Launching a new coaching offer (or existing one) can be both exciting and overwhelming. On the one hand, there is the anticipation of a boost in income, in addition to helping more clients create transformation in their lives.  But with that comes all the planning and execution that is needed to pull off a successful live launch.  To make one part of your planning easier, I thought I would give you a rundown of all the launch emails you need to execute your live launch.

Emails You Need Year Round

Nurturing your email list year round gives you the greatest opportunity to be successful, when you do decide to launch.  Sending out value added emails every week, regardless of whether you are launching or not, keeps your list of prospects warm and engaged.  This is important because the last thing you want your prospects to feel is that they only hear from you when you have something to sell.

When I’m working with my coaching clients, we always set up a content strategy that includes emailing their list on a weekly basis.  Prior to a launch, we begin providing valuable content that is related to the upcoming launch.  For instance, if we were going to launch a course on anxiety, for about 6-8 weeks before the pre-launch event, we would be emailing the list with tips on how to recognize anxiety, the effects of long-term anxiety on health and maybe some high level tips for managing anxiety.  This type of content prepares the audience for what’s to come.

Planning Your Pre-Launch Emails

Normally during a launch, you will have at least one pre-launch event that is designed to build your email list and give your audience a taste of what it’s like to work with you.  The two types of pre-launch events I like best are webinars and multi-day challenges.  So I will give you a breakdown of emails based on these two event types.

Webinar

• Invitation emails:  The webinar invite emails are a series of emails that are designed to invite your current email subscribers to attend the event.  I normally recommend you send the 1st email out 7-10 days prior to the webinar event.  Send a 2nd invite about 2-3 days later.  Then send out two final invites 48 and 24 hours prior to the event.
• Registration email:  The registration email is sent immediately after someone registers for the webinar event.  It confirms to them that their registration is complete and gives them the necessary information to join the event.
• Show up emails:  It’s not uncommon to register for an event and then forget about it, so the show up emails are designed to remind people to attend the webinar live.  Send out a 24 hour reminder and a 1 hour reminder to join the webinar.
• Replay email:  There will always be people who register for your webinar but are unable to attend live.  So right after the webinar is over (and you’ve had an opportunity to prepare the tech), send out your replay email to give registrants a chance to listen in to the webinar after the fact.

Multi-Day Challenge

• Invitation emails:  Just like with the webinar, you will want to invite your existing email subscribers to join your challenge.  You can follow the exact same sequence as the webinar invitation emails.
• Registration email:  Once someone registers for your challenge event, you will want to send them a confirmation email that lets them know they are registered and how they can prepare for the upcoming challenge.
• Show up emails:  The purpose of the show up emails is to hype your audience up and get them excited about the challenge.  You want the enthusiasm to be high going into this event so let them know all the benefits and details of the challenge.
• Challenge delivery emails:  Depending on the length of your challenge, you will be sending out a daily email giving your participants their daily challenge.  Let them know what they are supposed to do, where they can post their accomplishments, and what they can expect the next day.  If there are prizes involved, communicate that as well.

Emails for Your Sales Webinar Event

Depending on how your launch is structured, you may hold a sales webinar the day your cart opens for your offer.  The purpose of this webinar is to deliver high value content + your sales pitch for your offer.

Just like with your webinar pre-launch event, you will have invitation, registration, show up and replay emails to prepare and send out for this event.  You can follow the same structure I outlined above.  One thing to note is that you will want to make sure your replay email for the sales webinar goes out before your first sales email.

Live Launch Emails You Will Need (aka Sales Emails)

Your pre-launch and sales events are over and now it’s launch day!  This is the day you open cart on your offer and begin the selling process.  When I help clients do a live launch, I normally recommend there is a 10 day period between the day the cart opens and closes.  Emails during this period can be done in an order that feels right for your audience, but normally you will have a series of 5-7 emails spread out over the 10 day period.

Note:  All these emails should include links to your offer sales page.

Announcement / Open Cart email:  This email goes out on the day the cart opens for your launch.  This email is exciting, announcing that your offer is now available for your audience. It can outline who this offer is for and a few benefit statements on why they should invest.  

Problem / Solution email:  In this email, you go deep into the challenges your audience is facing, letting them know you understand what they are going through and why you are equipped to help them.  You also outline benefit driven statements on what your prospects can expect to receive should they make the investment.

Transformation Story email:  Your prospects want proof that your offer can truly help them create the transformation they desire.  The transformation story email shares an inspiring story of a client(s) you have helped and how their life has changed as a result of working with you. Videos are great in this email.  You can also use a series of client transformations coupled with testimonials.  Client A went from X to X.  Client B did X.  Client C overcame X and went on to X.

FAQs email:  On your sales page, you should have a frequently asked questions section that outlines the common questions that your prospects might be asking themselves, related to your offer.  In this email, you can lay out your answers to these questions.  Put yourself in your ideal clients’ shoes and think about what unanswered questions they might have.

Overcoming Objections email:  Think for a moment about what the primary objection might be for your prospects.  Go deep.  What do you think is going to hold them back from investing?  More often than not, it has something to do with themselves.  On the surface, it might appear to be money or time.  But in reality, it’s normally a belief that they won’t follow through, or they’ve tried other things that didn’t work and they are afraid this won’t either.  Meet them where they’re at and help them work through this resistance.

Urgency emails:  There are typically two to three emails that create urgency for your buyers.  One email is sent out 48 hours prior to the cart closing, letting them know they only have two days left to invest.  The other emails are normally sent out the day before the cart closes, one in the morning and one in the evening.  These emails are designed for the people that wait until the last minute to make a decision. Let people know the timer is counting down and the offer will not be available after the close cart date.

One secret tip I will let you in on.  In your launch emails, make sure you are appealing to all four buyer personas.  This gives you the best chance of providing motivation for all prospect types.

There you have it.  Save this email so you can refer back to this list of launch emails you need to plan your next launch. 

Planning a launch in the next quarter and know you will need a team to help you execute?  Copywriting, web/sales page design, tech and social media.  Amazing OBM has a full team of experts waiting to support you in your next launch.