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Here’s something to think about if you’re doing webinars for your business:
You could be the best closer on the planet or be an awesome speaker like Tony Robbins, but all that personality and charisma could be going to waste.
Why?
‘Cos you only show that side of yourself on your webinar.
And let’s face it – 60 or 90 minutes with a person ain’t long enough to make you trust and like ‘em. Heck, it’s barely enough time to get to know someone – let alone buy a high-ticket offer from them!
That’s why on average, about 70% of webinar attendees DON’T end up buying.
Now, you might be wondering:
“But how do I spend more time with my audience and make them fall in love with me (and my offer)? There’s hundreds, even thousands of them!”
Well, personal visits are out of the question (and kinda creepy).
Thankfully, if you’ve been doing webinars for a while then you already have a secret weapon you’ve been sitting on:
Your mailing list.
Watch the video:
Or listen to the podcast:
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
Why Email Marketing for Webinars RULES
I once had a client come to me, totally frustrated. His webinars weren’t making any money.
I asked him, “Okay, well, are you doing anything with your mailing list?”
His answer? “Oh, we don’t collect emails. We just drop a link to a Telegram group.”
Umm…
Now, that strategy may work for you but personally, I think it’s a wasted opportunity because here’s the thing: emails are STILL an amazing marketing tool in 2025.
I mean, just check out this statistic by Hubspot: emails have an average ROI of 36 times. That means for each dollar you spend, you’re earning an average of $36 back in revenue!
That is an insane statistic.
But the biggest plus of having a proper email marketing setup for your webinar?
You get a direct line of communication to your leads. If you have a message for them, it gets delivered straight off the oven, freshly baked, right into their inbox.
And having a way of messaging leads that cuts through all the noise on the Internet including social media algorithms and millions of ads?
That’s powerful.
You now have a way of infusing all your personality and charm into a message that gets sent directly to their eyeballs (and hearts). And you can do it over and over again – forever (or until they get sick of you and unsubscribe) – to turn your leads into die-hard fans.
So it’s time to get on board, start collecting emails, and build a mailing list that also doubles as a goldmine for your business.
Next, you need to know what kind of emails to write to your audience so that they fall in love with you, your brand, and your offer.
So without further ado, here’s the
5 Types of Emails You Should Send To Your Webinar Mailing List
#1 Webinar Promotional Emails
Guess what? You can get more webinar sign-ups – for FREE!
Well, sort of free. If you have a mailing list then you probably paid something for it (e.g., ads). Point is, you now have a list that’s yours forever and you should DEFINITELY use it to promote your next webinar.
But…
Do NOT just spam your list with boring and generic emails that tell them to “sign up for your exciting new webinar”. Unless you WANT people to unsubscribe, that is…
In short: be creative with it!
Here’s how to write killer webinar promotional emails:
- Make a bold promise.
- What’s the ONE big outcome they’ll get from your webinar? Example: “How I Built a 7-Figure Coaching Business in 12 Months—Without Ads or a Huge Audience.”
- Use urgency.
- People are lazy. Give them a reason to sign up NOW. Example: “Spots are filling fast, and we’re capping this at 200 attendees.”
- Inject curiosity.
- Tease the best parts of your webinar without giving everything away. Example: “I’ll be revealing the ONE strategy that took me from zero to $50K months (and most coaches completely ignore it!).”
- Make a bold promise.
Want more ideas? Check out this guide on email marketing strategies for coaches.
#2: Webinar Confirmation Emails
I can’t tell you how many webinars I’ve registered for where they DON’T even bother to send you a confirmation email.
Not even a “thank you for signing up for my webinar!” – nada.
For your audience, that’s gonna mean two things: one, they’re not sure if they actually signed up for your webinar, and two, you’re not even bothering to acknowledge them.
So don’t forget to send a registration confirmation email!
It doesn’t even need to be complicated. You just need to:
- Confirm their registration
- Make them feel excited for the event
- Give them the next steps
Here’s an example of a webinar registration confirmation email:
Subject: You’re IN! Here’s What’s Next
Hey [First Name],
You just signed up for [Webinar Name], and trust me — you’re going to love it.
Here’s what to do next:
📅 Add the event to your calendar: [Calendar Link]
📍 Bookmark this page: [Webinar Access Link]
🎁 Stay tuned — I’ll be sending you something special before we go live 😉
Can’t wait to see you there!
– [Your Name]
That’s it.
Bonus tip: Ask a question in the email to keep them engaged. Something like “What’s your biggest challenge with [webinar topic]?”.
#3: Webinar Indoctrination Emails
A lot of people sign up for webinars from cold ads – which means they have no idea who you are!
So what you need to do is warm them up with an indoctrination sequence.
An indoctrination sequence is basically a series of emails that:
- Introduces yourself and your authority. Why should they listen to you?
- Shares a compelling story. Something that makes them relate to you.
- Teases the webinar content. Give them a taste of the value they’ll get.
So the moment they sign up for your webinar, you hit them with email #1 and get the momentum going by sending them email #2 the next day, and so on. You drip them out slowly, one by one, so as to build anticipation and avoid feeling too ‘spammy’.
Here’s the format for a simple webinar indoctrination sequence:
Email 1: “Who the heck am I?” (Your backstory & credibility)
Email 2: “How I overcame [pain point]” (Relatable struggle → transformation)
Email 3: “What you’ll discover in the webinar” (Build excitement)
Do this right, and by the time your webinar rolls around?
Your registrants will be more eager to show up, learn from you, and buy your offer.
#4: Webinar Reminder Emails
You’d be surprised how many people register for webinars… and then forget about them five minutes later.
The solution?
Send reminders. A lot of them.
For example:
- A reminder 3 days before the webinar
- Another reminder 1 day before the webinar
- A reminder on the morning of the webinar
- 1 hour before the webinar
- 15 minutes before the webinar!
Now, one concern many have with these reminders is that they might end up pissing some people off.
After all, no one likes receiving a bunch of emails all talking about the same thing in a short amount of time, right?
That’s why you need to make these reminders interesting.
Some interesting subject lines for a webinar reminder email:
✅ “3 days from now… you’re finally going to learn how to be FREE”
✅ “Kevin went from zero to 7 figures after my webinar — the same one you’re attending TOMORROW”
✅ “Your webinar is TODAY. Don’t forget to bring these along!”
✅ “In just ONE HOUR, your life is going to change…”
Remember: the goal is to get maximum show-up rates. So get creative!
#5 Post-Webinar Follow-Up Emails
This is where sales happen.
Remember how I mentioned that on average, 70% of people don’t buy at webinars?
Chances are, they just weren’t ready at the time.
That’s why you need to butter them up and keep them engaged with a post-webinar sequence so that when they ARE finally ready, you and your offer are top of their mind!
Your post-webinar email sequence is an opportunity to:
- Send your webinar replay to reel back in the no-shows
- Recap the key lessons for those who missed your webinar
- Answer objections (why they should buy now)
- Give a strong deadline (urgency drives sales)
And this sequence can go anywhere from like 7 days to 14 days, or even up to 30 days. It totally depends on you and how much content you can pump out!
But once that sequence is done, what’s next?
Don’t just end all communications there – write an email newsletter!
Why You Need An Email Newsletter For Your Webinar Leads
I see so many coaches completely ignore their list once the webinar’s done and dusted – except when they need something.
They’d ghost you for months and suddenly pop in your inbox like:
“Heyyy bestie! I know I haven’t emailed in a while, but I’ve got this amazing product you should totally check out…”
Instead of making you sound like a shady weirdo trying to sell stuff from a backalley, your list can do so much more.
So once you’re done sending out all 5 types of emails to your webinar leads, it’s time to bring them into your weekly newsletter.
(I say weekly, but you can even go as often as 2-3 times a week or daily.)
You’ll be sending them regular emails.
And these emails are gonna be pure content.
That means you don’t try to sell anything – you just give pure value. Ideally, something your readers would want to read or learn about. Such as…
- Interesting stuff related to your niche/webinar topic
- Latest news and trends about your industry
- Emotional stories, testimonials, and case studies
- Other cool stuff that’s relevant to your readers
Now, this is going to take some work depending on how much you love to write or if you’ve got a talented writer on your team. Regardless, you need to get into the mindset of just enjoying what you write, knowing that it will give your readers some kind of value.
And if they choose to work with you in the future? Then that’s a bonus.
The point is to keep your leads feeling warm and nurtured so that when you do need to sell them something, you’ve already earned their trust and affection.
That’s how you build an asset that keeps paying dividends over and over again.
Here’s a great example of how effective a well-nurtured list can be for launching new products or webinars – our ‘Million Pound Launch’ email strategy case study.
How to Avoid Spam Filters and Get Your Webinar Emails Delivered
Ever wonder why your emails never get opened? Maybe it’s because they’re not even making it to the inbox!
Here’s how to keep your webinar emails OUT of the spam folder:
✅ Stop Using Free Email Domains (They Kill Your Deliverability)
Email providers don’t trust free domains for marketing emails. Use a professional domain (e.g., yourname@yourbusiness.com) and set up domain authentication (SPF, DKIM, DMARC) to prove you’re legit. This tells email providers that you’re a real sender, and not some scammy spammer.
✅ Warm Up Your Email List Before Blasting Webinar Emails
Ever wonder why your first webinar email gets tons of opens… but the second one flops? It’s because email providers monitor engagement. If your first email gets low opens or lots of spam complaints, your future emails get flagged. So don’t just blast a cold list with sales emails. Send them value-packed content emails BEFORE you start pitching anything.
✅ Avoid Spammy Words & Phrases in Your Emails
Email providers scan your content for words that scream “scam alert!”. Some red-flag examples are “FREE FREE FREE!”, “Make money fast”, “Cash bonus”, “Congratulations! You’ve won” and “100% guaranteed”. Those are gonna trigger spam filters and get your emails sent straight to spam.
✅ Don’t Overload Images & Links
Too many links and images make your email look suspicious to email providers. Keep things neat and tidy with 1-2 links max and use images sparingly. In fact, keep it mostly text-based, like a personal email.
✅ Encourage Replies
Ask an engaging question in your email and get people to respond. When people reply to your email, it signals that you’re a legit person to email providers. It also tells those providers that your emails are valuable, and that future ones shouldn’t be tossed in the bin (the spam folder).
✅ Clean Your Email List (Stop Emailing Dead Leads)
Low open rates signal to email providers that you’re sending unwanted emails aka spam. That’s why you need to clean your list regularly by removing subscribers who haven’t opened an email in 90+ days, running re-engagement sequences to try and get them to be active again, and making unsubscribing easy (so people don’t just mark you as spam forever).
What if Email Marketing for Webinars was Easier?
Now you’ve got everything you need to set up a successful email marketing campaign for your webinar.
But let’s be real…
Writing compelling emails, figuring out the right timing, tweaking subject lines for better open rates, setting up automations – that can feel like a full-time job.
And unless you love spending hours testing email sequences and battling tech headaches, you’re going to need:
✅ Someone to write emails that get opened, clicked, and acted on
✅ A system (like GHL or ActiveCampaign) to automate everything
✅ An email strategy that keeps your audience engaged — before, during, and after your webinar
Or… you could let the experts handle it.
At Radical Marketing, we help coaches, course creators, and experts fill their webinars with high-quality leads — and more importantly, turn those leads into paying clients. Email marketing webinars is just one part of creating an effective webinar funnel – and it’s a part we excel in.
That’s how we’ve built up a quiet reputation as one of the best webinar marketing agencies for top-tier coaches and speakers over the past few years.
(We’ve also built up a reputation as a bunch of weirdos who love bums – but only ‘cos we’re completely locked in on ‘putting those bums on seats’ for webinars, seminars, and challenges. Honest.)
