Launch emails are emails written to build anticipation about a new release. They’re a great way to get subscribers excited about your offer and ready to buy when done right.
Whether you’re launching a product or a service, announcing your launch with a launch email sequence will be important to your success.
You wouldn’t announce your wedding on the morning of the big day and expect your friends and family to show up.
(Not unless you want to end up at the venue alone, wondering why no one else is there.)
Your launch is no different.
Just like wedding planners exist to take the hassle out of planning a big day, a strategically planned launch sequence will be the key to your launch success.
So let’s dive in.
Why are launch emails so important?
Launch emails are helpful for any launch of a new or improved product or service.
Whether that’s a new course or an upgraded version of your software, launch emails can help you sell more of your offer.
Using persuasive conversion copywriting techniques in your emails, you can get your subscribers to realize your offer is the solution to a problem they face.
This realization will make them raise their hands to say, “I want this.”
What should you include in your launch sequence?
It can be tricky to figure out what to say in your launch sequence (or how many emails to say it with).
We recommend giving subscribers all the information they need to make a decision.
Take the wedding example above.
When you send out your wedding invitation — the equivalent of your launch day emails — you include critical information like what (your wedding, duh!), when (date), where (venue), how (how to RSVP), why (to celebrate your love).
Here’s what this looks like for your launch emails:
- What: Explain the offer clearly. Is it a product upgrade, a new eBook, or a new course?
- When: The date is essential to set expectations and help subscribers plan. Is this a live launch or evergreen? How many days do they have to make a decision?
- Where: This is often tied to how. It addresses where subscribers can access your offer once they take action. Is it online? In-store? In an app? Part of a live course?
- How: This helps your subscribers understand how they can take advantage of your offer. Do they click a link to go to a landing page? What happens when they do?
- Why: Explain the value your solution provides and why it’s what your subscribers have been missing. Why should they buy?
Another critical question to answer is ‘Who?’
As you plan the copy for your launch emails, make it clear who this offer is for. Remember, not everyone on your email list will be a good fit for every offer.
Here’s an example of this at work from Ship30for30, a cohort-based writing program.
Since this is a follow-up email, the ‘what’ isn’t as prominent here, but they manage to answer all the critical questions.
The subscriber would already be aware of what Ship30for30 is.
How many emails does a launch sequence need?
Answer: As many emails as it takes to make your point and sell your offer.
When it comes to launch emails, one is never enough. You need a sequence.
Very few messages stick the first time they’re shared, and the announcement of your launch will be no different.
The data shows that following up is important to closing, and the best way to do that is with a sequence.
As you think through your launch sequence, focus more on providing valuable information to get your emails opened and less on the number of emails.
Planning your launch emails
How your launch sequence is structured will depend on whether your launch is evergreen or has a fixed date.
There are some critical elements that you should never forget in both instances.
Always segment your list
Segmentation is key to improving your email performance.
Consider audience traits as you plan your sequence. This is not the place for one-size-fits-all messaging.
The more specific your messaging, the better your email results will be.
Don’t forget to follow up
Your subscribers will get distracted and forget about your offer.
Be sure to follow up based on actions taken (or not taken) — we call these action trigger emails.
Include follow-up emails for segments like ‘opened but didn’t click’ and ‘opened and clicked but didn’t buy.’
You can learn more about planning your launch emails in this Tutorial Tuesdays video.
When you’re ready to tackle your first launch sequence join us inside 10X Emails.
The course includes specifics on mapping a launch sequence, over-the-shoulder demonstrations, email templates, and recorded boot camp sessions.