What to Send Attendees After Your Webinar Ends
Your webinar is over. You delivered great content, the Q&A was interactive, and attendees seemed engaged. But your job isn’t finished yet. A strategic follow-up can turn passive viewers into loyal customers, clients, or community members.
But what exactly should you send? A simple "thanks for coming" isn't enough. To make a lasting impact, your post-webinar communication needs to provide value and guide attendees toward the next step. Here's a breakdown of what to send after your webinar ends.
The Immediate Thank-You and Replay Email
This is the most critical follow-up you'll send. It should go out within a few hours of the webinar, while the content is still fresh in their minds. The goal here is simple: thank them for their time and provide a link to the recording.
This email should include:
A clear subject line: Something like "Your webinar recording is here!" or "[Webinar Topic] replay + resources" works well.
A genuine thank you: Acknowledge the time they took out of their day to join you live.
A direct link to the replay: Don't bury the link. Make it a prominent button or a clear, clickable URL. Host the video on a platform that's easy to access.
A brief summary of key takeaways: Remind them of the main points you covered. A few bullet points can jog their memory and reinforce the value you provided.
This email isn't the place for a hard sell. It's about building goodwill and demonstrating that you appreciate their attendance. You should also send this email to everyone who registered, not just those who showed up. People who couldn't make it live will appreciate having access to the recording.
The Value-Add Email
A day or two after the webinar, send a second email that offers additional resources. This follow-up deepens the relationship and further establishes your expertise. The goal is to provide more value related to the webinar topic, without asking for anything in return.
Your value-add email could include:
A copy of the slide deck: Many attendees will appreciate being able to review your slides at their own pace.
Links to related resources: Share blog posts, case studies, tools, or articles that expand on the topics you discussed.
A Q&A summary: If you had a lot of great questions during the webinar, you can compile the answers into a short document or blog post. This is especially helpful for questions you didn't have time to answer live.
A downloadable checklist or template: Provide a practical tool that helps attendees implement what they learned.
This email shows you're committed to helping your audience, not just selling to them. It keeps the conversation going and positions you as a trusted resource.
The Call-to-Action Email
Now that you've delivered significant value, it's time to guide your attendees toward the next step. This email, sent a few days after the value-add email, should contain a clear call to action (CTA). This is where you can present your offer, whether it's a product, service, or consultation.
Your call to action should be a logical extension of the webinar. For example:
If your webinar was about improving productivity, your CTA could be to purchase your productivity course.
If you discussed content marketing strategies, your CTA might be to book a consultation call with your agency.
If you taught a new skill, your CTA could be to join your membership community for continued learning.
In this email, clearly connect the problem you discussed in the webinar to the solution you're offering. Remind them of the pain points you covered and explain how your offer helps them overcome those challenges. You can also create a sense of urgency by including a limited-time offer, a special discount, or bonus content for webinar attendees who take action quickly.
Keep Your Attendees Engaged
Following up after a webinar is a non-negotiable step. By sending a strategic sequence of emails, you can continue to build a relationship with your audience, reinforce your authority, and guide them from passive learners to active customers. Don't let the momentum fade. Plan your follow-up sequence before your webinar even begins, and you'll be in a great position to maximize your impact.
If you have questions about setting up your marketing funnels or want to build a strategy that converts, let's talk. Book a call with me to discuss how we can turn your webinar attendees into paying customers.