Plan Your Next Launch Like a Pro: How to Nail Your Pre-Launch Email Sequence
I’m not sure if I’ve mentioned this before…
I LOVE the show “Say Yes to the Dress!” I easily get sucked in during a mindless YouTube scroll. I’m captivated by the drama, the excitement, and the meticulous planning that goes into finding the perfect wedding dress.
It's astonishing to see how much time, effort, and MONEY are poured into planning a wedding to ensure every detail is flawless. This is coming from a gal who ordered her wedding dress from J.Crew for $500!
Now, imagine applying that same level of dedication and strategic planning to launching your program.
Just like a wedding, a successful program launch isn't something you want to leave to chance. You need to build awareness, engage your audience, and create excitement leading up to the big day.
A powerful tool for creating buzz and anticipation for your next launch is a well-crafted pre-launch email sequence. This is kind of like your “Save the Date” announcement.
The online space is super noisy! A well-crafted pre-launch email sequence can make the difference between a successful launch and a missed opportunity.
By engaging your audience early, you can build excitement, foster trust, and have people who are itching to sign up when your cart finally opens.
In this article, you will learn:
Why a pre-launch email sequence is crucial for your program’s success
Key elements to include in your pre-launch emails
How to create a compelling sequence
First, let's dive into why pre-launch email sequences are *essential* to set your program launch up for success.
Understanding the Importance of a Pre-Launch Email Sequence
Pre-launch email sequences play an important role in a successful launch. They serve as the first touchpoint with your audience, building anticipation and excitement before your program even opens for enrollment. This dating period can significantly boost sign-ups on launch day.
The primary goal of a pre-launch email sequence is to warm up your audience. By the time your program is ready, your email audience should be chomping at the bit for its release. This leads to:
Higher open rates for your emails
Increased website traffic
More sign-ups
Most importantly, pre-launch emails help establish trust and credibility with your audience.
One of the key benefits of a pre-launch email sequence is the ability to gather feedback and insights before the official launch. This can be done by sharing sneak peeks, exclusive content, or even beta-testing versions of your program. The feedback you get during this dating period can be priceless. This gives you tangible insights to guide your course content and marketing strategy for better results.
A well-planned pre-launch sequence sets the stage for your program launch. It creates buzz, engages your audience, and provides valuable insights, all of which lead to a more successful launch.
4 Key Elements of an Effective Pre-Launch Email Sequence
These elements are like the parts of the wedding you can’t do without. Things like the rings, a marriage license, and of course, the dress. They make your emails engaging, informative, and compelling enough to drive your audience to take action.
Catchy Subject Lines
The subject line is the first thing your audience sees – and it determines whether they’ll open your email. Crafting a catchy, intriguing subject line is crucial. Use words that spark curiosity, inspire urgency, or grab their attention by adding their first name!
Engaging Content
Once your email is opened, the content must keep your reader's attention. Not only does it need a great hook to draw them in, but it should also share valuable information about your upcoming program. Highlight what makes it unique, the benefits they’ll gain, and any special features. Add storytelling techniques to make your content more relatable and engaging and to keep their attention.
Clear Call-to-Action (CTA)
Every email should have a clear and motivating call-to-action. Whether it's signing up for a webinar, downloading a free resource, or simply learning more about your program, the CTA should be easy to understand and act on.
Personalization and Segmentation
Personalizing your emails by addressing your audience by name and creating content based on their interests is game-changing. Segment your email list to target different groups within your audience with specific messages that resonate with their needs and preferences.
When you include these things in your pre-launch email sequence, it builds the excitement, anticipation, and engagement your audience needs to say “YES” to your offer.
A Step-by-Step Guide to Creating a Pre-Launch Email Sequence
Creating a successful pre-launch email sequence for your newest baby involves several strategic steps. Here’s a comprehensive guide to help you craft an effective sequence.
Step 1: Define Your Goal and Target Audience
Before writing your emails, clearly define the goal of your pre-launch sequence. Are you aiming to:
Build awareness by increasing your web traffic?
Boost your email list by creating a waitlist?
Create excitement with more engagement on social media?
Knowing what you’re aiming for will guide the tone and content of your emails.
Next, identify your target audience. Who will benefit the most from your program? Understanding your audience’s needs, pain points, and interests will help you customize your message and make it more relatable.
Step 2: Plan Your Email Timeline
Determine the number of emails you’ll send and the frequency.
A typical pre-launch sequence might include five to seven emails spread over two to three weeks.
However, I believe a longer pre-launch period is more effective and should span a minimum of 4-6 weeks. Expert course creators like Amy Porterfield and Gemma Bonham-Carter often start dropping hints of their upcoming launch three months before their cart opens.
With an extended timeline, you have the opportunity to outline key milestones in your timeline, such as:
Introducing your program
Sharing testimonials
Offering exclusive bonuses
… and other parts of your pre-launch. This allows you to build anticipation gradually and keep your audience engaged over a longer period.
It also takes the pressure off of the buyer and you. And removes some of the salesiness and desperation out of your launch – something buyers nowadays can smell from a mile away!
Step 3: How to Write Compelling Email Content
Each email in your sequence should serve a specific purpose. These types of emails should include actions like:
Planting the seed that you're about to share something special
Reframing objections your audience may have
Sharing social proof and testimonials
Identifying pain points of your target audience
Addressing misbeliefs about your program
Discussing why things they've tried haven't worked
Exciting your audience by announcing your program
Use attention-grabbing subject lines, relatable stories, and strong CTAs to keep your reader on the lookout for more.
Step 4: Set Up and Automate Your Pre-Launch Email Sequence
Just like choosing a comfy wedding dress that allows you to move freely on the dance floor 💃, you want to choose an email marketing platform that allows you to automate your sequence. Tools like Mailchimp, ConvertKit, or ActiveCampaign can help you schedule and send emails automatically, ensuring they reach your audience at the right time.
Before launching your sequence, test your emails for deliverability and readability.
Check for broken links and typos
Send test emails and make sure they look good on desktop and mobile
Collect feedback from a small test group if possible, and make necessary adjustments
By following these steps, you can feel confident when you reveal parts of your offer inside your pre-launch email sequence and stay focused on the big day.
Common Faux Pas to Avoid in Your Pre-Launch Email Sequences
Even with the best intentions, it's easy to make mistakes inside your pre-launch email sequence. Here are some common pitfalls and how to avoid them:
Lack of Clarity
One of the biggest mistakes is being unclear about the value of your program. Each email should clearly communicate what your program offers and how it benefits the audience. Avoid vague statements and focus on specific, tangible benefits.
Poor Timing
Timing is crucial in a pre-launch sequence. Sending emails too close together can overwhelm your audience, while spacing them too far apart can cause them to lose interest.
I personally like sending one to two emails per week, increasing them gradually as you get closer to opening your cart and launching your program.
Plan your timeline carefully to maintain a consistent cadence. As mentioned, an effective sequence should ideally span 4-6 weeks (or longer).
Too Much Information
While it's important to provide valuable content, overloading your emails with too much information can be overwhelming and lead to confusion.
Keep your emails concise and focused on one key message or call-to-action at a time. This helps readers digest the information and take action.
Not Personalizing and Segmenting
Sending generic emails to your entire list can result in low engagement rates (and put you on Google’s naughty list).
Personalize your emails by addressing your reader by name and tailoring content based on their interests. Segment your email list to target specific groups within your audience to make sure your message is speaking directly to them.
Don’t Forget to Test
It's important to test your emails before you send them out to the masses. Think of it as one final QA to catch issues like broken links, formatting errors, and poor deliverability, and fix them beforehand.
Too Boring
Your pre-launch sequence should build anticipation and excitement for your program. If your emails are too flat or lack a sense of urgency, you might miss out on capturing your audience's interest. Use teasers, countdowns, and exclusive offers to create buzz around your launch.
Just like trying on different wedding dresses to find the one that fits your personality and budget – and one you look drop-dead gorgeous in – you want a pre-launch email sequence that turns the heads of your audience as soon as you start to walk down the aisle open the doors to your program.
A Pre-Launch Email Sequence is One of the Most Important Parts of a Sold-Out Launch
Like finding the perfect wedding dress, a pre-launch email sequence is a cornerstone in your program launch.
By engaging your audience early, you can build anticipation, address potential objections, and create buzz that drives enrollment.
Now you know why you need this, what you need to include, and exactly how to build your own sequence to make your next launch a screaming success.
If you’d like help crafting your pre-launch email sequence (or any part of your sales funnel), sign up for a free brainstorming session with me.
Let’s work together to make your next launch the best one yet!