Marketers often fear annoying registrants with too many emails. However, sending two reminders on the day of a webinar—one four hours out and another within the hour—is a proven tactic to maximize show-up rates. Registrants have already opted in and benefit from the reminders.

Urgency is the primary driver of marketing performance. If a product, discount, or piece of content is perpetually available, it lacks compulsion and is not a true offer—it is simply a static feature. To motivate action, you must introduce scarcity by making its availability finite.

Create extreme urgency by offering a high discount for a very short window (e.g., 30 minutes), then progressively lower discounts for subsequent time blocks. This gamified approach forces immediate purchase decisions by making customers feel they will lose out on the best deal if they wait.

Subject lines that suggest an internal mistake or conflict, such as "We forgot to end this sale," create a feeling of insider access for the recipient. This "accidental reveal" tactic builds urgency and exclusivity, driving higher engagement.

Marketers are often too afraid of unsubscribes to use aggressive tactics. However, the substantial conversion lift from a high-frequency campaign (like two emails in one day) far outweighs the loss of a few overly sensitive people on your list. Don't let fear of opt-outs dictate strategy.

Mimic the format of a calendar invitation (e.g., "Thursday, 2:15 p.m.") in your email subject line. This tactic creates a sense of urgency and implied commitment, leveraging the recipient's assumption that it's a scheduled event they've forgotten, which compellingly drives them to open the email.

Contrary to the 'value first, pitch last' model, present the full offer before your launch event even begins. Then, create urgency by offering a new, valuable bonus each day that expires within 24 hours. This strategy leverages peak attendance on day one and frames the purchase as an opportunity to gain extra value rather than a hard sell.

The effectiveness of sending two emails in a day is not just about frequency, but about narrative progression. The first email should create general urgency (e.g., "24 hours left"). The second, later email should introduce specific scarcity to trigger immediate action (e.g., "almost sold out" or "only 80 spots left").

For time-sensitive offers like webinars or sales, send an initial email in the morning and a follow-up with heightened urgency later in the day. This tactic builds momentum and captures users who missed the first message, significantly increasing sign-ups and sales despite the higher frequency.