Event Promotion Campaign
Fill seats for webinars, workshops, and live events (without begging)
Overview
When to Use This
Objectives
- Drive registrations without sounding desperate
- Get people to actually show up (registration ≠ attendance)
- Position the event as valuable, not "just another webinar
- Convert attendees to customers post-event
The Email Sequence
I'm going to show you something
Preview: Live on [Date]...
Timing
7-10 days before free events, 2-3 weeks before paid events
Why This Email
Tease the value without asking for registration yet. Build curiosity.
Email Template
Subject: I'm going to show you something [First Name], On [Day, Date] at [Time + Timezone], I'm doing something I haven't done before. I'm going to show you [specific thing you'll teach/demonstrate] live. Not a recording. Not a pre-packaged course. Live. Here's what you'll learn: → [Specific outcome 1 - make this tactical] → [Specific outcome 2 - make this tactical] → [Specific outcome 3 - make this tactical] This came from [brief origin story - why you're teaching this now]. I've used this exact [framework/strategy/system] to [your result with numbers]. My clients have used it to [client results with numbers]. And on [Date], I'm walking through the entire thing. Step by step. **Here's the deal:** This is free. But spots are limited to [number] people because [real reason - e.g., "I want to answer everyone's questions" or "platform limits" or "I want to keep it intimate"]. I'm opening registration on [day]. I'll send you the link. If you want to [achieve outcome], block off [time] on [date]. More details coming [day]. [Your Name] P.S. This is specifically for [target audience]. If that's not you, skip this one.
MODULR Elements
Registration is open: [Event Name]
Preview: Save your spot before we hit capacity...
Timing
5-7 days before event
Why This Email
Drive registrations. Make the value crystal clear.
Email Template
Subject: Registration is open: [Event Name] [First Name], It's live. Registration is now open for [Event Name]. **When:** [Day, Date] at [Time + Timezone] **Where:** [Platform/Location] **Cost:** [Free or Price] **Spots:** [Number] available **What you'll learn:** By the end of this [duration] session, you'll know exactly how to: 1. [Specific skill/outcome 1 - be tactical] 2. [Specific skill/outcome 2 - be tactical] 3. [Specific skill/outcome 3 - be tactical] **Who this is for:** ✅ [Ideal attendee 1 - be specific about their situation] ✅ [Ideal attendee 2] ✅ [Ideal attendee 3] **Who this is NOT for:** ❌ [People who won't get value - be honest] ❌ [People who aren't ready] **What makes this different:** This isn't a lecture. It's a working session. I'm going to: → Walk through [specific framework/system] step-by-step → Show you [real examples/demos] → Answer your specific questions live You'll leave with [tangible thing they can implement immediately]. **Here's what past attendees said:** "[Specific quote about results or value]" - [Name, Title] "[Another quote]" - [Name, Title] **Reserve your spot:** → [Register Now Button] Spots are limited to [number] because [real reason]. Last time I did something like this, we filled up in [timeframe]. If you want in, register now. See you on [Date]. [Your Name] P.S. Can't make it live? Register anyway. I'll send the replay to everyone who signs up. But the Q&A is only available live.
MODULR Elements
[Event Name] is tomorrow
Preview: Your login details + what to bring...
Timing
24 hours before event
Why This Email
Reduce no-shows. Make it easy to attend. Build excitement.
Email Template
Subject: [Event Name] is tomorrow [First Name], [Event Name] is tomorrow at [Time + Timezone]. Here's everything you need: **When:** [Day, Date] at [Time + Timezone] **Login details:** [Platform link or location] **What to bring:** → [Specific thing they should prepare - e.g., "your biggest challenge with X"] → [Another thing - e.g., "a pen and paper"] → [Optional: "your questions about Y"] **What we're covering:** → [Topic 1 with specific outcome] → [Topic 2 with specific outcome] → [Topic 3 with specific outcome] → Live Q&A (bring your questions) **Pro tip:** Show up 5 minutes early. We"re starting exactly on time, and I'm dropping something valuable in the first 2 minutes. Miss it and you'll be behind. **Add to calendar:** [Calendar link] Can't make it? Reply and let me know - I'll send you the replay. See you tomorrow. [Your Name] P.S. I'm covering [specific valuable thing] that I've never shared publicly before. Don"t miss it.
MODULR Elements
Starting in 1 hour: [Event Name]
Preview: Login now to get your seat...
Timing
1 hour before event
Why This Email
Final push. Catch people who forgot or got busy.
Email Template
Subject: Starting in 1 hour: [Event Name] [First Name], [Event Name] starts in 1 hour. **Join here:** [Platform Link] **Start time:** [Exact time with timezone] Quick reminder of what we're covering: → [Key topic 1] → [Key topic 2] → [Key topic 3] I'll also be [special thing you're doing - case study, live demo, hot seat, etc.]. See you in an hour. [Your Name] P.S. Login a few minutes early. I'm starting exactly on time.
MODULR Elements
Before & After Example
Before (Boring)
Subject: Webinar Registration Now Open! Hi [Name], We're excited to invite you to our upcoming webinar! Topic: [Topic] Date: [Date] Time: [Time] Join us to learn about [vague benefit]. [Register Now Button] We look forward to seeing you there! Best regards, The Team
After (MODULR)
Subject: I'm going to show you something Mara, On Tuesday, March 21st at 2pm ET, I'm doing something I haven't done before. I'm going to show you how to write a 3-email sequence that generates revenue live. Not a recording. Not a pre-packaged course. Live. Here's what you'll learn: → The exact structure of a revenue-generating sequence → How to write subject lines that get 40%+ opens → How to position offers without sounding salesy This came from analyzing 200+ email sequences for clients and finding the patterns that actually drive sales. I've used this exact framework to generate $312K from my own list. My clients have used it to add $15K-$60K/month to their revenue. And on March 21st, I'm walking through the entire thing. Step by step. **Here's the deal:** This is free. But spots are limited to 100 people because I want to answer everyone's questions without the session running 4 hours. I'm opening registration on Friday. I'll send you the link. If you want to turn your email list into predictable revenue, block off 2pm ET on March 21st. More details coming Friday. [Your Name] P.S. This is specifically for people who have 500+ subscribers and sell services. If that's not you, skip this one.
The Results
127 registrations (vs. typical 30-40), 67% attendance rate (vs. industry average 35-40%), 23 sales in 48 hours post-event = $45,540 revenue from single webinar
Customization Tips
- Email 1 timing: 7 days for free webinars, 2-3 weeks for paid events/workshops
- For in-person events: add Email 2.5 about logistics (parking, what to bring, etc.)
- Email 3 can be split: one at 24 hours, another at 2 hours for paranoid over-reminding (it works)
- Send Email 4 even to people who already confirmed - people forget
- For multi-session events: send modified versions of Email 3-4 before each session
- If you're doing a replay: send a 5th email the next day with replay link + deadline to watch
- For paid events: add social proof in Email 1-2 (past attendee results)
- Consider a no-show sequence: email people who registered but didn't attend with replay + reason to watch
- Add a post-event Email 5: thank attendees, deliver replay, make offer
- Segment follow-up based on attendance: attendees get offer email, no-shows get replay email
What to Measure
- Registration rate (% of list that registers - aim for 5-15% depending on audience warmth)
- Attendance rate (% of registrants who show up - aim for 40-60%)
- Email effectiveness (track which emails drive most registrations)
- No-show rate (inverse of attendance - helps optimize reminder sequence)
- Engagement during event (questions asked, polls answered, chat activity)
- Conversion rate (% who buy offer during/after event - varies by offer/audience)
- Replay views (% of no-shows who watch replay)
- Revenue per attendee (total sales / total attendees)
- Cost per registration if running ads (helps determine event ROI)
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