Why Launch With a Sequence
A single "it's here" email reaches people once, on one day, when some of them are busy. A sequence builds interest beforehand, gives people several chances to act and answers questions along the way.
It also respects your readers. Each email has a different purpose, so you're not repeating the same pitch.
We'd start by inviting interested subscribers to join a waitlist with a tag, then send launch emails mainly to them. Your wider list gets fewer, lighter announcements.
The Three Phases
| Phase | Timing | Goal | |
|---|---|---|---|
| Pre-launch |
| About 10 days before | Remind readers of the problem your product solves |
| Pre-launch |
| About 5 days before | Hint at what's coming and invite them to the waitlist |
| Launch |
| Launch day | Explain what it is, who it's for and how to get it |
| Launch |
| 2 days after | Address common objections and questions |
| Launch |
| Final day of any launch offer | A clear, honest reminder |
| Follow-up |
| After launch | Thank buyers and non-buyers, set expectations |
Adjust timing to fit your launch. A small update might need three emails; a major course launch might need more.
Pre-Launch Emails
Email 1: The problem. Write about the problem your product solves, with useful advice. Don't mention the product yet, or mention it only briefly at the end.
Email 2: The teaser. Share that something is coming, who it's for and when. Invite interested readers to click a link to join the waitlist, which adds a tag.
Tagging waitlist members lets you send them more detail while keeping the rest of your list from feeling flooded. See AWeber tags and segments.
Launch Emails
Email 3: The announcement. Lead with the benefit, explain what's included, who it's for and who it isn't for, show the price clearly and include one obvious button.
Email 4: Questions answered. Gather questions from replies and answer them. Cover price, time commitment, how it works and what happens after purchase.
Email 5: Last call. If you have a real deadline, such as an introductory price ending, send a short reminder. Only use deadlines that are true.
Follow-Up Email
Email 6: Thank you. Thank everyone for following along. Remove buyers from further sales emails and move them into onboarding. Tell non-buyers what's next in your regular emails.
Buyers should go straight into a post-purchase workflow. See email automation workflows.
Launch Tips
- Exclude buyers from sales emails as soon as they purchase.
- Use one call to action per email. See email call to action.
- Write specific subject lines. See email subject lines.
- Avoid fake scarcity. False urgency damages trust and may break consumer rules.
- Watch unsubscribes and spam complaints; a spike means you're sending too much.
Running a Launch in AWeber
AWeber can tag waitlist members by link click, send launch emails as broadcasts to that segment and automate the follow-up. On paid plans, you can sell directly from emails and landing pages with AWeber's ecommerce tools, which can tag buyers automatically.
See AWeber ecommerce and AWeber sales pages.
Tag a waitlist, send your launch sequence and follow up with buyers automatically using AWeber.
Product Launch Email FAQs
How many emails should a product launch sequence have?
Five to seven is common for a major launch. Smaller launches can work with three.
When should I start launch emails?
About one to two weeks before launch day for most products.
Should I email my whole list about a launch?
Send lighter announcements to your whole list and more detailed emails to waitlist subscribers.
How do I stop buyers getting more sales emails?
Tag buyers when they purchase and exclude that tag from remaining launch emails.