Back to All Playbooks
Events

Event Promotion Campaign

Fill seats for webinars, workshops, and live events (without begging)

Beginner
2 hours

Overview

Most event promotion emails are terrible. They either: - Send one "Register for our webinar!" email and wonder why nobody shows up - Spam their list 47 times with the same message - Focus on logistics (date, time, platform) instead of outcomes This playbook gives you a 4-email sequence that actually fills seats: - Build anticipation (before you even mention the event) - Drive registrations (clear value proposition) - Reminder sequence (get people to actually show up) Works for webinars, workshops, live events, masterclasses - anything that requires people to show up at a specific time.

When to Use This

Any time you're running an event where you need people to register and attend. This includes: → Webinars (especially product demos or sales presentations) → Workshops and masterclasses → Virtual summits or conferences → Live Q&A sessions → In-person events Adjust timing based on event type: longer lead time for paid/in-person events, shorter for free webinars.

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

EMAIL 1

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

MESSAGE: I'm going to show you something
OPINION: This is different from typical webinars/events
DATA: Specific outcomes, your results, client results
UPSIDE: Learn [skill/strategy] that delivered [results]
LINK: No link yet - just anticipation
REVENUE: Events convert to sales - this builds the audience
EMAIL 2

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

MESSAGE: Registration is open: [Event Name]
OPINION: This is a working session, not a lecture
DATA: Specific outcomes, testimonials, capacity limit
UPSIDE: Leave with tangible thing you can implement
LINK: Registration link
REVENUE: Full seats = more sales opportunities
EMAIL 3

[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

MESSAGE: [Event Name] is tomorrow
OPINION: Show up on time or miss valuable content
DATA: Specific topics, exact timing, preparation needed
UPSIDE: Get exclusive content not shared elsewhere
LINK: Login link + calendar add
REVENUE: Attendees convert 10-20x higher than non-attendees
EMAIL 4

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

MESSAGE: Starting in 1 hour: [Event Name]
OPINION: We start on time - be there or miss out
DATA: Exact timing, specific topics
UPSIDE: Don't miss the session you registered for
LINK: Direct login link
REVENUE: Last chance to boost attendance numbers

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)

Want Us to Implement This For You?

Stop copying and pasting templates. Get this playbook customized, written, and implemented in your business by the MODULR team.

Start here

Start with the Map

Our whole-machine leak audit. Starts at $2,000, fully credited toward The Build.

The Whole Machine

Our newsletter. One hidden revenue system mapped every week, with receipts from 250M+ emails. Subscribe.