20 Sept 2026 · 6 min
Kirsten Roldan, who built a $4M+ business, breaks down the exact email sequence to fill a webinar with buyers ready to commit. She maps five core emails (announcement, why-join, case study, logistics, reminders) and gives the copy framework for each: who it's for, the promise, one proof point, one objection handled, one CTA.
Welcome to the Business Without Burnout podcast. I'm Kirsten Roldan, and I help entrepreneurs make a lot of money peacefully. I'm a New Yorican who went from working in healthcare while cleaning houses and braiding hair on the side to building a business that's generated over $4 million and counting. But there was a time I almost shut my business down because I had a lot of money but no peace. I managed to turn it around, and that's why every week I share the 4 strategies that help you grow without burnout: email marketing, team systems, and mindset. So let's dive in. If your launch emails are just, hey, don't forget, or are you joining yet, name, you are leaving thousands of dollars on the table and you're wasting your subscribers' time. So this episode is going to fix that. Hey everyone, it's Kirsten. Welcome back to the podcast. In this episode, I'm going to give you bonus tips for writing launch event emails that actually fill the room while setting you up for more sales. When I say launch event, I mean your webinar, your challenge, your private training, Whatever you run right before you open the cart, the emails you send about that event decide how many warm, ready-to-buy humans you have on day 1. Your webinar emails decide if you walk into a warm Zoom room of people that will buy that day or not at all. So let's start here. Your launch emails have 3 jobs. Number 1, to fill the room with the right people, to pre-sell the offer, and to increase your show-up rate. They do not exist to remind people about the event. They exist to sell your offer and provide an opportunity for you to directly connect with your clients before the launch event even happens. If you wouldn't attend your own webinar, your emails are not strong enough. So in order to fill the room with the right people, you need to be very clear and call out who it's for. So for example, if you are a B2B coach with 500 subscribers and a launch-based offer, People only give their time and attention to things that feel highly relevant and specific to them. They should look at your webinar email subject lines and think, this is me, or this is exactly what I'm wondering or what I'm wanting. This is how you get more high-quality, more likely, more ready-to-buy registrants. But next, you need to make sure you are actually pre-selling your offer. I always say that your webinar should actually be a formality. Your launch should not rely on it at all. If no one shows up or you flop on the presentation, would people still buy from your emails alone? That's the goal. You also know you did this right when the people on your webinar join right away. So I'm going to walk you through the bare minimum launch event sequence that I want you to have, what you need to make sure you definitely include when you are promoting your launch event, whether, like I said, it's a webinar or some other kind of live event. Let's walk through it. So first you need an announcement email, but in this email you need to announce your webinar and make sure it's not just the name, the day, and the 3-bullet description that everybody puts. You need to make sure they know it's the start of your launch. You don't want to overly focus on the value of the webinar and attract freebie seekers. You want high-quality registrants who will buy. So it's important that you actually use this email to pre-qualify your leads. Then you need a why join now email. You need to tell people why they should plan to join your offer this launch. What is the bonus? What transformations will they receive from your offer in the next 30 to 90 days? And then lead into the webinar by telling them this is the first step to achieving their goals. It's joining this webinar. Again, you're pre-qualifying and prepping registrants for the sale. Then you need case study emails that overcome your clients' top objections, not that just say nice words about you. People need to see themselves in your testimonials. This will help you build authority before the live event and answer their high-level top objections before joining. So when they actually come to the live event, they're going to have more high-quality objections that will help you convert faster. Then you need logistics emails. What does your offer include? How does each feature help them? What's the pricing? Are there payment plans? The more people know about your offer before the webinar, the more likely they are to buy right away. Then I recommend your reminder stack be a day before email, a morning of email, a 1-hour-out email, a we're live email that you send at the time that you actually open the Zoom room, and then a we're live, it isn't too late to join email that's about 15 minutes in. Those are the reminder emails I recommend you send. If you only send one email a day when you're promoting your webinar, just don't expect people to show up. Now, you might be wondering, what does the copy exactly need to look like? I'm going to give you a simple framework that you can use for every launch event email. Call out who it's for, name the promise of the event in one sentence, add one proof point that it works, handle one objection, and a single clear call to action to register or add it to your calendar. That's it. You don't need to be cute or clever. You need to be clear. But I actually help my clients with building out the copy, and I show them exactly how to balance promoting the webinar with selling your offer at the same time, how to structure it. And I review the emails myself and my team review the emails directly to make sure that they're sending the best possible emails. So if that's something that you want support with, then make sure you join my email list. Every webinar promo email you send should make a client not just want to join the webinar, but actually join your offer. In the next episode, I'm going to give you some more advanced advanced bonus email marketing tips, how to talk about income and results in a way that keeps you compliant, how to use bonuses inside your event emails without sounding corny, and how we get clients to increase their sales in the first 30 days with us by tightening this one piece.
