Webinar Registration – signup, reminder, attended-no-show split.
An event-attendance flow built around a single webinar. One signup confirmation, two reminders, then a hard split between attendees and no-shows so the follow-up matches what actually happened.
The flow
Triggered off the webinar registration form. The Zoom integration writes attended-or-not back to the CRM after the live session, which drives the post-event split.
Webinar registration form submit
Lead fills the registration form. Source tag set to webinar-{event-id}.
Email 1 – confirmation and calendar invite
Sent immediately. Adds to calendar via .ics, joins Zoom registration list, sets reminder preferences.
Email 2 – reminder, day before
Plain text, sent 24 hours before. Includes one practical “bring a question about” prompt to lift live engagement.
Email 3 – day-of reminder
Sent two hours before the event. Single button, deep-link to the live room. Mobile-optimized.
Did the contact attend the live session?
Reads attendance from the Zoom integration. Threshold: 15+ minutes in the room counts as attended.
Email 4 – replay link, plus relevant resource
Replay link, transcript, plus one matched resource based on the registration use-case field.
Email 4 – “we missed you”, replay link
Plain text, friendly, no guilt. Replay link with a chapter index, plus a quick reschedule prompt.
End of cycle – tag and route
Attendees route to the SDR queue. No-shows park in a re-engagement segment that fires on the next webinar registration.
Splits webinar follow-up so attendees and no-shows get different conversations.
The problem this solves
Sending the same follow-up to everyone wastes the live attendees’ attention and undersells the replay to no-shows. The split takes ten extra minutes to build and pays back on the first event.
The behavior change
Attendees see a follow-up that respects their time investment, with a relevant matched resource. No-shows see a frictionless replay path. Both segments stay warm for the next event without manual list management.
Where it plugs in
Lives in the marketing-automation platform with a write-back from the webinar tool. The Make scenario reconciles attendance and updates the CRM record before the post-event email fires.
Numbers we’d expect to see.
- Day-before reminder typically lifts attendance by 8 to 14% over confirmation-only flows.
- Day-of reminder lifts attendance by another 12 to 18%.
- Both branches feed back into the next webinar registration without rebuilding segments.
- Attendance threshold tunable per event without rewriting the flow.
Numbers are illustrative ranges from comparable builds. Actual lift depends on your list, baseline metrics, and the surrounding lifecycle.