The unicorn startup with the worst email sequence (And how you can do better)

Webinars are great. It doesn’t matter if you run a SaaS, media, or education company. They’re excellent for capturing leads, engaging with people, educating them about your product/service, and receiving feedback.

But, what usually happens is that a really small percentage of people who signed up end up joining. And if you’ve ever run a webinar you know how true that is.

So you kinda miss all the benefits above.

Email can help with this. A LOT. Essentially in two main areas:

Getting people hyped and building excitement.

Sealing the deal once it’s finished.

Unfortunately, way too many companies rely on the default sequences and messaging of the webinar platforms.

And recently, I encountered the most plain and boring email sequence to promote a webinar.

From nothing else than one of my favorite product makers, a $340M/year startup called Airtable.

Airtable runs A TON of webinars. They even have a dedicated page for them with categories and all, that should tell you how important they are for the company.

It screams boring.

It doesn’t get me excited about it. It doesn’t remind me what it is about or what I am getting by investing 1 hour in it.

So, if anything else comes up–or if I simply don’t feel like attending a webinar when it’s time–these emails aren’t going to make me change my mind at all.

Huge lost opportunity.

By contrast, there are people who absolutely mastered this type of sequence. One of my favorite examples is Miss Excel, a creator who built a massive 12-email sequence for her webinars.

Before the event

Event day

After the event

The sequence is too awesome to show in full here. But you can see all the details, cadence, and full emails here.

It’s clear how much effort is put into this. And the difference in the result is night and day. Miss Excel gathers hundreds of people and generates 6 figures in revenue with each webinar. At Airtable… they get a YouTube video with a handful of views.

The lesson here?

Webinars are a lot of work. Don’t ruin all that work by ignoring the email sequence.

PS: I'm a huge email nerd working for an 8-figure SaaS company and I send an occasional newsletter about email marketing, subscribe here if you're interested in the topic.