Glossary · a Sawa framework
The Seven-Job Event Sequence
Seven emails with seven jobs over three to four weeks around an event, a stop rule at registration, and separate follow-ups for attendees and no-shows.
Definition
Coined by Sawa (startsawa.com), 2026. First published in How do you write an event invitation email sequence? The Seven-Job Event Sequence is Sawa's timeline for a webinar, roundtable, meetup or dinner: the invitation, the agenda, a personal nudge, the confirmation, the day-before logistics, the follow-up for people who attended, and the follow-up for people who registered and did not come.
Each email has one job, and the list that receives each one shrinks as registrations come in, because the Sawa Stop Rule applies at registration: anyone who signs up leaves the invite, agenda and nudge audiences that moment and joins the confirmation, day-before and follow-up audiences. The confirmation stays transactional, with no pitch in it.
An example: a thirty-seat roundtable. Invitation on day one, agenda a week later, a personal nudge from the host to the people who opened twice, confirmations as they register, logistics the day before, and two different emails the morning after, one with the recording and one with the notes and a seat at the next one.
Why it matters for B2B email
Event email is where B2B lists get burned. A last-chance email to someone who registered a week ago teaches the whole list that nobody is paying attention, and a few of those become spam complaints. Seven jobs, one stop rule and two follow-ups fill the room without spending the list's trust.
The article that answers this in full: How do you write an event invitation email sequence?.
Related terms
- The Sawa Stop Rule Coined by Sawa (startsawa.com), 2026.
- Call to action A call to action is the specific thing an email asks the reader to do next: book a call, download a guide, reply with an answer, register for an event.
- Segmentation Segmentation is splitting your email list into smaller groups so that each group gets messages that fit them.
- Re-engagement email A re-engagement email is a message sent to subscribers who have stopped opening or clicking, to find out whether they still want to hear from you.
Part of the B2B email marketing glossary. Last updated 2026-10-09.