How to Create a Great Webinar Follow Up Email

Learn how you can make the best webinar follow up email after a member of your audience attended a webinar or event.

Kate Neuer
December 06, 2021


Table of Contents

What Is a Webinar Email?

Many attendees, especially those working from home, will watch multiple webinars in a week. This is why a lot of webinars are offered during weekdays instead of weekends. However, there are webinars offered on select weekends. All of these details and marketing strategies surrounding your webinar event start with a smart webinar email sequence. 

A webinar email is supposed to give details of what the webinar will be about and entice people to attend the event, whether they can interact with the host, ask questions, or simply watch the webinar like a lecture.

Webinar emails are often send to support the sales funnel of a company. The type of webinar offered depends on what the business is selling. 

In an email for webinars, most people would never forget to have a link to get leads to sign up to attend the event. This is the most important step since your business will want to count the number of projected attendees before the webinar starts.

Since most webinars are free, people expect an invite to a webinar. But how do you keep your attendees interested in your product or service after the webinar? Let's go over what exactly a follow up email would look like. 

Goals of a Follow Up Email

Before you make up any old webinar email, consider what you are trying to accomplish with a follow up email. 

These types of emails are for people who have attended at least one webinar, so the marketing should be directly related to them. We'll go over what you can get with the right content in your follow up email and why these particular goals are important for your sales.

Marketing of the Product or Service Your Webinar Is About

Growing businesses will primarily offer free webinars to grow a list of contacts, but webinars can serve as an online marketing tactic for a certain product or service. Some leads will take advantage of a free trial of any service or product from a business after seeing how it works in action from a webinar.

If your business wants to provide a link to the webinar for those who could not attend but registered anyway, you can include in your follow up email:

  • a link to the recorded webinar, if applicable
  • a free trial of the service or product for a limited time
  • other content, like an invite to another event
  • coupons for those who follow the business of social media

All of these funnels will entice contacts to click on a link that will ultimately lead to your website and product or service.

Offer Support

To send an email that will follow an email that presented the webinar at first, it's important to look up all types of support you can offer. You can easily get people's attention by sending an email automation about generic support for your product or service, but you can also add support content relating to the most recent webinar as well, like:

  • content that answers questions about topics discussed in the webinar
  • extra details about the webinar hosts, if applicable
  • webinar follow up content, like extra tips and tricks or an extra savings for those who attended the event

You can also give information about a webinar that will soon follow the previous one to generate hype for your next event. TruVISIBILITY has great email templates for these types of lead generating email blasts.



Give Details of How to Attend the Webinar

In any type of email about an upcoming webinar, it's vital to never forget the information your attendees will need, like a link to the webinar. 

Some pertinent details will be different for a free webinar versus one for sales, such as an educational course series, for example. These paid webinars will need to collect payment information and let the customer know what payment is accepted and how much each webinar is. If there is a list of webinars, make sure to give price points for each. Whether they are different or the same in order to nix any confusion. 

Every webinar email, however, will have to have the following information for future attendees:

  • Details on how to join the webinar, whether through a link or having to sign up on a website to receive a personalized access code.
  • The exact time the webinar is projected to start. Reminder: give the time of the webinar in terms of a.m. or p.m. as well as time zone.
  • Send an automation thank you email for attendees who have signed up for the webinar with a reminder of how to login or attend the webinar.

Give a Survey

A survey is one of the greatest things you can add to follow up emails to not only improve upon the current webinar but also any future webinars you may want to send invites for.

Whether you decide to embed a survey in your email or give contacts a link to the survey in the body of your email, here are a few other benefits of a survey:

  • to show how helpful the webinar was
  • to see if audiences would attend a similar webinar in the future
  • to view stats on who would click on your emails about webinars as well

These all give a good feel for who your audience is and how large it is. This will help your business, but surveys can act as a great marketing tool to show customers that your business cares about those who attend the webinar follow what you are doing with the business in the future. 

A lot of improvement lies in the brains of those who ask the right questions.

  • Was this content valuable enough?
  • Would you attend something similar in the future?
  • Do you think we are targeting the right market?
  • How did you hear about this webinar?
  • What is some information you would like to know about in the next webinar?

That last question is important in a survey. Because you don't necessarily have to put this information in a webinar. You can give what your audience wants to get in the emails to follow.

Convert an Attendee After a Webinar Ends

Those who host a webinar follow a certain set of expectations, mostly relating to sales. But how do you convert an attendee after a webinar event ends? And how do you specifically do this through emails?

You, too, will have to follow a set of appropriate "pushing" in your emails to sell whatever product or service you have that pertained to the webinar. A few good ways to do this are:

  • Show the valuable content you can give for free to those who attended.
  • Give special discounts to attendees.
  • Promise lifetime support, whether it is technical or not, if applicable.
  • Send emails that promise to answer any questions that weren't answered in the webinar.

There are a myriad of ways businesses can convert a lead after a webinar event, and much of this will depend on the type of webinar you had.

For example, was it simply an educational webinar? If so, a way to convert a lead may be to show stats of how your set of courses have benefited others. Testimonials are always great to add to an email along with statistics that show the success of your what you are offering.


Tools to Create Smart Webinar Follow Up Emails

There are a few different types of follow up emails that depend on who from your contact list attended the webinar or not. Let's go over just a couple of these categories and what tools you will need to make a great email for both.

For Those Who Didn't Attend

Some people may have signed up for the webinar but never attended. That's okay! Perhaps there is other content you can provide them, like:

  • A link to a recording of the webinar
  • A discount on webinars (if they are part of your sales funnel)
  • Information about any future webinars

You may have been sent webinar follow up emails after you forgot to attend a webinar. And in those emails, you will see a list of what you missed out on. Though this is a common marketing strategy we may see in our inboxes, showing your audience value is just as strong (if not stronger) in securing a lead's interest with your business.

For Those Who Did Attend

Don't feel bad about adding the same value to the list of contacts that did attend your webinar event. If these people did, in fact, pay attention and attend the webinar, then you can give them extra information about what was covered.

In this case, you can include:

  • Discounts for future webinars, products, or services
  • Reminder of what was covered in the webinar, such as a downloadable transcript or other content
  • Ability to ask follow up questions for the hosts via email

You may even want to add extra free trials or personal touches to emails of those who attended. For example, why not offer to set up a free call or consultation to attendees who have more questions?

What You Need for All Follow Up Emails

Now, let's talk about the tools you'll need in an email software to successfully send the best follow up emails. Here are some tools you may not have thought you needed in either a template or email creation software:

  • Email templates specifically designed for webinars or follow up email blasts
  • Ability to add a countdown clock to mark when the webinar or event starts
  • Ability to easily have leads and customers create their own accounts and easy logins for future webinars and events

You can check out our email app, Messaging, to see how we compare to other high-cost email software. Other capabilities our email app offers is simplicity in adding videos, images, custom brand colors, and everything else a business could ever need.


Other Webinar Email Sequences 

Other than a follow up email, you will naturally have to think of the emails to send to leads who may want to sign up for the webinar. There are two webinar email blasts that are pertinent to engaging your audience and generating hype of the event.

Announcing the Webinar

This may be a no-brainer, but one or a few emails announcing details of the webinar is vital. We've discussed a few of these details earlier in this article, so don't forget the basics like a link and time to the event.

The first things you should mention in this email is what the webinar will be about and how the audience can benefit from it. Here is an example of a great email.


Webinar Event Reminder

Everyone needs a reminder of something at some point. Whether you decide to send one, two, or five reminder emails to those who have signed up to attend the webinar, you cannot forget to include a link and directions on how to attend the webinar.

These types of emails you can create ahead of time as a template and adjust them as needed.


We hope this article was helpful in determining the difference in not only the message and marketing but also the tools needed for a follow up webinar email.

Don't forget the basics about surveys, giving information of future webinars and deals your business may be giving away. We are certain that if you are clear in your information, leads will return to your email to either look into what your business provides or to sign up for the next event!

Have a fun time creating a custom webinar follow up email below by checking out our Messaging app!