How to write a post-webinar email sequence

Happy Wednesday! I'm Jim Hamilton. Over the past 7 years, my copy has contributed to 10m+ in sales for clients across health, biz opp, and B2B.

Each week, I send out 1 short-form copywriting insight to help grow your business.

Webinars are still one of the most effective ways to sell high-ticket courses, coaching, and consulting online in 2023.

But most webinar funnels I see are missing a key ingredient:

A strong post-webinar email sequence.

I’ve found this can contribute as much as 30% of total sales when executed correctly.

So today, I’m sharing a simple post-webinar email sequence template for you to swipe.

Let’s dive in.

Read time: 3 minutes and 15 seconds

Together with Creator Wizard

The New Way to Monetize Attention Online

Selling digital products and services isn’t the only way to monetize an audience.

You see, there’s another way to convert attention into profits that most creators don’t know about…

One that’s used by podcast juggernauts like Joe Rogan, Tim Ferriss, and Andrew Huberman…

And creators like Justin Welsh, Jay Clouse, Sahil Bloom.

What is it?

Sponsorships.

Legacy media is yesterday’s news.

Today, brands are looking to reach new people by sponsoring niche creators who’ve built their own audiences online.

Just ask Justin Moore, founder of Creator Wizard: he and his wife April have personally earned over $4m in brand deals since 2008, and he’s helped his students earn millions more.

Twice a week, he sends out paid sponsorships to subscribers in his free newsletter.

These are legit opportunities with real brands, complete with deliverables and contact info.

So if you’re looking for another way to monetize attention online..

Click below to sign up today:

Join 29,883+ creators getting paid sponsorship opportunities 2x per week

How Most Webinar Funnels Work

This is a simplified breakdown of how most webinar funnels work:

Top of funnel ads, emails, and social posts get attention and drive traffic to a registration page.

Once registered, leads get a series of emails pushing them to attend.

Then, on the webinar, the presenter delivers the core content and makes a special, limited-time offer for people to buy.

But what happens to people who don’t buy right away?

Or people who register but never make it to the presentation?

This is where a post-webinar email sequence comes in.

Email #1: Replay

The first email usually drives to a replay of the webinar.

How come?

Well, because live webinars typically see a ~20% show-up rate.

Evergreen webinars are better, usually coming in around 40-50%.

But either way, this means at least HALF the people who register won’t make it to the presentation.

So sending them back to the replay is the best way to convert them.

• Timing: 2-4 hours after the webinar

Email #2: Direct offer

The second email is a direct offer.

This means calling out the problem, introducing the product, then explaining what’s included along with the terms of the special offer (bonuses, discount, expiry, etc).

You can often pull a lot of this language straight from the webinar pitch.

I like to include another link to the replay in the P.S.

• Timing: 12-18 hours after the webinar

Email #3: Social proof

“Will this work for me?” is one of the most common objections.

So after introducing the offer, it’s always good to present some social proof.

This can be a collection of testimonials or a more detailed case study of one successful student.

One tactic that can work well here is to create a dedicated “proof wall.”

This is a separate landing page focusing strictly on all the testimonials you have, with CTAs to purchase sprinkled throughout.

You can also create landing pages dedicated to specific video testimonials with a CTA to purchase underneath.

• Timing: 24-36 hours after the webinar

Email #4: Price objection

If you’re selling high-ticket, you need to address the price objection.

The easiest way to do this is with a payment plan.

So if you (or your client) offer a payment plan, this email should focus on that.

I like to get a bit more creative here and frame this email as “X reasons NOT to buy” (with price being one of them.)

It’s a much more attention-grabbing angle, and also acts as a damaging admission.

• Timing: 36-48 hours after the webinar

Email #5: Urgency

One of the biggest needle-movers in a webinar funnel is the deadline.

This is a short email that recaps the offer and reminds people that time is running out.

• Timing: 48-56 hours after the webinar

Email #6: FAQ

It’s always good to send out an FAQ email shortly before the deadline expires.

This can just be copy-pasted from the sales page or webinar presentation.

It won’t get a ton of opens or clicks, but people on the fence will read it…

And it can sometimes make all the difference.

• Timing: 56-62 hours after the webinar

Email #7: Last call

This is the last email to go out before the offer expires.

I like to keep this one super short.

The focus is strictly on how much time is left + the fact that they need to make a decision ASAP or risk missing out on the offer forever.

• Timing: 62-69 hours after the webinar

Putting It All Together

In my experience, a great post-webinar email sequence can deliver as much as 30% of total sales.

Which is nothing to sneeze at.

So if you or your client are running a webinar funnel, add this post-webinar email sequence template to your swipe file:

• Email #1: Replay

• Email #2: Direct offer

• Email #3: Social proof

• Email #4: Price objection

• Email #5: Urgency

• Email #6: FAQ

• Email #7: Last call

And remember that it’s normal to get some sales at the beginning of the sequence, very few in the middle, then most towards the end.

That’s it.

Thanks for reading!

See you next week.

Jim Hamilton