Launching a new course or digital product is soooo exciting. At the beginning stages of planning your launch, you dream about what your ultimate revenue goal would look like — can I hit $10K? $20K? $50K? Maybe even $100K?
But then reality sets in — you need to bring all of the pieces of the puzzle together to have a wildly successful launch campaign.
There’s building an audience, crafting copy for your email campaigns, writing your sales page, and preparing content for social media — and that’s just the beginning!
There are also many other elements that play crucial roles in driving new visitors through your funnel and, ultimately, to purchase.
But one thing that online educators often overlook is nurturing their email subscribers in the months leading up to their launch.
In this post, I’ll go over why this is important and how you can start doing it today. I’ll also provide examples of online educators who have successfully implemented this strategy before their big launches so you can see how they did it (and learn from them). Let’s dive right in!
Automated emails are an incredibly powerful tool for building and nurturing your email list.
I personally use Convertkit to automate my emails — it makes it super easy to set them up to go out to your subscribers at certain times or trigger when particular events occur, like when a subscriber opts in to download your cheatsheet or checklist, or when they sign up for your webinar or challenge.
For example, you might want to send a welcome email when someone opts into your list — automated emails make this easy to do.
It’s important to make sure your welcome emails are high quality. People don’t just sign up for your list for the sake of receiving your emails. They sign up for your list because they believe they’re going to gain something from you, so don’t waste the opportunity by sending them something that doesn’t deliver incredible value.
You can then follow up this initial welcome sequence with a more offer-specific sequence tailored to each segment you’ve elicited.
Psst: If you want to write a welcome sequence that nurtures your new subscribers and strategically markets relevant offers to them, swipe my Welcome Email Sequence from the Connection Copy Co. Shop.
Wondering “what on earth does ‘segment’ mean?” I’ve got you…
Segmenting your email list is one of the most important things you can do to make sure your subscribers are receiving the right content at exactly the right time.
You can segment based on location, demographics and interests (to start). The more segments you create, the more relevant and effective your email marketing campaigns will become.
Once you have a few people in each segment, it’s a good idea to start looking at how they engage with your emails.
If someone hasn’t opened any of your last five emails but has clicked through from an ad or link within one of them multiple times — it may be worth moving them into a different segment and experimenting with sending them different types of content compared to what you’ve been sending everyone else on their level so far.
Now that you’ve got a solid foundation of email subscribers, it’s time to put those emails to work. Your goal is to nurture the relationship between your audience and your brand.
To do this, you should send consistent email newsletters that provide value and information in a way that keeps you front of mind and keeps readers coming back for more.
There are several things to keep in mind when sending out these newsletters:
You should overdeliver when it comes to your email newsletters. Why? Because these people have signed up for BTS access, so you want to make them feel like VIPs, not just another Instagram follower.
I like to think of email newsletter content as tips and tricks you can’t Google and something my subscribers won’t come across in their Instagram feed.
Sharing personal anecdotes is one of the most effective ways to build trust and rapport with your subscribers. It’s also a great way to add some emotion into your emails, which can help get your message across more effectively.
If you’re not sure what kind of personal stories would be relevant for your audience, here are some categories that typically work well:
Email marketing is the most direct form of communication you can have with your customers, but it’s a challenge to keep it from becoming a chore. When people open their inboxes and find more promotional content, they feel pressured to delete or ignore it — even if they do want to hear from you!
To make sure your emails continue getting opened, try some of these ideas:
Now that you’ve nurtured your subscribers and built a relationship with them, it’s time to start getting them excited about your upcoming launch.
Drop subtle hints every now and then about what you’re working on and when it will be available.
Clearly state the date and time the launch will take place so people can mark their calendars.
You can also give them a brief overview of what the launch will be, such as a new course or product.
Make sure to include a call to action at the end of each blog post or email newsletter to remind them to stay in touch during the launch period.
By following these steps, you can ensure your subscribers are engaged and excited about your launch, so they’ll be ready to buy when the time comes!
With the right mix of automation, segmentation and human interaction, you can keep your subscribers engaged and excited about your upcoming launch. This will help make sure they’re ready to pull out their wallets when the time comes.
You can swipe the EXACT timeframe I recommend for what to do during every single day of your launch, including a pre-launch period, launch period, and downsell period. Grab your Free Course Launch Roadmap here >>
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