Product launch campaigns are extremely effective in generating buzz and ultimately driving sales during launch. New and even veteran marketers are often overwhelmed with launch planning, but this proven email sequence will help you succeed with your launch.
You can use this for a product that you have created, or you can use it for a product that you plan to create live. If you plan to teach live, you can tailor your product as you receive feedback during launch. Even if you’ve already created the product, plan to record a bonus session if you receive feedback during launch; That way, you know that your product fits exactly what your subscribers want.
Remember, once you’ve taught your class series live, you can turn your recordings into a product. Go back and edit your launch campaign to remove references to the live class, then put it into your autoresponder sequence to create a permanent autopilot launch.
Here is the outline of the email sequence:
Pre-sale email n. 1: Email presale
Title this email “What are you struggling with?” And include a few sentences asking your potential customer what they are struggling with in their niche. Something like “What’s your biggest goal in XYZ? What are the top 3 things holding you back?” That’s a good question. Invite your subscribers to hit “reply” and let you know what they think. A personal response is a good idea to establish a good relationship.
Pre-sale email n. 2: Here are the answers to yesterday’s questions …
Highlight some of the challenges you received yesterday (you will probably notice that the same big ones came up in many of the responses) and give a brief suggestion for each one.
Pre-sale email n. 3: How would XYZ feel …
Ask your potential customer how they would feel about achieving the results that they will achieve when they review your product. For example: “How would it feel to know that you can take your dog for a walk without having to worry about him constantly moving off the leash?” or “How would it feel to have an open and real conversation about what is going on in your adolescent’s heart?” These questions spark the imagination of your potential customers and make them eager for that result.
Sales email no. 1: Here is my new XYZ training program (or class, etc.)
This is your main launch email and it can be a simple paragraph stating that you have launched your product or opened enrollment for your training program / class series. You can make the hyperlink to the product the same as the title of your sales page.
Sales email no. 2: Questions and answers about (product name)
You are likely to get questions about your new product, so you can answer the top 3-4 in this email. Open with “To everyone who has bought (Product name), congratulations. I have received some questions about the new training (class, etc.)” and list the questions. Make sure to link back to the sales page several times!
Sales email no. 3: This is what you get with the new XYZ training program
List what your prospect gets on the show. The points about the program fit well here; you can get them out of your sales letter. You can exchange the sales email n. 2 and n. 3 if it seems like it fits your sequence better.
Sales email no. 4: What are you going to miss?
Point out something they might miss if they don’t sign up for your training now. They can be bonuses, but it is good to highlight some results that you will not get.
Sales email no. 5: Your last chance to participate in this live show
If you are teaching a live show, this email is very effective in getting caregivers to buy!
Sales email no. 6: The training program was amazing, this is what you missed:
Please send this email the day after the first live session of your training program. In fact, you can send a recording of the first session along with a message informing them if they want the next 5 weeks (or whatever amount), they can register; let them know that this is the last chance they will get to slide under the table and enter.
Sales email no. 7: Last chance to get into live training with me
Send this “last call” email the day before you run the second session of your live training.
After this, go back and tailor the initial sale and pre-sale emails for the evergreen product and feed it into your campaign. Future customers will get the campaign and can buy the recordings from you.
Using this sequence generates excitement in your subscribers and results for your launch. Don’t let the launch sequence hold you back – describe your training and write your first pre-launch email today and you can use this sequence to guide the rest of your successful product launch.
