Counting down to the session
The three invitations go to people who have not registered, timed against the session date. Everyone who registers drops off this clock immediately — that is the segment that has to be automatic.
Webinar email sequence templates: all eleven, written out.
Three invitations, the confirmation, four reminders and the post-session split — complete emails with subject lines, ready to copy. Each one says why it is sent when it is sent, and what to change for a coaching, course or SaaS audience. Works in any email tool.
11templates
03audience variants
10min read
What you are taking away
- Eleven emails you can paste into any tool today, subject lines included
- The reason each one exists, so you know which to cut when time is short
- A cadence that maps to the sequence table in the pillar guide
- What to change for a coaching, course or SaaS audience
- The sending mechanics that decide whether any of it lands
- A four-email minimum for when the calendar is against you
Before you paste anything
Two clocks, not one.
The single most common way a webinar sequence goes wrong is treating it as one list of sends. It is two, and they run on different clocks.
Starting when someone registers
The confirmation fires on signup; the four reminders are timed against the session. Someone who registers two hours before the start should get the confirmation and the T−10 minute email, and none of the rest.
The brackets are the work
Everything in [brackets] is yours to replace — including the parts that look like instructions, which are there because a template that writes your teaching for you is a template that produces eleven emails saying nothing. Swap them for your tool’s merge fields where a merge field exists; the field names differ by platform, so these are written in plain brackets rather than any one product’s syntax.
The copy button gives you the subject, the alternate subject and the body as plain text. Paste it into whatever you send with, then read it out loud once. If a line would be strange to say to one person, it is strange to send to four hundred.
The whole cadence
This expands the six-email sequence in the pillar guide’s Build stage into every email including the invitations, which the pillar treats as promotion rather than sequence. Timings are a starting cadence to adjust against your own show-up rate, not a benchmark to hit.
| When | |
|---|---|
| T−14d | The announcementOpens the window. The only invite allowed to be about the event. |
| T−7d | Mid-window, different angleLeads with the problem. Registrants segmented out. |
| T−1d | Last callThe deadline is the new information. |
| On signup | ConfirmationLink, calendar, outcome, replay policy, reply channel. |
| T−3d | One useful thingBuys the hour back by proving it is worth one. |
| T−1d | Reminder and friction removalAnswers the two questions that cause no-shows. |
| T−1h | Short reminderTwo lines and the link. Nothing new. |
| T−10m | We are live shortlyHighest yield. Scheduled, not drafted. |
| T+2h | Attendee replay and recapReplay, recap, the offer argument restated. |
| T+2h | No-show replayDifferent email. Different audience. |
| T+24h | Engaged non-buyerNames the objection you actually heard. |
T−14d → T−1dInvitationsBlock 01 / 03
Three sends to your list, each with a different job.
These go to people who have not registered. The reason there are three rather than one is that they are not the same email sent again — the announcement is about the event, the second is about the problem, and the third is about the deadline.
Segment registrants out before each send. It is the smallest piece of hygiene in the whole campaign and the most visible when it is missing.
T−14d
The announcement
01 / 11Subject[Topic]: a live session on [Day], [Date]
AltI am running this live on [Date]
[First name] — On [Day, Date] at [Time] [Timezone] I am running a live session called “[Session title].” It is [length] minutes on [the specific problem, named the way your audience would name it]. By the end you will be able to: — [Outcome one] — [Outcome two] — [Outcome three] It is live, so you can ask questions and get them answered in the room. [Replay policy — state it plainly here: “Everyone who registers gets the replay,” or “No replay on this one, it is live only.”] Register here: [Registration link] [Your name] P.S. This is for [the specific person it is for]. If you are already [the thing that makes it unnecessary], you can skip it.
Why it is sent then
First contact, and the only email in the invite block that is allowed to be about the event itself. Send it as soon as the registration page is live and the date is fixed — a page that goes up without an announcement behind it just collects the traffic that would have arrived anyway.
Change it for
- CoachName the client situation rather than the topic. People book time for a decision they are facing, not for a subject area.
- Course creatorThe three outcome bullets are the transformation, not the curriculum. Module titles belong on the sales page, not in an invite.
- SaaSSend from a person, not the product name. The subject should name the workflow the session fixes, not the feature that fixes it.
T−7d
Mid-window, different angle
02 / 11SubjectThe [specific mistake] that [quiet consequence]
AltStill open: [Session title], [Day]
[First name] — Most [audience] handle [the task] by [the common approach]. It works until [the point at which it stops working], and then it stops working quietly — which is the part that costs money. [Two to four sentences that actually teach the shape of the problem. This email has to be worth reading by someone who never registers. If you cannot make it worth reading on its own, you are not sending a second invitation, you are sending the first one again.] I am going through the whole thing on [Day, Date] at [Time] [Timezone], including [the part people ask about most]. Live, [length] minutes, free. [Registration link] [Your name]
Why it is sent then
The send people cut, and the one that adds the most registrations from a list that has already seen the announcement. It works because it does not repeat the announcement — it leads with the problem and mentions the session second. Segment out everyone who has already registered before this goes out.
Change it for
- CoachLead with a pattern you keep seeing across clients. Do not name the client, and do not invent one — describe the pattern.
- Course creatorTeach the smallest complete idea from the session here. Giving away one is what proves there are twenty more.
- SaaSWrite it as the thing your support queue answers most often. That question is already validated demand.
T−1d
Last call
03 / 11SubjectTomorrow, [Time] [Timezone]: [Session title]
AltLast call — [Session title]
[First name] — [Session title] is tomorrow at [Time] [Timezone]. Registration closes [when it closes — cut this line if it never does]. The short version of what we will cover: — [Outcome one] — [Outcome two] — [Outcome three] [Replay policy, stated the same way you stated it in the announcement.] [Registration link] If the time does not work, [what to do instead — register anyway for the replay, or reply and I will tell you when the next one runs]. [Your name]
Why it is sent then
Do not cut this one because the window feels short. A deadline that is genuinely about to happen is the only new information you have left, and this is the send that reaches everyone who meant to register and did not get to it.
Change it for
- CoachAdd one line naming the question you will answer live. Coaching audiences register for access to you, not to the slides.
- Course creatorIf the session opens a cart, say so here rather than surprising people in the room.
- SaaSInclude the calendar link again. Work inboxes lose the confirmation more often than personal ones.
Signup → T−10mConfirmation and remindersBlock 02 / 03
Five emails between registering and attending.
Registration is a decision people make once and then quietly reconsider every day until the session. This block exists to make the second decision easy: prove the hour is worth it, remove the reasons to skip, and put the link in front of them at the moment it matters.
They are ordered by the gap they close. The T−3 day email answers “is this worth my time,” the day-before answers “what exactly do I need to do,” and the last two answer “is it now.”
On signup
Confirmation
04 / 11SubjectYou are registered: [Session title], [Day] [Time] [Timezone]
AltYour link for [Day]
[First name] — You are in. The details: What: [Session title] When: [Day, Date] at [Time] [Timezone] Where: [Join link] Add it: [Calendar link] By the end you will be able to [the one-sentence outcome, in the same words the registration page used]. [Replay policy. Say it here even if you said it on the page — this is the question you will otherwise answer twenty times by reply.] Bring [the one thing to have open or ready]. If there is something specific you want covered, reply to this email and I will put it in the queue. I read these. [Your name]
Why it is sent then
The most-opened email in the sequence, because it is the one people go looking for. Spending it entirely on logistics is a waste — restate the outcome, set the replay expectation, and open a reply channel that gives you the questions to answer live.
Change it for
- CoachThe reply invitation is the highest-value line here. The questions that come back are your session outline and your follow-up copy.
- Course creatorAsk one question with a link — “which of these three is the one you are stuck on?” — and you have segments before the session starts.
- SaaSSay whether anything needs installing and whether a work network will block it. Answer it before IT does.
T−3d
One useful thing
05 / 11Subject[The useful thing], before [Day]
AltSomething you can use before we meet
[First name] — [Session title] is on [Day] at [Time] [Timezone]. Before then, here is something small you can use today. [The teaching. Three to six sentences, or a short numbered list. 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 we are covering on [Day]. The session takes it through [the larger thing this is a piece of]. Your link: [Join link] [Your name]
Why it is sent then
This is the email that buys the hour. Between registering and attending, people quietly re-decide whether the session is worth the time — one complete, usable idea is the argument that it is. Skipping it is the most common reason a room is smaller than the registration list suggested.
Change it for
- CoachA short diagnostic — four questions and what each answer means — beats a how-to here. It makes the problem concrete for them specifically.
- Course creatorSend the shortest complete lesson you have. Not a preview of it: the actual thing.
- SaaSA configuration or a checklist your team walks people through anyway. Useful whether or not they ever buy.
T−1d
Reminder and friction removal
06 / 11SubjectTomorrow at [Time] [Timezone] — your link
Alt[Session title] is tomorrow
[First name] —
[Session title] is tomorrow.
When: [Day, Date] at [Time] [Timezone]
[Also list two or three other timezones if your audience spans
them, or use your tool’s local-time field.]
Join: [Join link]
Bring: [what to have open]
The two questions I always get:
Will there be a replay? [Yes or no. Plainly.]
Do I need to install
anything? [Yes and what, or no.]
We start on time. Join five minutes early if you can — [what happens in
those five minutes: the agenda in chat, the opening question].
[Your name]Why it is sent then
The day-before email is not a nudge, it is friction removal. Every unanswered logistical question is a reason to skip, and the two above cause more no-shows than the date does. Answer them in the email rather than making people find the page again.
Change it for
- CoachAdd the one-line agenda. High-ticket audiences want to know the session is structured before they give up an hour.
- Course creatorIf there is a workbook, attach it or link it here — having it open is a commitment device.
- SaaSName who else from their side should be on the call. Multi-stakeholder attendance is decided the day before, not on the day.
T−1h
Short reminder
07 / 11SubjectIn one hour: [Session title]
Alt[Session title] — one hour
[First name] — [Session title] starts in one hour, at [Time] [Timezone]. Join here: [Join link] See you there. [Your name]
Why it is sent then
Two lines and the link. No new information, no bullets, no restated agenda — anything else in this email is a reason to put it aside and come back to it, which is the exact behaviour you are trying to prevent.
Change it for
- CoachLeave it exactly as it is. A short email from a person is the point.
- Course creatorLeave it exactly as it is.
- SaaSLeave it exactly as it is. Resist the template with the logo and the four links.
T−10m
We are live shortly
08 / 11SubjectStarting in ten minutes — [Session title]
AltWe are going live
[First name] — We are going live in about ten minutes. [Join link] If the link gives you any trouble, reply to this and someone will answer. [Your name]
Why it is sent then
The single highest-yield email in the sequence and the one most often left out, because it has to be scheduled relative to the session rather than to the send date. Check that it exists in the queue the day before — a drafted T−10 is the same as no T−10.
Change it for
- CoachSend it every time, including for small rooms. Especially for small rooms.
- Course creatorIf your list spans timezones, this is the email that catches the people who did the arithmetic wrong.
- SaaSThe reply-to needs to reach a human for the next hour. This is the email that surfaces access problems.
Where a tool decision changes the plan
Two of these eleven need to know what happened in the room.
The T−10 minute send has to fire relative to the session, and the post-session split has to branch on who actually attended. On a stitched stack both are manual work at the worst possible moment. In Agorix the registration, the room and the email system are one object on one customer record — see how live webinars work.
Start your 14-day trial 14 days · $0 due today · Payment method required · Cancel before first charge and pay nothing
T+2h → T+24hAfter the sessionBlock 03 / 03
One session, three audiences, three emails.
The session created the intent. What you send in the next two hours decides whether it converts, and the difference between a sequence that works and one that does not is almost entirely whether everybody got the same email.
Three splits cover most sessions: people who attended, people who registered and did not, and people who stayed through the offer without acting. The third is the warmest audience you will have all quarter and the one most often left in the general list.
T+2h
Attendee replay and recap
09 / 11SubjectThe replay, plus [the thing you promised in the room]
AltEverything from today
[First name] —
Thanks for being there today. Everything in one place:
Replay: [Replay link] — up to [replay deadline, if you set one]
[Resource]: [Link to the worksheet, slides or template you promised]
[Offer]: [Offer link] — [what it is, in one clause]
Closes [date, time, timezone].
The three things we covered:
1. [Idea one, in one line]
2. [Idea two, in one line]
3. [Idea three, in one line]
[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 in the room — make the same one here, in the same words.]
If you are deciding, reply with the thing you are stuck on. A reply gets
an answer from me, not a sequence.
[Your name]Why it is sent then
Send inside two hours, while the session is still the most interesting thing that happened to them today. Attendees have seen the teaching, so this email is allowed to be about the offer — the recap exists to reactivate the argument, not to re-teach it.
Change it for
- CoachReplace the offer paragraph with the single next step — book the call, apply, reply. High-ticket does not close in an email.
- Course creatorRestate the deadline exactly as you announced it live, and then hold it. Extending it teaches your list that your deadlines are decorative.
- SaaSAdd the trial or sandbox link beside the replay. The gap between “that was useful” and “I tried it” closes today or not at all.
T+2h
No-show replay
10 / 11SubjectYou missed it — here is the replay
AltThe replay of [Session title]
[First name] — You registered for [Session title] and did not make it. That happens — [Day] afternoons are what they are. Here is the replay: [Replay link] It is up until [date, time, timezone]. [Keep that sentence only if it is true and you will enforce 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. Do not run the full attendee argument here. They have not seen the teaching yet, so the offer has nothing to stand on.] [Your name]
Why it is sent then
No-shows are a separate audience, not failed attendees, and the fastest way to waste them is to send them the attendee email. The timestamp is the working part: it turns a sixty-minute obligation into a ten-minute one, which is the difference between watched and archived.
Change it for
- CoachOffer the next live date as well as the replay. Some people did not skip it, they had a conflict.
- Course creatorGive the replay a genuine window. An open-ended replay gets watched at the same rate as no replay at all — later.
- SaaSAsk one question instead of pitching: “was it the time, or the topic?” The answers tell you which to change.
T+24h
Engaged non-buyer
11 / 11SubjectThe part you asked about
Alt[The objection], specifically
[First name] — You stayed to the end yesterday and have not [taken the next step], which usually means one specific thing is in the way rather than the whole idea. The one that comes up most: [the objection you actually heard in the room, named plainly]. [Two to five sentences answering it honestly. If the honest answer is that it 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 the people it does not will trust everything else in the email more.] [Offer link] — [deadline, stated exactly, if there is one]. If it is a different question, reply and ask it. [Your name]
Why it is sent then
Your warmest segment: they gave you the whole hour and did not act, so something specific stopped them. The email only works if it names a real objection you heard — a generic “any questions?” send to this segment is the most valuable email on the list, wasted.
Change it for
- CoachUsually price or timing. Answer the one you actually heard, and make replying easier than deciding.
- Course creatorUsually “will I finish it.” Answer with the structure and the support, not with more curriculum.
- SaaSUsually migration or team buy-in. Send the specific artefact — the migration path, the security page — not another demo invitation.
Mechanics
Seven things that decide whether any of this lands.
The copy is the visible part. These are the settings around it, and a sequence with good copy and wrong mechanics performs worse than the reverse.
- One from-name, and make it a person. The reminders work because they read like a person confirming a meeting. A brand name in the from-field turns the T−10 minute email into a broadcast, which is the one thing it must not be.
- A reply-to a human reads. The confirmation and the T−10 both invite replies, and both will get them. A no-reply address on those two emails throws away the questions you were going to answer live.
- Plain, or close to it. A heavy template reads as marketing and gets treated as marketing. The reminders in particular should look like email, not like a newsletter — one link, minimal images, left-aligned text.
- One link, repeated. Every email above has a single action. Adding the blog post, the podcast and the follow-on offer to a reminder does not add clicks, it splits them.
- Timezones written out. “3pm ET,” never “3pm.” If your audience spans regions, list two or three, or use the local-time field your tool provides. Time arithmetic is a leading cause of no-shows and the cheapest one to fix.
- Registrants segmented out of the invites. Nothing reads as careless faster than being invited to something you already signed up for. This split has to happen automatically before the T−7 send, not by hand at the last minute.
- Scheduled, not drafted. The T−10 minute email is relative to the session, not the calendar, which is why it is the one that goes missing. Register yourself and read the whole sequence end to end before the day.
When the calendar is against you
If you can only send four, send these.
Eleven is the full campaign, not the minimum. Four emails cover the moments that matter most, and running four properly beats running eleven badly.
- The confirmation. Not optional. It carries the link, the calendar entry and the replay policy, and it is the email people go back to.
- The day-before reminder. Answers the two questions that cause no-shows and puts the link back in the inbox.
- The T−10 minute email. The highest-yield send in the sequence, and the one most often missing.
- One post-session email, split two ways. Attendees and no-shows, sent within two hours. One email to everybody wastes the session.
Common questions
Six questions about the sequence.
How many emails should a webinar sequence have?
Eleven covers a full campaign: three invitations, a confirmation, four reminders and a three-way post-session split. That is a maximum, not a target. If you can only send four, send the confirmation, the day-before reminder, the T−10 minute email and one post-session email that splits attendees from no-shows — those four do most of the work.
Should I email people who already registered?
Not with the invitations. Segment registrants out of the announcement, mid-window and last-call sends — they have already done the thing you are asking them to do. They should be receiving the confirmation and reminder sequence instead. The promotion guide covers how the two lists diverge once the window opens.
What if my tool cannot send an email ten minutes before the session?
Then send it manually. The T−10 minute email is scheduled relative to the session rather than to a calendar date, which is exactly why it is the one that goes missing, and it is the highest-yield send in the sequence. If it has to be a manual broadcast at the top of the hour, it is still worth doing.
Should webinar reminder emails be plain text or designed?
Plain or close to it, especially the reminders. These emails work because they read like a person confirming a meeting rather than a newsletter — one link, minimal images, left-aligned text, a real from-name, and a reply-to that a human reads. The confirmation can carry a little more structure because people return to it to find the link.
Do attendees and no-shows need different follow-up emails?
Yes, and it is the split most sequences skip. Attendees have seen the teaching, so their email can be about the offer. No-shows have not, so an offer-led email has nothing to stand on — they need the replay, a genuine deadline, and a timestamp that turns watching it into a ten-minute decision. The follow-up window playbook works through the full segmentation.
How long should the replay stay up?
Long enough to be watched, short enough to be watched now. Whatever window you choose, announce it exactly and then hold it. Extending a replay deadline teaches your list that your deadlines are decorative, and you only get to teach that once.
Keep going
Where these emails came from, and what they feed.
PillarHow to host a webinarThe whole operation on a clock — plan, build, promote, run, follow up, measure.GuideHow to promote a webinarWhere the registrations come from when your list is only one of five channels.PlaybookThe webinar follow-up windowThe full segmentation behind the three post-session emails above.PlatformLive WebinarsRegistration, the room and the sequence on one customer record.
From templates to a sequence that sends itself
You have the emails. Agorix is the system that sends them.
Registration page, the reminder sequence timed against the session, the live room, and a post-session split that already knows who attended — on one customer record, so the follow-up does not need an export first.
14 days · $0 due today · Payment method required · Cancel before first charge and pay nothing