Imported from SkyyRoseCo/DevSkyy (.claude/skills/bundle/email-marketing-automation/webinar-email-sequence/SKILL.md). Install upstream with npx skills add SkyyRoseCo/DevSkyy --skill webinar-email-sequence. Copyright stays with the author.

Webinar Email Sequence

When to Use This Skill

Use this skill when you need to:

• Build a complete email sequence promoting a live or automated webinar
• Write registration page copy and confirmation emails
• Create reminder sequences that maximize show-up rates
• Design post-webinar follow-up emails for attendees and no-shows

DO NOT use this skill for podcast promotion, course launch emails, or general event marketing. This is for webinar-specific email sequences.

Core Principle

REGISTRATIONS MEAN NOTHING IF NOBODY SHOWS UP — THE SEQUENCE MUST SELL THE WEBINAR TWICE: ONCE TO GET THE REGISTRATION AND AGAIN TO GET THEM IN THE ROOM.

Phase 1: Webinar Brief

Required Inputs

GATE: Confirm the brief before building the sequence.

Phase 2: Sequence Architecture

Five Webinar Phases

## Phase 1: Registration Drive (7-14 days before)
Email 1: Webinar announcement — what you'll learn + register CTA
Email 2: Content-led — quick win related to webinar topic
Email 3: Social proof angle — "Join 200+ who already registered"

## Phase 2: Pre-Webinar Reminders
Email 4 (Day before): Tomorrow reminder + what to prepare
Email 5 (Morning of): "We're live in 3 hours"
Email 6 (15 min before): "Starting now — join here"

## Phase 3: Live/During
Email 7 (During): "We're live — join now" (to non-attendees)

## Phase 4: Post-Webinar (Attendees)
Email 8 (Same day): Replay + offer recap
Email 9 (Day +1): Deeper dive on the offer + bonus
Email 10 (Day +2): Objection handling
Email 11 (Day +3): Deadline/last chance for offer

## Phase 5: Post-Webinar (No-Shows)
Email 8b (Same day): "You missed it — here's the replay"
Email 9b (Day +1): Key takeaways + offer
Email 10b (Day +3): Replay expiring soon

GATE: Approve the sequence map before writing copy.

Phase 3: Write Email Copy

Registration Emails (Phase 1)

• Subject lines must sell the outcome, not the format ("Learn X" not "Join our webinar")
• Body copy focuses on the transformation: what they'll know/be able to do after
• Registration CTA appears at least twice in each email
• Include date, time, timezone, and duration in every registration email

Reminder Emails (Phase 2)

• Keep these short — 50-100 words
• Include the join link prominently
• Day-before email: add one compelling reason to show up
• Day-of emails: just the link and time

Post-Webinar Emails (Phases 4-5)

• Attendee emails reference specific moments from the webinar
• No-show emails lead with "Here's what you missed" and the replay link
• Offer emails use the same structure as sales emails: benefit, proof, objection, CTA
• Replay deadline creates real urgency

Phase 4: Polish

1. Show-Up Rate Optimization Tips

• Add calendar invite attachment to confirmation email
• Send 3 reminders minimum (day before, morning of, 15 minutes before)
• Include a "quick win" in the day-before email to build anticipation
• Target 30-40% show-up rate from registrations

2. Registration Page Copy Outline

Provide headline, subheadline, 3-5 bullet points of what they'll learn, speaker bio snippet, and registration form placement.

3. Metrics to Track

• Registration rate from emails sent
• Show-up rate (attendees / registrations)
• Replay watch rate
• Offer conversion rate (attendees vs. non-attendees)

Anti-Patterns

• No reminder emails — most no-shows simply forgot. Three reminders can double your show-up rate.
• Selling the webinar format — "Join our webinar" is not a benefit. Sell what they will learn or achieve.
• Same replay email to everyone — attendees and no-shows need different messaging.
• Replay available forever — if the replay never expires, there is no urgency to watch. Set a 48-72 hour window.
• Pitching in every email — registration drive emails sell the webinar, not the product. Save the pitch for post-webinar.

Recovery

• No offer to pitch: Build a pure value webinar. Replace post-webinar sales emails with a nurture sequence that deepens the relationship.
• Webinar is in 3 days (no time for registration drive): Skip registration phase. Send 2 registration emails + 3 reminders. Focus on show-up rate.
• Automated/evergreen webinar: Adjust sequence to trigger on registration rather than calendar dates. Remove "live" language.
• Low registration numbers: Suggest adding a lead magnet bonus for registering, or a "bring a friend" incentive in reminder emails.