The top 4 email sequences you need for your launch

Have you heard people talk about the importance of “the know, like and trust” factor for your business? A Welcome Email Sequence is a brilliant way to build know, like and trust with your new subscriber.

This new subscriber, let’s call her Tara, has no idea who you are, but she’s really interested in what you have to share. That’s why she signed up for your free (or paid) resource.

So it’s your job to tell her who you are, what you do, and ask to learn about her too; about her dreams and her needs. You don’t want just another number, just another email address on your list. You want to build a connection.

The welcome sequence is also known as nurture sequence, opt-in sequence or newbie sequence. Essentially, it is a series of automated emails for new subscribers. It means, you can set up a series of beautifully-written emails to go out…

in the right order…

automatically…

…to every single person who opts into your list. Each person gets ‘special’ treatment from you from the beginning, without you lifting a finger once you’ve put it together.

With the right email service provider, a welcome sequence is very easy to put together. And it helps you create that connection that I was talking about earlier.

See how important this email sequence is?

I’d rather you had a small engaged list than a large one with low open rates (meaning very few people open your emails).

My recommendation is to have a minimum of four (4) emails in your Welcome Sequence, scheduled to go out 2-3 days apart at the beginning and them spread them out more, to give your new subscriber time to familiarise themselves with your freebie and to do the ‘homework’ you may have given to them.

Also known as the Sales Email Sequence or Promotional Sequence, the Launch Sequence is essentially a series of emails that you send to your (hopefully) warm list where you invite them to purchase your offer (aka your course, 1:1 or group program, etc.).

The goal is to build the bridge between the free content the reader has consumed so far and the offer that you are now promoting. You will want to tell them about your offer, share social proof, benefits, bonuses, overcome objections and, of course, create urgency. With a live launch, there’s a time limit to purchasing your offer.

My recommendation is to write most of these emails in advance and update them before sending if needed. If you are doing a re-launch, chances are that you have all these emails written already and you can schedule them ahead of time. Even if it’s your first launch, I suggest that you schedule the first emails in advance to save you time that you can use to answer replies, deliver live content, etc.

This is the email sequence for your buyers.
Yaay, it means that people have purchased your offer. Now, what you want is to deliver a beautiful customer experience. The look of it will depend on what they have purchased. For example, if you sold them a course, then you will have a:

Welcome email - where they receive confirmation of payment, summary of what they purchased, and some beautiful words from you…
An email with their login details and how to access the course platform.

Just make them feel special for having purchased from you!

I know, you are so happy to welcome your new clients/students that you may have forgotten about the other people on your list...the ones that haven’t purchased... YET!

I encourage you to send them 2-3 emails after the launch has finished, asking them why they didn’t buy. Here's my recommendation, which is a variation of the feedback sequence by Ryan Levesque, that I also used with my clients:
 

• Email 1: ask why they didn't buy. I personally don't like the "Do you hate me" subject line that many people use. You can use lines like "Did I not explain it right" or "Did I do something wrong"...you want a powerful enough subject line so that people open the email, but soft enough so that it is acceptable to you and your audience.

Don’t overthink this email. I know many people find it scary to write such an email. Just think that you are writing to your mate asking her why she didn’t purchase your offer:...was it that you didn’t explain it well?

...maybe the timing wasn’t right?

...something else?

You want to know so that you can improve your next launch. This is very valuable information and you will find that your subscribers will tell you.

And their answers might not be what you think!

• Email 2: FAQ. Use the info you gathered through Email 1 to answer those objections in this email. You can also choose to do the FAQ in a webinar. And, if the context is right, you can re-open registration for 24 hours.
• Email 3: ask non-buyers what topics they're interested in hearing about from you so that you make sure to send them emails that are relevant to them.