How to follow up with Zoom webinar attendees and no-shows

You send different follow-ups by comparing your webinar's registrants with its participants. Everyone who registered and joined is an attendee, and everyone who registered but never joined is a no-show. Each group then gets its own email. The two groups want different things. Someone who sat through your session wants the recording, the slides, and a reason to keep talking. Someone who registered and didn't make it wants a quick way to catch up on what they missed. A single "thanks for joining" email sent to both tells the no-shows nobody was paying attention.

Zoom gives you two built-in ways to do this. The simplest is in the webinar's email settings, where you can turn on a follow-up email to attendees and a separate follow-up email to absentees. Zoom sends each one a set number of days after the webinar, and either can include a link to the cloud recording. The second way is Zoom's webinar reports. The registration report lists everyone who signed up along with their answers to your registration questions. The attendee report shows who joined, when they joined and left, and how long they stayed. You can export both as CSV files and import them into your email tool. If you use HubSpot or Marketo, Zoom's integrations with those tools can copy registrants and their attendance into your marketing platform, where you build the lists and write the emails yourself.

These routes handle the split between attendees and absentees well. Where they stop is everything after that. Zoom's follow-up emails are one message per group, sent from Zoom, so a sales leader at your best target account gets the same note as a student who joined out of curiosity. They also treat attendance as a yes-or-no question. Someone who left after the introduction counts as an attendee and gets a thank-you for content they never saw. The reports hold the detail you'd need to do better, but turning a spreadsheet into well-written, well-targeted emails is still your afternoon.

A good follow-up has a few parts:

• People who stayed for most of the session get a thank-you with the recording and anything you promised, plus one clear next step.
• People who left early get the recording with a pointer to the part they missed.
• People who registered but never joined get a short note with the recording and an invitation to your next webinar.
• The handful of attendees who fit your ideal customer profile get a personal email that mentions who they are and proposes a conversation.

All of it should go out while the webinar is still fresh, which usually means the next morning.

Kite does that work for you. It reads the registrants and participants in Zoom, sorts people into the right groups, writes each email, and sends once you approve.

Start by telling Kite which webinar you ran and what you want from the follow-up:

"Our Zoom webinar on pricing strategy ended an hour ago. Follow up with the people who came and the people who didn't, and write personal emails to anyone we should be talking to."

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. You can work with it in your browser in the Kite web app or in Slack. Kite already knows your ideal customer profile, your current customers, and your competitors from its research on your company, so it can judge which attendees are a good fit without a long brief. It proposes the groups it will create, the job of each email, and when they'll go out. Confirm the plan or adjust it, and Kite starts.

You'll need to connect your Zoom account through OAuth so Kite can read your webinars, registrants, participants, and recordings. Zoom webinars need a paid Zoom plan with the Webinars add-on, and the split between attendees and no-shows depends on registration, so it works when your webinar required people to register. If you'd rather not connect Zoom, export the registration and attendee reports and share the files in the conversation.

Tell Kite about anything you promised during the session, such as the slide deck, a template, or an offer for attendees, so the follow-up delivers on it. If you turned on Zoom's own follow-up emails for this webinar, turn them off, so people don't hear from you twice. If you want attendance recorded in your CRM, connect that account too.

Kite sends email from your team's Kite address or from an email product you've connected. It shows you the groups and the drafts first. Approve them, and Kite sends.

Kite starts by finding the webinar in your Zoom account and reading everyone who registered for it. It looks the webinar up by its topic and date, or goes straight to it if you share the webinar's link or ID. Then it reads the webinar's details, including its topic, description, start time, and length, so the follow-up describes the session the way you presented it.

Next, Kite reads the registrant list. Each registrant record carries the person's name and email, the time they registered, and their answers to your registration questions. Zoom's standard questions include job title, organization, and industry, and any custom questions you added, such as "What's your biggest challenge with pricing?", come through as well. Those answers are often the best material for a personal email, because they're the person telling you what they care about.

Kite reads the webinar's participant list and matches each participant to a registrant by email address, because that comparison is what separates attendees from no-shows. Each participant record shows when the person joined, when they left, and how long they were in the session. People who drop out and rejoin appear more than once, so Kite adds up their time across every visit before deciding anything.

That gives Kite three groups instead of two:

• Stayed. These people watched most of the session.
• Left early. These people joined but left well before the end.
• Didn't attend. These people registered but never joined.

Kite tells you where it drew the line between staying and leaving early, so you can move it. It also sets aside your own team and any co-hosts by their email domain, so nobody on your side gets a thank-you for attending their own webinar.

Kite gathers the material the follow-up will deliver, starting with the recording. When you recorded to the cloud, Kite finds the recording in your Zoom account and uses its link in the emails. If you recorded locally or posted the video somewhere else, such as YouTube or your website, share that link instead.

Zoom's Q&A and poll reports show who asked what and how people answered, and they make some of the best follow-up material you have. Export them from Zoom and share them in the conversation. Kite then knows that a particular attendee asked how to handle discounting for annual plans, and it can answer that question in their email instead of sending a generic thank-you.

Kite picks the attendees most worth a personal email by comparing each one with your ideal customer profile. It starts with the job title and organization people gave at registration, then confirms their current role from their public profile and the company's own pages. It also checks the company's size, industry, and recent news, such as a funding round or a new hire on a relevant team.

How someone took part counts too. A person who stayed for the whole hour and asked a question is a warmer lead than one with the same title who left after ten minutes. Each attendee who looks promising gets a fit score from one to five with a one-line reason, such as "Head of revenue at a 150-person software company who stayed for the full session and asked about annual discounts." The highest scorers form the group that gets an individually written email. Kite sets aside your competitors and anyone who has asked not to hear from you, and it treats existing customers as customers, so they get a note that fits the relationship instead of a pitch.

Kite writes one email for each group, plus a separate email for each best-fit attendee, and each one has a single job:

• The people who stayed. A short thank-you that links the recording, delivers what you promised, and asks for one next step, such as booking a call or registering for your next session.
• The people who left early. A note that sends the recording and points to the part of the session they missed, such as the section on setting prices for a new market, so they can pick up where they left off.
• The people who registered but didn't attend. A note that doesn't pretend they were there. It sends the recording with a sentence or two on the main point and invites them to the next webinar.
• Your best-fit attendees. An individually written email that refers to something true about the person, such as their answer to a registration question or the question they asked during the Q&A, and proposes a conversation. It's signed by the real person you name, usually whoever hosted the webinar.

Kite writes in your brand's voice and keeps each email short and plain. Before you see the drafts, it checks every recipient against the opt-outs it can find, including unsubscribes in your connected CRM or email tool, and skips anyone marked there.

Once you approve, Kite sends the emails from your team's Kite address or your connected email product. Each person gets their own message, so the personal emails stay personal and every send can be tracked. Kite sends a small first batch, confirms those went through, and then sends the rest.

Kite keeps the identifier of each sent email, so a later follow-up lands in the same thread. For your best-fit attendees who don't reply, Kite can send up to two follow-ups spaced a few days apart, and each one adds something new rather than repeating the first email. When someone replies, Kite reads the reply and drafts a response with a proposed next step. If a no-show writes back asking about your next session, Kite can register them for that webinar in Zoom, and Zoom sends them the confirmation and their join link.

When your CRM is connected, Kite records who attended so your sales team sees the webinar on each person's record. It searches the CRM by email address before creating anything, updates the contacts that already exist, and creates the ones that don't, linked to their companies. Each record gets a note saying whether the person attended, how long they stayed, what they said at registration or asked during the session, and which follow-up they received. For your best-fit attendees, Kite can create a dated task for the contact's owner.

When the emails are out, Kite posts a summary in the conversation where you asked. It says how many people registered, how many stayed, how many left early, and how many didn't attend, which also gives you your attendance rate. It lists who got which email, which sends failed and why, and who was set aside, such as your own team, competitors, or people who had opted out. The best-fit attendees come with a table of their fit scores and reasons, and Kite reports replies as they arrive.

When Kite finishes, everyone who registered for your webinar has heard from you in a way that fits what they did, and you have a record of who got what.