How I Doubled Webinar Attendance for a Beauty Brand Without Changing the Offer

  • A woman in black underwear going through a spray tanning tent, with a worker applying the spray tan and bottles of tanning products on a cart nearby.

    The Brand

    SunnaPro is a professional sunless tanning and teeth whitening brand, offering premium education, products, and certifications to beauty professionals across North America. The company regularly runs online webinars and events to educate and convert prospective clients.

  • A smiling woman with long red hair wearing a beige spaghetti strap top and blue jeans holding three bottles of Sunna skincare products against a plain light background.

    The Challenge

    Despite strong registration numbers, attendance rates were low for SunnaPro’s live webinars.
    Here’s what we were up against:

    Clients were confused about time zones

    Many attendees were not tech-savvy - struggling with platforms that required logins, downloads, or multiple emails

    Default webinar platforms like Eventbrite and WebinarJam lacked control over crucial elements like:

    Subject lines

    Email timing

    SMS integration

    Post-registration customer experience

    This meant missed revenue, low show-up rates, and a poor brand experience.

What I did (Strategy + Leadership):

As Fractional CMO, I reimagined SunnaPro’s entire webinar registration and post-registration experience with a customer-first approach.

Strategy Highlights:

  • Moved the event registration flow to SunnaPro’s own website, reducing friction and confusion

  • Rewrote the confirmation email subject line to say:
    👉 “Open to complete your registration”
    → This increased email open rates and improved domain reputation

  • Embedded a form field labeled “Get text reminders here” on the registration form
    → Resulted in a 99% opt-in rate for SMS

  • Created SMS flows through Klaviyo, sending real-time reminders at event start
    → Used copy like “We’re live – join now” to boost immediacy

  • Eliminated tech hurdles—no app downloads, no login links, just one-click access

  • Enabled pixel tracking, improving campaign retargeting and conversion tracking

  • Boosted email deliverability and engagement by routing traffic through SunnaPro’s domain

Outcome & Impact

Outcome & Impact

A woman in black lingerie holding a tanning solution bottle labeled 'Sunna' and smiling.

  • Show-up rates doubled compared to previous webinars

  • SMS opt-ins hit 99% using the simple label tweak

  • Email open rates soared thanks to subject line optimization

  • Last-minute attendance surged, often doubling or tripling after SMS reminders

  • Reduced tech confusion and support inquiries from attendees

  • Enhanced pixel data for retargeting and future marketing efforts

  • Strengthened overall brand experience and authority