Most B2B webinars don't hit 100 live attendees because they promote on the wrong channel. 73% of B2B webinar registrations come through email, not LinkedIn (Contrast 2026). Meanwhile 94% of B2B SaaS marketers focus their promotion on social. The gap between where the attention goes and where the registrations come from is enormous.
Why email dominates
The pattern is obvious once you know to look for it. Email is list-based, so you are reaching people who already asked to hear from you. It arrives directly, with no algorithm deciding who sees it. It gets read at desk time, which is when people register for work things. And it survives forwarding, which is the single most under-used lever in webinar promotion.
LinkedIn does the awareness work. Email does the conversion. Most teams over-invest in the awareness half and under-invest in the conversion half.
Three email tactics that fill seats
→ The staggered 3-email sequence. Announcement 3 weeks out (hero benefit in the subject). Reminder 1 week out (social proof from a past webinar if you have one). Final push 24 hours before (exact time in the subject line, no "friendly reminder" fluff). Registrations come in across all three, not just the first.
→ The colleague-forward line. In every promotion email, add one line: "know someone on your team dealing with [specific problem]? Forward this to them." Forwarded emails convert better than cold ones because the recipient already has social proof: someone they trust sent it. Most teams write emails a single reader will see. This one line turns a list of 1,000 into a reach of 2,000+.
→ The registration-button-in-body tactic. Skip the "click here to learn more" pattern that sends people to a landing page first. Put the registration button directly in the email body with date, time, and one-line benefit. Every extra click loses roughly 30% of intent.
Action this week
If you have a webinar coming up, or planning the next one, rewrite your promotion sequence around these three moves. Especially the middle one. The forward line is the closest thing to a free channel there is.
Register for a free webinar
Email is one of the four channels we cover in the free webinar with WebinarGeek on 6 Oct at 15:00 CET · 14:00 UK · 09:00 ET. Reserve your seat for the full 4-channel playbook including the LinkedIn, partner, and paid tactics that pair with email.
P.S.: Can't make 6 Oct live? Register anyway. Everyone who signs up gets the recording, plus the 4-channel promotion toolkit.
See you next week,
Aljaz
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