There’s no denying that a digital product launch can strike fear in the heart, cause insomnia and inexplicable gastric ulcers – whether you’ve launched a million times, or you’re just gearing up for your first.
The following elements typically make up a digital product launch funnel:
- One sales page.
- One landing page.
- One thank you page.
- One checkout page.
- One order confirmation page.
- And multiple emails.
Whether it’s three emails or twenty. There’s no doubt that launch emails shoulder a heavy responsibility. The copy must trigger the much desired ‘click’ instead of the unfortunate ‘delete’.
Here are 5 types of emails every digital product launch needs to boost conversions.
Email # 1: The Daily Email
Whether your launch spans one week or three, it’s imperative you email your list. Daily.
For instance, if you have a 2-week pre-launch period before the cart opens, you must send anywhere from 12 to 14 emails in the pre-launch phase.
This stumps a lot of entrepreneurs because they can’t fathom sending “that many emails.”
Their reasons usually boil down to this:
- They don’t want to bother their audience (read: fear of the unsubscribes) and,
- They run out of things to say.
Here’s how to fix problem # 1:
Create a waitlist page for your offer and direct your audience to sign up to receive notifications. This way, you “bother” people who are interested (and anxious) to learn about your offer and you don’t have to turn into a spammer.
Here’s an example of Marie Forleo’s waitlist page:
Here’s how to fix problem # 2:
Get ready to flex your storytelling muscle, share nuggets of your journey and experiences, in the form of the daily email.
Here are some ideas to spark your email content:
- The what, why, and how you got started, and what the future looks like for your subscribers.
- The common myths your audience believes (ones they secretly desire to free themselves from) – debunk these one by one.
- These myths can be external beliefs (the mechanisms to achieve the goal such as learning new software, the time and money required).
- Or they can be internal beliefs (how strongly or not does your audience believe it can achieve the goals). Examples are past failures, not graduating high school or social anxiety.
Email # 2: The Objection Email
To a rookie launcher, they can intimidate and dim her enthusiasm.
But to a smart marketer – they are used to win over a competitor’s claims (or lack thereof), provided that the marketer dismisses buyer objections using solid proof.
If you’ve done diligent market research and deeply understand your ideal clients, then this email shouldn’t surprise you.
You may have to crush multiple objections to reassure your prospects, better known as the FAQ email.
The most common objections that arise are:
- Bought similar programs before (and failed…)
- Internal belief whether the prospect can achieve
Which is the perfect segue into the proof email…
Email # 3: The Proof Email
Your prospects are a sophisticated bunch.
They’ve read the Amazon reviews, got the scoop from their peers, and know of similar offers. Chances are they’ve bought these offers.
Your prospects don’t care about product education. Nor do they care much for the features and benefits. Not yet.
What they desperately want to believe is that if they invest in your product – things will be different this time. The good different. They want to avoid buyer’s remorse.
There is a time and place for the humblebrag. But not when you’re knee-deep in launch mode.
So, whip out those client testimonials and go to town with them. Did your product get a 5-star review by an influencer? Make sure you mention it. Got a writeup about it in a leading publication? Enclose the link to the article.
Heck, even better if a star client (or two) can take the time to write your ‘proof email’ (edited by you).
Email # 4: The Early Bird Email
Everyone likes a good deal.
Especially people who trust, like and consume your content…
A loyal subscriber (potentially buyer) plus an early bird special on your offer is a match made in launch heaven.
By creating discounted pricing based on the amount of time ahead of cart open, you’ll incentivize early registration and have people sprinting to whip out their credit cards to get in.
The way to get this right is to offer the early pricing to people who signed up on the waitlist page, before general enrollment opens to the entire email list.
Here’s how Rick Mulready presented a discounted early bird offer for his Ad Targeting Workshop:
Discounted pricing is not the only way to get a steady stream of early buyers.
A second alternative is to offer a meaty bonus.
Give away one (or more) swag worthy bonuses to early-bird buyers. The bonus needs to be complementary to the main offer to make it enticing.
Email # 5: The Special Bonus Email
Every offer has bonuses.
But a special bonus is one that’s unadvertised on your sales page. It’s beside the early bird bonus.
And it’s only introduced mid-launch.
Your subscribers aren’t expecting it.
But the minute you hit send on that email, you’ll be flooded with praise, shoutouts, and yes a flurry of Stripe notifications.
Like all bonuses, the special bonus email works when your bonus has tremendous value.
What sets the special bonus apart from the others is that this one evokes the “how can I possibly miss this?” reaction from your audience.
For example, CopyHackers gave their subscribers a chance to choose their bonus and add it to their final order. Here’s an excerpt from that email:
Throwing up a sales page, publishing a few social media posts, and turning on Facebook ads aren’t enough when you’re launching a digital product.
Consistent (preferably daily) emails will nurture, nudge, and persuade your audience to take the desired action, click on your sales page, and buy your offer.
Have you had a recent launch but failed to send value-packed emails? Let me know what your biggest struggle with writing email copy is.