Webinars are an effective way to market through the whole customer life cycle. They can grow your audience, keep it engaged, and ultimately sell your offer. This is why smart brands are quick to use webinars in their marketing mix.
This was all true even before the pandemic... But in the new normal, webinars have been even more effective (and popular) than usual. 89% of webinar hosts feel webinars are their best channel; 49% of them plan to host more virtual events this year than last.
That being said, there's one question we get a lot. "How do I get people who signed up to my webinar to actually show up?"
This is what we're going to answer with this article. We'll show you how to create a webinar announcement that maximizes attendance. You'll get:
- 7 webinar email examples, with tips and takeaways
- Instructions on writing a webinar invitation email sequence
- A guide to creating effective webinar email subject lines
Before we dive into concrete examples of webinar invite emails, let's talk about what a webinar invitation email should include.
6 elements of a winning webinar email
Taking the time to draft a clear, thoughtful webinar invitation email makes all the difference when it comes to attendance. When you make it easy for potential guests to access the information they need, you make it easy for them to say 'yes'.
Don't think of these webinar invitation emails as a planning communication. Think of them as a piece of email marketing. You're looking to maximize attendance and engagement for the webinar ahead - and that means including the following 6 elements.
Your webinar invitation email needs to convey basic organizational details in an easy-to-read, visually appealing way. You can always add more elements, but every webinar invitation needs to include the following:
- Webinar title. This should be concise and informative. Guests should understand the webinar subject immediately without having to read a more detailed description in the body of your invitation email.
- Date and time. Think carefully about your audience. Do you anticipate guests from multiple time zones? Make sure to clearly state the event timing or include a calendar link that automatically adjusts depending on the registrant's location.
- Location. Let your guests know where your online event will take place. No one likes scrambling for join links moments ahead of a webinar.
- Registration process. Are you hosting a free webinar? A ticketed event? Will attendees need to RSVP via a registration link; is there any prep work they need to do? Craft your call to action carefully to guide guests to respond appropriately and always double-check your links!
- Agenda. This is where you spell out exactly what your guests can expect if they decide to attend your webinar. Breaking down how much time you'll spend on presentations, breakout sessions, or guest-speaker Q&As to help your invitees see the value they'll receive.
- Duration. Letting your invitees know in advance how much time they'll need to budget for your presentation can help increase registrations and cut down on no-shows. When people understand the full extent of their time commitment, they're more likely to make better decisions.
Put yourself in the position of a potential guest when writing. Ask yourself what you would need to know in order to register for a webinar and include those points.
Send a colleague a test copy of your invitation email for review. If your co-worker struggles to understand the webinar topic or how to sign up, polish your email some more.
When should you send a webinar invitation email?
If drafting and formatting your webinar emails is all about the reader, scheduling them should focus on the event.
The ideal webinar email sequence will balance your guests' need to plan in advance with your desire to build excitement and develop a relationship through multiple touchpoints.
It’s best to think of your webinar emails as part of other channels and tactics - like
Your webinar email sequence timeline
You might feel tempted to send your webinar invitation emails as soon as possible once you've nailed down the important details. Resist the urge! Launch your sequence too early and your guests may forget about your event by the time it rolls around. Wait too long, and they might not have space in their calendars.
The guidelines below should help you develop a timeline for your sequence based on the size of your webinar and the amount of planning involved for registrants.
- Webinar email invitation. When you should send your first webinar email depends on the size and type of event you plan to host.
E.g. An internal training invitation email should take into account other company-wide events or obligations. A webinar invitation email for a well-known, industry-wide event with multiple panels and speakers may need to go out further in advance.
- Webinar confirmation email. Send your webinar confirmation email as soon as an attendee signs up for your event. Automation tools and workflows can make this seamless - just be sure to do a few dry runs.
- Webinar reminder email. Webinar reminder emails are most effective a few days before the event and the day of the webinar. If, however, your first webinar email invitations went out over a year ago, you may want to begin nudging registrants a few weeks in advance.
- Post webinar follow up email. Send your post webinar 'thank you' message as soon as possible after the event to show appreciation for your guests. Ideally, this email will include a replay of your webinar, but this can also be sent separately if you intend to edit the recording.
Timing your webinar invitation email
Timing your webinar emails correctly matters as much - maybe even more - than drafting and designing them. Why? Because when someone receives an email can determine whether or not that person decides to open it - or send it straight to the bin.
Most email marketing solutions collect data that will give you insights into when and how your recipients like to read their messages. Leverage this data to schedule your webinar invitation and reminder emails for times when your prospective guests are most likely to see and review your messages.
10 best webinar emails from smart brands
Ready to begin promoting your upcoming webinar but need more inspiration? Have a look at these webinar invitation email examples to see the best practices we described above in action.
Best Invitation Email Examples
Teachable - Short, Sweet, Simple
Teachable knocks it out of the park with this crisp, clean invitation that puts all the details at invitees' fingertips. From a can't-miss-it header that makes clear that this message is an invitation to the bold graphic highlighting the topic, this webinar invitation email keeps everything simple but bold.
The body copy is also clean and to the point. A bulleted list makes it easy to see what guests will learn during the webinar, while emojis add personality.
We especially like that this email includes two separate registration buttons: one in the email header and one below the detailed event description.
Webflow - a Perfect 1-Paragraph Invitation
This email from Webflow demonstrates how simplicity doesn't need to mean sacrificing personality. Colorful images add visual interest and set a lively, informal mood. The bold headline makes checking your calendar for conflicts simple.
Notice that the body copy lists each speaker individually, including titles. It's clear that, while the company enjoys a good time, attendees can expect to hear from knowledgeable people with actionable insights.
Monday - Webinar Lineup Invitation
Monday found a creative way to invite attendees to their everyday webinar without cluttering their invitation email. You get 6 buttons, 5 of which correspond to webinars - and 1 of which invites you to see a full webinar list. This makes it easy to find an option that works for you.
The copy is sparse and simple; under 50 words long. Its short, direct, and just preppy enough to make the brand seem likeable. We're fans!
Frase - Text-Only Webinar Invite
There's a stereotype that webinar invites have to be well-designed; sometimes overdesigned. But the truth is that a very basic webinar email - intro, bullets, outro and sign-off - is more than enough.
We like this email from Frase because it tells you everything you need to sign up with zero fluff. Anyone can make a webinar email like this one in minutes, give or take.
Buffer - Descriptive Webinar Invite
This webinar email and a lot more descriptive than the previous few examples. It's written with the B2B crowd in mind; these folks tend to have longer attention spans than B2C customers.
The copy is longform, but broken up by design elements - buttons, images - and just long enough to relay key information. If you're going to go over a few lines, this is one way to do it.
Best Reminder Email Examples
Discrete Reminder Email
For an example of a webinar reminder done right, you can do a great job nudging potential guests without becoming overbearing.
Bold headers draw attention to the webinar topic and create a sense of urgency by highlighting that the webinar will take place today. The bright orange button helps smooth the registration process for latecomers.
You might have noticed that this reminder email targets people who haven't actually registered for the event.
This bold approach can help you collect a few last-minute attendees but take care. Unless you're confident your webinar topic has strong appeal or reason to believe your invitees didn't open previous messages, you might be better off focusing on the people you know will attend.
This second reminder email can break the 'short and sweet' rule. A closer look, however, reveals that it's actually two emails in one.
While the header helps guests access the webinar, the remaining body content encourages the reader to register for other Zoom webinars.
Kiwi Health - Quick Reminder with Visual Cue
This email takes seconds to read. It gives readers a few key things: webinar location, webinar time, and the speakers. Images of the speakers are featured in the email for a quick, visceral reminder of what they signed up for (and are likely interested in).
Your visual cue may be different - a screenshot, a product shot, something else - but the idea of adding a visual to your email copy is solid. You can then also use tools like Zoko to expand your messaging.
Best Follow-Up Email Examples
Hive - Short Follow-Up Email
This email from Hive gets off on the right foot by thanking the guest for making time to attend the event before shifting into marketing mode. The bulleted list makes each component easy to locate, while hyperlinks to other content add even more value.
Cisco - Long-form Follow-Up Email
This email is the same, structurally, as the short one above. It thanks the reader for attending, gives them a few bullet points, and closes with a big CTA button for a strong offer (free course from Cisco).
What we like here is the callback to the previous webinar. This works well because it connects what's already been consumed with future content.
How to write a webinar invitation email sequence
To maximize attendance and make the most of your webinar, you'll want to go beyond a single webinar invitation. We suggest developing a series of emails designed to keep your audience engaged and excited, especially if you ask them to register weeks or months in advance.
Depending on how far in advance you announce your webinar and the number of invitees, you may need to develop a sophisticated campaign to spread the word. For a simple series of webinar emails, however, focus on the following message types:
- Webinar invitation email. This webinar email will include all the information your target audience needs to understand your event. It's also your opportunity to "sell" your event to prospective attendees.
A webinar invitation, like a party invitation, should set the tone for your event. A webinar invite that incorporates video, images, or other elements can generate more interest than text alone. Are the people speaking at your webinar experts in their field or thought leaders in your industry? Consider adding brief bios of your webinar hosts with photos to build excitement.
- Webinar confirmation email. Keep this message short and to the point. Your webinar confirmation email should inform your guest that you've reserved space and provide any links or passwords necessary to join. You also don't need to repeat all the information in your initial invitation email, just the high points.
- Webinar reminder email. These are surprisingly tricky, so take time to consider your target audience before starting to write. Most people appreciate a reminder email a few days prior to an important event or the day of. Send too many, however, and you risk alienating your guests before they even arrive. Keep your webinar reminder emails short and include only the critical links or information guests absolutely need to join.
You might also want to send reminder emails a few days before registration for your event closes. Don't just re-hash your initial webinar invitation email. Use these reminders as an opportunity to highlight the specific benefits of your event or announce new panelists.
- Post webinar follow up email. This webinar email should thank your webinar attendees and include a link to the webinar replay. If you're using an email marketing solution such as ActiveCampaign, MailChimp, or Keap, you may also be able to send a copy of the replay to invitees who registered but did not attend. Once they've had a taste of what you have to offer, they're more likely to accept your next webinar invitation.
If you're using your webinar to launch a new product or upsell existing clients, be sure to include a call to action in your follow up email that supports this goal. A webinar focused on one aspect of a sales training retreat, for example, should include a link to purchase the complete, in person events package.
As you draft your webinar emails, try to remember that each email has a specific purpose. Let the function of your message guide the writing and formatting, and always keep your audience at the forefront.
Effective webinar sequences: style and formatting
Once you're sure you've included all the critical elements, you can focus on how your email looks. If you're using a webinar invitation email template, this could be as simple as following a series of prompts to input information. Once you've shared the details, the software will do the formatting for you.
If you're designing your invitation email yourself, these suggestions can help you create an attractive webinar email that boosts registration.
- Don't make your audience hunt for important details in dense paragraphs of text. Instead, use bullet points and bold headers to highlight must-know instructions.
- Structure your invitation email so that all of the essentials appear at the top of your message, followed by a registration button or another call to action.
- Make signups easy. Some people will know immediately that they want to attend your webinar. Placing a registration button at the top of your message saves them time. Other people may need to learn more about the topic or the timing. Including a second registration button at the bottom of your email means they don't need to scroll to sign up.
Effective webinar sequences: adding value
Your webinar invitation should make it easy for prospective guests to understand how they benefit from attending. A virtual event may not seem as difficult to attend as in-person events like conferences or brown bag lunches, but they do make demands on your guests' time and energy. Once you've covered all the details about where and how to join, think about how your webinar content can add value for your attendees.
If your company provides cloud-based accounting solutions for small businesses, each component of your webinar invite needs to appeal to accountants, bookkeepers, and CFOs. Your event name, email subject lines, and other elements should all highlight how your event will improve their experience at work.
Your webinar invite needs to be the complete package: compelling, professional, and informative. A good email invitation will sell your guests on your event, but the best webinar invitation can sell them on your brand or company. That's why we suggest taking a thoughtful approach to drafting an invitation email - even if you have access to a webinar invitation email template through your CRM.
Effective webinar email sequence subject lines
Your webinar invitation subject line has a lot of work to do. It needs clearly convey the webinar content, as well as information about the date and time, and cost (if any). It also needs to stand out in a crowded inbox and pique your audience's interest.
Subject lines for webinar invitation emails: best practices
If you only have five minutes to write a webinar email, spend most of them on the subject line. A well-drafted subject line can convince prospective guests to sign up on its own!
Match the tone of your subject line to your audience. A webinar email invitation for the Facebook developer conference requires a more formal subject line than an invitation email for a fitness coach's free webinar on post-workout stretches.
Grab your audience's attention with language that creates a sense of urgency or scarcity. An enticing subject line will remind potential guests what they gain by attending. Alternatively, an effective subject line might remind potential guests that time is running out or that limited spots remain. You might also want to use email outreach tools if you want to do it on a scale.
Avoid overly 'sales-y' language. If your desired subject line contains words like "limited time" or "learn the secret", you may want to reconsider. Sophisticated filtering algorithms may classify your email as promotional and route it away from your recipients' inbox and into the SPAM folder.
Webinar email subject line examples
Still feeling stuck? We've included subject lines for every type of email in your sequence, from webinar reminder emails to webinar invitations.
- Just a few seats left for next month's webinar
- Join us on (webinar date) to learn more about (subject)
- Ready to learn more about (webinar subject)? Here's your webinar invite!
- Join us for a webinar on (webinar subject)
Subject lines for a webinar confirmation email
Effective subject lines for a webinar confirmation email express appreciation and build anticipation. If your confirmation email includes links or passwords your guests will need to join the webinar, be sure to include this information in the subject line.
- Thank you for your webinar registration [link and password inside]
- Congratulations! You're registered for (webinar title)
- See you on (date) to learn more about (subject)
Subject lines for a webinar reminder email
You can also include links to relevant content, such as a blog post by one of your featured speakers or
- Reminder: upcoming webinar on (webinar date)
- Remember to join us on (webinar date)
- Looking forward to seeing you at (webinar time)
Subject lines for a post webinar follow up email
Thank your webinar attendees for sharing their time and include a copy of the webinar replay. If you intend to host a similar event in the near future, consider a call to action encouraging them to register for your next webinar.
- Thanks for attending today's webinar [link to replay inside]
- Thanks from (event organizers) for sharing your time
- Your webinar replay recording [open for link]
- Looking forward to seeing you at our next free webinar
- Here's your online certificate
Webinars are increasingly important and effective. To make sure people show up to yours, make sure to create invite emails with 6 key elements: title, date and time, location, agenda, duration, and registration process.
To help understand how webinar emails and email sequences are written, just check out this page. To start hosting your own webinars, create a few account with LiveWebinar. Getting started is 100% free!