How to use these emails

You can take the principles and fundamentals from these examples and use them to model from (not copy!) adjusted to what you know about your own audience, and your own launch event topics. Remember to infuse them with your voice and personality!

Warm Up Emails

• These emails are to warm up your audience and get them excited about what you have coming up!
  

Warm up Email 1

Objective: Start shifting the biggest outdated belief your audience have to a new belief that serves them better. Open the curiosity gap. Seed the upcoming live event. Micro-commitment inviting replies back.

Warm up Email 2

Objective: Challenge a commonly held belief/standard practice. Start shifting an outdated belief to a better belief. Open the curiosity gap and invite replies.

Warm Up Email 3

Objective: Shift another belief to a better belief. Open the curiosity gap more and position and build excitement for the upcoming event.

Event Emails

• Email 1 is sent to your whole list
• Emails 2-4 are sent only to people who sign up for your launch event
  

Event Email 1: Invitation to join the launch event

Objective – sign up to the event. Get them excited and share the benefits they’ll get from joining. (A shorter version/snippets can also be turned into social media posts to promote the event

Event Email 2: Show up live to the event

Objective – show up live on the call. Build the excitement and underline the importance of being ‘all in’ for the experience by showing up live

Event Email 3: We’re starting today

Objective – show up live on the call. Final excitement builder and a reminder to attend live (with details of time, and link to where you’ll be teaching.

Event Email 4: Mid-Launch Mindset/Momentum Booster

Objective – show up live and join in. Keep them motivated to show up, join in, get their questions answered, and engage with your launch process, focusing on the benefits they’ll get

Conversion Emails

• These emails are sent only to people who sign up for your launch, but you can also send modified versions to your master list. Remember that not everyone on your master list will have seen the offer so you’ll need to give your reader more context.

Conversion email 1: Offer announcement/doors are open (Cart Open day one):

Objective – be excited about your offer & click through to the sales page and buy. Re-pitch the offer you made to those who watched your final session. This is a great time to share your fast-action bonus. As well as your classroom content, it’s the sales page which does the heavy lifting. This email is to give highlights of your offer and to get them to click through to the sales page.

Conversion email 2: Myth-busting / why what you’ve already tried hasn’t worked & why this is different (mid cart open)

Objective – click through to the sales page and buy. This is all about overcoming objections to your offer, which are keeping them on the fence.

Conversion email 3: Going it alone vs getting my help / Cost of doing nothing (mid cart open)

Objective – click through to the sales page and buy. This is all about overcoming objections to your offer, which are keeping them on the fence.

Conversion email 4: On the fence email (Cart Open day 4)

Objective – click through to the sales page and buy. This is all about overcoming objections to your offer, which are keeping them on the fence.

Conversion email 5: Last chance (Cart Close)

Objective – click through to the sales page and buy. Most people need a hard deadline to encourage them to make a buying decision, so this email helps them do that.