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Split webinar follow-up by what each person did, and use it as context, not as the opening line
Picked and checked by Olga Pearson, SalesUpLevel
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Reported by Kathleen Booth: $100K+ in pipeline within 24 hours of launching one email sequence, with a 43.2% open rate and a 6.5% reply rate. Attendees replied at almost 5x the rate of no-shows.
Most webinar follow-up works from one fact: they attended. This one is worth copying because Sequel's team decided what to say from what each person actually did, and still never mentioned it in the email.
Sequel's own BDR team ran this after its virtual summit. AI summarized every person's engagement first. They split attendees, no-shows and replay viewers, and pulled customers, active deals and anyone already talking to sales out of HubSpot before writing anything. Poll answers, questions asked, session choice and website visits after set the priority and shaped what each email said, without saying 'I saw you ask a question'. A custom Claude Skill drafted the emails, BDRs reviewed about 20 samples and fed their fixes back in, and Apollo sent short sequences in each person's local time from the right seller's mailbox. Nooks call lists and LinkedIn requests used the same context.
By Kathleen Booth, VP of Marketing, Sequel.io · LinkedIn post ↗ · Sep 3, 2026
Run it before your 10am
- After the event, split people into attendees, no-shows and replay viewers.
- Remove customers, open deals and anyone already talking to sales before writing a word.
- Rank people by what they did: poll answers, questions asked, sessions chosen, site visits after.
- Have AI draft each email using that behavior as context, never as the opening line.
- Have BDRs review about 20 drafts, rewrite what sounds wrong and feed the edits back before sending at scale.
- Send from the right seller's mailbox in the person's local time, and start calls the same day.
Here is what this person did at our webinar: [attended / no-show / replay], poll answers: [answers], question asked: [question], sessions: [sessions], pages visited after: [pages]. They are [title] at [company]. Write a follow-up email under 90 words from [seller name]. Use their behavior to choose the topic, but do not mention that they asked a question, answered a poll or watched. End with one simple question. If they are a no-show, offer the one clip most relevant to their role instead.
If you lead a team
- Make CRM suppression step one, before any AI writing.
- Have BDRs calibrate on 20 drafts before anything goes out at scale.
Watch out for
- Sequel is the vendor and this is its own team, so the post also promotes Sequel.
- $100K+ pipeline is created pipeline, not closed revenue.
- The Apollo benchmarks quoted in the post (21-28% opens, 3-5% replies) are Sequel's comparison, not ours.
- What I'd have my team try first: the CRM suppression step. Pull customers and open deals out before anyone writes a single email.
Source: Kathleen Booth's LinkedIn post (Sep 3, 2026). This is Sequel's own BDR team using Sequel. Results are as reported by her; we did not measure them.
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