The brief - UAC needed to fill a one-hour webinar led by Executive Director Joel Adcock through a three-email pre-event sequence to a list that spanned multiple buyer types: collision techs, auto glass professionals, shop managers, and estimators. The sequence had to drive registrations without relying on heavy promotional language that working technicians would tune out, segment readers in by self-identification, and capture conversion even from people who couldn't attend live. One topic, one speaker, three different jobs across three emails.

The angle - I built a clean awareness → consideration → decision arc, with each email doing exactly one job and then getting out of the way.

Email 1 announces the webinar and previews the curriculum in five concrete bullets, anchored by a problem-statement hook ("You can't just point a given camera at a target and call it calibrated").

Email 2 runs an FAQ that quietly handles four real objections — the senior-reader hesitation, the skeptic's pushback, the friction handler, and a self-qualifying "who should attend" that lets each segment of the list find itself.

Email 3 strips everything to a last-chance reminder, with the subject line doing double duty as a calendar prompt.

Three structural patterns reinforce the funnel: subject lines move from topic → reader-benefit framing → time-and-date specificity; length tapers from medium → long → very short to match reader fatigue across the sequence; and the same friction-removing line ("Register anyway to receive the recording") lives in emails 2 and 3 to capture conversion from non-attendees.

Here are the three examples -

Email 1

Subject line: ADAS Camera Calibration in 2026

Preview Text: The difference between accurate calibrations and costly mistakes

Copy:

Hi [First Name],

Specialized cameras require specialized care.

You can’t just point a given camera at a target and call it calibrated.

With so many different camera designs, mounting positions, and OEM specs, you need to know exactly what you’re working with.

On April 21, 2026 at 1:00PM ET, UAC Executive Director Joel Adcock will explain the challenges associated with calibrating modern camera sensors.

In this webinar, he’ll cover:

✔ Vehicle and camera geometry essentials

✔ The different camera types you’ll encounter

✔ Proper installation vs common setup errors

✔ Key OEM nuances

✔ Frameworks for choosing the right calibration timing

Sharpen your calibration expertise by joining us for this session.

[Register for free]

Email 2

Subject line: ADAS camera calibration that works in real-world conditions

Preview Text: Your questions about camera calibration, answered.

Copy:

Hi [Name],

Only one week until Joel Adcock answers your questions about ADAS camera calibration. Here are a few common questions about the session:

Q: Who should attend?

ADAS and collision techs, auto glass professionals, shop managers, and estimators working with camera-equipped vehicles.

Q: Who is presenting?

The webinar will be led by Joel Adcock, a leading ADAS expert who serves as the Executive Director of the UAC and Director of Partnerships at Revv.

Q: I already know a lot about camera calibration. Will this still help?

Yes. We’ll cover rapidly changing OEM requirements and common sources of error like windshield distortion and bracket tolerance variance.

Q: I’ve invested in ADAS equipment but haven’t seen an increase in revenue. How will this webinar help me?

Many shops discover that a clear ADAS strategy matters more than purchasing new equipment. This webinar presents a practical approach to get more value from what you already have.

Q: What if I can’t make it?

Sign up anyway. You’ll receive a full recording of the event.

Still have questions? Ask Joel next week → [Register here]

Email 3

Subject line: Explaining ADAS Camera Calibration with Joel Adcock - 4/28 at 1:00PM ET

Preview Text: Are you sure you’re prepared for changes to ADAS camera calibration in 2026?

Copy:

Hi [name],

Major changes are coming to ADAS camera calibration in 2026. Are you prepared?

Join our webinar with Joel Adcock this Tuesday, April 28th at 1:00PM ET to find out what these changes mean for you.

Here, you’ll learn about camera calibration that holds up in real-world conditions, including:

How field of view affects calibration Differences in camera types OEM requirements that impact setup

This is your last chance to sign up.

Can't make it? Register anyway to receive the recording.

[Register now]

The format - Email 1 (curriculum announcement - 150 words), Email 2 (FAQ - 220 words), Email 3 (last-chance reminder - 90 words)