What to send your list before, during, and after your launch

The big mistake I keep seeing people make with their launch day emails

How aware is your audience?

  • What messaging have they received from you before?
  • Are they educated about the problem your product solves?
  • How many of them have bought from you before?

How to warm up your audience: The Pre-Launch

Goals to accomplish during pre-launch:

  • Open a conversation about the problem your product solves. Intrigue and encourage replies. Your emails should be a two-way street, where your One Reader feels like you’re addressing them and them alone. Remember Joanna Wiebe’s Rule of One: “one reader, one big idea, one promise and one offer.
  • Build trust. One of the big problems with Gizmo Guy on the street is that you absolutely do not trust him. By being authentic, straight-shooting, and even emotionally vulnerable with your audience, you can build up how much they trust you and want to hear more from you.
  • Talk to their hearts. You know your audience by now. What’s their number one desire? Talk to that “big bad want” of theirs — and explain how you found the solution.1
  • Anticipate and address objections. Talk about the elephant in the room. What’s going to keep your potential clients from hitting buy? Price? Reluctance to commit? Lack of confidence? Even embarrassment? Address it head-on in your pre-launch sequence, and educate them on a solution.
  • Educate using your free content. The more you give your audience for free, the more receptive they’ll be to your eventual ask. Not to mention, they’ll be way more aware of what problem they have and how your product solves it.
  • Breadcrumb your product/service. Talking about your upcoming sale is absolutely part of your pre-launch. No need to be bashful about the fact that you’re about to launch something new and exciting — but don’t let this be the majority of your pre-launch sequence. It probably shouldn’t even be in the first few emails you send out. Give, educate, and build rapport first… and then sell.
  • BONUS: Pre-segment your audience. Copywriter Anna Hetzel uses pre-segmentation to “help keep unsubscribe rates low, write more targeted copy, and speak more directly to my audience.”
    If you use a nifty email program like ConvertKit, you can ask your readers to segment themselves via links embedded within your emails. Get them to tell you why they’re interested in your brand or what their biggest struggle is. From there, you can send out follow-up emails specifically tailored to their needs.
IIIIIII went tooooo the DANGER ZONE. But you probably shouldn’t during your launch.

How many emails should you send in your pre-launch?

How long should your pre-launch sequence last?

How to wine and dine your audience: The Post-Launch

Goals to accomplish during post-launch:

  • Lean heavy on your big WHY. Because you’re not selling features. You’re selling benefits. Your launch will succeed based on the emotional response you provoke. You know this.
    So don’t get caught up on describing your product. Instead, help them envision what their life is going to be like when they say YES. Share a personal story of what this product means to you. Bet big on vulnerability and emotion; people choose to buy with their hearts.
  • Overcome objections. You started addressing them before your launch, and you’ll keep addressing them here. If someone didn’t buy at the first available opportunity, they’ve got an objection. If you can be the one to bring it up and resolve it, you’re that much closer to a sale.
  • Share relatable testimonials & case studies. Especially in story form. Stories help your audience put themselves in the place of someone who had a problem, then used your solution to make their life better in a tangible way. It primes them to imagine hitting that button as the next logical step in their lives, too.
  • When the cart is closing, spread that urgency on thick. Like, peanut-butter-on-Texas-toast thick. It’s a classic for a reason: loss aversion is hardwired into our species. You’ll want to send several emails bunched closer together during the urgency period, warning of an ever-shrinking window of time left. Urgency is potent medicine, though, so don’t use it throughout your campaign. Lay into it in the end of your launch campaign, when the offer you put on the table really is expiring.
Now I’m hungry.

Ready to launch?



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Janel Torkington

Janel Torkington

Content designer. Sassy futurist. Ukulele plucker. Ottolenghi acolyte.