When talking about launching your e-Course, it’s common to discuss the importance of growing and building your mailing list. This topic is so important that I have a whole module dedicated to pre-launch list-building in the e-Course Launch Formula. But what we don’t always talk about is what to do once you have someone on your list.

Email marketing is one of the most important components of a successful launch but many people get it wrong. So today I’m giving you seven emails that you must send to your mailing list during a launch.

Anticipation Emails

The purpose of anticipation emails is to get your mailing list ready for the launch of your e-Course. Ideally, you want to send a number of anticipation emails so that you can take your community on the journey with you.

In these emails, you want to let your community know that the launch is coming. If this is the first time that you’ve launched then you will also want to give teasers about what the course is about and what people can expect.

This is also a good time to let your mailing list know if there will be early bird pricing or bonuses for the e-Course. Once again, this builds anticipation and gets your mailing list ready to purchase.

Anticipation content can easily be added to your regular newsletters.

For example, I’m getting ready to launch e-Course Launch Formula this week and I’ve included anticipation content in the past 3-4 weekly newsletters.

Pre-Notification Emails

Pre-notification emails can be used in two main ways during your e-Course launch.

Firstly, they can be used to tell your list exactly when your e-Course is launching. This means that you give them the exact day and time that your launch will go live.

Secondly, they can be used to give early access to purchase your e-Course.

For example:

Before the launch of Launch Mastery, I send a pre-notification email to anyone who has enrolled in e-Course Launch Formula. This also gives them early access to the Launch Mastery sales page (and a special discount).

Here is a snippet from an email that I sent to e-Course Launch Formula participants during the last Launch Mastery launch:

Hi ~Contact.FirstName~

I am so excited to share that my program Launch Mastery is open for a special ECLF enrollment discount.

This program means so much to me and is the result of over 6 years and 20+ launches.

I can’t wait to take some of you through my signature launching process that fuses strategy with soul.

If you know that you want to launch your program this year or if you have a program already but you know that you want to take your launching to the next level then I want to see you in this program!

This program is the next step for you.

Thirdly, I also use pre-notification emails to notify past participants that there is another round coming (and potentially give them the option to opt back into delivery emails).

Here is an example of my pre-notification emails sent to existing participants:

Hey ~Contact.FirstName~

I just wanted to email and let you know that Launch Mastery is running again from July 26th.

If you would like to participate in the next round and receive the emails for the live round (including for live calls) please click here. That’s it – that’s all you have to do.

I hope to see you participating in the next live round,

Kath

Pre-Launch Opt-In Emails

If you’re going through a launch then it’s likely you have some sort of pre-launch list building strategy. This could be something like a five-day challenge or video series. While the aim of a pre-launch list building strategy is to grow your mailing list, you can also use it to re-engage people on your list.

Here is an example of an email that I sent to promote my pre-launch list-building Launch Like A Pro challenge:

Hey ~Contact.FirstName~

Knowing how to successfully launch your product or program is one of the most powerful skills an entrepreneur can have…and yet it’s also one that completely stumps most biz owners.In fact, most biz owners loathe launching.

Why?

Probably because launches can be time-consuming, expensive, unpredictable, unrewarding, and emotionally exhausting. But you know what else a launch can be? Spacious, relaxed, lucrative, sustainable… and (dare I say it?) even fun.

Yep, with the right structures, systems and self-care practices in place, launches can become some of the most fulfilling (not to mention profitable) times in your business.

That’s why, starting next Monday, I’m hosting a free challenge to help you learn how to ‘Launch Like a Pro’.

Cart Open Emails

So you have sent anticipation emails, pre-notification emails and pre-launch opt-in emails… now it’s time to open the cart.

To encourage your mailing list to click on over as soon as you open the cart, you might like to hold a special event (like a webinar) or offer a special bonus to get people buying.

Trust Building Email

Once you open the cart to your e-Course, you want to build trust with your mailing list. And you can do this with your emails!

To build trust and reciprocity with your mailing list community, you can share free opt-ins or blog posts with them. These offerings should be generous – and show your community that you’re an expert in your area.

Closing Emails

The purpose of closing emails is to build urgency and desire to purchase. You can use closing emails anytime that you’re closing an offer.

For example, I send closing emails about special bonuses, early bird discounts and finally when the cart is closing.

These emails are normally short and straight to the point.

Here is an example from Launch Mastery:

Just a quick reminder, ~Contact.FirstName~

Today is the last day to access Launch Mastery at the ‘early bird’ price.

The discount is massive — at least $500 off. So I wanted to give you a quick “nutshell version” of all the details, in case you’ve missed them…

Thank You Email

Finally, I always like to send a special thank you email to my mailing list once the cart is closed. I send a lot of emails during my launches and it’s always nice to spread some gratitude. This is also a good opportunity to send out a post-launch survey and get some feedback and ideas for future launches.

Here is an example:

Hey ~Contact.FirstName~

I’ve been in your inbox a lot over the past few weeks. What with the free challenge AND a launch, I’ve been chattier than a parakeet in a candy shop…

…Which — let me confess — as a dyed-in-the-wool introvert, can sometimes be quite uncomfortable for me.

I wanted to write to you today to say how much I appreciate your patience, interest and understanding.

I know you didn’t buy Launch Mastery, which is totally cool. (We’re still friends, right?! 😉

But if you’ve got a minute, I would love to hear your feedback on how I’ve been doing these past few weeks. I’d also love to know how I can best serve you — What are YOU seeking? What are YOU struggling with? I want to know so I can help.

That’s why I’ve created a survey — as a way to connect with you and hear your thoughts. It’s super quick (and I mean, like, 60 seconds kind of quick.)

And to say a massive thank you, everyone who answers the survey will get a special discount voucher for my next product.

Thanks so much, ~Contact.FirstName~. I appreciate you…

Kathryn

So there are seven email ideas that you can send to your mailing list during a launch!

Worried that your mailing list is too small for a successful launch? Check out my FREE webinar training on How to make $5k on your first e-Course… even if you’ve got a small list.