| 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.
