20+ Webinar Invitation Emails for SaaS: How to Announce Upcoming Events

It’s been a few years since the lockdowns. Do webinars still work?

While you’re debating the idea, thousands of SaaS companies out there are using live events to generate new leads and close new customers.

In this post, we’ll show you how to write effective webinar invitation emails, and see real examples from SaaS brands.

How webinars help your SaaS business

• Generate new leads and gain new customers. When the topic resonates with your audience, you can generate a pool of new leads who can eventually become your customers.
• Grow your marketing email list. To err on the side of caution, it’s best to explicitly tell leads that they will be added to your marketing email list upon event registration.
• Educate your leads and customers. Whether you’re talking about a pressing issue in the industry or are showing them how your platform works, giving leads and customers value in exchange for their time helps your brand in the long term.
• Build brand reputation. Webinars let you showcase your expertise and show that you understand your audience’s problems.
• Build partnerships with other companies and experts. Events done in collaboration with other companies give you access to your partner’s leads and customer base.

Get creative with webinar types

Webinars come in many shapes and sizes. Choosing the right format will depend on your audience and the objective of your event.

Classic educational webinars with one expert speaker

The classic format involves an expert speaker (invited externally or sourced from the company) to talk about a specific topic.

Roundtables

Similar to a panel discussion in conferences, this type of event involves several speakers discussing a certain topic. Check out our freemium roundtable as a great example.

Invite-only roundtables

These roundtables are highly personalized, small group events. They can be a mix of experts, customers, and high-value prospects. The goal is to provide a closed-door, high-value experience to attendees.

Office hours

Office hours are regular events (typically weekly) where the company's expert is available to answer questions or solve problems live. It's a way to scale high-touch support without doing individual calls, which can take a toll on the expert's calendar.

Customer case studies

In this type of webinar, loyal customers (usually large and/or popular ones) talk about their experience with the platform.

Slack hosted a webinar in the Asia Pacific region that featured their customers like Cebu Pacific and Grab to share how the platform has helped these enterprise companies achieve results.

Teams sharing their expertise

This type of webinar lets you showcase your team’s expert knowledge on a topic.

Help Scout hosted their “Conversation Corner” where members of their leadership and support teams talked about having a whole company support program.

Customer training

Done as part of the onboarding process, this type of webinar caters to new customers who prefer to learn in live event settings.

Clay does several customer training webinars as part of their onboarding cohort program.

Co-working sessions

Co-working sessions are webinars where your customers work on their own projects in real time, together. This works great for tedious or recurring tasks, when you need that extra “community kick” to stay accountable.

MeetEdgar did “content batching parties” to help users create social media content for the upcoming month.

Tips and best practices on writing webinar emails

Use an email subject line that catches their attention

If you don’t want your leads to miss the invitation, use a subject line that piques your readers’ interest so they open the email.

While it’s common practice, it’s not necessary to place “[Webinar]” in the subject line to make it stand out. Here’s what else you can do:

Trigger FOMO

• Don’t miss out on the virtual customer showcase
• Customer service is a team sport: Don't miss today's event 📽️

Induce that sense of urgency to act now

• Last Chance! Zoom’s Work Transformation Summit returns May 15th

Touch on a customer pain point or goal

• 🔥Join Our Fireside Chat: Crack the Link-Building Code! 🔥

Include a hero image

Hero images make your email easily skimmable by giving readers a TLDR version of your invitation.

It’s also great for featuring your prominent speaker(s) which already gives your audience an idea of who they’ll be learning from.

Be very clear about the details

While you might not be charging any fees for your event, your audience will still be giving you their time and effort. So it’s important to be very clear about the event details so their time and effort doesn’t go to waste.

Your webinar invitation email should at least include:

• Date, time, and time zone. Since your audience is most likely spread across the globe, it’s important to be clear about the time zone to avoid confusion.
• Topic
• Speakers. Who will your audience be learning from? You may also briefly mention their credentials/experience to show that these are credible speakers on the topic.
• Agenda and/or key takeaways. Let the audience know upfront what learnings they can take away from your event.
• Will a recording be available afterward? Life happens and some interested leads can’t make it to the event proper. Let them know if they can register anyway and watch a recording of the event.

Use a compelling CTA

Together with your email body, your CTA copy should convince the reader to immediately perform that action.

So instead of defaulting to “Sign up”, get creative with CTAs like:

• “Reserve my seat”
• “Secure my spot”
• “RSVP now”

Make it easy to add your event to their calendar

When someone signs up for your event, you want to make sure that they don’t miss it even if they have a busy schedule.

Instead of letting add your event manually to their digital calendar, make it easy for your attendees by including a simple ICS file in your confirmation email. You can also take it a step further by adding a “Add to X Calendar” button.

Make it easy to share on socials

Let your audience invite their networks to your event by including links or buttons to make social sharing easier.

Send reminders to your participants

Aside from the actual webinar invitation email, participants who’ve signed up should also receive a series of reminders about the event.

If a reminder feature isn’t included in your webinar platform, you can schedule a series of email reminders using your email platform. They should get reminders:

• A week before the event
• A day before the event
• A final reminder an hour before the event

Popular webinar platforms

You don’t have to default to video conferencing platforms to host your webinars.

There are specialized webinar platforms that let you send the invitation emails, stream the webinar, send the recording to participants, and more. Here are a few of them:

• Zoom
• Livestorm
• Crowdcast
• Demio

Webinar email examples from SaaS companies

#1. Grain

Subject: You’re Invited: SPICED at Startups & SMBs 📺

Grain is a note-taking tool that automatically generates meeting recordings and transcripts.

The email opens with a hero image, containing most of the important details of the event. The email body is brief and focuses on the key takeaways of the event, immediately followed by the CTA button. They also included a P.S. section mentioning that a recording will be available as long as the reader registers for the event.

What can be done better?

• Since this is a brief email, they could have done without the “Join us…” CTA because it’s close to the main CTA button.
• Instead of having a separate P.S. section, they should have mentioned the availability of the recording immediately after the CTA button.

#2. Baremetrics

Subject: Baremetrics Affiliate Training (Oct 22nd and 24th)

Baremetrics is an analytics and subscription revenue tracking platform.

Their email opens with a hero image, containing all the necessary details of the training. The email body focuses on what the reader can learn from the event. By highlighting the important keywords in the body, they make their email easily skimmable.

Baremetrics gives the reader a choice between two different schedules with different speakers. To make it easy for the reader to register for their preferred date, they placed two separate CTA buttons.

#3. Clay

Subject: Education

Clay is a platform that helps go-to-market teams uplevel their data enrichment and automate personalized outreach.

Clay runs onboarding cohorts that include a series of training webinars so customers can fully maximize the usage of their platform.

Their email mentions how they’ve helped participants in previous cycles and, to further trigger FOMO, they mention that they’re exclusively offering this cohort to existing customers. And since 10-15 hours for 2 weeks is a big ask, Clay tells the reader that this effort will save them hundreds of hours in the long run.

This is then followed by a CTA to apply for the cohort, and a quick rundown of expectations and the agenda of the onboarding cohort.

What can be done better?

• The subject line “Education” is very general and readers might think it’s just another educational email they can get back to later.
• They should have highlighted the dates so the reader immediately knows when this event is happening.
• They can add one more CTA button after the “What’s the agenda?” section.

#4. Slack

Subject: Don’t miss out on the virtual customer showcase

Slack is a team communication platform.

Because this is a customer showcase, the hero section features some well known brands in the Asia Pacific region. It also contains the important details of the event and the first CTA button.

The email body discusses what the reader can learn from the event and why they shouldn’t miss it. The second CTA button (“Register for free”) puts reader’s hesitations to rest if they’re concerned about paying for the event. They end the email by mentioning that registrants will receive a recording even if they don’t attend live.

#5. Netlify

Netlify is a platform that lets you build dynamic websites, ecommerce stores, and web applications.

They included this webinar invitation as part of their recent newsletter. While it’s okay to include an events section in your newsletters, they can be overlooked. So aim to also send a dedicated webinar invitation email.

#6. Help Scout

Subject: Customer service is a team sport: Don't miss today's event 📽️

Help Scout is a dedicated customer support platform built for growing teams.

They sent out this email as a last chance invite to leads and customers to their Conversation Corner, a webinar on starting your own company support program. They used “Don’t miss” in their email subject line and body to reiterate that the reader should act now if they want to join the conversation.

Unlike the other examples we’ve seen so far, we think it’s great that in just one sentence before the CTA, they already mention that the reader should sign up whether or not they can attend.

What can be done better?

• They could have highlighted the event’s topic in the email body.
• They could also add a key takeaway section so the reader knows what to expect from the event.

#7. Lawmatics

Subject: [Webinar] 5 Ways Lawmatics Helped Me Build a Thriving Practice and Regain My Freedom

Lawmatics is a growth platform for law firms.

The email opens with a hero image containing all the necessary details and is immediately followed by a CTA button.

Should the reader want to learn more about the event, the email body talks about the speaker’s experience on improving their law practice with the help of the platform. The succeeding section then mentions the webinar details and what attendees can learn from the event. Lawmatics makes their email easy to skim by highlighting keywords and important details.

What can be done better?

The three CTAs at the end of the email are too close together and it might overwhelm the reader. The “Register now” button is already enough to cover the last half of the email.

#8. Livestorm

Subject: 📆 [WEBINAR] Amplify your webinar distribution and attract the right audience

Livestorm is an all-in-one video engagement platform that lets you host webinars, virtual events, and more.

They did a webinar in partnership with Ambassify to discuss how to amplify webinar distribution and attract the right audience.

They open the email with a rundown of the important details followed by the first CTA button. The next section shows a hero image reiterating the same details and features the speakers of the event. The last section lists down what the attendees can expect to learn from the webinar and ends with the second CTA button.

What can be done better?

They could have done without the title header since the same details are mentioned in the hero image.

#9. Ranking Raccoon

Subject: 🔥 Join Our Fireside Chat: Crack the Link-Building Code! 🔥

Ranking Raccoon is an SEO platform that helps you get genuine backlinks from vetted websites.

They open the email by asking the reader about a pain point related to link building. They then mention their event to imply that they could find the answers there.

To break the wall of text, they placed the hero image in the middle of the email body. This is then followed by the key takeaways section, a brief introduction about the speakers, and ends with a CTA to register for the event.

#10. Squarespace

Squarespace is a website builder.

As part of their newsletter on improved ways to sell, Squarespace featured their AI-website building webinar. The section includes an image showing a screenshot of Squarespace AI in action. They write a short blurb of who this webinar is for and what they can take away from the event.

#11. StreamYard

Subject: Welcome to StreamYard

StreamYard is a browser-based live streaming tool.

As part of their welcome email, they included a webinar option for new customers who prefer to be onboarded in a live setting.

What can be done better?

They could have used “Join” or a stronger CTA copy instead of using “here”.

#12. Boomerang

Boomerang is a tool that helps users take control of their email and schedule meetings right in the inbox.

As part of their educational email about summer tips, Boomerang had a dedicated section for their webinar or scheduling meetings. The section is brief but it covers most of the basic details about the event.

What can be done better?

They should have mentioned who will be speaking at the webinar so attendees know who to expect.

#13. Vimeo

Subject: Join us for a webinar with Asana

Vimeo is a video sharing platform.

An example of a partnership webinar, Vimeo teamed up with Asana in the past to discuss how video can connect the workforce.

The email opens with a hero image featuring the speakers, followed by a header and a short blurb about the event’s key takeaways. They then briefly introduce the speakers and the important details before they end their email with a CTA button.

What can be done better?

The subject line “…webinar with Asana” might work because it mentions a big and popular brand. But they could have used another subject line (i.e. what customer pain point they’re trying to address in the event) because not everyone might know the partner brand.

#14. Canva

Subject: What’s new in Canva this December?

Canva is a free-to-use online graphic design tool.

They sent out this invitation for their “What’s New Wednesday Webinar” where Canva discusses their latest product updates.

The email opens with a TLDR section where we can find the basic event (when, where, and if it’s free). This is followed by a graphic including the speaker and a list of some of the features they’ll be discussing during the event.

By mentioning that “sessions book out fast” after the CTA button, they give the reader more reason to act now. They end their email with a “Can’t make it?” section to urge readers to register even if they cannot attend live.

#15. SparkToro

Subject: How Google REALLY works

SparkToro is an audience intelligence platform that helps you know your audience’s interests, behavior, and demographics better.

They sent out this invitation email for the December 2024 edition of their Office Hours.

The hero image contains only two details: the topic and the speakers. This is then followed by a CTA to join the event on a specific date.

They also include some of the questions that will be answered during the event. To trigger FOMO, SparkToro tells the reader that they can learn more about what the future holds for digital marketing, and mentions that this will be their last episode for 2024.

Instead of having a separate CTA for those who can’t join live, SparkToro got creative and used “Save my seat and/or get the replay” as the CTA because you essentially want everyone to do the same thing.

#16. Zoom

Subject: Last Chance! Zoom’s Work Transformation Summit returns May 15th

Zoom is a video conferencing platform.

They sent out this invitation email for their virtual summit.

The hero section features the title, the first main CTA button, and a secondary CTA (“Find out more”) if the reader wants to know more details about the event.

The next section immediately highlights the important event details so it’s easy to get the gist even when the reader is just skimming through. The succeeding section talks about the key learnings attendees can get from the event which is followed by a list of key sessions from the summit.

#17. Miro

Subject: See you Thursday: Harnessing AI for Innovation Webinar

Miro is a collaborative whiteboard platform for remote teams.

The hero section features an image and all the basic details of the event. By using a larger font size and formatting for these event details, they ensure that the reader gets the gist of the email even if they’re just skimming. These are then followed by a short blurb about what they can learn from the event and the first CTA button.

In the next section, they introduce the speaker and tell more about what will be discussed during the event. They also include the key points that will be covered during the 30-minute event.

The closing section contains the secondary CTA and mentions that they should still register to get a recording of the event.

What can be done better?

• They could have highlighted the speaker’s name.
• Instead of just having the secondary “Reserve your spot now” CTA at the second half of the email, they could have used another CTA button there.

#18. Spotify

Subject: Introducing Spotify for Podcasters Masterclass

Spotify is an audio streaming platform.

Their email is short but covers most of the basic details. They used a different color to make the date, time, and CTA button stand out from the rest of the email body. They also briefly mention what the reader can learn from this masterclass series.

#19. Headspace

Subject: Help us choose the next live meditation topic

Headspace is a popular mental health app.

Their email talks about their monthly live group meditation for the Headspace for Community, and the reader can help choose a topic for the event. The important details are formatted in bold and is followed immediately by the CTA button.

What can be done better?

The CTA could be quite confusing because the button copy only reads “Submit topic” despite the email body mentioning “RSVP at the link below”. They should have placed “RSVP and submit a topic” or a variation of this on the button so it’s clearer.

#20. Stripe

Subject: [Webinar] Do more with less: Build and grow your SaaS startup with Stripe’s no-code tools

Stripe is a full-stack payment processing platform.

They went with this nearly plain text email format for their event on no-code tools.

The first section talks about the advancement of no-code tools and how the reader can leverage that for their SaaS business. The second section talks about the event details (when, who, and what), while the third section lists the key learnings of the event.

What can be done better?

They could have at least highlighted the name of the speaker.

#21. RightMessage

Subject: [Webinar] Everything that's changed with the new RightMessage

RightMessage is a web personalization tool.

They sent out this invitation for a demo of their rebuilt platform.

The email opens with a greeting and the founder mentions that they’re personally inviting the reader to this live event. They then go on to discuss that the rebuilt platform can now help customers better and tease about the changes to RightMessage.

Aside from the product walkthrough, they mention that the founder will also answer any strategic or technical questions during the event. This is then followed by the event details and the CTA button.

#22. Buffer

Subject: You're invited: Grow your brand in 2025 🌱

Buffer is a social media management platform.

The email opens with a brief mention about how consistency brings big things, and how Buffer aims to help the reader with that with their Creator Camp.

After the first CTA, they talk about the resources participants can get access to. To showcase the event’s effectiveness, they feature the stories of previous participants and how the event has helped their social media stats.

What can be done better?

Instead of using “Learn more…” on the second CTA button, they should have placed a “Join” or “Register” CTA there.

#23. Koala

Subject: 🔵 Live Q&A with Koala + Dock: Using Buying Signals & AI to Drive Revenue

Koala is a customer intent platform.

This was Koala’s webinar invitation email to their partnership event with Dock. And just like the other examples, they included a hero image containing all the necessary details about the event.

Their email body contains a section that summarizes the key details (what, about, featuring, and when) and a key takeaways section. We think it’s a nice touch that readers can simply reply to their email should they have questions for the speakers.

What can be done better?

Since they’ve already mentioned the speakers’ credentials in the hero image and email body (which included links), the email can do without the “About the Speakers” section.

Clearly communicate the value

Your audience should get value in exchange for the time and effort they put into attending your event. Your webinar invitation email should clearly communicate that value to convince the reader why they should be signing up.