You’ve done the pre-work of building connections with your audience and preparing them for your offer. Now it’s time to craft the actual sales emails for your launch sequence.
If you’re using a traditional launch event, this will be the sequence that follows your invite and show-up sequences and begins when you open your cart.
Because it’s a sales sequence, you’ll be focusing on how your product solves their problem, the cost of not taking action, sharing stories from your students, and helping them determine if this is the right product for them.
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Sequencing Your Sales Emails
There are many different ways you can structure your launch, which means that there’s no hard and fast rule about the structure of your email sequence. In this post, we’ll cover the general framework and walk through two of the most common methods.
The basic flow of emails from the point your cart opens to when it closes is: value load, cost of inaction, case study, solicit questions, enhanced FAQs, and cart close.
Let’s break down these different emails.
The first email you’ll send is the value load. This is one of the most important emails you’ll send because it lays out the offer and value that buyers will get from your product. Let me warn you though — the value load is a looong email.
The first job of the value load email is to provide the Cliff’s Notes version of your offer. You need to clearly lay out what buyers will get, what it costs, and the process. If this sounds like a condensed version of your sales page, well good. It is.
The second job of the value load email is to highlight the benefits and transformations they’ll experience as they make progress toward solving their problem.
The third job is to share the relevant features of the product. Even though copywriters always say to stress the benefits, you also need to clearly lay out the features for your buyers.
Finally, if you have any limited-time bonuses, this is the place to tell people about them. Be sure you’re clear about when the bonus expires.
Cost of Inaction
The next email is the cost of inaction. Your subscribers are in pain, and you’re offering them a solution to their problem. But people don’t really like to think about how much pain they’re experiencing and are usually good at blocking it out.
This email helps people think about the cost of not doing anything about their problem. That means you’ll be highlighting the challenges they’re experiencing, helping them feel their frustration.
One way to do this is through a negative case study. You can share the negative consequences that happened to one of your students before they tried your product. Telling a story illustrates that the consequences of inaction are very real.
The Case Study
One of the main reasons people don’t buy is that they don’t believe they’ll be able to get the results your product promises. This could be because they doubt the promise or doubt their ability to do it.
It doesn’t matter how often you tell your audience what’s possible, the stories of your students are much more powerful. You want to show where they were before and the difference your program made in helping them make progress.
The solicit questions email is a great way to talk directly with fence-sitters. All you have to do is invite people to ask you any questions they have so you can answer them and help them understand if your product will help them with their problem.
This email is a must-send for most sequences. It’s another looong email that’s designed for detailed buyers. You’ll basically go through and provide answers to all the questions you’ve been getting and help coach them to purchase (if it’s right for them!) with your answers.
Cart close emails are a must for every sales sequence. This allows you to offer a timeline for people and then shift your focus to helping those who purchase.
Additional Types Of Sales Emails
In addition to the staples emails in the section above, there are some other emails that can help you round out your sales sequence.
If your launch included a webinar or video series, you’ll want to send a replay email. This is where your segmentation efforts come in handy.
For people who didn’t attend, the focus of the replay email is to get them to watch the replay. You’re not selling your product, you’re selling them on watching the replay so they’ll be primed to buy.
For the people who did attend, the replay email isn’t about the replay. Your goal is to send them to the sales page. Basically, you’re selling the product with a P.S. line that has a link to the replay.
The alternative costs email is all about contrasting your offer with higher-priced alternatives. When people see the cost of the alternative, it makes your offer look like a steal of a deal.
But a word of caution is in order… don’t be lazy and simply say your offer is “valued at” some ridiculous price but you’re going to give it away from $997. No one believes that ish.
Your “valued at” numbers need to be realistic. You need to have sold something for that price for the numbers to mean something. In addition, the price tag on the alternative cost also needs to be convincing. You don’t want your audience to stop trusting you because you’re using bogus numbers.
As you craft your alternative cost emails, be sure to pay attention to your point of comparison. For example, I anchor the cost of my legal templates to the cost of hiring a lawyer to do the work from scratch, not my direct competitors. If you’re selling a course or membership, you’re generally going to anchor your price to done-for-you services, which are more expensive.
In addition to a case study email, you can create an email that shares testimonials from multiple people about how amazing your product is.
You don’t have to go in-depth with each testimonial. Basically, you just want to share brief statements about how your product helped people at different stages of business.
If possible, share these testimonials as screenshots rather than retyping them. This will show people that they’re legit.
If you have bonuses that are only available for a limited time, this is a reason to send an email to remind people that they need to buy before it disappears.
Your expiring bonus email should highlight the value of the expiring bonus and focus on how it can help them get the results they want.
Sales Page Abandoner
The people who clicked and read your sales page but didn’t buy are some of your most engaged leads, so you’ll want to reach out to them directly. Create a segment for people who clicked on your sales page and then send them an email offering to answer any questions they might have.
This will be a straightforward email instead of one that’s heavy on conversion copy. Your goal is to offer to help them decide if this product is right for them.
It’s a little strange, but in the digital space, showing people that you’re accessible is huge. Often, just the idea that you’re accessible makes people feel more confident.
One of the easiest and most scalable ways to build this accessibility is to invite people to text you. All you need to do is find an app that will allow you to create a second number on your smartphone and have people text you at that number.
You can email your whole launch list and invite them to text you any questions they might have. Be sure to stress that they’ll be talking to YOU, not your team. Let them know that you’ll even jump on a call with them if their questions warrant a longer conversation.
The text me email is a powerful conversion tool. People who text you are much more likely to purchase, and there will be people who sign up because you’re accessible — even though they didn’t actually text you.
While some people consider the last call email just another cart close email, I think it’s a bit different.
Since this is really and truly the last email, there is a genuine sense of urgency. You can offer to answer any last-minute questions (that is if you’ll still be up).
But more importantly, people who are still opening and reading emails at this point clearly are interested in buying. My favorite way to point this out is to include a P.S. line that points this out. Sometimes that alone will help them muster the courage to click the purchase button.
Set Up For A 7-Day Open Cart Sequence
Now that we’ve looked at your toolbox of emails, let’s drill down on how you can structure your emails for a 7-day open cart.
Usually day one will be the night of your webinar. This is when you’ll send your replay email. Remember that people who attended live will get a different email than those who didn’t attend.
The next morning, you’ll send out your value load email. This is the first true “sales” email that goes to everyone on your launch list. If you have a bonus that expires the first day, add a second email that night that reminds people about the expiring bonus and encourages them to purchase.
The day after the value load email, you’ll send one that highlights the cost of the alternative. This is the one that assumes they will take some action to solve their problem and highlights the cost of utilizing other methods, especially those that cost way more than your solution. This email shows how affordable your product is in comparison to other solutions.
You’ll send two emails on day 4. The first will talk about the cost of inaction and highlight the pain they’re experiencing right now. Later that day, you’ll send a case study email that shows what is possible when they buy.
By sending both of these emails on the same day, you can emphasize the transformation in a powerful way.
If you have more than one case study, you’ll want to send an email the morning of day five that highlights these testimonials. Use screenshots if you have them.
Later that day, you’ll also want to send a special email to subscribers who have engaged with your emails. You can invite this segment to ask you questions.
You can also send one additional email on day five if you add an extended payment plan. Just don’t make it sound like this wasn’t planned if it was.
On the morning of day six, send an email to your entire list, inviting them to text you their questions. This is a powerful way to show your availability and help them see how committed you are to their success.
Later in the day, send your enhanced FAQ email so you can dig in and offer details to those who want all the details.
This is the day when you’ll be sending multiple cart close emails, encouraging people to make their decision. In general, you’ll want to send at least 3 cart close emails, but you can also add a fourth.
Set Up For A 4-Day Open Cart Sequence
While a 7-day open cart period is a popular option for a webinar launch, some people prefer using a 3-part video series with a 4-day open cart window.
The reality is that a longer open cart period doesn’t necessarily lead to more sales. You’ve got to figure out which launch vehicle works for you.
Let’s look at how to structure your emails for a 4-day open cart period.
The first morning, you’ll send your value load email. (You won’t have a replay email in this structure since you’re not using a webinar.)
Later that day, you’ll send an email reminding people that the first day bonus is expiring. If you don’t have an expiring bonus, you can substitute another email here.
The day two emails in a 4-day sequence will mirror day four in the 7-day sequence. Basically, you’ll be emphasizing the cost of inaction in the first email (the hell) and then sharing a case study in the second (the heaven).
If you have bonuses that expire each day, or if you’re announcing new bonuses, you’re going to add emails for that as well.
Your day three emails will invite people to text you, introduce the extended payment plan (if you have one), and send your enhanced FAQ email.
Yes, that’s potentially 3 emails, but remember our mantra, “When in doubt, send another email.”
This is cart close day, so you’ll send at least three cart close emails (remember the mantra) that remind people that they need to make their decision today.
Putting It Together
If you’ve read this far, good for you. Now it’s time to get to work and write the sequences for your launch. If you found this post helpful, you should check out my FREE training program, BADA$$ Online Marketing University. That’s where you’ll get free access to all of my full-length courses on how to build a thriving online business. I even have an entire course that covers email marketing.