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.
Just think.
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.
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.”
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:
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.
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.
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.
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.
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.
“We have 0% customer churn.” – said no SaaS marketer ever. Instead, what I hear…
Where do unshipped marketing assets go when they die? We imagine a place called Marketing…
Conversion copywriters follow a simple 3-step process to get the ‘yes’ in email campaigns: First,…
Taking your first steps in UX? Welcome! In this straightforward guide, we're breaking down the…
Becoming a SaaS copywriter is your ticket to being at the forefront of the tech…
You need to prepare now for Black Friday and Cyber Monday. Here are the copy…
This website uses cookies and follows GDPR guidelines.
Read More.