Ashley Sharie
Feb 4, 2020
Updated: Oct 30, 2021
If we're being honest -- the launch starts before...the launch! Before you ever send out an email, you need to set the stage. Let me explain, before every launch, I make sure to get super engaged with my audience (anywhere from 4 -8 weeks before depending on the type of launch).
This usually means an event or a live stream where you teach a topic and get people to comment, share their experiences, and post examples for me to review. This helps them to experience your teaching style, see how active and engaged you are with them, and also how much you can help them in a short amount of time.
Then consider emailing this recording out to your list and sharing it in a private group to make sure it’s widely watched! In these live streams, make sure to mention the program at least 2-3 times (in passing, not direct selling), so they start to learn the name of the course and a little bit about what it is
I actually consider this part of the pre-launch — warming people up — so when actual sales emails start to roll out, they are already primed and ready to take action!
#1 – Schedule your “enrollment open” and “enrollment close” dates.
Down to the minute! Your enrollment typically opens the day intro training ends -- if you’re doing a “proper” launch. This allows you to keep the momentum going.
#2 – Pick days to send your emails.
This is entirely up to you, but to kick-off, I wouldn’t do less than once a month to start. The closer you get the enrollment closing date, the consistency should pick up. Inching towards every other day, or daily the week before enrollment closing.
#3 – Use a logical sequence.
The next outline covers the types of emails and the suggested content. You can feel free to add other emails -- but hitting these 6 types will be vital for your program enrollment success.
#4 – Always send people to your sales page.
This can be an unlisted page on your site with full details and next steps -- but what should be straightforward and listed multiple times is how to sign-up and pay. BONUS: Those early action takers should be kicked over to another email list, congratulating them and letting them know what to expect.
Almost all successful launches are composed of these core emails. They help build the know like and trust factor between you and your audience. In sales psychology, there are various buyer types, these emails address the different personas -- ensuring that everyone on your list has the information needed to motivate them to buy.
Email #1 – Unveil the offer / Introduce the Program
In this email, the goal is to build a bridge between the free/intro content the reader has just consumed and the offer that you are now promoting. (There should be a VERY clear link between the two!)
Email #2 – Give the details [QA background]
Now that the person is aware of your offer, it’s time to make sure that they have all of the details. This email is your “mini sales page” -- in fact you can include sections from your actual sales page for consistency and ease.
Email #3 – Share testimonials and case studies
This email is for the -- show me the proof, folks on your list. Sometimes, I am this person. I want to see someone like me, follow your stops and achieve the transformation I’m looking for. For this reason, don’t be afraid to ask for testimonials! Providing unprompted social proof goes a long way building trust.
Email #4 – Go deep with your big WHY
These are always the most impactful emails. Share real details about you and why you’ve created the program. To me, if you had to pick the emails to perfect -- it’s these.
Email #5 – Overcome the big objection(s)
It is normal for people to have a hesitation or two when it comes to investing in your offer. Knowing these factors ahead of time and spending a few emails speaking to them will help soothe the hesitation. You can frame these as FAQ emails as well, to help foster reassurance.
Email #6 – Warn that the enrollment closing
It is normal to send 2-3 (or even more) emails toward the end of a launch because more than 50% of customers purchase at the last minute! Plan for these up front, and even consider including fast action bonuses to encourage early action.
While drafting the emails can seem like the most important step --- it's not. Make sure all your ducks are in a row, your purpose is clear, and your key dates are plugged into the calendar. This way it will be much easier to plan/draft your emails for maximum impact (and conversation). So grab your calendar, your brand foundation guide and plan for an amazing launch!
Need more help planning the email content? Grab check out the Launch Essentials Bundle - templates, timelines tracker and more included!