The always-on pack. Every send is keyed to the registrant’s own session and to how far they actually watched — the confirmation, the reminders, the three-way post-session split, their own deadline, and the way back to your nurture list. Complete emails with subject lines, the branch condition each one fires on, and the reason its timing exists.
There are two webinar email sequences on this site and they are not variations of each other. They run on different clocks, which means almost every send in one is timed against something the other does not have.
A campaign around a single session: invitations counting down to a fixed date, reminders positioned against it, and one follow-up split afterwards. Every send has a calendar date, because every registrant shares the same one — the eleven live campaign emails are a separate pack.
An always-on funnel where a thousand people are at a thousand different points at once. Sends are keyed to the session that registrant chose, how far into it they got, and when their own window closes. Not one of the eleven below carries a date.
Each template below carries a Fires on line: the rule that decides whether that registrant gets it. Some are trivial — registration completed, ten minutes before their session. Three depend on behaviour the funnel has to be able to read: whether they joined, how far they watched, whether they bought. Build the conditions first and write the copy second, because a beautifully written early-exit email that goes to everybody is worse than not sending it.
Everything in [brackets] is yours to replace, including the parts that read as instructions — they are there because a template that writes your teaching for you produces eleven emails saying nothing. Swap them for your tool’s merge fields where one exists; field names differ by platform, so these are written in plain brackets rather than any product’s syntax.
Timings are a starting cadence to adjust against what your own funnel does, not a benchmark to hit. The full build these sends plug into — the recording, the schedule, the deadline and the checkout — is in the automated webinar setup guide.
| When | |
|---|---|
| On registration | ConfirmationTheir session, their timezone, the replay policy. |
| Session −1d | One useful thingSuppressed for anyone who booked inside 36 hours. |
| Session −3h | Same-day reminderFriction removal, plus the offer of a later session. |
| Session −10m | Starting shortlyHighest yield. Relative to their session, never a date. |
| Session +30m | Watched through the offerThe argument restated, and their deadline in writing. |
| Session +30m | Left before the offerHands back the part they did not reach. |
| Session +2h | Registered, never joinedLeads with the next session, not the replay. |
| Deadline −24h | One objection, answeredCarries an answer rather than a countdown. |
| Deadline −3h | Final hoursWhat changes at the deadline, stated truthfully. |
| Deadline +1h | The window closedMakes every future deadline you set credible. |
| Deadline +3d | Back to the listThe handoff into ordinary nurture. |
In an always-on funnel the registrant picks the gap. Somebody books five days out and has five days to change their mind; somebody else books a session starting in twenty minutes. The same four emails cannot serve both, which is why two of them carry suppression rules rather than send times.
The order is by the gap each one closes. The confirmation makes the session an appointment, the day-before email argues the hour is worth spending, the same-day email removes the reasons to skip, and the ten-minute email answers “is it now”.
[First name] — You are registered. Your session: What: [Session title] When: [Day, Date] at [Time] [their timezone] Where: [Join link] Add it: [Calendar link] It runs [length] minutes. By the end you will be able to [the one-sentence outcome, in the same words the registration page used]. [Replay policy, plainly: “The replay is available for [window] after your session,” or “There is no replay on this one.” Answering it here is the difference between answering it once and answering it forty times by reply.] If that time stops working, move to a later session here: [Reschedule link — cut this line if you do not offer one.] [Your name]
The most-opened email in the pack, because it is the one people go looking for. It is also the only email that has to prove the session is a real appointment rather than a link they will find again later — which is why the chosen time, in their own timezone, is the first thing in it rather than the last.
[First name] — Your session is tomorrow at [Time] [their timezone]. Before then, here is something small you can use today. [The teaching. Three to six sentences, or a short numbered list, and it has to be complete — something the reader can finish this afternoon without attending anything. If you cannot give away one complete idea, the session probably does not have enough of them.] That is one piece of what the session covers. It takes the same idea through [the larger thing this is a piece of]. Your link: [Join link] [Your name]
This is the email that buys the hour back. The gap between registering and watching is chosen by the registrant, not by you: somebody who booked five days out has had five days to reconsider, and somebody who booked a session starting in twenty minutes has not. This email exists for the first person and must never reach the second, which is the whole reason it carries a suppression rule rather than a send date.
[First name] — Your session is today at [Time] [their timezone]. Join: [Join link] Bring: [what to have open] The two questions I always get: Is there a replay? [Yes, for [window], or no. Plainly.] Do I need to install anything? [Yes and what, or no.] It starts on time and runs [length] minutes. [If you offer one: “If today no longer works, move to another session here: [Reschedule link].”] [Your name]
The day-of email is friction removal, not a nudge — every unanswered logistical question is a reason to skip. The reschedule line is the part a live campaign cannot have: a missed session in an always-on funnel is not a lost registration, it is somebody who needs a different time, and offering it costs you nothing.
[First name] — Your session starts in about ten minutes. [Join link] If the link gives you any trouble, reply to this and someone will answer. [Your name]
Two lines and the link. It is the highest-yield send in the pack and the one most often missing, because it is structurally impossible to schedule by date — a thousand registrants across a week of session times means a thousand different ten-minute marks. Anything else in this email is a reason to put it aside and come back to it, which is the exact behaviour it exists to prevent.
This is the block that separates an automated sequence from a scheduled one. All three people registered for the same thing; what they have actually seen of your argument is completely different, and sending them the same email throws away the only new information the session produced.
Watched through the offer, left before the offer, never joined. The conditions have to be mutually exclusive and there has to be a default for the people they miss — a join with no watch data, a session that did not record properly. Send the default the no-show email rather than nothing.
One rule sits above all three: anybody who bought exits every branch at the moment of purchase, including the deadline sends in the next block. In a live campaign a stray discount email is embarrassing. In an always-on funnel it goes out at three in the morning, forever, until somebody notices.
[First name] —
You stayed to the end of [Session title] today, which is not nothing.
Thank you for the hour.
Everything from it, in one place:
[Resource]: [Link to the worksheet, template or slides you promised]
[Offer]: [Offer link] — [what it is, in one clause]
Open to you until [their deadline: the date, the time and
their timezone, written out].
[One honest paragraph on the offer: what doing this alone looks like,
and what changes if you do it with help. Two to four sentences. You
made this argument at the end of the session — make the same one here,
in the same words.]
If you are weighing it up, reply with the part you are stuck on. A
reply gets an answer from me, not another sequence.
[Your name]They have seen the whole argument, so this email is allowed to be about the offer — its job is to reactivate the case rather than re-teach it. It is also the first place their deadline appears in writing, which is why the deadline is written out in full rather than described as a number of hours: a date somebody can check is a deadline they believe.
[First name] — You were with me for about [watch length] of [Session title] before you had to go. The part you did not reach was [the specific thing that comes after the point most people leave — name it, do not tease it]. Two ways to pick it up: Carry on from where you stopped: [Replay link, with the timestamp if your tool can carry one] The short version: [Two to five sentences that actually deliver the idea. This email has to be worth reading by somebody who never opens the replay.] [If there is an offer: one sentence naming it, its deadline and the link. One. They left before the argument, so a full pitch here has nothing underneath it.] [Your name]
The segment most often merged into the no-show list, and the one carrying the most information. These people gave you real minutes and stopped at a specific place — which is a fact about your presentation as much as about them. Send this one for a month and the pattern in where people leave will tell you which section to rewrite.
[First name] — You registered for [Session title] at [Time] and did not make it. That happens. Two options, whichever suits: Take the next session: [Registration or reschedule link — the next available time] Watch the replay: [Replay link] — available until [deadline, only if it is true and you will hold it] It runs [length] minutes. If you only have ten, start at [timestamp] — that is [the part that matters most]. [If there is an offer: one sentence naming it, its deadline and the link. Not the full argument; they have not seen the teaching yet.] [Your name]
The no-show in an always-on funnel has an option the live no-show does not — another session, starting soon — so lead with it rather than with the replay. The timestamp is the working part of the fallback: it turns an hour-long obligation into a ten-minute one, which is the difference between watched and archived.
The split only works if the email system can read the watch time, and the ten-minute send only works if it fires against the registrant’s own session. In Agorix the session, the watch-time milestones, the offer exposure and the sequence sit on one customer record — see how evergreen webinars work.
A live campaign closes one cart on one evening and everybody feels it at the same time. An evergreen funnel closes a different window every hour of every day, and nobody outside it can tell those windows apart — which is exactly why the mechanics have to be real.
The deadline in the email and the countdown on the page must be the same object rather than two settings that agree today. Write the close time out in full — date, time, timezone — instead of describing it as a number of hours, because a time somebody can check is a deadline somebody believes. The deadlines guide covers what makes one hold up when it is tested.
The block ends with two emails most funnels do not have: the one confirming the deadline held, and the one saying where the registrant goes next. Both exist for the same reason — the funnel will run for years, and what it teaches people about your deadlines and your list compounds for exactly that long.
[First name] — Your window on [offer name] closes tomorrow at [Time] [their timezone]. Before it does, the question that comes up most: [the objection you actually hear, named plainly]. [Two to five sentences answering it honestly. If the honest answer is that this is not the right move for people in a particular situation, say so and name the situation. The people that disqualifies were never going to buy, and everybody else will trust the rest of the email more.] [Offer link] If it is a different question, reply and ask it. I would rather answer it than have you decide on a guess. [Your name]
A deadline email that only repeats the deadline gets read as pressure. This one carries an answer, which means it can only be written after you have listened — the objection has to be one you genuinely hear, not one you invented to have something to rebut. It is the highest-value email in the block for exactly that reason, and the easiest to waste.
[First name] — [Offer name] closes for you at [Time] [their timezone] today, about three hours from now. What it includes: — [Inclusion one] — [Inclusion two] — [Inclusion three] [Offer link] After [Time], [exactly what happens: the price returns to [X], the bonus comes off, the link stops working. Write the true one, and only the true one.] [Your name]
Short, factual, no new argument — anybody still reading has heard the argument twice. The only line that matters is the one describing what actually changes at the deadline, and it has to be literally true, because some proportion of your list will come back afterwards to check whether it was.
[First name] — [Offer name] closed for you at [Time] today, so [the bonus / the price / the link] from the session is no longer available. That is the honest version rather than a quiet extension. Two things that are still true: [What remains — the replay if it is genuinely still up, a lower-commitment option, or the next thing you would honestly recommend they do instead.] [How to reach you if timing was the only problem: “reply and tell me, and I will let you know when this runs again.”] [Your name]
The email that makes every future deadline you set credible. Sending nothing after a deadline wastes the moment; sending an extension teaches your list a lesson about you that they do not forget. This one does the third thing: it confirms the deadline held, and gives the people who missed it somewhere to go.
[First name] — Last one about [Session title]. From here you will hear from me on [what your general list genuinely gets: the weekly note, the monthly letter, new sessions — whichever is true]. If the session was useful, the next most useful thing is probably [the specific article, tool or resource that follows on from it]. [Link] And if [the problem the session addresses] is still on your list in [a realistic timeframe], reply and say so. I would rather hear it than guess. [Your name]
The handoff, and the email nobody builds. It prevents two failures at once: registrants stranded in a finished branch receiving nothing at all, and registrants quietly dropped back into the top of the same funnel to be invited to the same presentation as though it were new. Say where they are going, then actually send that instead.
The copy is the visible part. These are the settings around it, and in an always-on funnel a wrong setting does not fail once — it fails for every registrant until somebody goes looking.
Eleven is the full funnel, not the minimum. Four sends cover the moments that matter most, and four built properly beats eleven built on conditions you cannot verify.
The clock. A live campaign runs on the calendar: one session date, and every send positioned around it for everybody at once. An automated sequence runs on the registrant — their chosen session, their watch time, their deadline — and not one of the eleven emails here carries a date. That is why reusing the live campaign pack quietly breaks: a reminder written for an afternoon session arrives at breakfast for the person who booked the earliest slot.
Eleven covers the full funnel: four before the session, the three-way behaviour split after it, and four on the deadline clock ending in the handoff back to nurture. That is a maximum rather than a target. For a first evergreen funnel, send four — the confirmation, the ten-minute email, one post-session email split at least between joined and not joined, and one deadline email. Running four properly beats running eleven badly.
Three behaviours: watched through to the offer, joined but left before the offer, and registered but never joined. They need different emails because they have seen different amounts of the argument — an offer-led email to somebody who never watched has nothing standing under it. Then one rule on top of the three: anybody who bought exits every branch at the moment of purchase, including the deadline sends.
Per registrant, from a single source of truth. Each person gets a window that starts at their own session and ends at a time you can write out in full, and the countdown on the page has to be the same object as the time in the email rather than two settings that happen to agree today. Then hold it, and send the after-the-deadline email confirming that it held. Evergreen webinar deadlines works through the mechanics that survive being tested.
Fall back to two branches, joined and not joined. You lose the early-exit email — the one that hands back the specific part somebody missed — and you lose the pattern in where viewers stop, which is the most useful diagnostic an evergreen funnel produces. The sequence still works. It just stops telling you which section of the presentation to rewrite.
Say where they are going, then send that. The two failure modes are stranding registrants in a finished branch where they receive nothing at all, and dropping them back into the top of the same funnel to be invited to the same presentation as though it were new. The last email in this pack does the handoff explicitly, and the maintenance checklist is how you find out a year later whether it is still doing it.
The session each registrant chose, how far they watched, whether they reached the offer, their own deadline and the purchase — on one customer record, so the sends that depend on all of it fire without an export standing in the middle.
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