Product launch campaigns are extremely effective at building excitement and ultimately boosting sales during your launch. New and even veteran marketers often feel overwhelmed with planning a launch, but this tested email sequence will help you succeed with your launch.
You can use this for a product you’ve created – or you can use it for a product you’re planning to create live. If you’re planning to teach live, you can adapt your product as you get feedback during the launch. Even if you’ve already created the product, plan to record a bonus session if you get feedback during the launch – that way you know your product is keyed exactly to what your subscribers want.
Remember, once you’ve taught your live class series, you can turn the recordings into a product. Go back and edit your launch campaign to remove references to the live class, then put it in your autoresponder sequence to create an autopilot, evergreen launch.
Here’s the email sequence outline:
Preselling Email #1: Preselling email
Title this email “What are you struggling with?” and include a few sentences asking your prospect what they’re struggling with in your niche. Something like “What’s your biggest goal in XYZ? What are the 3 biggest things holding you back?” is a good question. Invite your subscribers to hit “reply” and let you know their thoughts. A personal reply is a good idea to build rapport.
Preselling Email #2: Here are the answers to yesterday’s questions…
Highlight a few of the challenges you received yesterday (you’ll probably notice the same big ones came up in many of the replies) and give a brief suggestion for each.
Preselling Email #3: How would it feel to XYZ…
Ask your prospect how it would feel to achieve the results they’ll achieve when they go through your product. For example: “how would it feel to know you could take your dog for a walk without having to worry about her jerking endlessly on the leash?” or “how would it feel to have a real, open conversation about what’s going on in your teenager’s heart?” These questions stir your prospect’s imagination and make them hungry for that result.
Sales Email #1: Here is my brand new XYZ training program (or class, etc.)
This is your main launch email, and it can be a simple paragraph stating you’ve released your product, or opened enrollment for your training program / class series. You can make the hyperlink to the product the same as the headline on your sales page.
Sales Email #2: Q&A About (Product Name)
You’ll likely receive questions about your new product – so you can answer the top 3-4 in this email. Open with “To everyone who has purchased (Product Name), congratulations. I’ve received some questions about the new training (class, etc.):” and list the questions. Be sure to link back to the sales page a few times!
Sales Email #3: Here’s what you get with the new XYZ training program
List out what your prospect gets in the program. Bullet points about the program fit well here – you can pull them off of your sales letter. You can swap Sales Email #2 and #3 if that seems to fit your sequence better.
Sales Email #4: What are you going to miss out on?
Point out something they may miss out on if they don’t sign up for your training now. It can be bonuses, but it’s good to highlight some results they won’t get.
Sales Email #5: Your final chance to get into this program live
If you’re teaching a live program, this email is very effective at getting fence-sitters to buy!
Sales Email #6: The training program was amazing, here’s what you missed:
Send this email the day after the first live session of your training program. You can actually send a recording of the first session along with a message letting them know if they want the next 5 weeks (or whatever the amount is), they can sign up – let them know this is the last opportunity they’ll be able to slip under the table and get in.
Sales Email #7: Final chance to get into the live training with me
Send this “last call” email the day before you run the second session of your live training.
After this one, go back and adapt the presell and initial sales emails for the evergreen product and slot it into your campaign. Future customers will get the campaign and be able to purchase the recordings from you.
Using this sequence generates excitement in your subscribers and results for your launch. Don’t let the launch sequence stop you – outline your training and write your first prelaunch email today and you can use this sequence to guide the rest of your successful product launch.
