 10 (Day +2): Objection handling
Email 11 (Day +3): Deadline/last chance for offer

## Phase 5: Post-Webinar (No-Shows)
Email 8b (Same day): "You missed it — here's the replay"
Email 9b (Day +1): Key takeaways + offer
Email 10b (Day +3): Replay expiring soon
```

**GATE: Approve the sequence map before writing copy.**

---

## Phase 3: Write Email Copy

### Registration Emails (Phase 1)

- **Subject lines** must sell the outcome, not the format ("Learn X" not "Join our webinar")
- **Body copy** focuses on the transformation: what they'll know/be able to do after
- **Registration CTA** appears at least twice in each email
- Include date, time, timezone, and duration in every registration email

### Reminder Emails (Phase 2)

- Keep these short — 50-100 words
- Include the join link prominently
- Day-before email: add one compelling reason to show up
- Day-of emails: just the link and time

### Post-Webinar Emails (Phases 4-5)

- Attendee emails reference specific moments from the webinar
- No-show emails lead with "Here's what you missed" and the replay link
- Offer emails use the same structure as sales emails: benefit, proof, objection, CTA
- Replay deadline creates real urgency

---

## Phase 4: Polish

### 1. Show-Up Rate Optimization Tips

- Add calendar invite attachment to confirmation email
- Send 3 reminders minimum (day before, morning of, 15 minutes before)
- Include a "quick win" in the day-before email to build anticipation
- Target 30-40% show-up rate from registrations

### 2. Registration Page Copy Outline

Provide headline, subheadline, 3-5 bullet points of what they'll learn, speaker bio snippet, and registration form placement.

### 3. Metrics to Track

- Registration rate from emails sent
- Show-up rate (attendees / registrations)
- Replay watch rate
- Offer conversion rate (attendees vs. non-attendees)

---

## Anti-Patterns

- **No reminder emails** — most no-shows simply forgot. Three reminders can double your show-up rate.
- **Selling the webinar format** — "Join our webinar" is not a benefit. Sell what they will learn or achieve.
- **Same replay email to everyone** — attendees and no-shows need different messaging.
- **Replay available forever** — if the replay never expires, there is no urgency to watch. Set a 48-72 hour window.
- **Pitching in every email** — registration drive emails sell the webinar, not the product. Save the pitch for post-webinar.

---

## Recovery

- **No offer to pitch:** Build a pure value webinar. Replace post-webinar sales emails with a nurture sequence that deepens the relationship.
- **Webinar is in 3 days (no time for registration drive):** Skip registration phase. Send 2 registration emails + 3 reminders. Focus on show-up rate.
- **Automated/evergreen webinar:** Adjust sequence to trigger on registration rather than calendar dates. Remove "live" language.
- **Low registration numbers:** Suggest adding a lead magnet bonus for registering, or a "bring a friend" incentive in reminder emails.