You’ve done all the hard work to generate buzz, built your email list, and crafted the perfect offer. So now what?
One of the most critical aspects of planning your launch is your email sequences. The internet and every launch expert have their own strategy tips on how to convert your offer at the highest numbers possible. But, here’s the kicker… copying someone else’s offer has no value because your audience, you, and your offer are different. If you have been following me for any amount of time, then you have heard me talk about how your ideal customer should always be top of mind.
While everything you have read or run across all has its place, there are six key email sequences that are a must-have no matter what strategy you develop. Let’s take a look.
The pre-launch email sequence serves one purpose: to warm up your list before launch. This is especially important if you haven’t emailed your list in a while or consistently. Think of it in terms of preventing the “cold-calling” selling method from your list. Getting your audience primed and ready will make all the difference in your open rates and the momentum behind your well-planned launch.
This sequence typically is 4 emails that begin four weeks before your launch runway. This sequence should provide:
- Value: People today care more about convenience than ever before. I don’t want to see an exhaustive list of all the solutions, and I want one from a trusted expert. This first warm-up email does just that.
- Position yourself as the guide: Show your audience that you are that expert who will guide them to solve their problem. Don’t sell to them here but rather give them what they need. For example, this could be a tip-filled email or one essential resource to continue moving them along the journey.
- Overcome objection: By now, you should have your ICA dialed out and know precisely what objections to overcome. This email addresses the #1 objection overall and debunks its logic. You are pre-seeding a mindset shift by doing this.
Note: If you don’t, stop right here and check out this resource. This is KEY to a successful launch.
- Connection: This fourth and final email should be all about connecting with you. Let them hear your story of the struggle to success. Let them know you’ve been there, and the same results can be achieved for them. Set up yourself as the guide out of the lost forest they are in.
The Launch Runway Sequence
During the launch runway phase, you are inviting people to your free event or offer. This is often the most critical sequence in your launch. Why? Because you need the numbers for conversions. As the saying goes, “build it, and they will come.” Apply the same concept here. Craft a 5-7 email sequence leading up to the date of your event, or cart open if this is evergreen. Depending on your offer type will determine precisely the messaging for this email sequence.
Be clear about what you are offering or inviting your subscribers to and how they can receive it. If there are limited spots available, you might consider revealing your new offer to your email subscribers first.
Your launch runway emails serve the following purposes:
- Prepare your subscribers for purchase
- Build anticipation and excitement
- Provide the necessary information
Open Cart Sequence
Unveiling and Promoting the Offer
The open cart stage begins with you announcing that your offers are available to purchase and explaining how to buy. This still applies if you made this announcement at a live event or webinar. The only difference is the first email in this sequence would be a recap/replay email for those who attended your event vs. a traditional announcement email to the rest of your list. Every email in this section of the sequence should include a link to your sales page.
During an open cart email, you should be sure to explain why the product works for them, how it solves a specific problem, and why they need it now.
Remember to remind your subscribers when the course will cease to be available if your cart has a close date. TIP: Don’t use exclusivity just for the sake of exclusivity. Honesty is the best policy. You shouldn’t claim an exclusive product and make it available again a month later. You won’t have any effect if your subscribers don’t believe your claims of exclusivity.
Abandoned Cart Sequence
Nowadays, abandoning the shopping cart is a heavy reality. The checkout page is where most cart abandonment occurs, so adding this sequence can help recoup some lost sales. Your checkout system may not allow you to track abandoned carts, but if it does, sending a three-email sequence could boost your ROI by 3-5%.
You can make this as simple or robust as you want; it all depends on your messaging and communication style. How aggressive do you want to be? I have seen these sequences range from 3 to 9 emails. You decide and make this your own. TIP: If you choose to go with a more extended sequence, add in a time-sensitive offer on the last one to boost conversions.
Close Cart Sequence
The Final Countdown
The last day of any launch is always the most significant day; that’s why I list this email sequence as a standalone. Cart closing is the most powerful part of your launch. Adding in the urgency and scarcity on the last day the cart is open (and offer is available) always brings in that final push to reach your revenue goal. There are many opinions about timing, the number of emails, and so on. Well, you know what they say about opinions. 😉
As you continue to launch and evaluate your analytics, you will develop the perfect cart close scenario for you. For now, you can follow this flow and close with soaring numbers:
- Send 4 cart close emails in total
- Use the sending 7 rule.. send the first 3 emails 7 hours apart and then the final one at Midnight 7 hours. (7 am, 2 pm, 9 pm, Midnight)
- Email topics to cover in this sequence:
- Reconnect, tell a story and then represent the offer
- Case study/testimonial email and then add in the offer expires urgency CTA
- Get straight to the offer and stress the urgency of only a few hours left. It’s the final countdown.
- Last call – Stress the offer is going away in just 1 hour, so this is their last chance!
Post Launch Sequence
Nurture and Data
What is your follow-up like? If the cart has closed, the people who have bought have bought, and those who didn’t aren’t going to (this time)? What do you do to continue nurturing the relationship?
For those who bought, it’s time for you to understand their individual goals and help them achieve them through informative content, 1:1 outreach, and a supportive community.
Those who haven’t bought yet are still part of your community, and you want to offer them the same value as paying customers. Once they’re ready to buy again, You’ll be there to help them reach their goals by sending them helpful resources. Also, ask why. Why didn’t they buy? What would have made them take action and say yes? With every launch or promotion, you should always take away as much data as possible to improve your subsequent offerings.
No matter what, don’t stop the communication. Customers and non-customers are still part of your overall ecosystem and should be nurtured 100% of the time.
So What Did We Learn?
- Pre-launch Sequence: The pre-launch email sequence serves one purpose, to warm up your list before your launch.
- Launch Runway Sequence: As the saying goes, “build it, and they will come.” Apply the same concept here.
- Open-Cart Sequence: During an open cart email, you should be sure to explain why the product works for them, how it solves a specific problem, and why they need it now.
- Abandoned Cart Sequence: Your checkout system may not allow you to track abandoned carts, but if it does, sending a three-email sequence could boost your ROI by 3-5%.
- Cart Close Sequence: Cart closing is the most powerful part of your launch. Adding in the urgency and scarcity on the last day the cart is open (and offer is available) always brings in that final push to reach your revenue goal.
- Post Launch Sequence: No matter what, don’t stop the communication. Customers and non-customers are still part of your overall ecosystem and should be nurtured 100% of the time.
I hope this episode provides information and sparks a conversation and inspiration. Hopefully, you should now be able to craft a perfect email sequence for your next launch with the knowledge gained from these strategies.
Have you tried any other strategies? Share them in the comments!
Need help defining your ICA, crafting your message, or planning and executing your launch Schedule a consultation today.
Links for this episode:
Rate, Review, & Subscribe on Apple Podcasts
If you like what you hear on the podcast, please consider rating and reviewing my show! Woo Hoo! Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” I would love to hear what episodes you enjoy the most!
If you haven’t done so already, please subscribe to the podcast. I’ll be adding new content weekly; if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!