Essential Emails To Send for a Successful Course Launch (Part 2: Sales Emails)
This article is part of the series A Beginner’s Guide to Email Marketing For Course Launch Success.
Previously I outlined the types of emails to send your list BEFORE launching your online course. (It’s super important to nurture and communicate with your subscribers in-between launches so that you stay top-of-mind.)
Now let’s talk about the types of SALES emails to send to your email list during the course launch itself!
A successful launch requires careful planning and execution, and email plays a critical role in keeping your subscribers and leads engaged throughout the process. In this blog post, I'll outline essential sales emails to send during a launch that can help build momentum and drive sales of your course.
I'll break down each type of email and common mistakes to avoid when writing them. I’ll also include basic example wording for reference.
Table of Contents:
#1 Early Bird Announcement
What Is It
The early bird announcement email is typically sent 1-2 weeks before the launch begins and helps generate buzz and excitement. It appeals to subscribers most excited about your upcoming course.
This email is often sent to people who’ve joined a course waitlist. To thank those who expressed early interest, you can give them the first chance to enroll before the rest of the public and/or a chance to purchase at a discounted rate.
Common Mistake
A common mistake with early bird announcements is being too vague with the early bird incentive. Your subscribers should quickly grasp the benefits of this special offer so they will want to take advantage right away.
Here’s what NOT to do in these emails:
Forget to clearly communicate the deadline for your early bird offer. This creates a sense of urgency and encourages subscribers to take action before the offer expires.
Forget to send reminders about the offer expiration. Your subscribers may forget when the deadline is, so repeat it in other emails that the offer is only available for a limited-time. I often include a reminder in a “P.S.” section of future emails with a strong call-to-action to take advantage before time runs out.
What To Include
Your early bird announcement email should include:
An attention-grabbing subject line that includes “Early Bird” or “Early Access" to encourage open rates
A benefit-driven description of the early bird offer
E.g. a discounted rate, a bonus resource, claim one of a limited # of spots)
A clear deadline of when the early bird offer expires (include timezone)
A call-to-action that encourages subscribers to take advantage of the early bird offer
Example:
“Hi [subscriber name],
Next week, I’ll be launching my brand new course on [topic] and I wanted to give those on the waitlist a chance to join before everyone else.
As a thank you for being on the waitlist, I’m offering an Early Bird price of [discounted price]. That’s [percentage]% off the regular price!
My new course is designed to help you [benefit 1], [benefit 2], and [benefit 3]. It’s perfect for [target audience].
The Early Bird price expires on [date/time]. Click the link below to get access to this exclusive offer.
[Insert Call-to-Action Button]
I can’t wait to see you inside my course!
[Your Name]”
#2 Open Cart Announcement
What Is It
The cart open email is your official announcement that your course is now available! This email usually gets the most open rates and clicks because it capitalizes on all the excitement and momentum you’ve built up with the pre-launch and early bird emails.
Common Mistake
A common mistake with this email is not highlighting the benefits your course offers.
Here’s what NOT to do in this email:
Make it all about you. While it's important to promote your course, don't make the entire email about you. Instead, focus on how the course can benefit your subscribers and help them achieve their goals. That’s what will get them to click on your sales page link versus simply announcing your course is now on sale.
Use cliche, generic language. Avoid overused phrases like "amazing opportunity" or "once in a lifetime chance." Instead, be specific about what your course offers and you tailored it to address their biggest challenges.
What To Include
Express excitement and emphasize enrollment is open
The dates of how long enrollment is open
A high-level overview of your course and its benefits
Call-to-action to visit the course sales page
Example:
“Hi [Subscriber’s First Name],
We’re excited to announce that our new course [Course Name] is now open for enrollment! I created this to help you get [desired outcome], all while saving you time and energy.
Enrollment will be open from [start date-end date].
With the [Course Name], you’ll be able to:
Benefit #1
Benefit #2
Benefit #3
Click here to learn more and enroll today: [sales page link]
Your Name”
#3 Objection-Busting Emails
What Is It
Objection-busting emails tackle the major hesitations people have about investing in your course. Objections tend to fall into these main categories:
It’s too expensive
It takes too much time
It won’t work for me / It’s not different from what I’ve tried before
I don’t trust you enough yet
Common Mistake
A common mistake is not addressing enough objections during your course launch.
Some will be skeptical/hesitant because of past buying experiences or nervous if they’ve never invested in a course before. If you don’t address these objections head-on, it lessens your chances of making the sale.
What To Include
I recommend proactively addressing each objection in separate emails sent throughout the duration of your launch. Each email reassures subscribers they’re making the right decision to invest in you.
For example, address the It’s too expensive objection with an email that talks about costly mistakes the course helps them avoid, or how they can earn their investment back with the strategies you share in the course.
Then send another email addressing the time objection, and so on.
The I don’t trust you enough yet objection can be handled with the next type of email…
#4 Social-Proof Emails
What Is It
Social proof emails showcase the positive experiences and results other customers have had with what you teach in your course. Featuring testimonials and case studies help persuade the people who primarily make buying decisions based on reviews. These emails solidify your expertise because they’re proof that what you’re teaching works.
Common Mistake
A common mistake people make with social proof emails is not highlighting the transformation your customer experienced.
Here’s what NOT to do in this email:
Including generic praise without context. Sharing a testimonial that says “[Course Name] was awesome!” isn’t compelling. A powerful testimonial/case study is one that paints a picture of the customers’ original struggles, how your course helped them overcome that struggle, and what life looks like after they took your course.
What To Include
Your social-proof emails should:
Share stories and give context of what customers achieved from the course
Highlight 1-2 impactful testimonials per email (not too many at once)
Example:
“Hi [Subscriber’s First Name],
[Customer Name] was able to [key benefit] within just a few days of taking [Course Name].
Here’s what [Customer Name] had to say:
”I never thought I could [key benefit], but [Course Name] made it possible. Before I took the course I struggled to [main challenges]. I’ve now been able to [desireable outcome]. I can’t imagine going back to [previous solution]!” - [Customer Name]
Ready to experience these benefits for yourself? Click here to enroll and get started with [Course Name] today!
Your Name”
#5 Cart Closing Emails
What Is It
Cart closing emails remind subscribers that the deadline to enroll is approaching and that they need to act quickly if they want to buy the course. These emails are sent in the final days and hours of your course launch. They create a sense of urgency that motivates subscribers who tend to make last-minute purchases.
Common Mistake
A common mistake with these emails is not creating enough urgency. You need to repeat the deadline (aka the “cart close”) and clearly communicate that they need to act quickly in order to join.
What To Include
Your cart closing emails should:
Remind them of the deadline
Emphasize that time is running out and that they need to act quickly if they want to buy the course
Recap the benefits of the course to refresh their memory
A call-to-action to “Buy/Enroll/Join Now” before the deadline
Example:
“Hi [Subscriber’s First Name],
I wanted to send a quick reminder that enrollment to join [Course Name] is closing TOMORROW. If you’ve been meaning to join, now’s the time!
As a reminder, here’s what you’ll get inside [Course Name]:
Benefit #1
Benefit #2
Benefit #3
Don’t miss out - click the button below to join us before the doors close!
[CTA button]
Your Name”
Recap & Next Steps
There you go - the essential sales emails that keep your audience informed, engaged, and excited to buy your course!
I hope this guide helps you feel more prepared to write your sales emails now that you’ve seen what to send and why you’re sending them.
Need to create a freebie to start growing your email list? Check out this resource 👇
Create Your Freebie Checklist In Less Than 1 Hour
Use this Canva template to create your course-related checklist (the easiest one to do)! Includes pages for the cover, intro, checklists (3 layouts to choose from) and next steps.
Share if you found this helpful!
Next up: How many emails should you send during a course launch?
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