How to write webinar follow-up emails that convert

Timing the first email

Send the first follow-up within one to two hours after the webinar ends. This catches viewers while the lesson is fresh in their minds. Keep it short: say what you covered, link to the resource, and ask for one action.

Do not recap the whole hour. Recap one outcome from the session. For example, mention the one task they learned and give the exact link to try it or to access the offer tied to that task.

Writing for action

Use one link and one call to action. If you give two links, people pick neither. State the action in plain words: 'Try this step now' or 'Get the template'. Avoid vague phrases that ask them to 'check it out' with no clear task.

Show the link text clearly. If the action is to watch the trimmed recording, link to it directly. If the action is to use a template, link to that file. Clarity beats cleverness for these emails.

One email, one link, one action.

Key takeaways

• Send your first follow-up within one to two hours after the webinar while the lesson is fresh.
• Link to one thing only, with one clear action that matches what you taught in the session.
• Remind viewers of one outcome, not the full agenda or every slide from the live webinar.
• Exclude private Qs answers unless asked, and avoid adding new topics not covered in the session.
• Track clicks for that exact link to see how well your follow-up converts viewers to action.

Following up without spamming

Send at most two follow-ups total for a single webinar. If they clicked the first link, do not send the second. If they did not click, send a second email two to three days later with the same single action or a very short clarification.

Respect unsubscribes and do not add people to other lists without consent. Keep each email text only, or very lightly formatted. Short emails read better on mobile and get more clicks.

Measuring what works

Track click rate for the exact link in each follow-up email. Also track completions: if the link goes to a template, track downloads. If it goes to the recording, track how many watch past a minute. These numbers tell you if your email matches the webinar's teaching.

If clicks are high but completions are low, the target page is confusing. Fix the page, not the email count. Small fixes here often lift results more than writing longer emails.