If you’re launching a webinar, it’s not enough to just hope that your audience will attend – you need to use email marketing to make it happen!
A webinar email sequence can be a hugely effective tool to increase attendance for your webinar. With the right webinar invitations, you can boost your conversion rate and get a bigger return on your investment.
Read on to find out Neil Patel’s ultimate webinar email sequence – plus get 5 webinar invitation templates you can use.
Sign up for our Free Webinar Sales Funnel course to learn more about the best marketing strategies for your business.
How to use webinar invitation emails
If you want to increase attendance for your webinar, email marketing is a really important trick to have up your sleeve.
Webinar invitation emails are designed with one purpose in mind: getting people to watch your webinar. As well as telling the who’s, what’s and where’s, they also build anticipation for what your audience can expect from you.
A webinar invitation email sequence includes a few different webinar invitation emails that set your audience up for registration and continue to remind them to sign-up if they haven’t already. This is important to give your audience more time to make a decision. It also increases your chances of getting more attendees to your event.
What’s more, with the right webinar email sequence you can also send follow-up emails if you have no shows or people who only watched part of your webinar. With countdown emails and last chance emails, you can also remind them to make a purchase after attending.
Get more details on each of these webinar email types and webinar invitation examples below, followed by the 9 types of webinar invitation emails you can use:
- Webinar invitation emails
- Indoctrination emails
- No show emails
- Webinar encore emails
- Objection handler emails
- Countdown emails
- Last chance email
- Free trial offer emails
- Consulting emails
7 things to include in your webinar invitation
Using webinar invitation emails can significantly increase your webinar attendance – but not every webinar invitation email is created equal!
If you’re wondering what to include in your webinar invitation email, here are all the essentials for crafting the perfect email plus real-life webinar invitation examples to inspire you.
Download Neil Patel’s Free Advanced Sales Funnel Emails guide with 25+ webinar invitation examples here
Webinar invitation subject line
The foundation of any good webinar invitation email is an enticing subject line.
Getting the attention of your target audience can be hard nowadays. It’s a good idea to assume that your recipient’s inbox is already overloaded. How are you going to get them to open your email?
A really effective tactic is to include your prospective customer’s name in your webinar invitation subject line.
Here are some examples from Neil Patel’s webinar sales funnel that really work.
Webinar invitation subject lines examples:
- 8 tactics to master [your topic]
- For [first name, last name]
- Sorry for the late notice… this webinar is starting [first name]
- Do you want more [benefits of your webinar]?
- [first name] BREAKING NEWS
The subject line is the most important part of your webinar invitation as it will determine whether or not your email gets opened. Try a few different subject lines and see which ones get the best open rates.
Friendly introduction
When your customer opens up their email, the first thing you want them to see is a strong opening.
The most effective email openers are friendly, informal and establish you and your customer as members of the same secret club.
Here’s a great webinar invite example from Neil Patel’s top-performing webinar email sequence:
“Have you ever been on a webinar where you feel like you’re constantly waiting for it to get good?
Then it ends and you get upset thinking about how you just wasted 2 hours of your life…”
This webinar invite example really works because it sparks the reader’s curiosity. This opener establishes an immediate bond with Neil’s prospective customers. It identifies the problem that most people have with webinars and a key pain point for his audience.
This webinar invite opener also sets the stage for offering an alternative – next up comes details on how this webinar will be different…
The title of your webinar, date and time
Of course, your webinar invitation email will need to include a few details on your webinar.
It’s usually also a good idea to include the name of your webinar and when your webinar will take place. Add a link to your webinar landing page at this point so super keen readers can immediately click through to learn more.
Don’t be too worried about covering every tiny detail in your email. Instead, direct your reader to your webinar landing page where they can read about all those things in depth and you can utilize your carefully crafted webinar sales funnel.
It’s more important that your webinar invitation email is quick, snappy and engaging so don’t get too bogged down in the details.
Outline of the problem
After a brief intro to your webinar and that all important link to your landing page, you can expand on your webinar topic a little bit more.
When you’re outlining your problem, it’s crucial to use “You” instead of “We”, “Our” or “My”.
Your audience doesn’t want to read your rant about your favorite topic. They want to feel seen and heard when they read your sales copy. Your reader should feel like your webinar is for them.
Focus on the “You” and put yourself in their shoes to craft the perfect webinar invitation email.
Remember – Every stage of your webinar email sequence is setting the tone for the webinar itself. If your audience thinks that your webinar will just be you talking about yourself for 30 minutes, they probably won’t want to attend!
How the problem will be solved
Once you’ve identified the problem that your target audience is facing, you can then set up your business up as the solution.
This is how you will frame your webinar and encourage attendance.
In this section of your webinar invitation email, it’s important to highlight the benefits of attending your webinar for your target audience. This is your chance to briefly outline the highlights or objectives of your webinar.
It’s really helpful to use a list or bullet point format here.
Here’s an example from Neil Patel’s webinar invitation templates to help you get started:
- Get my simple “5 step sales process” framework, which you can implement immediately in your business
- Learn a super simple process that turns cold prospects into happy customers
- How to create marketing campaigns that automate customer acquisition—I recently helped Google with this to get more customers for Adwords
- A customer acquisition and scaling process very few people use and know about
- Integrated marketing and compounding growth tactics—a high-level strategy that’s easier than it sounds
The objectives in this webinar invite example give attendees a clear idea of what they can expect from the webinar. Most importantly, it’s not just a dry list. Neil makes his outline interesting and enticing.
Strong Call to Action
An essential element of your webinar invitation email is a big, flashing Call to Action (CTA) to signpost how your reader can sign-up to attend.
You can keep this brief, just remember to add a sign-up link!
Here are some real-life webinar invite examples:
- Registration is now open, but there are a limited number of seats. Sign up here.
- Click here to register for the webinar now.
- All you need to do is click here to register.
- Spaces are filling up fast. Save your seat now.
- Go here to sign up for the webinar now.
Your CTA tells your audience how to register and save their spot. It works really well if you can add a sense of urgency to your CTA and give your audience the feeling that they’re running out of time.
These are the most important components of your webinar invitation email. Read on for Neil Patel’s top performing webinar invitation templates.
Webinar invitation templates
Try filling in the blanks of this webinar invitation template to make your own. This is based on the exact emails Neil Patel’s uses in his webinar email sequence.
This webinar invitation template builds up anticipation for your webinar. It makes the audience intrigued to learn more and keep reading. It also includes a clear, effective CTA and a hint of what’s to come once they sign-up.
Download the full Advanced Sales Funnel Emails guide with 25+ webinar invitation examples
The ultimate webinar email sequence
No matter how good your webinar invitation email is (and it’ll be pretty good if you use Neil Patel’s webinar invitation templates!) one email won’t be enough to get your attendance numbers up.
As well as webinar invitation emails, there is a whole webinar email sequence you can and should use to boost your attendance.
The most effective webinar invitation emails are followed up with additional emails to help your audience get the most out of your webinar and purchase your products or services.
Here’s 8 more webinar emails you can use to create the ultimate webinar email sequence.
Indoctrination emails
As well as webinar invitation emails, you can use indoctrination emails in your webinar email sequence to build a closer connection with your audience.
People are more likely to watch your webinar if they feel like they know you and trust you.
When someone signs up for a webinar, send them an email that will help them to feel secure in their decision.
Tell your audience:
- What you do
- What you’re about
- What mistakes you’ve made
- What you’ve learnt along the way
- How you want to help them learn from what you’ve learnt
This email will give your audience a nice gentle introduction to you and your brand while also convincing them to watch your new webinar to learn more.
By mentioning specific mistakes you’ve made and lessons you’ve learnt, you can entice customers to buy into your brand.
If your mistakes speak to them, they will trust you. The idea is to get your audience thinking ‘this person knows what I’m going through’ and they’ll come to you for solutions to their problems.
No show emails
Even after someone has signed up for your webinar, they won’t necessarily attend.
People are busy and sometimes life gets in the way.
Your webinar email sequence needs to anticipate this eventuality by giving your audience the chance to watch your webinar again – enter no show emails! For everyone who doesn’t attend your webinar, email them with an invitation to watch the webinar replay instead.
No show emails can be personalized to fit your webinar theme and your target audience.
Here’s what to include:
- What they could be missing
- The value of the webinar
- When the chance to access the recording ends
It can be really effective to add a sense of urgency to your no show emails. Trial using phrases like “limited time offer” or “last chance to watch” to persuade your audience to hit play.
Webinar encore emails
Another essential email to include in your webinar email sequence is webinar encore emails.
Your webinar encore email aims to convince your audience to watch the replay. They’re especially targeted at people who started to watch your webinar but didn’t stick around until the end.
It’s important to get these attendees to watch the whole webinar so that they see your offer at the end.
Try a few different types of encore emails, all aimed at encouraging your attendees to watch the rest of the webinar. You’re trying to convince customers that they’ve missed out on something really special and they should definitely carry on watching.
Using scarcity and urgency can be an effective method here. Here’s a real-life webinar invite example: “Watch now – This replay will only be available for 48 hours.”
Objection handler emails
Any webinar email sequence also needs to include an email that addresses your customers’ main objections to your product or service.
If someone attended the webinar but didn’t make a purchase, you need an email that clarifies any concerns, questions or objections they have.
Think of this email like an FAQ section for your product or service.
For every business, your list of objections will be different so when you’re writing this section of your webinar email sequence, brainstorm all possible objections first. Then prioritize the most important ones to include in your email.
If you can get this email right, you can boost your conversions following your webinar.
Countdown emails
After your attendees have watched your webinar and heard your offer, you need to find a way to convince them to make a purchase.
Countdown emails are exactly what they sound like – they give your prospects a countdown for making a purchase.
When you’re using countdown emails as part of your webinar email sequence, let your attendees know they only have a few days left to make a purchase. Add a big countdown clock to drive home the message.
By letting your audience know that time is running out, you can create a sense of urgency and drive your audience to click buy.
When done correctly, your countdown sequence is where you can make half or more of your sales. Don’t skip this section of your webinar email sequence!
Last chance email
Follow-up your countdown emails with a Last Chance email.
On the last day of sales, send one or more emails letting your audience know that the sale is about to close.
This is the email giving any prospective customers one last warning reminder to make a purchase.
Make sure you include a refresher of everything they can benefit from if they make a purchase. Include a list of benefits, the value of your product and remember to add a sense of urgency.
Last chance emails are a super clear and obvious signpost to your audience that time is almost up!
Free Trial offer emails
When you’re hosting a webinar, the majority of people won’t immediately buy from you – but they might sign up for a free trial!
Offering a free trial offer as part of your webinar email sequence is a great way to increase sign-ups. You can also get roughly 15% more sales using this method.
If you’re offering free trials for your online course, you have two options: time-limited trials and course-limited trials.
Time-limited trials
When you offer a time-limited trial, prospective customers get a set number of days to access your course. If they want to retain access to the course for longer, they need to complete the purchase and pay full price.
Use time-limited trials for longer, detailed courses that students will need more time to complete. The idea is that they complete some modules on the free trial and then pay to finish the rest of the course.
Course-limited trials
The other option is to offer course-limited trials where you give students a limited number of free lessons in your course. When they finish those lessons, you give them a prompt to pay for access to the rest of the course.
This method gives customers who are on the fence the chance to try out your course before making a full purchase. This method is best for one-time purchase courses that are shorter and faster to complete.
Whichever free trial model you choose, make sure you add a free trial offer email to your webinar email sequence to hook your audience and increase conversions.
Consulting emails
Last but not least in your webinar email sequence – consulting emails.
Consulting emails give you the chance to sell directly to your customer with a one-to-one call.
Once your prospect’s free trial is over, offer them the chance to book a free consultative sales call. Provide them with a link to your chosen scheduling software so they can set up a time for a call.
Why is it worth it? Talking to prospective customers is your best shot for convincing them to make a purchase. By listening to their problems and pain points, you can find the right way to frame your product and make a sale.
Learn more about the SPIN sales technique and get a free spin selling script here.
If nothing else, you can use what you learn in your call to inform your next sales webinar.
Download Neil Patel’s Free Advanced Sales Funnel Emails guide + Bonus 44 Day Launch Calendar
Putting them all together into a webinar email drip.
Below is an example of the launch calendar Neil Patel used in his campaign. You may modify and adjust this as needed for your own launch.
- Day 1-3 Webinar invite emails (Cart opens)
- Day 4-5 Indoctrination emails
- Day 6-8 Reminder emails
- Day 9-10 Webinar encore emails
- Day 11-16 Objection handler emails
- Day 17-19 Countdown emails
- Day 22-23 Last chance emails (Cart closes after)
- Day 24-30 Free trial offer emails
- Day 32-44 Consulting emails
Neil Patel’s webinar invitation templates
The first step to any good webinar email sequence is a webinar invitation email. With these killer email marketing tactics, you can create webinar invitation emails that will get your audience to sit up, take notice and attend!
For more top tips on marketing your webinars and your business, sign up for our Free Webinar Sales Funnel course.
