When it comes to launching you’ll find a lot of advice online about how to write sales emails, after all this is the main aim of your whole launch - to sell! But to have a fully rounded launch, one that not only generates sales but also continues to enhance your brand authority, offers exceptional customer service and nurtures your audience I would argue that there are actually 3 types of email sequences that you need to work on before launching.

In this blog post I will share the importance of each sequence and provide actionable steps to make your launch emails stand out.

1/ YOUR ‘Admin’ emails

Yep, not sexy I know but I’m talking about emails that are linked to your launch event, such as a webinar or challenge and also your onboarding sequence once someone buys from you.

We don’t just want to focus on the sales but making sure that someone’s first impression of your brand is top-tier as this ultimately can affect sales. Imagine signing up for a free webinar and then not receiving a clear confirmation email or reminder emails - you probably would forget about the event and not show up OR even worse still you would think that the person holding the event isn’t very professional or capable and therefore are they worth investing in?

Once someone has bought from you that journey of trust continues and so having a really smooth onboarding welcome email automation in place can have such a profound impact on people’s perception of what it will be like to work with you. I have heard stories of people who received shoddy customer service after making an investment with someone and it not only put them off buying again but they then told people about this experience and it had a huge negative ripple effect on the original business owner.

Admin emails can easily be forgotten so don’t forget to make sure that you think through this and ensure that the customer journey from start to finish during your launch is really well thought through and they feel clear and confident about what they need to do.

2/ YOUR NURTURE SEQUENCE

Typically most online businesses will have some form of email welcome sequence in place so that when someone joins their audience either from a sign up form or a freebie they are put into a series of emails that nurture them by introducing them and their services more and also perhaps providing additional value.

A nurture sequence during a launch is separate to your normal welcome sequence. This sequence can be based on your normal welcome sequence but will be much more targeted in its messaging around whatever the topic/ problem is that you are solving with your product/ service that you’re launching. So for example - You’re a money coach who is about to launch your new money coaching programme using a free 3 day challenge. The quick win of your challenge is going to show people their ‘money type’ and how they can use this to better understand their relationship with money and how to improve it.

So your launch nurture sequence will focus on getting people warmed up for learning their money type, why this is so important to know and how knowing this information can help them improve their relationship with money. Use storytelling and real-life examples to connect emotionally with your prospects. The idea is to really get your audience tuned in to what you’re going to discuss and also how this is just the first step and ultimately your offer will support them further in this journey.

3/ YOUR SALES EMAILS

Sales emails are vital during a launch period. We have to remember that not everyone sees every post we put out there, people might not have signed up for our launch event and so we want to make sure that our warmest leads (those on our email list) are aware of when we put our offers out there and how it may help them. 

Clients often ask me how many sales emails should I write and the answer is generally as a minimum I would say an email a day during open cart period and then 2-3 emails on the last 1-2 days.

This may feel like a lot but remember that not everyone reads every email. In order to make sure that you don’t feel like your being spammy with endless sales emails try to craft these emails with the mindset that they are there to add clarity and value to the people reading them - remember these emails are not about pushing someone into buying but rather giving people all the information they need to discern for themselves that this is a solution that they need and give them the confidence that you have the right solution for them.

The worst thing that can happen is your leads are extra informed about your course or product. The best thing that can happen is you increase your sales and meet your dream goals.

By incorporating well-designed admin, nurture, and sales email sequences, your launch can achieve more than just generating sales. You can elevate your brand authority, engage your audience, establish trust, and offer value throughout the customer journey. 

And don’t forget to track your email stats and see which emails performed well and which didn’t so that in future launches you can tweak copy on certain ones rather than rewriting the whole sequence every single time. 

Feeling stuck writing your email sequences? With 4 years experience in launch support we’ve got a clear sense of what works when it comes to launch emails. If you’re ready to get the support you need and the results you deserve then book a free consultation with us today and let's see how we can support you.