Webinar follow up email: what to send, with templates

After a webinar, send a "replay is ready" email to everyone within a couple of hours, then two "time is running out" messages before the replay comes down. Split the rest of your follow up by who attended and who did not: attendees saw your offer and need a nudge toward it, while no shows need the replay and a reason to watch it soon. Anyone who has already bought should stop getting sales emails.

Below is the sequence, the reasoning behind each message, and templates for each one.

The follow up sequence at a glance

Assuming a replay that stays up for 48 hours after it is published:

1. Replay ready, to everyone, as soon as the replay is up, ideally within two hours of the start.
2. Offer recap, to attendees only, the same evening or the next morning.
3. You missed it, to no shows only, the next morning.
4. 24 hours left, to everyone who has not bought, a day before the replay comes down.
5. 2 hours left, to everyone who has not bought, shortly before it comes down.
6. What next, after the replay closes, to people who engaged but did not act.

Each email has a matching short text for people who agreed to receive texts. The text carries the link and the deadline; the email carries the detail.

Why attendees and no shows need different emails

The two groups are in different places.

An attendee has watched you teach, heard the offer and decided not to act yet. Sending them the replay as if they had never been there is a wasted message. What they need is a short reminder of the offer, an answer to the most common objection, and a direct link to book or buy.

A no show has seen nothing. They registered because the topic mattered to them, then something got in the way. An email that recaps "the offer I made on the call" makes no sense to them. They need the replay link, one line on why it is worth their hour, and a deadline.

If you can only send one email, send the replay to everyone. If you can send more, splitting the list is the most useful change you can make to your follow up.

Templates

Replace the parts in braces. Keep the subject lines plain so people know what is inside before they open.

Replay ready (everyone)

Subject: The replay of {session title} is up

Hi {first name}, thanks for registering for {session title}. The replay is ready here: {replay link}. It will be up until {deadline day} at {deadline time} your time, then it comes down. If you only have twenty minutes, skip to {timestamp}, where I walk through {the core idea}.

Text: The replay of {session title} is up until {deadline day} at {deadline time}: {replay link}

Offer recap (attendees)

Subject: What we talked about at the end

Hi {first name}, thanks for staying for {session title}. At the end I mentioned {offer in one line}. A few people asked {common objection}, so here is the short answer: {two sentence answer}. If you want to talk it through for your situation, book a time here: {booking link}.

You missed it (no shows)

Subject: You missed {session title}, here is the replay

Hi {first name}, it looks like you could not make it yesterday, which is fine. The full replay is here: {replay link}. The part most people found useful was {specific moment}. It is up until {deadline day} at {deadline time}.

Text: Missed the session yesterday? The replay is up until {deadline day}: {replay link}

24 hours left

Subject: The replay comes down tomorrow

Hi {first name}, a quick heads up that the {session title} replay comes down tomorrow at {deadline time}. If you meant to watch it, tonight is a good time: {replay link}. If you have already seen it and want to talk about {outcome}, you can book here: {booking link}.

Text: 24 hours left to watch the replay of {session title}: {replay link}

2 hours left

Subject: 2 hours left on the replay

Hi {first name}, the replay of {session title} comes down at {deadline time}, about two hours from now. Here it is one last time: {replay link}.

Text: The replay comes down in 2 hours: {replay link}

What next (after the replay closes)

Subject: The replay is down. Here is what I would do next

Hi {first name}, the replay of {session title} is no longer available. If you watched it and are still thinking about {outcome}, the fastest way forward is a short call: {booking link}. If now is not the time, no problem. The next live session is on {next session day}, and you are welcome to come back.

Writing rules for webinar follow up emails

• One action per email. Watch the replay, or book a call. Not both with equal weight, and never five links.
• Say what is inside. Subject lines like "The replay is up" get opened by the right people. Clever subject lines get opened by curious people who then leave.
• Name the deadline in their time zone. "Thursday at 3pm your time" is clearer than "48 hours".
• Keep the deadline real. If you say the replay comes down, take it down. Your next deadline only works if the last one held.
• Point to a moment. "Skip to 22 minutes in" is more useful than "lots of great value".
• Write like a person. Short paragraphs, no heavy design, a name at the bottom. These emails should read like a note from the host.
• Let people reply. A reply with a question is the best possible outcome of a follow up email, so make sure someone reads the replies.

What not to send

• The same email to attendees and no shows.
• A "still thinking about it?" email to someone who bought last night. Buyers should drop out of sales follow up the moment they pay.
• A text at 11pm. Hold marketing texts until the person's morning.
• A replay link that opens the raw recording with no call to action next to it. Put the replay on a page with the booking button under the video.
• Weeks of daily emails about one webinar. After the replay closes, move people into your regular follow up or invite them to the next session.

Follow up checklist

1. The replay is published within a couple of hours of the session.
2. The replay page has a clear call to action under the video.
3. Everyone gets a "replay ready" email and text.
4. Attendees get an offer recap that answers the main objection.
5. No shows get a "you missed it" message with a moment worth watching.
6. "24 hours left" and "2 hours left" messages go out before the replay comes down.
7. Buyers are removed from sales follow up as soon as they pay.
8. Texts respect consent and quiet hours.
9. The replay comes down at the deadline you named.

How Niche handles webinar follow up

In Niche Engine webinars, the replay publishes itself. About 90 minutes after the session starts, the recording is found, attached and published as a replay page. It stays up for 48 hours by default, and you can change that window. Three built in stages go out by email and text: "replay ready", "24 hours left" and "2 hours left", and each stage's text can be switched off.

On top of those, you can add follow up steps that go only to people who attended or only to people who did not, which covers the offer recap and the "you missed it" email above. New custom steps skip buyers unless you switch that off. Texts wait for quiet hours (9pm to 8am in the person's time zone), and a held replay text goes out the next morning as long as its stage is still current. The replay page itself carries a book a call block linked to your booking calendar and a closing ask under the video.