Webinars remain one of the highest-converting channels for SaaS companies. A well-executed webinar can generate qualified leads, demonstrate product value, and close deals in a single session. But here's the problem: most webinar email sequences leave money on the table.

Average webinar attendance rates hover around 35-45%. That means over half of your registrants never show up. And of those who do attend, most companies fail to follow up effectively, losing potential conversions to poor timing and generic messaging.

This guide covers the complete webinar email sequence: from registration confirmation through post-webinar follow-up. You'll learn the optimal timing for each email, subject lines that drive opens, and templates you can adapt for different webinar types.

The Complete 8-Email Webinar Sequence

A comprehensive webinar sequence includes emails before, during, and after the event. Each email serves a specific purpose in maximizing registrations, attendance, and conversions.

Email	Timing	Purpose	Expected Open Rate
Registration Confirmation	Immediately	Confirm signup, set expectations	80-90%
Reminder #1	1 week before	Build anticipation, add to calendar	40-50%
Reminder #2	1 day before	Create urgency, share prep content	45-55%
Reminder #3	1 hour before	Final push, last chance to join	50-60%
Live Now	At start	Drive immediate action	35-45%
Replay Available	Within 24 hours	Capture no-shows, drive replay views	45-55%
Follow-up #1	2-3 days after	Provide value, soft CTA	35-45%
Follow-up #2	5-7 days after	Direct conversion push	30-40%

Email 1: Registration Confirmation

The registration confirmation email is your highest-opened email in the sequence. Most companies waste this opportunity with a bland "You're registered" message. Instead, use it to build excitement and ensure attendance.

Key elements:

Clear confirmation that registration worked
Date, time, and timezone (always include timezone)
Calendar invite link (critical for attendance)
Teaser of what they'll learn
Pre-webinar resource (builds engagement)

Sales-led SaaS, feature launches

For live product demonstrations and feature showcases

Subject Line

You're in! [Product] Demo on [Date]

Email Body

Hi [First Name],

You're registered for our live [Product Name] demo.

When: [Day], [Date] at [Time] [Timezone] Add to calendar: [Google Calendar] | [Outlook] | [iCal]

What you'll see:

How [Company Type] teams use [Product] to [primary benefit]
Live walkthrough of [key feature 1] and [key feature 2]
Real results from customers like [Customer Name]
Your questions answered live

Before the demo: I've put together a 3-minute overview video so you can hit the ground running. It covers the basics so we can dive into advanced features during the live session.

Watch the preview: [Link]

See you [Day]!

[Your Name] [Title]

P.S. Reply with your biggest challenge around [problem space]. I'll make sure we address it in the demo.

Email 2: One Week Reminder

The one-week reminder builds anticipation and gives registrants time to plan their attendance. This is also a good time to share preparatory content that increases engagement.

Sales-led SaaS

For product demonstration webinars

Subject Line

One week until our [Product] demo

Email Body

Hi [First Name],

Quick reminder: our live [Product Name] demo is one week away.

When: [Day], [Date] at [Time] [Timezone] Join link: [Webinar URL]

I've been preparing the demo based on questions from registrants. Here's what's generating the most interest:

How to [solve specific problem] in under [time]
The [feature] that saves teams [X] hours per week
Why [competitor approach] often fails (and what works instead)

Quick question: What's the ONE thing you'd need to see to know if [Product] is right for your team?

Reply with your answer. I'll make sure to address it live.

[Your Name]

P.S. Not sure if you can make it live? Register anyway. I'll send the recording, but the live Q&A is only available if you attend.

Email 3: One Day Before Reminder

The day-before reminder creates urgency and is often the highest-opened reminder email. This is your last chance to boost attendance before the event.

Sales-led SaaS

Urgency-focused reminder for product demos

Subject Line

Tomorrow: Live [Product] Demo

Email Body

Hi [First Name],

Our live [Product Name] demo is tomorrow.

When: [Day], [Date] at [Time] [Timezone] Join link: [Webinar URL]

What you'll see:

Complete walkthrough of [core features]
Live demo (not slides) of [key capability]
Customer results from [Company Type] teams
Your questions answered in real-time

Before tomorrow: Add the event to your calendar if you haven't already: [Calendar Link]

I've blocked extra time for Q&A because the questions from this group have been excellent. Bring yours.

See you tomorrow,

[Your Name]

P.S. Can't make it live? Reply and let me know. I can send the recording, though you'll miss the live Q&A portion.

Email 4: One Hour Before Reminder

The one-hour reminder catches people who forgot despite earlier reminders. Keep it short, make the join link prominent, and create urgency.

All webinar types

Brief, action-focused reminder

Subject Line

Starting in 1 hour: [Webinar Title]

Email Body

Hi [First Name],

We go live in one hour.

Join the webinar: [Webinar URL]

When: [Time] [Timezone] (that's 60 minutes from now)

See you there,

[Your Name]

Email 5: Live Now

The "live now" email is sent the moment your webinar starts. It catches late registrants and creates urgency for people who planned to attend but got distracted.

All webinar types

Simple notification that the webinar has started

Subject Line

We're live! Join now: [Webinar Title]

Email Body

Hi [First Name],

We just started!

Join now: [Webinar URL]

Don't miss the opening. I'm covering [key point] right now.

[Your Name]

Email 6: Replay Available

The replay email is critical for capturing value from no-shows. On average, 55-65% of registrants don't attend live. A strong replay email can convert these leads.

Sales-led SaaS

Post-demo follow-up with replay and CTA

Subject Line

Missed the demo? Here's the replay

Email Body

Hi [First Name],

You missed our live [Product Name] demo, but I've got you covered.

Watch the replay: [Video Link] Download the slides: [Slides Link]

Key moments to watch:

[00:05:30] The feature that saves teams [X] hours/week
[00:18:00] Live demo of [core capability]
[00:32:00] Customer results from [Company Type]
[00:45:00] Q&A highlights

Total runtime: [X] minutes. If you're short on time, start at the 18-minute mark for the live demo.

Ready to see it for yourself? Start your free trial: [Trial Link]

Or, if you prefer a personalized walkthrough, book time with our team: [Calendar Link]

Questions? Reply here.

[Your Name]

Email 7: Follow-up #1 (Value + Soft CTA)

Two to three days after the webinar, send a follow-up that provides additional value while introducing a soft call to action. This email should feel helpful, not salesy.

Sales-led SaaS

Value-focused follow-up with soft CTA

Subject Line

3 things people asked after the demo

Email Body

Hi [First Name],

After the [Product Name] demo, I got several questions via email. Here are the three most common ones (and my answers):

Q: How long does implementation take? A: Most teams are up and running in [timeframe]. We have a [onboarding process] that walks you through everything.

Q: How does [Product] compare to [Common Competitor]? A: [Honest comparison with specific differentiators]

Q: Is there a way to test it before committing? A: Absolutely. Our [trial period] gives you full access to all features. No credit card required. Start here: [Trial Link]

Have a question that wasn't covered? Reply here. I respond to every email.

[Your Name]

P.S. If you'd prefer a personalized walkthrough based on your specific use case, book 30 minutes with me here: [Calendar Link]

Email 8: Follow-up #2 (Direct CTA)

Five to seven days after the webinar, send a direct conversion email. By now, interested attendees have had time to watch (or rewatch) and think about their decision.

Sales-led SaaS

Direct conversion push for demo attendees

Subject Line

Ready to try [Product]?

Email Body

Hi [First Name],

It's been a week since the [Product Name] demo. You've seen what it can do. The question now is whether it's right for your team.

Here's what I'd suggest:

Start a free trial and test it with a real project. Most teams know within [timeframe] whether it's a fit.

Start your trial: [Trial Link]

No credit card required. Full access to all features for [trial length].

If you'd rather have a conversation first, I'm happy to walk through your specific use case and give you an honest assessment of whether we're a fit.

Book a call: [Calendar Link]

Either way, I'm here to help you make the right decision, even if that decision isn't [Product].

[Your Name]

No-Show Follow-up Sequences

Over half of webinar registrants never attend. Don't let these leads go cold. A dedicated no-show sequence can recover significant value.

The key difference: no-shows need a different approach than attendees. They didn't experience the webinar, so your follow-up should focus on getting them to watch the replay rather than assuming they have context.

Email	Timing	Focus
Replay Available	Within 24 hours	Get them to watch
Highlight Reel	Day 3	Share key moments
Direct CTA	Day 7	Convert without full viewing

All webinar types

Initial outreach to people who didn't attend

Subject Line

You missed it (but here's the replay)

Email Body

Hi [First Name],

I noticed you couldn't make the live webinar. No problem. Here's the replay:

Watch now: [Video Link]

What you missed:

[Key insight 1] (timestamp: [X:XX])
[Key insight 2] (timestamp: [X:XX])
[Key insight 3] (timestamp: [X:XX])

Total runtime: [X] minutes. The first 20 minutes cover the most actionable content if you're short on time.

Questions after watching? Reply here.

[Your Name]

Subject Line Formulas That Drive Attendance

Subject lines make or break your webinar sequence. Here are proven formulas for each email type:

Registration confirmation:

"You're in! [Webinar Title] on [Date]"
"Confirmed: [Event] with [Host/Guest]"
"[First Name], your seat is saved"

Reminders:

"[Time period] until [Webinar Title]"
"Tomorrow: [Compelling topic or outcome]"
"Starting in 1 hour: [Event Name]"

Live now:

"We're live! Join now"
"[X] people just joined. You coming?"
"Starting now: [Topic]"

Replay:

"Missed it? Here's the replay"
"Your [Webinar Title] replay + slides"
"What you missed (45 min replay)"

Follow-ups:

"The question everyone asked after [Webinar]"
"3 things people asked after the demo"
"Ready to try [Product]?"

Timing Best Practices

Timing significantly impacts webinar email performance. Here's what the data shows:

Optimal webinar day: Tuesday, Wednesday, or Thursday tend to perform best for B2B webinars. Monday is busy with catch-up, and Friday has lower attendance.

Optimal webinar time: 11am or 2pm in your primary audience's timezone works well. Avoid early morning (people are settling in) and end of day (people are wrapping up).

Reminder timing matters:

1 week reminder: Send at the same time of day as the webinar
1 day reminder: Morning (gives people time to plan)
1 hour reminder: Exactly 60 minutes before
Live now: The moment you go live (set up automation)

Replay email timing: Send within 2-4 hours of the webinar ending. Strike while interest is high.

Measuring Your Webinar Sequence

Track these metrics to optimize your sequence:

Metric	Benchmark	What to Do If Low
Registration rate	20-30% of landing page visitors	Improve landing page copy
Attendance rate	35-45% of registrants	Strengthen reminder sequence
Replay views	15-25% of no-shows	Better no-show sequence
Conversion rate	10-20% of attendees	Improve webinar content/offer
Email open rate	40-60% (reminders)	Test subject lines
Click rate	5-15%	Improve CTAs

The most important metric: Conversion rate from registrant to customer. Track this end-to-end, including both live attendees and replay viewers.

Implementation Checklist

Before your next webinar, ensure you have:

Tools for Webinar Email Automation

Your email platform needs to support:

Triggered emails: Send confirmation immediately after registration
Scheduled emails: Send reminders at specific times before the webinar
Segmentation: Separate attendees from no-shows for follow-up
Integrations: Connect with your webinar platform for attendance data

Sequenzy integrates with popular webinar platforms to automate your entire webinar email sequence. Set it up once, and every webinar runs the same high-performing sequence automatically.

For more on building effective email sequences, check out our guides on email sequence templates, lead magnet email sequences, and SaaS email onboarding sequences.

Common Mistakes to Avoid

Sending too few reminders. Most companies only send one or two reminders. Research shows three to four reminders significantly improve attendance without increasing unsubscribes.

Generic replay emails. Your replay email should be almost as good as your registration email. Treat no-shows as a new audience to nurture, not an afterthought.

No differentiation between attendees and no-shows. Attendees need different follow-up than no-shows. Segment your list and send appropriate messages to each group.

Weak subject lines on reminders. Your reminder emails compete with everything else in the inbox. Use curiosity, urgency, and specificity to drive opens.

Missing the live now email. This single email can add 5-10% to your attendance rate. Automate it so it sends the moment your webinar goes live.

Stopping after the replay email. The follow-up sequence (emails 7 and 8) is where conversions happen. Don't skip them.

Your webinar email sequence is the difference between a webinar that generates leads and one that generates customers. Get it right, and webinars become one of your most predictable conversion channels.