So, you’ve built an email list, and you’re ready to launch your course. You know that an email launch sequence is the key to a successful launch, but you’re not sure where to start. What emails should you send? When should you send them? And how do you write them in a way that gets people excited to buy?
A high-converting email launch sequence is part art, part science. It’s about building anticipation, delivering value, and creating a genuine connection with your audience. At Gillis Copywriting, I’ve helped dozens of course creators craft email sequences that convert. Here’s a breakdown of the essential emails you need in your sequence:
Email 1: The “Big Idea” Email
This is where you introduce the core concept of your course. You’re not selling yet; you’re teaching. Share a valuable insight or a new perspective that challenges your audience’s beliefs and gets them thinking. The goal is to shift their mindset and open them up to the possibility of a new solution—your course.
Email 2: The “Personal Story” Email
Now that you’ve planted the seed, it’s time to make it personal. Share your own story or the story of a past student. How did you (or they) struggle with the same problem your audience is facing? What was the turning point? This email is all about building an emotional connection and showing your audience that you understand what they’re going through.
Email 3: The “Big Reveal” Email
This is it—the moment you’ve been building up to. In this email, you officially announce your course and open the cart. But you’re not just dropping a link and running. You’re connecting the dots between the “big idea” and the “personal story” and showing how your course is the solution they’ve been waiting for. Clearly outline the transformation they can expect and invite them to join you.
Email 4: The “Overcome Objections” Email
Your audience has questions and concerns. It’s your job to address them head-on. In this email, tackle the most common objections you hear. Is it too expensive? Do they have enough time? Will it really work for them? By addressing these objections proactively, you build trust and remove the barriers to buying.
Email 5: The “Urgency” Email
As the cart closing approaches, it’s time to create a sense of urgency. But remember, this isn’t about being pushy. It’s about reminding your audience that the opportunity to enroll is ending. You can do this by offering a limited-time bonus, reminding them of the cart closing date, or sharing a final success story. The goal is to help them make a decision, not to pressure them into one.
An email launch sequence is more than just a series of emails. It’s a conversation. It’s a journey you take your audience on, from problem-aware to solution-ready. By following this framework, you can create a launch sequence that not only converts but also builds a loyal community of students who can’t wait to learn from you. If you need help crafting your email launch sequence, Gillis Copywriting offers a complete 5-part email sequence as part of The Launch Starter Kit.
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