Webinar follow up email: best practices with 13 examples

Let’s be real—hosting a webinar is only half the battle.

The real magic happens after the session, when you follow up.

Whether your audience showed up live or meant to and just didn’t make it (we’ve all been there), your webinar follow-up email is where you reconnect, add value, and keep the momentum going.

In this guide, we’re diving into real examples, key tips, and a few things to avoid so your follow-ups actually do something.

Ready? Let's go.

Why webinar follow-up emails actually matter

You’ve hosted a compelling webinar. Great! Now what? A strong webinar follow up email keeps the momentum going, nudging webinar attendees toward the next step—whether that’s a demo, a download, or your next event.

It's a crucial part of your webinar strategy and helps boost webinar ROI. Without it, all that great webinar content fades fast from attendees’ minds. The post webinar moment is where the real lead generation magic happens.

Still working on your invite? Check out our guide to writing high-converting webinar emails with 13 real examples to get more signups before you follow up.

Tailoring your message to your audience

Not all webinar participants are the same. Your follow up message should reflect who showed up, who didn’t, and what they need next.

For attendees

If someone attended your recent webinar, they’re already engaged—so your follow up email should reflect that. Thank them for attending, remind them of the key takeaways, and give them access to the webinar recording link or additional resources.

You might also encourage recipients to join future webinars or share the webinar replay with a colleague. This is your chance to nurture leads with smart post webinar communication that feels like a natural next step.

For no-shows

Webinar registrants who missed the session are still valuable leads. They signed up, which means the webinar topic caught their attention. Your follow up email for non-attendees should focus on value without guilt.

Share the webinar recording, bonus materials, or a quick summary of what they missed. Add a webinar date for the next event or offer a follow up template that makes their life easier. This keeps your webinar email sequence inclusive and welcoming.

What a follow-up should always include

No matter who you’re emailing, there are a few must-haves that every post webinar email needs to keep attendees engaged and moving forward.

A short recap

Summarize the session with 2–3 sentences that highlight the most valuable insights. This helps attendees remember why the session was worth their time—and gives no-shows a reason to dive into the replay.

Keep it relevant to the original webinar title and target audience. A recap helps frame any future events, especially if you’re building a full webinar email sequence around an ongoing webinar marketing strategy.

The recording

Include a clear, friendly webinar recording link—ideally above the fold. Whether someone attended or not, this is the most requested part of any follow up. Make it obvious, easy to access, and mention how long the recording will be available.

Webinar platforms often give you tools to track who clicked, helping you segment your follow up process more effectively for nurturing leads.

A clear CTA tailored to each segment

One CTA to rule them all? Not quite. The best follow up email templates include specific next steps for different segments. Leads might get a “start a trial” link, while current customers get bonus materials or an upgrade incentive.

💡 Segmenting based on webinar attendance or account status helps you guide webinar participants deeper into the sales funnel—without overwhelming them. This is where webinar follow ups really drive conversions.

For inspiration on how to craft segmented upgrade nudges, check out these upgrade email examples from top SaaS companies.

13 real-life examples from top SaaS companies

Customer.io #1 -Best-in-class webinar email templates

This one’s a winner from top to bottom. The design is clean, the value is clear, and it actually made me want to click. I really liked how it highlighted a specific insight from the webinar (+60% higher conversions with multi-channel), and then immediately tied that back to real attendee challenges.

It wasn’t just fluff—it gave me something useful. The mention of how Bamboo and Buffer use their tool made it feel grounded in reality, and the “Watch Recording” button stood out without feeling pushy.

I also appreciated the bonus demo offer tucked in at the end—it felt like a nice option, not a hard sell. Everything in this email just worked.

Customer.io #2 - Strong follow-up for non-attendees

This one came after a different webinar, and again—Customer.io absolutely nailed it. It’s warm and personal right from the start, and it never makes me feel bad for missing the event.

Instead, it quickly pivots to value: a recording, a demo offer, and key insights pulled straight from the session. I loved the “Hot takes you missed” section—it made me feel like I was still in the loop, even if I wasn’t there live. It’s a really smart way to repurpose content and still drive engagement after the fact.

This is exactly the kind of email I’d want to get if I skipped a webinar.

Customer.io #3 - Eye-catching email subject line

Another example from Customer.io—and yep, it’s just as good as the others. This one was sent right after I attended the webinar, and it really hit the mark. It keeps things friendly and to the point, with the recording link front and center and a solid reminder of what the session covered.

I appreciated the bonus offers too—a $100 demo incentive and a chance to win a “lifecycle pitch” session. Plus, the “Hot takes from today’s event” section was a smart way to reinforce the value of attending. It felt like a thoughtful follow-up, not just a checkbox.

Amplitude – Sharing the webinar recording and building trust

This follow-up from Amplitude was short and sweet, but it covered all the essentials. I appreciated how it gave me quick access to the recording and a few helpful links to keep learning—without overwhelming me with too much at once.

What stood out to me most, though, was the placement of the G2 badges at the bottom. That’s a clever move. If someone’s already shown interest by attending the webinar, those credibility signals can help nudge them further down the funnel without being too in-your-face. Subtle, but effective.

Litmus - Good but email marketing tools could do better

This email from Litmus has a really warm tone, and I liked that it opened with a genuine thank-you. It feels personal without being too formal, and the ask (a quick 15-minute survey) is framed as a way to help create better content for the community, which is a nice touch.

That said, it feels like it’s trying to speak to everyone at once. It references ebooks, guides, templates and webinars, but doesn’t actually reflect what I personally engaged with.

If they had segmented the list a bit more—like calling out that I joined a webinar or downloaded a specific asset—it would’ve felt way more tailored and relevant.

Gong - Refreshing plain text email

This follow-up from Gong stood out because it ditched the usual fancy visuals and went full plain text.

And honestly? It was kind of refreshing. It felt like a real message from a person, not a marketing team—which can make a difference when trying to cut through the inbox noise. The tone was clear and friendly, and the links to the recording and related content were easy to spot.

I’d be super curious to see how this would perform in an A/B test against a more polished, designed version. My guess? It might surprise people in a good way.

Hubspot - Good not great

This follow-up did everything it needed to from a content perspective—it gave me the recording, linked to extra resources, and even invited me to keep the conversation going in their community thread.

Super useful. But to be honest, I was a little surprised by the design. For a brand like HubSpot, I expected something a bit more polished or dynamic. The layout felt a bit generic, like a default template.

It didn’t hurt the experience, but with just a bit more visual flair, this could’ve gone from “good” to “great.”

Cargo - Confusing mix of product update and webinar follow up

This one left me a bit confused. It started off like a typical webinar follow-up, thanking me for attending and linking to the replay—but then it immediately shifted into a product update email. The rest of the message focused on new features and workflow editor changes, which might be helpful if I were an active user… but I’m not. So it felt off.

As a follow-up to an event, it missed the chance to reinforce what the webinar covered or give me a reason to stay engaged. Mixing those two goals into one email made it hard to know what I was supposed to care about.

Beehiiv - Clean follow-up with nod to upcoming webinars

This one from beehiv was pretty good overall. It thanked me for RSVPing, gave me a link to the recording, and even managed expectations about when it would be available—something more teams should do.

I liked that it offered a few different paths forward: I could rewatch the session, explore a demo, or check out future events. It didn’t try to do too much, but it still made sure I had everything I needed to stay engaged. Clean, direct, and helpful—just how a follow-up should be.

Lemlist - Overloaded email for webinar attendees

This one from lemlist threw me off a bit. It read like a follow-up for people who didn’t attend the webinar—even though I actually did. That mismatch made it feel less personal and made me second-guess whether I was even supposed to get it.

On top of that, there were a lot of different CTAs packed into the email: the replay, templates, another episode, a review link, and even a skill-up resource. It was a bit overwhelming and hard to know what to focus on first. With just a bit more segmentation and prioritization, this could’ve been way more effective.

Livestorm - Clever way to nurture leads and boost webinar conversions

This one stood out because of the clever strategy behind it. The webinar itself was hosted by Customer.io, but Livestorm—who powers the webinar platform—used the opportunity to follow up with attendees and promote their own product.

They did it really well IMO. The email feels helpful and content-focused, offering a recap of the key takeaways and reinforcing best practices for follow-ups and segmentation. But woven throughout are subtle nudges toward Livestorm, like the product tips, demo CTAs, and resources tailored to running better webinars.

It’s smart positioning: relevant, not pushy, and genuinely useful for someone already interested in webinars.

Mobile Force - Not maximizing webinar ROI

This follow-up from Mobileforce was… fine. It gave me the recording link, mentioned the partners involved, and offered to continue the conversation—which is all good. But that’s pretty much it. It didn’t really go beyond the basics or add much value beyond the link itself.

There’s no summary, no highlights from the webinar, and nothing that makes it feel especially tailored. It works as a quick nudge, but it doesn’t leave much of an impression.

Aptitude 8 - Smart follow-up after attending webinar

Aptitude 8 took a nice approach here by using the webinar follow-up to share another relevant piece of content. Instead of just linking to the recording, they followed up with a guide that expands on the topic—kind of like a bonus resource for folks who want to go deeper.

It’s a smooth way to keep the conversation going without feeling salesy. The guide is positioned as a helpful takeaway, and the email overall feels clear and purpose-driven. Definitely a good move.

What great follow-ups had in common

💡 After looking through all those real-life webinar follow up emails, a few patterns really stood out. The strongest ones made the session valuable again by adding clarity, offering a clear next step, and keeping things simple.

They respected webinar attendees’ time, used the webinar title or topic to anchor the message, and never tried to do too much. Whether it was sharing a recap, linking the webinar recording, or inviting people to an upcoming event, these emails felt intentional—and that made all the difference in the follow up process.

Common mistakes we saw (and how to avoid them)

Some follow up emails missed the mark—not because the content was bad, but because it wasn’t aligned with the audience.

Mixing a product update with a webinar recap? Confusing. Forgetting to segment between attendees and no-shows? A missed opportunity. Overloading the email with too many CTAs or irrelevant additional resources? That’s how you lose attention.

The best way to improve your webinar follow ups is to keep your follow up message focused, friendly, and aligned with your webinar marketing goals.

Wrap-up: the golden rules of webinar follow-ups

A great follow up doesn’t need to be complicated—it just needs to be clear, helpful, and timely. Start with a simple recap, link the webinar recording, and offer one focused next step. Tailor your message based on webinar attendance, and don’t forget to sound human.

The goal is to keep the connection going and gently guide your webinar attendees toward your next webinar, offer, or conversation.

Need help writing your webinar follow up emails?

Writing a great follow up doesn’t have to be a guessing game. I help SaaS teams craft email templates that nurture leads, boost webinar conversions, and make every post webinar message count.

If you want to fine-tune your webinar email sequence or just need a solid follow up template, let’s chat.

Book a quick strategy call—I’d love to help you make your next webinar work even harder.