7 Webinar Follow-Up Templates to Increase Webinar Impact
Email marketing is a tried-and-true channel for following up with attendees after webinars. Most marketing teams develop webinar invitation email sequences, but what about follow-up emails?
Customer engagement isn’t confined to the event itself, and entails more than a simple thank you email after the webinar. By providing useful content before, during, and after your events, you build stronger connections and create more opportunities to drive revenue.
Post-event follow-up is an incredible opportunity to collect feedback, facilitate engagement with your qualified leads, and increase conversions while providing additional value.
Webinar follow-up emails give webinar attendees a chance to act on the excellent experience they received. You can engage them with more interactive content and invite them to future events. 76% of marketers report that email is the most effective method for securing registrations.
Email follow-up reinforces your key points and cements your message in attendees’ minds. This tactic also enables you to answer any unanswered questions or fill in any knowledge gaps.
For marketing teams, follow-up correspondence with your attendee email list plays a significant role in content marketing strategy because it’s crucial to relationship building. In that regard, additional follow-up emails increase your chances of receiving a reply or conversion by 22%. Once you lay the foundation with email, you can then nurture leads and nudge them down your sales funnel. Webinar attendees are generally qualified leads and therefore potential customers, so it’s imperative you reach out to them post-event.
Audience members leaveevents expecting a follow-up — it’s now a staple of any in-person or online event, not just webinars. So, say hello and thank you, then give your attendees the next step you want them to take. After that, be consistent, as frequency matters; you want to reach out enough to stay in their minds without spamming. The general recommendation is to wait three or five business days in between correspondences, apart from the one you send right after the webinar.
Where Webinar Follow-Up Emails Lead
Post-webinar follow-up emails summarize the event experience and lay out next steps for leads. It’s important to include something meaningful in the email, such as:
Suggested reading lists
Links to other resources
In addition, they open an opportunity to gather honest feedback about your webinar as well as your target audience. You can insert an open-answer questionnaire in your follow-up emails to strike while the iron’s hot. As further incentive, consider offering rewards such as discounts on extra content. Whatever you choose, introduce a sense of urgency to encourage recipients to take action.
If you’re interested in crafting your own webinar follow-up template, include the following elements throughout your cadence to ensure nothing is left out:
ElementReasonDate/Time ConfirmationConfirm successful registrationCalendar InvitePrevent double bookingRelated Resource(s)Reinforce value(s)Event TitleFacilitate searchabilityThank-you EmailShare the recording (+ good manners)source: Demio
Last but certainly not least, follow-up emails prevent leads from going cold. Give them a new, meaningful task to complete, and you have a hot prospect.
This aspect of email marketing should include segmentation and automation as well. Everyone should receive an automated follow-up email regardless of their post-registration status. That means unique emails for attendees and absentees; just because they missed the webinar doesn’t mean they’re a lost opportunity.
Subject Line Examples
Successful email marketing encompasses multiple facets, but your subject lines deserve some of the greatest consideration. They’re the gateway to your email content, so they must be attention-grabbing.
Beyond these basics, all follow-up email subject lines should meet the following criteria:
It is written clearly and concisely
The content is highly relevant to the recipient
Personalization is incorporated, including company names but especially personal names
The email is action-oriented and pushes the reader to take a next step, such as:
Signing up for a reading list
Registering for another event
Taking advantage of a discount on a next purchase
An emotional trigger is used, like:
The style and tone are unique
Research-based considerations (i.e., which subject lines perform better)
As with all marketing, testing is necessary to determine which subject lines achieve the highest open response. For instance, email marketing software companies have found that simple and concise subject lines with a clear intention perform best. Examples include:
See you [DATE]!
[NAME], What Did You Think of the Webinar?
We Value Your Feedback
Big Deals on [WEBINAR CONTENT PRODUCTS]
Missed Our Webinar? Get Your Recording Here!
Dive Deeper Into [WEBINAR NAME] Insights
Claim Your Attendee VIP Access for Webinar Bonuses
Many of the best-performing follow-up subject lines are no more than 40 characters long, with some far shorter. But word count is less relevant than how concisely you convey your value.
An example of a cogent subject line that’s proven successful is: “[MONTH] Flash Sale!”
This simple, three-word subject line boasts an open rate of over 70% for those who opt in to the sending company’s email list.
By following these simple rules and split-testing your copy, you can craft emails and subject lines with consistently high open rates.
Webinar Follow-Up Email Templates
Webinar follow-up email templates should be based on the funnel stage, with each email and CTA directed toward one specific action. Email marketing tools normally make it easy to segment your audience during the follow-up process.
Successfully completing email sequences for each funnel stage maximizes webinar ROI. So, focus on each step in the buyer’s journey and create an automated process to see optimal results from your post-event emails.
With that in mind, here are some email examples based on each stage of the sales funnel to inspire your own template creation.
Drive More Registrations
Congratulations! Your hard work has paid off and you have secured a registration.
Now, you need to make sure the registrant becomes an attendee. Craft and set an automatic registration confirmation email to keep their attention well after they sign up so they don’t forget about the upcoming event. Include a link that registrants can add to their calendars to boost your attendance rates.
To that end, including the time or title of your webinar in the subject line is another effective way to make information quickly searchable for registrants. If the subject line feels too crowded, take advantage of preview text to share other critical information.
Subject: See you DATE!
Thanks for signing up to attend [EVENT] on [DATE]. We’re looking forward to having you!
ADD EVENT TO CALENDAR HERE
Is there anything in particular you’re interested in discussing or learning about?
P.S. – In the meantime, check out these RESOURCES for some additional inspiration!
Subject: You’re registered! [Webinar Title]!
Hope you’re excited about our [EVENT] on [DATE].
Here are some [RESOURCES] to check out in the meantime.
If there’s anything specific you’d like to discuss or learn about at [EVENT], just reply and let us know. 🙂
P.S. – ADD EVENT TO CALENDAR HERE
Increase Show-Up Rates
Although your lead registered, received your confirmation email, and added the event to their calendar, this doesn’t guarantee they’ll show up. That highlights the need for a top-notch webinar reminder email.
Inboxes are usually inundated with notifications and event invites. Grab your registrant’s attention early the day of the event to start making connections and encourage live attendance.
Subject: See you at [TIME]!
Just sending a reminder about our [EVENT] at [TIME] today.
We’re looking forward to seeing you! If you have any questions, feel free to reply here.
See you there!
Subject: You ready?
I hope you’re excited about our [EVENT] at [TIME] today.
If you have any questions, please feel free to reply here.
See you at [TIME]!
Thank You & Reconnecting With Absentees
The event is over and you’ve just blown your attendees’ minds. Now comes the all-important follow-up.
A follow-up thank you is expected after any event attended, be it a birthday, graduation, concert, or a virtual wine tasting. This is a great chance for you to continue the conversation because your audience is ready to hear from you.
Use this opportunity to create a good impression and prepare your next point of contact.
Thanks for attending our [EVENT] today.
We know sparing [TIME DURATION] is a big deal, and we’re thrilled you chose to spend it with us.
If you’re interested, we have another [EVENT] coming up on [DATE] and would love to have you.
In the meantime, check out some of these [RESOURCES]. 🙂
P.S. – Here’s a recording of today’s event!
Subject: Thanks for coming…
Great to see you at [EVENT] today.
I know giving [TIME DURATION] is a big deal, so I wanted to send you [RESOURCES] as a thank you.
I hope you find them useful!
P.S. – We have another event coming up on [DATE] and would love to have you. Register here!
Maximizing Post-webinar Engagement
As much as leads might enjoy your company’s swag or the presenter’s witty jokes, that’s not why they came to your webinar. People attend virtual events to gain something of value; your leads want to know what you can offer to improve their current circumstances.
So, when you send a webinar follow-up email, consider attaching a free perk, such as a white paper, the presentation slide deck, or a long-form strategy guide.
Providing additional value gains impressions and improves your reputation as an industry thought leader. We’re fans of sharing resources in any email (in case you didn’t notice), but it’s particularly worthwhile to send communications focused on additional resources to convince recipients to take next steps with your business.
Thanks for coming by our [EVENT] today.
As promised, here are some [RESOURCES] to solidify your [MAIN LESSON FROM EVENT]. 🙂
I’d love to chat with you more about [SUBJECT]. If you’re interested, please feel free to set some time on my calendar here.
P.S. – We have another [SUBJECT] [EVENT] on [DATE] — register here!
Subject: [RESOURCES] for [ACHIEVING GOAL]
Just sending over those [RESOURCES] we talked about in our [EVENT].
I hope these can help you [ACHIEVE GOAL]!
P.S. – We’re hosting another [SUBJECT] [EVENT] on [DATE] and would love to have you. Register here!
Gather Useful Feedback
A post-webinar survey email is an excellent approach to collecting feedback. You might not achieve a 100% open rate, but you’ll find a few attendees who genuinely want to share their opinions with you.
You can also use this follow-up email to invite them to an upcoming webinar and possibly move them further down the funnel.
Subject: We’d love to get your thoughts…
Thanks for attending our [EVENT]!
We appreciate your insights and hope you’ll take [TIME] to fill out this survey on [EVENT] [SUBJECT].
As a thank you, here are some resources to up your [SUBJECT] game!
P.S. – We’re hosting another event about [SUBJECT] on [DATE]. You should join us!
Subject: Any feedback?
Thanks again for attending our [EVENT]!
I wanted to send some free [RESOURCES] to show our appreciation.
P.S. – If you’re interested, I’d love to get your thoughts in this [TIME] survey.
Boost Webinar Conversion
Personalized follow-up emails excel at moving prospects through the sales funnel. Personalized subject lines alone are 26% more likely to be opened.
Have someone on your team take note of the opinions people share during the event (both verbally and via chat) so you craft tailored follow-up correspondence that helps build real connections with your engaged attendees.
Audience members want to feel like they’re more than just numbers, and a personalized webinar follow-up email is a perfect way to show you see them.
Subject: Hey [first_name], thanks for coming!
Just wanted to follow up on our [EVENT].
I really appreciate what you said about [QUOTE], and I’d like to discuss it more.
Do you have [TIME] this week to chat?
P.S. – Check out this [RESOURCE] on [SUBJECT] and let me know what you think.
Subject: [first_name] — let’s chat about [SUBJECT]
Thanks for coming to our [EVENT] today.
I liked what you had to say about [SUBJECT] and I’m hoping we can discuss it further.
Do you have time this week for a quick chat?
P.S. – Check out these [RESOURCES] on [ACHIEVING GOAL].
Schedule Meetings and One-on-Ones
If you made any connections during your event, follow up with them directly. You never know when a seemingly mundane conversation can turn into a meeting — or a sale!
Subject: Got [TIME]?
Thanks for stopping by our [EVENT] today.
I’d love to speak with you more about [SUBJECT] and am wondering if you have [TIME] to chat this week?
Please feel free to make some time on my calendar here.
Thanks again for coming!
Subject: Hey [first_name], wanna chat?
Just following up on our [EVENT].
I’d love to chat more about [SUBJECT] and am wondering if you have [TIME] this week?
Looking forward to hearing from you.
How to Craft a Compelling Follow-Up Email
There’s no perfect rhythm for webinar follow-up emails. Each event is unique, so you should build your cadence around each specific audience and event.
That said, here’s a sample webinar follow-up email sequence to get you started (plus five rules for preparing outreach emails for your event).
TimelineEmail SentLead Registers for EventRegistration ConfirmationDay of Event (before)Day-of ReminderDay of Event (after)Thank YouDay After EventContent1-2 Days After EventSurvey1-3 Days After EventPersonal1-7 Days After EventMeetingsource: Demio
Subject Lines That Spark Interest
The subject line is the first thing attendees see after the webinar, and it:
Determines whether they open the email
If they click, set the context for what to expect in the body of the email
Strong follow-up email subject lines check off several boxes:
Emotional or curiosity-inducing
Easy enough for a child to understand
Keep these rules in mind when crafting subject lines. Being concise is easy — say what you need to say and nothing more. Relevance means relating it to the webinar topic and employing familiar language. Meanwhile, you can add personalized subject lines with email automation tools to simplify the creation process.
Personalization Is Key
Whenever possible, include personalized elements like personal or company names wherever possible.. This can be done easily with features available in software like Mailchimp.
People react more positively when addressed as individuals instead of nameless members of a market segment. Use personalized language to make your subject lines more engaging. Let the audience know there are real people behind these emails.
Also, speak to the issues your attendees have expressed an interest in. That means asking questions in webinar follow-up polls. You can also ask about their interests before or during the event. Lastly, collect information on your website, emails, and social media polls.
With strong audience research and personalized addresses and subject lines, audience members feel like you’re speaking to them directly. This increases open rates and other relevant KPIs.
This step should be brief and concise. A quick reminder of the most important points discussed in the webinar reinforces the value attendees have gained and directs their thinking toward positive outcomes.
Also, be sure to provide something meaningful to drive home your messaging. A webinar recording is a great way to accomplish this. In combination, these two factors show your appreciation for their presence during your webinar and offer an extra perk to further their learning as well as keep your brand top of mind.
Further reading or assorted (useful) handouts are welcome resources as well. So, include handouts, links to relevant resources, insights, statistics, and other downloadable or linked content.
These elements cement your webinar content in your audience’s mind. It also shows you want them to leave your webinar having received meaningful benefits.
Call to Action
Compel more attendees to stay until the event ends with clear, well-crafted calls to action (CTAs) that align with your webinar goals. Build them into your webinar strategy from the start so every CTA is relevant to the event’s context.
Most CTAs direct the attendee to:
Sign up for a demo
Start a free trial
Download a resource
Join a mailing list or newsletter
Make a direct purchase or subscription
Register for the next webinar
Access exclusive content
Book a consultation
In addition, you can gently incentivize your audience members to:
Follow your social media pages
Post about your event on social media
Fill out a quick survey
Join your brand’s community (forum, account, etc.)
Although one email isn’t enough to bear fruit from your post-webinar follow-up, you also shouldn’t harass attendees; that’s a straight shot to the spam folder for your messages.
Email notifications are built into the best live and on-demand webinar solutions. Use the included email marketing features and integrations to automate your campaign schedule. Also, make sure different audience segments receive emails tailored to their stage in your sales funnel.
Demio enables email notifications that you can easily turn on or off for instant registration confirmation. Set automatic messages for future events and trigger reminders for 24 hours, 1 hour, and 15 minutes before the session. You can even toggle notification emails about replays sent out after the session. Select from all registrants, attendees, or no-shows so every correspondence reaches the right recipient.
How to Extend the Shelf Life of Your Webinar
Webinars are popular among marketers due to their long-term value. Their worth doesn’t expire after attendees view the presentation and click through the CTA. You can extend the shelf life of your webinar in several ways.
Push attendees to take action immediately after the event while they’re still hyped about the webinar and the content is fresh in their minds. Send follow-up emails with benefits and incentives to encourage further action. Follow the email directions we’ve laid out to craft correspondence that earns the best response.
Share Highlights on Social Media
Repurpose great webinar experiences into valuable promotional content. Have editors trim highlights from the virtual event to share on social media. These snippets serve as sneak peeks that can entice new and repeat attendance.
Bite-sized videos and graphics showcase the value your webinar offers to larger audiences at a very low cost. Highlighting the best of your content is an effective way to draw in more attendees and convince them to watch the full webinar.
Create Feedback Surveys
Post-webinar surveys serve dual purposes: They communicate how much you care about your attendees’ experiences as well as gather valuable feedback to guide your future event creation.
Feedback survey questions should be mostly quantitative to support your webinar KPIs. Keep any long-form questions concise but give the recipient plenty of space to write a comprehensive response. Employing a numerical (e.g., 1–10) or qualitative (e.g., poor, average, excellent) rating is a straightforward way to collect honest, concrete feedback without losing attendees’ attention. Common post-survey inquiries include:
Please rate your overall experience from 1 to 10
What percentage of this webinar’s information was new to you?
Please rate the speaker’s knowledge from 1 to 10
Please rate the content of the slides from 1 to 10
Please rate the audio quality from 1 to 10
Please rate the video quality from 1 to 10
From 1 to 10, how likely are you to recommend this webinar to a [coworker/student/colleague/etc.]?
You should also ask questions specific to your webinar topic and target segment to paint a complete picture of your event’s performance.
Host Post-webinar Q&A Sessions
Q&A sessions are a core engagement feature of webinar platforms. Use them to enrich the audience experience and learn more about the desires and pain points of your webinar attendees.
Demio provides Q&A sessions with accompanying engagement metrics to measure attendee interaction. You can see which participants asked a question during these sessions and what the question was. This naturally opens up many opportunities for you to improve your webinar, as well as post webinar communication.
One best practice here is to segment your Q&A sessions into separate focus groups. Beginners thus receive an opportunity to learn with less pressure while more experienced attendees can engage with your guest experts and fellow thought leaders in their industry.
Collect and Analyze Feedback
If conducted well, your webinars will provide you with copious usable feedback. To optimize your future events and continuously drive positive attendee experiences (and conversions), you need to analyze that information and incorporate it into your virtual event strategy. This is another instance where choosing a robust platform can handle most of the work for you.
Demio has thorough analytics built in to measure every webinar KPI, and its engagement features also come with accompanying analytics for a comprehensive overview of your event performance. You can see the engagement levels of each poll and other activities, as well as other webinar statistics, such as drop-off rates, which are time-stamped.
Nurture Leads for Long-Term Success
Webinars are largely about lead generation, so a webinar marketing strategy needs to incorporate lead nurturing into the overall plan.
Construct webinar email sequences using your platform’s features and integrations. For example, you can use Demio’s post webinar analytics to segment your lists based on who clicked on a CTA or downloaded a handout. Maximize webinar impact with email marketing integrations.
Wrapping Up — Boost Lead Generation With Persistent Post-Webinar Follow-Up
Post-webinar follow-up is a key driver of lead generation. Incorporate the strategies we’ve covered to maximize the results of your online events and move more prospects through your sales funnel.
Frequently Asked Questions About Post-webinar Follow-Up
How soon should I send the first post-webinar follow-up email?
The first follow-up email should come shortly after the event ends since it’s intended to entice attendees to join your email list. After that, send correspondence at less frequent intervals.
How do I know if my follow-up emails are working?
Take advantage of your email marketing tool’s analytics to gauge the success of your follow-up emails. Test different templates and analyze metrics such as open rates to learn what works and what doesn’t.