How I Gained 30 New Members with a Low-Key Email Launch

It’s been wild in my household lately…

For weeks, there hasn’t been a day when someone hasn’t been sick—either me, my husband, or one of our two boys. 🥴 And honestly, it’s to be expected. In Australia, we’re heading into winter. I live at the Gold Coast, so our winter is pretty mild. But the drop in temp sure means a cold, flu, or some other lurgy is to be expected.

On the work front, I just wrapped up a launch of my membership, Inbox to Income. And by launch, I mean a very low-key pre-scheduled promotion just to my email list. I mean, I posted on Instagram once, but you couldn’t call that much of a social media strategy. 🤣

There are many types of “launches” you can do. In the past, I’ve gone all out with a live webinar-style launch. I’ve done that many times before. I LOVE the energy of going live. The feeling of getting ready to go as the countdown timer goes 3, 2, 1, and people flood the virtual room. That stuff lights me up!

Why I Chose a Low-Key Launch

Reason 1: Quick Influx of New Members

I wanted to bring in an influx of new members relatively quickly.

Reason 2: Updating My Evergreen Funnel

I also wanted to update my evergreen funnel (sales page, email sequence) to increase conversion rates. This had been on my list for a few months and I knew a “launch” was the perfect accountability to get that done.

Reason 3: Limited Work Hours

I simply did NOT have the time to pull together a webinar. My work hours are super limited at the moment (mum of 2 toddlers here!) — we’re talking 15-20hrs per week isssssh (‘cause we all know the unexpected seems to happen more often than not… looking at ‘chu, sickness 🙃).

So, I asked myself: “What is the most simple way I can bring in new members AND update my launch assets (sales page, emails)?”

BTW, this “what’s the most simple way to [insert outcome]?” question has been a game changer for me this year (try it out yourself!!).

My Low-Lift Email-Based Launch Plan

Prelaunch Emails: 2 Weeks

Gah, as a launch strategist & copywriter, I knowww that 2 weeks of prelaunch is nowhere near enough! I usually do a minimum of 6-8 weeks for a live launch and I always preach to my clients that they do this too! But there was method to my madness. 🤓

Because my priority was updating the assets for my evergreen funnel, I sacrificed extra sales to move faster. So this was an intentional choice, but one that meant I missed out on sales during the launch period.

Cart Open Period: 10 Days

I have a specific flow I use for launch emails. In brief, this looks like introducing the offer, presenting an early-bird bonus, sharing testimonials/case studies, highlighting some of our most-loved features, answering questions, inviting conversation, cart close emails, plus a few other out-of-the-box emails.

Because I wasn’t doing a live webinar, I included a few more pre-recorded face-to-cam stuff with Loom. I got great feedback from this, so I’m glad I did!

Psst: I’m Sharing My Emails with Members…

I’m sharing ALL of the emails from my launch with my Inbox to Income members today. If you want access to them too, you can join us in the membership here.

The Result?

30 new members.

30 was my “good enough” goal. So I’m glad I hit it. But my stretch goal was 50, so a bit bummed I missed out on that. I’m confident that if I did this as a “live launch” with a live webinar as my “conversion event,” I would’ve hit that big goal.

So overall, it’s not too shabby for a quick ditch “let’s do this!” launch. And I’m super pleased I’ve now updated my evergreen funnel and increased the conversions on it (I’ll be tracking this, so I’ll keep you posted on how it pans out).

5 Takeaways for Your Next Launch

1️⃣ You don’t have to do it all!

Sometimes life gets in the way and you need to adjust your strategies. It’s OK to opt for a simpler, more manageable launch approach if that’s what your current circumstances require. You don’t need my permission, but hey—take this as your permission slip. 😉

2️⃣ Leverage what you have

If you’ve got a solid email list, you can execute a successful launch without relying heavily on social media or webinars.

3️⃣ Prelaunch is crucial

Even a short prelaunch period can create momentum. Ideally, aim for 6-8 weeks, but don’t let a shorter timeline stop you from launching, especially if you plan on turning your launch assets evergreen.

4️⃣ Engage with personal touches

Adding personalised, face-to-camera videos is a simple but effective way to engage your subscribers during a launch. It adds that human touch and helps people know, like, and trust you!

5️⃣ Track and tweak

Always be ready to evaluate the results of your launch and make necessary adjustments. “Launching” is NEVER one and done. It’s a process of gradually improving things over time. There’s nothing sweeter than seeing that conversion rate increase when you do!

Is there anything in particular you’d like to know about my launch?

As a sales copywriter, I love delving deep into this stuff and sharing the nitty gritty. So if you want to learn more about how I updated my sales page or emails, how I track data (religiously!), my traffic strategy, or anything like that, comment and let me know!

And if you want to get access to the exact emails from my launch, join Inbox to Income because I’m sharing them in there.

xo,

Elise

P.S. Planning on launching a new offer before the end of the year? You need my Ultimate Course Launch Planner. It’s a 90-page planner that’ll help you map out every aspect of your next launch from prelaunch through to cart close (as well as a downsell!). It’s only $7 (crazy, I knowww I should probably put the price up soon, eek 😬). Anyway, get your hands on it while it’s still cheap as chips. 😉 Grab your planner here.

And yesss, because I get this q alllll the time, you can use it to launch or promote a service too! 🙂