You’ve nailed your pre-launch hype. You’ve got an offer that people are salivating over...and your list is freshly prepped and groomed. Your launch copy is set. It’s go time.
But how do you make the most of all this hard work? How do you ensure your launch is going to convert?
Simple. You make sure your launch emails are gonna knock this thing outta the park.
For some reason, I find that email sequences tend to be the most difficult part of the launch for most course creators and coaches to master.
After all, on any given day of the week you can find dozens of sales pages to study and analyze for inspo...but signing up for an email list and waiting to be dripped out those juicy emails, then remembering to save them all and put them in order to see the journey from opt-in to purchase can take waaayyyy too long — especially when you’re ready to launch. Who *actually* has that kind of patience?
Plus, you’ve probably heard me say it before, but I’ll say it again...copy and paste templates (especially for emails) just tend to fall flat. Great launch emails need to be a *real* conversation between you and your prospect. This is something that you can’t just duplicate by imitating someone else’s work. #sorrynotsorry
Make Your Launch Emails More Effective
Here are a few ways I like to up conversions when crafting launch emails that you can easily incorporate into the ones you’ve already written, or ones you plan to write.
Ask For A Reply
A lot of entrepreneurs I talk to get frustrated with email because they feel like their emails aren’t being delivered or opened.
I get it.
There’s nothing more frustrating than spending your time writing only to feel like you’re sending a paper airplane straight into the wastepaper bin.
So, a lot of this has to do with your list health and how you’ve been treating your list *well before* your launch…
Have you been sending interesting, funny, insightful, actionable emails to them regularly all along?
Have you been training them to click through your emails to get to information?
Have you stayed away from spammy words and phrases in your subject lines?
If the answer is no to all of the above, it’s OK! It’s never too late to start to implementing good email habits.
But in the meantime, an easy-peasy thing to do is encourage replies in your emails.
Just like with social captions, emails work best when they’re interactive...and email providers notice that interaction.
When your subscribers reply to your emails, it tells the email providers to mark you as “not junk” and you’re much more likely to end up in the inbox rather than the junk or promo tab.
So, at the end of your email, ask for a reply! Tell readers you’ll respond personally to every reply you get. Some will reply just to see if you’ll *actually* do it. The increase in responses will increase your deliverability.
And, if you’re questioning whether your email is spammish — send it through an online spam checker like this one just to be sure.
2. Leave Your Price Out Of Your Subject Line
Have you been tempted to lure buyers in with a low price or FREE offer?
No problems there, but just be sure to leave that out of your subject line for your launch emails.
Having numbers in your subject line or title for a blog post can help improve open rates and shareability — but price is an exception to the rule. Maybe it’s because buyers are so desensitized to “great deals” but price-based subject lines tend to lead to lower conversions.
Instead of putting in your price to entice an open, try customizing the subject line with your recipient’s name or throw an emoji or two in it. Both have shown to increase open rates. And if you’re looking for other ways to tweak your subject lines, check out this article.
3. Address Objections
Tons of business owners find themselves afraid to address objections before the purchase.
Which kinda makes sense.
It’s a little scary to bring up reasons your prospect wouldn’t want to buy your product before they’ve even objected. Seems like a sure-fire way to lose a sale, right?
Except it isn’t.
When you bring up those questions and concerns that your typical buyer is already mulling over in her head you actually come out on top.
You see, humans are emotional beings. Usually, we purchase things based on emotion and then back up and justify that purchase with logic.
When a prospect is sitting on the fence at the end of your glorious pitch, it usually means they’re having a hard time with that last little bit of logical justification.
When you effectively show your prospect that you understand what she’s thinking, you know what her concerns about making this investment are, and you normalize that process for her, you will actually convince her to click that “buy” button.
You’re taking away all the barriers to the purchase with a little bit of empathy. It shows that you care and it creates common ground between you and your client.
So, go on, address those objections, and while you’re at it, offer up some social proof from someone that mirrors your prospect if you can — show her that someone just like her had those same reservations and once you solved those problems, they were so relieved that they invested in your product. Slam dunk!
4. Follow Up After The Launch Is Over
Not technically a launch email, but if you’re not sending a “thanks for reading alllll my emails” email, you’re missing out on an opportunity to build goodwill with your audience.
Even more importantly, you should be surveying those on your list that interacted with the launch but didn’t purchase. Shoot them a quick little questionnaire and you will be rewarded with valuable data that you can use to inform the copy for your next launch. Seriously, this voice of customer data is literal copy gold you can infuse into your emails and sales page that will increase conversions effortlessly.
It’s a good idea to offer a small bribe like a chance to win a gift card or a 20-minute session with you to get the most response, but it’s not always necessary. People usually love the opportunity to offer their opinion — which is why social media and Amazon reviews have become an integral part of our culture, right?
Need A Pro To Look Over Your Launch Copy?
No matter where you’re at in the launch game, it *really* helps to have someone you can trust look over your copy.
And there’s not always room in the budget for a copywriter to come in and sprinkle conversion fairy dust over your launch when you’re first starting out.
But my passion doesn’t lie in helping internet millionaires make more millions. I get all lit up inside from helping women who are just figuring out this whole launch thing.
Which is why I designed my Sales Page Glow Up service.
For a fraction of the price you’d pay to work with any copywriter — you write the copy and I will:
Offer you my guidance and advice on your strategy and copy
Answer any questions you have via in a 30-minute ask-me-anything sesh
Edit your sales page so it sounds like a pro wrote it
Fill out my quick application here and I’ll be in touch :)