TemplatesMarketingPostWyse

14-Day Webinar Promotion Sequence

Most webinar registrations die in the 14 days before the event. This is the sequence that keeps them alive and turns them into attendees.

60 minutes to set up, 14 days to run per eventDifficulty: mediumFree, no signup

Why this matters

1Show-up rates drop 4 to 8 percentage points for every day between registration and event without a touch.
2The right cadence keeps show-up rates at 35 to 45 percent (vs industry average 18 to 25 percent).
3Multi-channel beats email-only by 2x on show-up rate.
4An AI agent can run the full cadence and personalize touches per registrant role and registration date.

The template, step by step

01
T-14: Registration confirmation
Sent within 5 minutes of registration. Confirms the date, adds to calendar, includes 1-2 paragraph teaser of what they'll learn. No upsell yet.
02
T-7: Speaker spotlight
Email highlighting the speaker(s): why they're qualified, what specific question they'll answer. Bonus: link to a prior talk or post by the speaker so the registrant can sample their style.
03
T-4: Value drop
Send a 3-4 minute teaser video or a 500-word post related to the webinar topic. The goal: make the registrant feel they're already getting value, so they show up for more.
04
T-2: Logistics + add-to-calendar reminder
Time of event in their timezone, link to join, 'add to calendar' link. Format the email so the join link is one-tap on mobile.
05
T-0 morning: 'See you at 2pm'
Day-of email at 9am: short, friendly, one line of what's coming, calendar reminder. This single touch lifts show-up rate by 6-12 percentage points.
06
T-0 at start time: 'Live now' notification
Email + LinkedIn DM + retargeting ad: 'Webinar starting in 5 minutes, join here.' Last-mile touch catches the registrants who forgot or are wavering.

Pre-event sequence outline

T-14 (Registration confirmation)
  Channel: Email
  Subject: You're in: [webinar title]
  Content: Confirmation, calendar add, teaser

T-7 (Speaker spotlight)
  Channel: Email
  Subject: Meet [speaker] before [webinar title]
  Content: Why they're qualified, prior content link

T-4 (Value drop)
  Channel: Email
  Subject: A taste before [webinar title]
  Content: 3-4 min video or 500-word post related to topic

T-2 (Logistics)
  Channel: Email + LinkedIn (if connection)
  Subject: 2 days until [webinar title]
  Content: Timezone, join link, calendar reminder

T-0 morning (Day-of)
  Channel: Email
  Subject: See you at [time] today
  Content: One-liner, join link

T-0 start (Live now)
  Channel: Email + LinkedIn DM + retargeting ad
  Subject: We're live, join here
  Content: Direct join link

POST-EVENT (T+1 to T+7)
  T+24h: Replay link + 1-page summary
  T+72h: Survey email
  T+7d: Move to nurture or sales handoff per registrant fit

Common mistakes

Sending one reminder a day before the event. Single-touch cadences hit 18-22 percent show-up. Six-touch cadences hit 35-45 percent.
Not differentiating by registration date. Someone who registered 30 days ago needs more re-engagement than someone who registered yesterday.
Skipping the value-drop touch (T-4). It's the single biggest show-up rate lifter.
Adding hard sell into pre-event emails. The pre-event sequence is for show-up, not for conversion. Save the sell for post-event.
Same email format across all 6 touches. Vary the subject line styles, lengths, and CTAs.

Skip the manual work

Let PostWyse run this template on autopilot.

Wyse drafts every input, every personalization, every follow-up in your brand voice. You approve before anything goes live.

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Questions

What's a realistic show-up rate?

Industry baseline: 18-25 percent of registrants attend. With this sequence: 35-45 percent. With this sequence plus a high-status speaker plus pre-event engagement: 45-55 percent.

Should I use LinkedIn DMs for cold registrants?

Only if they accepted your connection request. LinkedIn DMs to cold registrants (no prior connection) read as spam and lower deliverability across LinkedIn for all your campaigns.

How does this work for evergreen / on-demand webinars?

The cadence compresses to 7 days for on-demand. The value-drop and the day-of touch become the two most important steps. Drop T-7 speaker spotlight (less relevant for evergreen) and add a T+1 follow-up that primes the next action.

What if the speaker drops out last-minute?

Pre-write a 'speaker change' email at registration time. Use it. Most attendees show up for the topic more than the speaker. Honest disclosure with the topic intact preserves trust.

Can Wysera run this fully autonomously?

Yes. Wyse drafts every touch in your brand voice, personalizes per registrant, sends per schedule, pauses cadence if registrant unsubscribes or replies. Human review on the first webinar; autonomous on subsequent ones.

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