# Email cadence — promotion, reminders, segmented follow-up

The single dated schedule the SKILL.md points to: T-28d through T+7d. Each row carries
its purpose and the funnel metric it moves. Adjust the calendar to your event date;
keep the relative spacing.

## Phase 1 — Promotion (T-28d → T-1d)

Start ~4 weeks out. Email is the dominant channel (~86% of teams); pair every email
with organic, and turn on paid social from ~T-14d. Metric moved: **registration count**.

| When | Touch | Purpose |
|---|---|---|
| T-28d | Announce (email + organic) | open registration; the single promise |
| T-21d | Value teaser (email) | preview one belief-shift; turn on paid social |
| T-14d | Social proof (email + organic) | a past result or agenda reveal |
| T-7d | Urgency (email) | "one week left", second push |
| T-3d | Personal note (email) | host's reason this matters now |
| T-1d | Last call (all channels) | final registration push |

## Phase 2 — Reminders (confirmation → 5-min before)

The show-up lever. Day-of reminders drive ~38% of total live attendance; the 5-min
email is the single biggest boost. SMS on the last two touches lifts
registrant→attendee from ~56% to as high as 71%. Metric moved: **show-up rate**.

| When | Touch | Purpose |
|---|---|---|
| On registration | Confirmation (email) | calendar invite + what to expect + add-to-calendar |
| T-24h | Reminder (email) | the one thing live has that replay won't |
| T-1h | Reminder (email + SMS) | join link, "starts in 1 hour" |
| T-5min | Going live (email + SMS) | join link, "we're live now" — biggest single lever |

## Phase 3 — Segmented follow-up (T+0 → T+7d)

Conversion is segment-specific; open rates halve after 48h (~58% within 24h → ~31%
after 48h). First touch in 0–24h, then 2–4 touches over 5–7 days. ~25% of sales close
post-event. Metric moved: **conversion rate** (and recovered pipeline).

### Engaged attendee (converts ~12–15%)

| When | Touch | Purpose |
|---|---|---|
| T+0–4h | Direct ask (email) | book the call / claim the offer before deadline |
| T+1d | Recap + proof (email) | restate the offer, one testimonial |
| T+3d | Deadline (email) | the close window is ending |

### Passive attendee (converts ~3–5%)

| When | Touch | Purpose |
|---|---|---|
| T+0–24h | Replay + objection (email) | replay link + the likely objection, then offer |
| T+2d | Value nudge (email) | the resource CTA they didn't claim |
| T+5d | Soft offer (email) | lower-commitment next step |

### No-show registrant (converts ~2–3%)

| When | Touch | Purpose |
|---|---|---|
| T+0–24h | "You missed it" (email) | replay link, time-boxed access |
| T+3d | Last chance replay (email) | replay expiring + the offer |

### Replay-only viewer

| When | Touch | Purpose |
|---|---|---|
| On watch | Offer + deadline (email) | matched lower-commitment next step |

## Hand-offs

- Recurring nurture for everyone who didn't convert this cycle → the newsletter program.
- Deals the webinar generated → the sales pipeline.
- Programmatic sends / transport → email-connector; calendar invites → calendar-scheduling.

You own only the 0–72h conversion window after the event.
