Lead Routing
Part of Automating webinar campaign operations
Sending different follow-ups to attendees and no-shows
Choose confirmed attendee and no-show audiences, give each a useful follow-up and hold uncertain attendance before sending.
Treat each person’s status per webinar as confirmed attendee, confirmed no-show or unknown. Send the attendee version only when participation in the named webinar is confirmed. Send the no-show version only when an accepted registration and reliable post-event attendance evidence establish that the person did not join. Hold unknowns out of both branches until status is resolved, or use an approved neutral message that makes no attendance claim.
Give each audience a useful message
Send attendees a thank-you within 24 hours, with a link to the recording and additional resources. A demo, consultation or exclusive content can be a relevant next step. For confirmed no-shows, acknowledge the missed live session, offer an available recording with a reason to watch, and include key takeaways; check access and approval before promising resources. Avoid implying that every attendee stayed for the whole session.
| Audience | Example subject and wording | Check before sending |
|---|---|---|
| Confirmed attendee | Thanks for joining [webinar name] — Watch the recording here: [link], and see [additional resource]. Ready to take the next step? Book a demo here: [link]. | Participation, recording, resource and demo availability |
| Confirmed no-show | The [webinar name] recording and key takeaways — We missed you at [webinar name]. Watch the recording here: [link], and read the key takeaways here: [summary or link]. | Confirmed absence, recording and summary availability |
| Unknown attendance | Resources from [webinar name] — Thanks for registering for [webinar name]. If helpful, access the approved session resources here: [link]. | Make no attendance claim; check resource approval and availability |
If wording refers to a particular demonstration or segment, use evidence that the person joined for that part or choose more general wording.
One webinar, three follow-up versions
- Confirmed attendeeThanks for joining [webinar name] — recording link, additional resource and a demo invitation.
- Confirmed no-showWe missed you at [webinar name] — recording link plus key takeaways, without implying attendance.
- Unknown attendanceResources from [webinar name] — neutral wording that makes no attendance claim.
Keep the branches tied to one event
Build audiences from the webinar or occurrence, not a contact's lifetime webinar count. Exclude cancelled registrations and events that did not run. Decide how a brief join is treated under the campaign's written rule.
For a HubSpot audience, use event-specific registration and attendance data to define the branches: an attendee has an accepted registration and positive attendance evidence; a no-show has an accepted registration and reliable post-event evidence of no attendance; unknown means neither result is established. HubSpot can segment contacts by webinar registrations, attendance or engagement, and webinar activity also syncs to marketing events and contact records. Missing HubSpot activity can reflect email-address or sync limitations, so missing activity alone must not form the no-show condition.
Record one intended follow-up for each person and event. If a send result is uncertain, inspect the sending system before repeating it.
How to assign the correct follow-up branch
- Build the audience from one webinar or occurrence, not a contact's lifetime webinar count.
- Exclude cancelled registrations and events that did not run.
- Accepted registration + positive attendance evidence → attendee version.
- Accepted registration + reliable post-event evidence of no attendance → no-show version.
- Neither result established → unknown; hold, or send the approved neutral message.
- Apply the campaign's written rule for brief joins to decide the branch.
- After sending, compare final attendance status with the message the sending system recorded.
Choose the sending route
Zoom allows customisation of the webinar emails sent to panellists, registrants, attendees and absentees. Check those settings if another email platform also sends follow-ups, so the two systems do not send competing versions.
For promotional messages, consult ACMA's guidance on avoiding spam and check applicable requirements before sending. Recheck eligibility at send time when a follow-up has been waiting.
After sending, compare the final attendance status with the message recorded by the sending system. Investigate anyone who received both versions or whose status changed after a send.
Checks before each follow-up send
- Participation confirmed before sending the attendee version.
- Recording, resource and demo availability confirmed before linking.
- Absence confirmed by reliable post-event evidence before sending the no-show version.
- Unknown branch contains no attendance claim and uses an approved message.
- Zoom's own webinar email settings checked so platforms do not send competing versions.
- Promotional messages checked against ACMA's guidance on avoiding spam.
- Eligibility rechecked at send time when a follow-up has been waiting.
- One intended follow-up recorded per person and event; dual sends investigated.
