Webinar promotion sequence: pre, during, and post-event emails that fill seats

# Webinar Promotion Sequence — "Scaling Paid Search Without Burning Budget" **Event:** Live webinar, Wednesday May 14 at 11:00 AM ET **Audience:** Growth marketers at Series A-C B2B SaaS (list size: 18,000) **Expected benchmarks:** 6% registration rate (~1,080 registrants), 38% show-up rate (~410 live), 62% watch replay **Next step after webinar:** book a 15-min strategy call --- ## Phase 1 — Pre-event (6 emails over 14 days) ### Email 1 — Initial invite (T-14 days, Monday 10am ET) - **Subject A:** "invite: how we cut CPA 41% in 90 days (live walk-through)" - **Subject B:** "Wednesday May 14: the paid search playbook we actually use" - **Preheader:** Free live session. Replay sent to all registrants. - **Goal:** Drive first wave of registrations from engaged list segment - **Body highlights:** 3-bullet agenda, presenter credential, "limited to 1,000 live seats," single CTA button - **CTA:** Save my seat ### Email 2 — Social proof nudge (T-10 days, Friday 9am ET) - **Subject A:** "437 growth marketers are already signed up" - **Subject B:** "Sarah from HubSpot is coming. Are you?" - **Goal:** Leverage FOMO + peer validation for fence-sitters - **Body:** 3 logos of registered companies, 1 quote from past attendee, counter showing seats filling - **CTA:** Grab one of the remaining seats ### Email 3 — Content teaser (T-7 days, Tuesday 11am ET) - **Subject A:** "the 3-slide framework we'll unpack next Wednesday" - **Goal:** Re-engage openers who haven't registered - **Body:** Share one framework slide as a teaser image, promise full walkthrough during live session ### Email 4 — Speaker spotlight (T-4 days, Friday 10am ET) - **Subject A:** "meet your instructor: \$2.4B in ad spend managed" - **Goal:** Build authority and credibility - **Body:** Short speaker bio, 2 notable results, 1 fun fact ### Email 5 — 48-hour reminder (T-2 days, Monday 8am ET) - **Subject A:** "your seat for Wednesday (calendar link inside)" - **Goal:** Drive add-to-calendar action (doubles show rate) - **Body:** Calendar .ics file, agenda recap, what to bring ### Email 6 — 24-hour reminder (T-1 day, Tuesday 11am ET) - **Subject A:** "tomorrow 11am ET — last-minute questions?" - **Goal:** Keep webinar top of mind + collect pre-event questions - **Body:** 1-click reply to submit a question, short "what you'll learn" recap --- ## Phase 2 — Day-of (3 touches) ### Email 7 — Morning-of (T-3 hours, 8am ET) - **Subject A:** "today 11am: your join link" - **Goal:** Maximize live attendance - **Body:** Join link above fold, agenda, "can't make it? replay auto-sent" ### Email 8 — Starting soon (T-15 minutes, 10:45am ET) - **Subject A:** "we're live in 15 — join now" - **Goal:** Capture last-minute joiners - **Body:** Giant join button, nothing else ### SMS (optional, if opted in) — T-10 minutes "Webinar starts in 10. Join: [link]" --- ## Phase 3 — Post-event (2-email follow-up) ### Email 9 — Thank-you + replay (T+3 hours, same-day 3pm ET) - **Subject A (attendees):** "the replay, slides, and bonus checklist" - **Subject A (no-shows):** "sorry we missed you — here's the replay" - **Goal:** Deliver value, drive replay views, introduce next step - **Body:** Replay link, slide deck PDF, 1-page checklist PDF, soft CTA to book strategy call - **CTA:** Book your free 15-min strategy call ### Email 10 — Re-engagement + CTA (T+3 days) - **Subject A:** "quick question about your paid search setup" - **Goal:** Convert webinar interest into booked calls - **Body:** Personal-style email from speaker, reference 1 specific webinar moment, direct CTA to book call with calendar embed - **Target conversion:** 8-12% of attendees → booked call --- ## Expected Results Summary | Metric | Benchmark | Projected | |---|---|---| | Registrations | 6% of list | 1,080 | | Live attendance | 38% of regs | 410 | | Replay views | 62% of regs | 670 | | Booked calls | 10% of attendees | 108 calls | | Pipeline influenced | \$12-18k per booked call | \$1.3M-\$1.9M