So, you’ve hosted a webinar—nice! Maybe people showed up, the presentation went well, and you even had some great questions. But now what?
This is where a lot of folks drop the ball. The truth is, most of the real magic happens after the webinar. If you’re not following up with a solid nurture sequence, you’re leaving a lot of potential conversions on the table.
Your nurture sequence is what helps leads take the next step—signing up for a free trial, booking a demo, or becoming a paying customer.
In this guide, we’ll walk you through how to build a simple, effective post-webinar follow-up sequence that actually works. We’ll cover what to say, when to send it, and how to make sure your leads don’t go cold after all that effort you just put in.
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What Is a Webinar Nurture Sequence?
A webinar nurture sequence is your post-event follow-up plan, but done with intention. It’s a series of emails (and sometimes texts or other messages) you send to people who signed up for your webinar, whether they showed up live or not.
The goal? Keep the momentum going.
Think of it like this: your webinar got their attention, now your nurture sequence is what builds trust, answers questions, and nudges them toward that next step—like starting a free trial, booking a call, or even making a purchase.
And here’s the best part: when done right, it doesn’t feel salesy. It feels helpful. You’re simply guiding them through the next part of the journey, showing them how you (and your product or service) can make their life easier.
A good nurture sequence helps you:
- Reconnect with attendees and no-shows
- Share the webinar replay and other valuable resources
- Address objections or pain points that might be holding them back
- Highlight success stories and social proof
- Make your CTA (call to action) clear and compelling
Whether you’re selling software, services, or something in between, your post-webinar nurture sequence is one of the best ways to turn warm leads into actual customers.
If you’re still deciding how to shape your next webinar for maximum impact, check out 8 Engaging Webinar Formats for Every Stage of Your Marketing Funnel for ideas that align with where your audience is in the journey.
5 Core Elements of a High-Converting Webinar Nurture Sequence
If you want your webinar follow-up to actually convert, you can’t just wing it. A high-converting nurture sequence has a few key ingredients that work together to keep your leads engaged and moving toward a “yes.”
Let’s break down the essentials:
1. Personalization & Segmentation
Not all leads are created equal, and they shouldn’t all get the same message.
Use your webinar data (like who attended, who skipped, and what they clicked on) to personalize your emails. Even something as simple as using their name or referencing the topic they signed up for can make your emails feel way more relevant.
Also, segment your list:
- Attendees vs. no-shows
- Different industries or roles
- Cold leads vs. hot prospects
That way, you can tailor the message to where they are in the buyer’s journey.
2. Clear and Compelling CTAs
Every email should have one clear goal.
Don’t leave your reader guessing what to do next. Whether you want them to book a demo, start a free trial, or watch the replay, make the CTA front and center—and make it pop.
Bonus points if you add urgency:
- “This offer expires in 48 hours.”
- “Spots are limited—book your call now.”
- “Replay available until Friday.”
3. Value-Driven Content
Your emails shouldn’t just remind them that your webinar happened—they should build on it.
Share tips, insights, or solutions that address the problem your product solves. Keep the focus on how you can help them get results, not just on features or pricing.
Pro tip: Use words like exclusive, insider, or behind the scenes to make your content feel extra valuable.
4. Social Proof
If you’ve got happy customers, now’s the time to let them do the talking.
Drop in a short testimonial, a quick case study, or even a logo carousel to build trust. People are way more likely to act when they see others just like them getting great results.
5. Timely Follow-Up
Timing makes all the difference.
Your first follow-up email should go out within 24 hours of the webinar—ideally, the same day. That’s when your content is still fresh in their mind.
After that, plan 3–5 more emails over the next week. Each one should have a different angle:
- Email 1: Thank you + replay
- Email 2: Solve a pain point
- Email 3: Show results or success stories
- Email 4: Nudge action with a strong CTA
The key is to stay helpful and relevant, not annoying.
Sample Post-Webinar Sequence: 4 Emails That Convert
Alright, so you’ve got the key elements down—now let’s put them into action. Below is a simple 4-email sequence you can start using right away. It’s designed to build trust, offer value, and guide your leads toward taking the next step.
You can tweak the tone, timing, and CTAs based on your audience, but the general flow works for almost any webinar follow-up.
Email 1: Thank You + Replay + Feedback
Send: Within 24 hours after the webinar
Goal: Acknowledge their time, provide the replay, and keep the conversation going
What to include:
- A warm thank-you message
- A link to the webinar recording
- Quick recap or summary of the key takeaways
- A simple CTA (e.g., “Reply with feedback,” or “Check out this bonus resource”)
For no-shows, tweak the message to say, “Sorry we missed you—here’s the replay.”
Email 2: Solve a Pain Point
Send: 1–2 days later
Goal: Show how your product or service solves a real challenge
What to include:
- A common pain point your audience faces
- How your solution addresses it
- A relatable story or use case
- CTA to learn more, book a demo, or try the product
This one’s all about making them say, “Wow, this is exactly what I need.”
Email 3: Reiterate Benefits + Share Social Proof
Send: 3–4 days later
Goal: Build trust and highlight what’s possible
What to include:
- A quick reminder of the benefits you offer
- A short testimonial, customer story, or a big win
- A visual, if you have one (like a quote card or video)
- CTA to take the next step
Now’s the time to let your happy customers do some of the talking for you.
Email 4: Nudge Action with Urgency
Send: 5–7 days later
Goal: Give them a clear reason to act now
What to include:
- A limited-time offer, discount, or bonus
- A reminder of what they’ll miss if they don’t act
- A strong, direct CTA (e.g., “Claim your free trial before Friday”)
This is your final nudge. Don’t be shy—make the value (and the deadline) crystal clear.
Pro Tip: Split Your List
Send slightly different versions to attendees vs. no-shows.
- Attendees: Focus on deepening engagement and taking action.
- No-shows: Emphasize the replay and give them a second chance to engage.
Want more ideas for what to say in each email? Check out our guide on How to Write a Winning Webinar Email Sequence—it’s packed with templates and proven examples.
Best Practices for Webinar Nurture Sequences
You’ve got your emails mapped out—but a great sequence isn’t just what you send, it’s how you send it. These best practices will help you get better results from every follow-up, without overwhelming your leads (or yourself).
Keep Emails Short and Skimmable
People are busy, and inboxes are crowded. Aim for quick, clear emails that get to the point fast.
Stick to:
- Short paragraphs
- Bullet points, when possible
- One main idea per message
If it feels like too much, it probably is. Less is more here.
Use Engaging Subject Lines
Your subject line is the gatekeeper. If it doesn’t grab attention, your email won’t get opened—no matter how good the content is.
Try:
- Action words: “Grab Your Replay,” “See How [Name] Got Results”
- Curiosity: “What You Missed (And Why It Matters)”
- Urgency: “Last Chance to Claim Your Bonus”
Test a few to see what clicks (literally).
Optimize for Mobile
Most people check email on their phones. Make sure your emails look good and read easily on a small screen:
- Use bold text to highlight key points
- Keep CTAs big, bold, and tappable
- Avoid giant blocks of text
Your mobile readers will thank you.
Test, Measure, Improve
Don’t just “set it and forget it.”
Keep an eye on how each email performs:
- Open rates = is your subject line working?
- Click rates = is your CTA compelling?
- Conversion rates = is the sequence doing its job?
Run A/B tests when possible. Even small changes (like tweaking the subject line or CTA) can lead to better results over time.
Consider Multi-Channel Follow-Up
Email is great—but it’s not the only option.
For your high-intent leads, mix in:
- SMS reminders (“Hey! Just a heads-up, your trial ends tomorrow.”)
- Retargeting ads
- LinkedIn or social DMs (especially for B2B audiences)
It’s all about showing up in the right place, at the right time—with the right message.
And if you want to make sure your webinar platform supports these kinds of nurture features, take a look at Webinar Features for Marketers for a breakdown of what to look for.
How Long Should a Nurture Sequence Be?
This is a question that comes up a lot: How many emails should I actually send after a webinar?
Short answer? Enough to stay relevant, without becoming annoying.
The Sweet Spot: 3–7 Emails
Most effective webinar nurture sequences fall in the 3 to 7 email range.
Why? Because:
- One email isn’t enough to build trust or drive action
- But more than seven? That starts to feel like spam unless you’re offering crazy value
A good middle ground is five well-timed, well-written emails spread out over 5–7 days. That gives your leads enough touchpoints to:
- Watch the replay
- Get reminded of the value
- See proof your solution works
- And take action—when they’re ready
Timing Matters, Too
Here’s a basic cadence that works well:
- Email 1: Same day or next day
- Email 2: 1–2 days later
- Email 3: 3–4 days later
- Email 4–5: Toward the end of the week (especially if there’s a time-limited offer)
You don’t have to follow this to the letter, but avoid long gaps—you’ll lose momentum. And don’t cram everything into one day, either. Spread it out and give your message room to breathe.
Pro Tip: Let the data guide you
If you’re unsure what’s working, start with 4–5 emails and track performance. Getting high open rates but low clicks? Maybe your CTA needs work.
No engagement at all? You might be sending too many—or too few—emails.
The best length is the one that helps your audience take the next step.
Nurture Like a Pro
Your webinar might be over—but the real work (and real opportunity) kicks in right after.
A thoughtful, well-timed nurture sequence helps you turn that post-webinar attention into real results. Whether that’s more demos booked, more free trials started, or more sales closed, it all comes down to how you follow up.
So don’t let your leads go cold. Start small. Stay helpful. And always keep the next step crystal clear.
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AEvent can handle your post-webinar nurture sequences automatically, from personalized emails to smart timing and lead scoring. Less manual work. More conversions.
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