Plan complete email sequences for launches, nurturing, onboarding, and sales with strategic timing and compelling copy frameworks
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# Email Marketing Series: Online Course Launch **PRODUCT:** "The Freelance Blueprint" - $497 Course **SERIES TYPE:** Product Launch Sequence **TOTAL EMAILS:** 9 emails over 12 days **GOAL:** Convert waitlist subscribers to customers --- ## SEQUENCE OVERVIEW | Phase | Emails | Days | Purpose | |-------|--------|------|----------| | Pre-Launch | 2 | Day -3 to -1 | Build anticipation | | Launch | 3 | Day 0-2 | Drive initial sales | | Mid-Launch | 2 | Day 3-5 | Handle objections, add value | | Close | 2 | Day 6-7 | Create urgency, final push | --- ## PRE-LAUNCH PHASE ### Email 1: Anticipation Builder **Day:** -3 (3 days before launch) **Send Time:** Tuesday 10:00 AM **Subject Line Options:** - A: "Something big is coming Thursday..." - B: "I have been working on this for 6 months" - C: "Mark your calendar: Thursday 10am" **Preview Text:** "And you are getting first access" **Email Framework:** ``` HOOK: Tease what is coming without revealing everything STORY: Brief backstory - why you created this, the problem it solves TEASE: 2-3 specific outcomes/transformations they will get EXCLUSIVITY: "As a subscriber, you get access 24 hours before everyone else" CTA: "Hit reply and tell me: what is your biggest challenge with [topic]?" ``` **Goal:** Build anticipation, collect objections via replies --- ### Email 2: Value + Reminder **Day:** -1 (1 day before launch) **Send Time:** Thursday 10:00 AM **Subject Line Options:** - A: "Tomorrow: Doors open at 10am" - B: "Free [valuable resource] + big news tomorrow" - C: "The wait is almost over (+ a gift)" **Preview Text:** "Plus something to help you right now" **Email Framework:** ``` HOOK: "Tomorrow is the day" VALUE: Deliver a free quick win related to course topic (PDF, checklist, mini-training - something immediately useful) CONNECTION: "I made this because I remember being exactly where you are" LOGISTICS: Exact time doors open, what to expect CTA: "Download your free [resource] now" + "Watch your inbox tomorrow at 10am" ``` **Goal:** Deliver value, build goodwill, confirm launch timing --- ## LAUNCH PHASE ### Email 3: Launch Announcement **Day:** 0 (Launch day) **Send Time:** 10:00 AM sharp **Subject Line Options:** - A: "It is here: The Freelance Blueprint is LIVE" - B: "Doors are open (finally)" - C: "🚀 The Freelance Blueprint: Now available" **Preview Text:** "Plus early-bird pricing for the next 48 hours" **Email Framework:** ``` HOOK: "The wait is over." ANNOUNCEMENT: Clear statement that the course is now available TRANSFORMATION: Paint the before/after picture "In 6 weeks, you will go from [current state] to [desired state]" WHAT IS INCLUDED: Bullet list of modules/bonuses - Module 1: [Name] - [Outcome] - Module 2: [Name] - [Outcome] - Bonus: [Name] - [Value] SOCIAL PROOF: 1-2 testimonials from beta users OFFER: Price + early-bird discount + deadline "$497 $397 for the next 48 hours" CTA: "Enroll Now" button (primary) PS: Remind about early-bird deadline ``` **Goal:** Drive immediate sales from warm leads --- ### Email 4: Story + Social Proof **Day:** 1 **Send Time:** 2:00 PM **Subject Line Options:** - A: "How Sarah went from $3K to $12K months" - B: "They said I was crazy to quit my job..." - C: "Real results from real students" **Preview Text:** "This could be you in 90 days" **Email Framework:** ``` HOOK: Start with a specific student success story or your own journey STORY: Detailed transformation narrative - Where they started (relatable struggle) - What changed (the turning point) - Where they are now (specific results) LESSON: The key insight that made the difference BRIDGE: "This is exactly what I teach in Module 3 of The Freelance Blueprint" SOCIAL PROOF: 2-3 more short testimonials CTA: "Join them inside" + link PS: Early-bird ends tomorrow ``` **Goal:** Overcome skepticism with proof, drive sales --- ### Email 5: Early-Bird Deadline **Day:** 2 **Send Time:** 9:00 AM + 8:00 PM (2 sends) **Subject Line Options (Morning):** - A: "Last chance: $100 off ends tonight" - B: "Early-bird closes at midnight" - C: "⏰ 15 hours left at this price" **Subject Line Options (Evening - Non-openers only):** - A: "Did you see this? Expires in 4 hours" - B: "Midnight tonight: Price goes up" **Preview Text:** "After tonight, it is $497" **Email Framework:** ``` HOOK: "This is your last chance to save $100" RECAP: Quick reminder of what they get OBJECTION HANDLING: Address top 2-3 objections - "Not sure if I have time?" Here is why that is exactly why you need this... - "What if it does not work for me?" 30-day money-back guarantee - "Is this right for my situation?" This is for you if... URGENCY: Specific deadline (tonight at 11:59 PM PST) CTA: "Lock in $397 before midnight" + countdown timer if possible PS: "After tonight, the price goes to $497 and the bonuses disappear" ``` **Goal:** Convert fence-sitters with urgency --- ## MID-LAUNCH PHASE ### Email 6: Objection Handler (FAQ) **Day:** 3 **Send Time:** 11:00 AM **Subject Line Options:** - A: "Your questions about The Freelance Blueprint, answered" - B: "Is this right for you? (Honest answer inside)" - C: "Before you decide, read this" **Preview Text:** "The most common questions I am getting" **Email Framework:** ``` HOOK: "I have gotten a lot of questions over the past few days. Let me answer them." FAQ FORMAT: Q: "I am just starting out. Is this too advanced?" A: [Honest, detailed answer] Q: "How much time do I need to commit?" A: [Specific time commitment] Q: "What if I have tried other courses and they did not work?" A: [Why this is different] Q: "How long until I see results?" A: [Realistic timeline with examples] Q: "What is your refund policy?" A: [Clear guarantee] CLOSE: "Any other questions? Just hit reply." CTA: "Ready to join? Enroll here" ``` **Goal:** Remove barriers, handle objections directly --- ### Email 7: Value Bomb **Day:** 5 **Send Time:** 10:00 AM **Subject Line Options:** - A: "The #1 mistake killing your freelance income" - B: "Free training: What I wish I knew 5 years ago" - C: "This one change doubled my rates" **Preview Text:** "A lesson from inside the course (free)" **Email Framework:** ``` HOOK: Start with a counterintuitive insight or common mistake TEACH: Deliver genuine value - a framework, strategy, or tactic This should be useful even if they never buy PROOF: Show how this insight helped you or students DEPTH: "This is just one small piece of Module 2. Inside, we go much deeper into..." SOFT CTA: "If this was helpful, imagine what the full Blueprint will do for your business." CTA: Link to sales page ``` **Goal:** Rebuild goodwill, demonstrate expertise, soft sell --- ## CLOSE PHASE ### Email 8: Final 48 Hours **Day:** 6 **Send Time:** 10:00 AM **Subject Line Options:** - A: "48 hours: Then it is gone" - B: "Doors close Friday at midnight" - C: "This is it: Final call for The Freelance Blueprint" **Preview Text:** "I will not offer this again until next year" **Email Framework:** ``` HOOK: "I wanted to give you one more heads up" SCARCITY: Clear deadline - doors close Friday at midnight Explain what happens after (price increase, bonuses removed, or closed entirely) SUMMARY: Everything they get (one last time) VISION: Paint the picture 90 days from now if they join "Imagine waking up in 90 days with..." CONTRAST: What happens if they do nothing "Or, you could keep doing what you have been doing and wonder what if..." CTA: "Join before doors close" PS: "This is the last time I am offering [specific bonus]" ``` **Goal:** Create urgency for final push --- ### Email 9: Final Hours (Cart Close) **Day:** 7 **Send Time:** 9:00 AM + 6:00 PM + 11:00 PM (3 sends) **Subject Line Options (Morning):** - A: "Closing tonight: Final chance" - B: "The Freelance Blueprint closes at midnight" **Subject Line Options (Evening):** - A: "6 hours left" - B: "Did you decide?" **Subject Line Options (Final - 1 hour before):** - A: "1 hour: Last call" - B: "Closing in 60 minutes" **Preview Text:** "This is really it" **Email Framework (Final Email):** ``` HOOK: "In [X] hours, this page goes dark." BRIEF: No long pitch. They know the offer. DECISION: "You have two choices: 1. Join now and start building the freelance business you have been dreaming about 2. Close this email and keep doing what you have been doing" EMPATHY: "I know investing in yourself is scary. I have been there." FINAL PUSH: "But staying stuck is scarier." CTA: "This is your last chance. Enroll now." NO PS - Keep it short and punchy ``` **Goal:** Final conversion push, maximize urgency --- ## AUTOMATION TRIGGERS | Trigger | Action | |---------|--------| | Subscriber opens Email 3 but does not click | Send Email 4 with different angle | | Subscriber clicks sales page but does not purchase | Tag as "High Intent" - prioritize in final emails | | Subscriber purchases | Remove from sequence, add to Customer Onboarding sequence | | Subscriber does not open Emails 3-5 | Send re-engagement with new subject line | | Cart close | Move non-buyers to Post-Launch Nurture sequence | --- ## KEY METRICS TO TRACK | Metric | Benchmark | Your Target | |--------|-----------|-------------| | Open Rate | 25-35% | 30%+ | | Click Rate | 3-5% | 4%+ | | Conversion Rate (list to sale) | 1-3% | 2%+ | | Revenue per Subscriber | $5-15 | $10+ | | Unsubscribe Rate | <0.5% per email | <0.3% | --- ## POST-LAUNCH: NON-BUYER SEQUENCE For subscribers who did not purchase: **Wait 7 days, then:** 1. Value email (no pitch) 2. Survey: "What held you back?" 3. Continue nurturing for next launch **Do NOT:** Immediately pitch again or make them feel bad for not buying.
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