Today, I want to talk about what it’s like using email marketing during a live launch. Whether you’re launching an ew offering or something you want to relaunch, emails matter! We’re going to dive into this advanced marketing strategy and plan for emails during live launches.

If you want to grab the entire plan for live launches, make sure to watch our free  email marketing class so you can learn how to gain the right subscribers with ease, create an email marketing schedule and more – all in just ONE HOUR. Sign up here! Now, onto this week’s video! 

Step 1: Determine your launch strategy

Before we jump into the actual emails that you’re going to send during a live launch, you have to decide on your strategy. You need to decide if your launch period is a set number of days, including a webinar, challenge or something else. It’s important to know if you’re opening and closing sign ups or not. Launches could also include pre sales or getting on waitlist for new products, services or offers. These kinds of decisions will inform how you write your emails and set them up in your email marketing platform. 

For example, when I am offering spots for a live program, I am doing a pre-sale or early bird bonus before it goes live to the public. I usually have a specific offer for my waitlist and then it is released to my entire email list. They get the first chance to sign up. Then, I can email the entire email list and usually I’ll include some sort of fast action bonus. The people that sign up in those first five days will get an extra bonus that isn’t then available to the rest. As you can tell, the strategy is slightly different for both lists. 

On the flip side, when I launch an online course, we’ll host a webinar on Thursday or Friday before our launch begins. On that webinar, we pitch the course. On Monday, we launch the course to our public email list. There’s a lot of strategies for launches, as you can see. It depends on what you’re launching and price point. 

Emails for Live Launches Type #1: Share your humble brags in your journey

Nw it’s time to think about the types of emails to send out during a live launch. Start with your humble brags and your journey as it relates to the product or offer that you’re launching. One thing that I hear is people are often afraid or hesitant to share number based wins, like revenue, number of clients, and more. People worry about bragging and having people judge them. But being able to share your wins – whether it’s revenue based or another tangible win – can help you sell your product or offer.  

When done right, this is an amazing way to build traction for your launch and show your credibility and what’s possible to your audience. The reality is that buyers LOVE this type of selling and need to know that you know what you’re doing so they can buy in. Of course, this is all optional – and you can choose what to share – but finding ways to humble brag about your wins is important for emails during a live launch. These results show people what’s possible, especially for driver buyers. Driver buyers need to know what you’re selling works. Aim to have at least one email focused on this and mix it in whenever it makes sense otherwise, too! 

Emails for Live Launches Type #2: Share the solution your offer provides

I’m a huge fan of painting a picture of transformation in your email marketing. It’s important to lean into the results that are possible because of your offer or service. Personally, I want to focus on the positive outcomes – instead of the negative ones or the pain points. Will I still open up an email asking about those pain points? Sure, but I tend to focus on the solutions and outcome experience more often. People want to avoid those negative things. To make a sale, I’d want people thinking about the positive outcomes that could come from joining my product/service/offering. The bottom line: think about what their transformation will be by joining you and share it. 

Emails for Live Launches Type #3: Share the nitty gritty logistics of what’s in your paid offer

The next type of email to include is to share the nitty gritty logistics of your paid offer. This is super important for analytical buyers. They want to know how many modules they get, the format, how long they can access it, and any other FAQs about your course. Basically, take everything that’s on your sales page and put it into an email. 

All buyers will appreciate this email type. But, analytical buyers will really be excited about this information. You can also include pricing information, when the deals end, and any other important stuff they’d want to know. 

Emails for Live Launches Type#4: Final reminder emails

The first three types of emails I’ve mentioned so far are the ones you’ll be sending during your live launch – so throughout the week you’re promoting your new offer to nurture and guide your email list to purchase. 

This next type of email is an announcement that your launch window is closing. Believe it or not, if you’re running a live launch, most of your sales will come in the last 24 hours. With that in mind, reminders matter. If it’s a higher ticket offer, I even send up to 3 emails on the last day of launch. Smaller ticket items usually get 1-2 final reminder emails. They’re short and sweet. The point is tell them they’re almost out of time. If they’re interested, they need to buy it now. We lean into the fact that most sales are going to come on that last day and send those reminder emails to help out! 

Emails for Live Launches Type #5: Consider your launch strategy & lean into it

The last type of email to send during your live launch relates to the type of launch you chose to do. You’re going to really lean into whatever type of launch you chose. When I say lean in, what I mean is that you’ll send an extra few emails at a specific time based on your launch. 

Presales

If you’re doing a presale for 48 hours, you’re probably going to send a lot of emails during whatever pre-sale period you have. That’s because it’s a short window and you want people to take advantage of it. During a typical launch, we send one email a day. Then on the final day, we send 2-3 emails. If we have a pre-sale period, we might bump the first day’s emails to 2. This helps drive people to purchase. 

Bonus

Maybe you chose to do a bonus on the first three days of your launch. I used this strategy with my Passive Income Minimind. We saw the most applications during the first five days when we had our bonus running. I was sending more emails during those first days because I was able to really push the bonus and get most of our sign ups then.  

Live Webinar

I know that I’m going to convert sales best in a live webinar, so getting people in this webinar is important. I’ll send reminders for people to sign up more heavily in the few days beforehand.  Honestly, it feels more like organic marketing anyway because I’m encouraging people to sign up for the free education where I know I can make sales and pitch the offer. But regardless if someone buys or not, they’ll get something out of that webinar.  

Remember, email was created to sell. Using it with strategy during your launch will help with more sales and a more successful launch! 

Want more help with building a powerful plan for your email marketing?

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