So you’re on the verge of your next big launch. You’ve got a wicked offer ready to serve your audience and you’re counting down the days until cart open. Sounds great, but what are you missing?

Selling to your audience requires a unique blend between creating a conversation and a sense of urgency while showcasing how your product or service is going to benefit your audience.

Using a launch sequence made up of multiple emails can help you stand out in those overcrowded inboxes. This best practice will ensure that you develop a true relationship with your ideal customer or client before pitching your latest product.

Each launch-related email you send your list will have a specific role with a specific purpose. Whether you’re using an email to showcase social proof and build trust or to elicit a sense of urgency or scarcity, every email you send should have a goal.

With that being said, all those emails can be broken down into three different phases. 

Here are the three types of emails you should be implementing to take your next launch from so-so to sold out:

1. PRE-LAUNCH EMAILS

A pre-launch email campaign is the perfect way to prime your audience for your offer. Creating a sense of anticipation is the goal of this sequence. 

This phase of launch emails should be used to provide mad value to warm up your audience for what’s to come. For this reason, it’s important to send these emails out prior to even mentioning your launch. 

Use your pre-launch emails to focus on your story as well as sharing your expertise. This will not only build trust but also help position you as an expert on the topic you’ll soon be selling around. So don’t be afraid to show off a bit 😉 

During your pre-launch campaign, focus on providing tips or tools that give your audience a quick win—something valuable yet instantly helpful and satisfying without taking too much work on their part. 

You’ll also want to use your pre-launch emails to anticipate common questions or address objections ahead of time. Think about what your audience may be wondering about your product or the topic before they come up in your launch and use this sequence to provide clarity.

It’s important to remember that the purpose of your pre-launch emails are to warm up your list before you actually begin selling. 

Let your list get to know you, earn their trust, and ‘wow’ them with serious value!

2. ACTIVE SALES EMAILS

After a successful pre-launch campaign, it’s time for your active sales sequence to begin. This is where the real magic happens! 

You’ve warmed up your audience, you’ve made them aware of related pain points, and now, you’re ready to give them what they need to alleviate that pain—your killer offer. 

The main aim of your active sales sequence is to demonstrate the benefits of your product, soothe the pain and fears of your audience, and address objections head-on.

In addition to focusing on selling your main offer, this sequence is also the ideal time to share additional bonuses such as fast-acting products or time-sensitive add-ons. The active sales sequence is also where you’ll answer common questions to eliminate hesitation and share key info with your audience. (This will not only educate your list for their sake, but it will also save you time with customer support later on!)

If you’re running webinars or live Q&A sessions, now would be the time to invite your audience to sign up so you can continue to showcase your offer in different ways.

At the end of these emails, encourage your audience to take action. Point them to your top-notch sales page, invite them to reach out with questions, and don’t forget to actually ask them to invest in your product or service.

Finally, as this campaign comes to a close, send one or more last-chance reminder emails to stress the urgency of your offer and motivate your readers to buy.

3. POST SALES EMAILS

Once you’ve effectively hooked them with the help of the first two launch sequences (and you will), you’ll want to craft post-sales emails to provide any necessary info related to your offer. 

For example, your post-sales email sequence should cover topics such as:

• Confirming the purchase
• Delivering the goods 
• Ensuring your new customer knows how to use the product(s)
• Letting them know how they can get in touch with you if they need support

You’re looking to turn your customer into a fan for life, right?

This is where your post-sales emails come in, so be sure to keep the value coming. Share content or resources that they may be interested in, tips for getting the most of of their purchase, or even send a personalized note or a word of encouragement. 

If you’re feeling super generous, maybe throw in a surprise bonus!

Depending on your offer it might be beneficial to send a reminder to your customer about their purchase. Use this opportunity to check in on their progress with the product or check in on how you can continue to support them. 

Your post-sales email sequence can also provide super value for YOU because this is when you would send out customer surveys to help you gain valuable insight and address any issues for future launches.

IS ALL OF THIS REALLY NECESSARY?

Above all else, you need to go with your gut. Knowing your audience and understanding how they react to your brand and offerings is key. 

Be sure to serve up valuable resources, info, and support to make their experience one to remember!

Happy launching!