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Webinar and Seminar Promotion Emails: When to Send and What to Write

By: Kazushi Inui (Newsletter Ready) ・ Last updated:

If you run webinars or seminars, your newsletter is the easiest way to reach past attendees and contacts about the next one. This page covers when to send, how to structure each email, and how to follow up after the event.

Why event emails get missed

A single announcement is easy to overlook. Sending several emails in a short time, on the other hand, drives unsubscribes.

Deciding the schedule in advance helps you avoid both sending too much and forgetting to send.

When to send

  • 3 to 4 weeks before: first announcement with topic, date, audience and how to register
  • 1 to 2 weeks before: more detail, such as speakers, what attendees will learn and past feedback
  • A few days before the deadline: a reminder to people who have not registered yet
  • The day before: a confirmation to registrants with time, place or link, and anything to prepare
  • Afterwards: thanks, slides or recording, and the date of the next event

How to structure an invitation

Put the topic and date in the subject line. Open with one or two sentences on who the event is for and what they will learn, then list the date, time, place, cost, capacity and registration deadline.

Place the registration link near the top and again at the end. Leave full details and speaker bios on your event page.

What to send between events

  • A summary of the last event for people who missed it
  • Common questions from attendees, with answers
  • A short poll to choose the next topic
  • Articles by your speakers or commentary on related news
  • Company news, such as new services or office hours

Points to watch

  • Get permission before sharing attendee names or survey answers.
  • If the date, venue or link changes, tell registrants as soon as possible.
  • Once the event is full, send a closing notice and stop promoting it.

CAN-SPAM basics

In the U.S., the CAN-SPAM Act applies to commercial email, including newsletters. Each message must identify the sender, include a valid physical postal address, and offer a clear way to unsubscribe. Opt-out requests must be honored promptly.

Subject lines must not mislead. You can build a compliant footer with the email footer generator.

If you add a newsletter checkbox to your registration form, keep a record of the wording and when each person agreed.

Frequently asked questions

How many promotion emails should I send for a webinar?

Three is a common pattern: an announcement, a detailed follow-up and a deadline reminder. Registrants get a separate reminder the day before and a thank-you afterwards. Sending different emails to registrants and non-registrants keeps the volume down.

What should the subject line say?

Include the topic and the date. Adding who it is for or what attendees will learn helps the right people open it.

What should I send after the event?

Thanks, slides or the recording, a short survey and the next date. Sending the materials to registrants who could not attend helps bring them to the next one.

How Newsletter Ready helps

Newsletter Ready reads your site's news or blog listing page, or its RSS feed, every hour and picks up to 10 new articles. It drafts an issue from up to 6 of the newest articles you have not used yet.

The draft uses only facts found in your articles and puts a link to the source under each section. Nothing is sent until you approve it.

Sender details and the unsubscribe link are added automatically. Readers can unsubscribe in one click, and addresses that bounce or complain are suppressed. You can record the consent basis for each subscriber.

Paste your site URL on the homepage to get a sample issue in about a minute, with no sign-up. The free plan covers 300 subscribers and 4 issues a month.

See a sample issue made from your websiteEvent invitation email template →AI event invitation email generator →Subject line checker →B2B newsletters →AI newsletter generator →

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Sources

This page is general information, not legal advice.