Webinar email sequence: best practices with 25 examples

Running a webinar? Great!

But if your email sequence isn’t pulling its weight, you might end up talking to a half-empty (virtual) room.

A strong webinar email sequence is what gets people to register, show up, and take action after it’s over.

Whether you're looking to convert leads, onboard users, or upsell existing customers, your emails are the real MVPs.

In this guide, I’ll walk you through everything from strategy to execution—plus examples that’ll make hitting “send” a whole lot easier.

Why a good webinar email sequence is crucial

Running a successful webinar doesn’t start when you go live—it starts in the inbox. A well-structured webinar email sequence is what turns casual browsers into webinar registrants, gets people to show up on time, and nudges them toward your desired action afterward.

Think of each email as part of a guided experience. The webinar invitation email sets the tone, sharing the webinar topic and teasing the valuable insights to come. The registration confirmation email reassures them their spot is saved, while the reminder email lineup keeps your upcoming webinar top of mind. Miss any of these, and you're likely to lose a chunk of your target audience.

💡 But this sequence isn’t just about attendance—it’s about momentum. Your emails should warm people up before the webinar starts, help them absorb the webinar content during the event, and encourage follow-through with smart post webinar touches. Whether that’s a recording link, additional resources, or a follow up email that invites further action, each message builds on the last.

The beauty is that once you’ve got a dialed-in sequence, you can easily replicate it for future webinars, online events, and upcoming events—scaling your webinar marketing without reinventing the wheel each time.

In short? If you're not giving your emails the same attention you give your webinar landing page or slides, you're leaving results on the table.

Want to level up your webinar emails even more? Check out these resources:

• Webinar follow up email: best practices with 13 examples – Boost engagement after the event
• Webinar emails: best practices with 20 examples – Get inspired by top-performing invite emails

The perfect webinar email sequence

From the first webinar invite email to the final follow up, each message in your sequence has a job to do. Here's a walkthrough of the essential emails that move people from curious clickers to engaged webinar attendees.

1. Webinar Invite email

Your webinar invitation email is the spark that gets the fire going. This is where you introduce the webinar topic, give a compelling brief description, and link to the webinar landing page with a strong call to action to register.

How to nail your invitation email

Lead with value—what will they walk away with? Make the subject line attention-grabbing but clear, keep the body scannable, and feature a prominent registration link. Mention the webinar date, include the calendar link, and make sure the design looks clean across devices.

2. Registration confirmation email

Once someone registers, hit them with a confirmation email right away. This builds trust, reduces uncertainty, and sets the tone for a smooth attendee experience.

How to nail your confirmation email

Thank them for registering and clearly repeat the event details: webinar title, date, time, and webinar link. Include a calendar event download or calendar link so they can save it instantly. If you’re feeling fancy, add a short intro to the speaker or tease the agenda.

3. First reminder

The first webinar reminder email is your “just a heads up” email, ideally sent one day before the webinar date. It’s a friendly, timely way to rekindle interest and make sure your upcoming webinar doesn’t get lost in the shuffle.

How to nail your first reminder email

Remind them what they signed up for, when it’s happening, and why it’s worth showing up. Reiterate the webinar topic, tease 1–2 valuable insights, and drop the webinar link again. You can also mention what kind of webinar content they can expect—Q&A, demo, or bonus perks.

4. Second reminder

This is your quick reminder to make sure they’re still on board and ready. Sent one hour before the webinar, it gives attendees time to wrap up what they’re doing and prep for your session.

How to nail your second reminder email

Keep the message clear and confident: “Your webinar starts in 1 hour.” Reinforce the event details, drop the calendar event one more time, and make the call to action obvious with a bold “Join Event” or “Access Link” button.

Third and final reminder email

Sent just minutes before showtime, this final webinar reminder email is the digital equivalent of opening the doors. It helps get people in the room—especially those who forgot or are running late.

How to nail your third reminder email

Short, sharp, and high-energy. “We’re live—grab your coffee and click below to join!” Make sure the webinar link is front and center. Emojis or playful copy can help it stand out in busy inboxes and increase attendance during those last few moments.

5. Thank you email

Your thank you email keeps the conversation going post-event. It’s also your chance to make a great second impression—especially if the attendee didn’t get everything they hoped for live.

How to nail your thank you email

Send it within an hour of the event wrapping up. Thank them for attending, briefly recap the webinar topic, and let them know when to expect the webinar recording. If applicable, link to a brief survey to collect feedback and improve future online events.

Personalize this email depending on whether they actually attended—acknowledge their presence or gently say, “Sorry we missed you!”

6. Webinar recording

This one’s crucial—many people register and never attend. Don’t let the relationship end there. Your webinar recording email helps keep late registrants and no-shows engaged.

How to nail your webinar recording email

Start with a “Here’s your recording link” email subject line, then include a short summary of the session’s best moments. Add links to relevant resources like blog posts, templates, or guides mentioned during the event.

💡 Personalize the message based on attendance—if they were there live, acknowledge it and frame the email as a recap; if they missed it, frame it as a second chance to catch up. Keep your call to action simple and aligned to your next funnel step.

7. Webinar follow up and marketing emails

These emails help you capitalize on all the interest you’ve built. Whether it’s pointing folks to future events, a next webinar, or product content, your follow up email sequence closes the loop.

How to nail your marketing emails

Send your first webinar follow up email a few days after the event. Use it to segment users by behavior—who attended, who clicked, who converted—and send tailored messages.

Promote future webinars, link to a landing page for more events, or highlight new features that relate to the webinar topic. Keep things conversational and action-focused.

Complete webinar email sequence example of customer.io

Below is a breakdown of a complete webinar email sequence from Customer.io. It’s a great example of a thoughtful, well-paced campaign that includes every key message from the initial webinar invite email to the post webinar email follow-up. Let’s take a look at what they did and why it works.

Webinar invite email

This email sets the tone with a clear webinar title, sharp visuals, and strong emphasis on personalization. It includes essential info like the webinar date, brief description, and speaker lineup, along with a playful incentive (a gift card for early signups).

The CTA to register here is hard to miss, and there’s a clear focus on what attendees will learn—great for attracting a wide target audience.

Registration confirmation email

This is a textbook registration confirmation email: simple, direct, and reassuring. It confirms the webinar details, repeats the event date, and provides an access link.

Bonus points for including calendar integrations—Google, Outlook, Yahoo, and iCal—so attendees can easily add the calendar event and reduce no-shows.

First reminder

A friendly message that confirms the upcoming webinar starts tomorrow. It restates the webinar title and includes the exact webinar time across time zones. The tone is casual, and the CTA ("Link for Event") is concise and perfectly placed.

Second reminder

This second reminder hits the sweet spot for timing—sent one hour before the webinar starts. It keeps things warm and casual, includes the webinar link, and reminds attendees to bring questions for the Q&A. A perfect nudge for last-minute joiners.

Final reminder

This final reminder email goes out minutes before showtime. It's short, friendly, and sets the vibe—“grab some coffee, see you in there.” With a clear Join Event CTA, it removes friction and gives attendees everything they need to click in confidently.

'Sorry we miss you' email

This post webinar email is personalized and empathetic—“It wasn't the same without you.” It includes the recording link, a generous offer ($100 demo incentive), and a summary of valuable insights from the session. Great move for driving conversions even from those who couldn’t attend live.

Webinar recording

This final post webinar email leans into value. It highlights a key takeaway from the session (multi-channel campaigns = +60% performance), includes a clear watch recording CTA, and promotes a $100 incentive for booking a demo.

It’s visual, focused, and drives action with relevant resources and stats to back it up.

10 more examples of great webinar emails

Loom

Loom’s webinar invite email is packed with personality and practical info. It outlines key takeaways, introduces speakers with a video preview, and reassures readers they’ll get the webinar recording even if they can’t attend live.

It’s friendly, polished, and lowers friction to register—an all-around solid example of effective webinar marketing.

Litmus

Litmus takes a thoughtful, human approach with this follow-up, thanking the reader and inviting them to contribute to a survey for future content.

While not a direct webinar follow up email, it effectively nurtures past webinar participants. Adding a recap or recording link could have reinforced context and boosted engagement.

Slack

Slack’s webinar invitation email shines with a strong speaker spotlight, clear webinar topic, and a compelling why-attend section.

The design feels premium and the duplicate CTAs reinforce action. Including the note about the recording link is a smart touch, though a calendar link could make it even more attendee-friendly.

Beehiiv

Beehiiv’s post-webinar email keeps things casual and helpful, offering the recording, a product demo link, and a quick survey.

It covers all the essentials but could benefit from clearer segmentation for attendees vs. no-shows and stronger visual hierarchy to make the CTAs—especially the recording—more prominent and easier to act on.

Grammarly

Grammarly’s webinar invite email is sleek and informative, with a sharp design, clear event details, and bold emphasis on speaker credibility.

The content promises actionable takeaways and includes a handy note about receiving the webinar recording. A bit more visual hierarchy and a calendar link would make it even more complete.

Hubspot

HubSpot’s follow-up email nails clarity and structure, with a bold Watch the Recording CTA and helpful links to webinar slides and a community thread.

It’s resource-rich and action-driven but could be stronger with light personalization based on attendance and a warmer closing to keep the conversation going.

Zapier

Zapier’s webinar invite email is clear, benefit-focused, and packed with helpful info. It outlines the agenda, includes a friendly opt-in for the recording, and repeats the CTA smartly.

The design is approachable and the messaging removes barriers—ideal for encouraging both live attendance and post-event engagement.

Gong

Gong’s follow-up feels personal and straightforward, with a kind “we missed you” opener and a clear recording link.

It smartly bundles in extra content like their report and AI magazine, though a more visual layout and stronger CTA could make it more engaging and easier to navigate.

Webflow

Webflow’s webinar invite email is clean, polished, and packed with value. The speaker lineup and bullet-pointed takeaways make it easy to scan, while the design reinforces credibility.

Adding a calendar link or hint at what happens post-registration would make it even more complete for driving webinar attendance.

Ahrefs

Ahrefs delivers a high-energy webinar invitation email with clear visuals, concise event details, and a bold CTA. It’s super skimmable and makes the webinar topic immediately appealing.

A quick mention of the calendar link or what to expect after registering would round it out nicely for first-time webinar registrants.

Key ingredients of a high-performing webinar email strategy

A good email strategy isn’t just about what you say—it’s how, when, and to whom you say it. Let's break down the mechanics of crafting a sequence that feels personal, timely, and purposeful.

Timing and frequency: Building anticipation without burning out your list

Timing can make or break your webinar email game. Send too many and you risk getting ignored—or worse, unsubscribed. Send too few and folks simply forget.

Start with your webinar invitation email 10 to 14 days before your webinar date. This gives people time to decide, register, and add the calendar event. Include a brief description, the registration link, and a solid call to action.

Once they sign up, fire off a registration confirmation email immediately. Include the webinar link, webinar title, event details, and a calendar link so they can save it with a click.

Then it’s time for your reminder emails. A first reminder about a week out keeps it on their radar. A second reminder the day before adds urgency.

And if your audience needs an extra nudge, a third reminder a few hours before the webinar starts can seriously boost attendance—just keep it light and useful. Think quick reminder with the webinar link front and center.

Finally, use smart spacing post-event too. A thank you email followed by a post webinar email with the recording link and relevant resources will keep them engaged long after the live session ends.

Message mapping by funnel stage and user intent

Not all webinar attendees are created equal—which is why your emails shouldn't treat them the same.

💡 Mapping your messages by funnel stage means aligning content with where each person is in their journey. If you’re inviting cold leads, your webinar invitation email should focus on problems they care about and position your webinar content as the solution.

For engaged trial users, highlight how the session helps them succeed faster. For paying customers, talk about future webinars, advanced features, or upcoming product use cases.

This structure applies to your follow up emails too.

Did the person attend and engage? Send a tailored follow up email sequence pointing to additional resources or next steps. Didn’t show? Trigger a webinar follow up email with the recording link and a new call to action—like booking a demo or checking out related content.

Even the email subject line and reminder email template can vary. A casual tone might work for top-of-funnel leads, while a no-fluff version suits active users.

By sending the right message to the right person at the right time, you’ll boost conversion, nurture loyalty, and make your webinar emails feel more like a conversation than a campaign.

How to test and optimize your webinar email sequence

Even the best emails can perform better. With smart segmentation and goal-driven metrics, you can continuously improve how your webinar emails convert across your audience.

Segment-level analysis: Did your emails actually drive action?

Tracking opens and clicks is a start—but if you stop there, you’re missing the real picture. What you really want to know is: did your webinar email sequence move people closer to action?

That’s where segment-level analysis comes in. Break down results by persona or funnel stage.

Did new leads actually attend the upcoming webinar after receiving three reminder emails? Did trial users who got the recording end up converting? How many webinar attendees went on to request a demo or engage with your product?

This type of insight is gold for refining your messaging. You might find that early-stage leads need a more educational invite email, while customers engage more with pre webinar reminder emails that highlight use cases. Or maybe the follow up email sequence worked better for one segment than another.

Track metrics like attendance rate, post-event actions, and the percentage of webinar registrants who took a desired action—like clicking a call to action, signing up for a trial, or joining future events. This level of granularity helps you iterate smartly and create better outcomes for next webinar launches.

Want to nurture leads beyond the event? Explore how lifecycle email marketing can keep your audience engaged and converting.

Measuring impact by webinar goal (lead gen vs. product adoption)

Not every webinar has the same endgame. Some are meant to fill the top of your funnel, while others are crafted to deepen product engagement. Your email strategy—and how you measure success—should reflect that.

If the goal is lead generation, focus on how many new contacts registered, attended, and converted into pipeline. Track how your webinar invitation email performs with cold leads and whether they took the next step after the post webinar email.

Are they engaging with additional resources, replying to a follow up, or booking calls?

For product adoption webinars, look for different signals. Did your thank you email or webinar follow up email drive existing customers to activate a new feature? Are trial users who received the recording link more likely to upgrade? Was the webinar content aligned with their current usage?

Tie these metrics back to goals. If people aren't progressing, it may not be the webinar date or event details—it could be the framing in your email subject line or the timing of your final reminder. Refining based on real outcomes helps turn your email sequences into a repeatable growth lever.

Nail your next webinar with smarter emails

When it comes to webinar marketing, your email sequence is your MVP. It’s the first handshake, the friendly nudge, the final reminder, and the follow-through. A thoughtful, well-timed webinar email sequence keeps people informed, interested, and inspired to take action.

So whether you're planning your next webinar, looking to re-engage your webinar registrants, or scale up future events, treat your emails like a key part of your strategy—not just an afterthought.

When done right, these messages don’t just drive attendance—they drive business growth.

Ready to make your webinar emails do more of the heavy lifting?

Let’s build your webinar email strategy together

If you want help mapping out your next effective webinar email sequence, I’d love to collaborate.

I can help you write, structure, and automate everything from the invite email to the follow up.

Hit me up for a strategy call—and let’s make your next webinar email sequence a success.