Improve Your Webinar Show-Up Rate With This Copy
APPLE PODCASTS | SPOTIFY | YOUTUBE
I was talking to a group of business owners recently about webinar strategy, and someone said, "It's just a numbers game. The more people who register, the fewer actually show up." And I had to stop them right there.
That hasn't been my experience at all. My show-up rate hovers between 35% and 45% consistently, whether 30 people register or 500. So I started asking questions, and what came out was this: they were getting registrants by any means possible. Ads, affiliates, cold outreach. And the further they got from their actual warm audience, the more their show-up rate dropped.
When my clients draw people to their webinars - no matter how ‘cold’ they are - I take it as my job as a copywriter to get people warmed up.
If you’re running webinars, masterclasses, live challenges, workshops, or anything else live, this post, it’s accompanying podcast, and the Show Up Email sequence templates are what you need to get more people to show up live!
Why People Don't Show Up to Your Webinar
When someone registers for your webinar, they're excited. They signed up because something you said landed and they want to hear what you have to say about it. But time passes, and they forget what they were excited about. If they came from ads or a referral source, the time between when they signed up and when the event is might even be long enough that they forget who you are.
Your job between registration and the live event is to keep them stoked enough to actually show up. That's what show-up emails are for.
According to GoToWebinar, businesses that send multiple reminders see up to a 50% higher attendance rate on average.
And the case for getting people there live is strong: people who attend live are 70% more likely to buy your offer than people who don't show up.
Your show-up emails are some of the most important sales emails you'll send in an entire launch.
Show-Up Email Best Practices
Before I walk you through the five emails, a few principles that apply across all of them:
Address people by name.
Grab their first name at registration and use it. An email that says "Hey, registrations123@gmail.com" or “hey registrant!” doesn’t have the same personal touch as, “Hey Samantha!”.
Send more than one reminder.
One confirmation email is not enough to stay top of mind. Plan for at least three touchpoints before the event.
Remind them why they should show up live.
I always advise my clients (or write emails for them) to tell people the outcome of the webinar, not just the three things that they’ll learn inside of it.
Bonus points if you incentivize attendance and start to seed your paid offer in these emails.
The 5 Webinar Show-Up Emails to Send
Email 1: The Confirmation Email
Send this immediately after registration.
Let me say this LOUD: This is the email they're most likely to open in the entire sequence, so use it well.
In this email, confirm they're registered, give them the basic logistical details, and get them on your calendar with a one-click button.And of course, remind them why it's worth blocking out that time.
Email 2: The Education Email (5 Days Before)
This one goes out about five days before the event. The goal here is to build anticipation and give people a reason to stay plugged in. Teach them something small that connects to what you'll cover live. Show them a piece of the puzzle and make it clear the rest is coming on the webinar. If you have a longer registration window (two or three weeks out), aim for at least two touchpoints per week during that stretch.
Note that ‘five days before’ is arbitrary. If you’re inviting people 2-3 weeks out, you’ll want to have a few of these emails to keep people excited.
Email 3: The Hype Email (2 Days Before)
This email reminds them what they signed up for, paints a picture of what their life looks like after they've learned what you're teaching, and gets them on the calendar if they haven't added it yet.
Attendees are 22% more likely to show up live when there's an exclusive bonus or a live Q&A attached. Make sure they know both exist.
Email 4: The Last Call Email (1-2 Hours Before)
Keep this one short. Drop the Zoom link front and center. Give them one sharp, specific reason to be there. Instead of "We start in an hour," say something like: "In one hour, I'm walking you through the exact system that took our average cost per click from $5 to $0.05. You need to be there. Here's the link."
At this point in the sequence, swap out the calendar link for the direct join link. They're not adding it to their schedule, they're clicking to join.
Email 5: The FOMO Email (Right at Start Time)
This one goes out within two to five minutes of the webinar starting. Some people like to send it just before the start time, some right on the dot, some two minutes after with a "we've already started" angle. Do what fits your voice. The goal is to catch the people who are in their inbox and on the fence.
This is very short and has the link to join (not an add to cal this time).
These Emails Are Your Sales Red Carpet
Once the webinar ends and cart opens, your sales sequence kicks in (future template for sales email is in the works, but for right now, I recommend using these!)
But these five Show Up Emails are what get people to the door in the first place. They’re building trust, creating anticipation, and priming your audience to hear your offer.
And if you want to talk through your launch copy or get a second set of eyes on your sequence, come find me at nomadcopyagency.com/contact.
"People who show up live are 70% more likely to buy your offer. Your show-up emails aren't just reminders. They're your first sales touchpoint."
Helpful Resources:
Grab the Forgotten Launch Emails Checklist for $1 with code PODCAST
Related listen: Edu-Selling: How to Sell Without Being Salesy (Ep. 30)
Connect with me:
Watch episodes with subtitles on my YouTube
See my services → sales pages, emails, websites, and more.
Get on my calendar → if you’d like me to write your sales copy for you!
Opt-In Copy Bot → Write high-converting opt-in pages in minutes
Nomad Copy Agency writes copy that CONVERTS for service-based businesses. Inquire about done-for-you services here.
