We recently helped with the emails for an online digital product, which used a competition to drive sign ups.
The product went viral and although it wasn’t ours, we did provide the email templates to launch the business.
If you or your customers have to launch an online digital product such as PSD templates, themes, software or an app. Feel free to use these email templates for when your product goes live.
It’s important to note that the product itself was launched over a period of a month with a viral competition. Users could enter and the more referrals they got the more points they had to win the competition. The viral tool that was used was MaitreApp.
However once the product was live obviously you still need to drive sales, from the list of subscribers that signed up.
These are the 8 emails that were used to launch the product to the market and drive sales.
You can download all 8 emails by signing up here, including a fill in the blank formula as well as subject lines and when to send them.
Each email is given below individually with notes, but you can get all 8 in one Google Doc by signing up here.
Email 1
Launch day 0
We start email series with our first email on launch day zero. So this is the first email sent on the day of the launch. It basically reminds people of the hard work and effort that we put into the product as well as remind people about what’s coming next.
This email also contains a lot of the templates and wording that the rest of the email series will use such as the product name and results.
We also remind them that will be announcing the winners of the competition later today.
Email 2
Launch day 0
Were going to send another two emails on launch day. This second email sent on day zero announces the winners or the top 10 winners on the list. Of course you could have five winners or one winner, just as needed.
This is just another reminder email about what’s happening next and the process that is going to be happening. We also give another link for people to claim access if they haven’t won.
Email 3
Launch day 0
Our final email for launch day. This is a broad “product is now available” email type. We congratulate our top 10 competition winners and talk about how many points in total were raised. Again we remind people that they can get access to the product if they signed up even if they haven’t won.
You might think that sending three emails on launch day is a lot, but remember most people have signed up and are eager to hear from you. We keep building intrigue and remind people that even if they haven’t won, they can still access the product.
Email 4
Launch day 1
This email is our longest and most “salesy” letter. It basically highlights the main difference in our product compared to all the other offerings on the market.
For example if we are selling a new video SEO tool, we want to talk about how we love the current SEO model of creating content.This highlights the current practice that you are going to go against with your product. We then talk about starting your product name and what is different about your approach compared to the standard industry approach.
We repeat the methods and results that your product is capable of delivering, before introducing another call to action link or button through to the product.
Our sign off also encourages people to send us what they’ve created which we could use for testimonials and case studies.
Email 5
Launch day 1
We send a second email on day one. In other words the day after launch were going to send two emails. This one and the email above, email 4.
This is a reminder to see if people have claimed their copy yet of our new product. Typically what we do is in our automation series, we will have a tag set up where if someone buys a product they are tagged in our autoresponder and CRM system. If they are tagged with the product name they stop receiving this particular automation series.
It’s a short sales email that highlights the results and customer type that this product is designed for.
Email 6
Launch day 3
This is my favourite email in the series. We wait a day and send this on three days after launch. It basically is designed to highlight how much bigger the product launch is than we realised. It’s a bit of an ego boost and allows us to highlight how many people are buying or have signed up to the product.
Make sure you get results that look great if you have only sold 15 products even then that’s not the end of the world, backspace. You could simply remind people how many people signed up to the product or how many people have visited the sales page.
Email 7
Launch day 5
We wait another day and send this on launch day five. This is another social proof style email that explains how many customers have bought or signed up.
If you’re not confident about the number of people who have bought (I.E perhaps at a small number), then feel free to ignore or skip this email. However I would argue that even a small number is still worth shouting about particularly after day five. As a rule of thumb 10% of your signups should have bought so 1500 signups should convert into 150 sales.
You can download all 8 emails by signing up here, including a fill in the blank formula as well as subject lines and when to send them.
Email 8
Launch day 7
Our final email sent one week after the initial launch day basically asks for feedback and case studies.
We want to see what people have created this is sent to everyone no matter whether they thought or not.
The reason I like this email is because it changes from a sales type email into a community build style funnel.
What’s next?
Let’s say you’ve launched your email series and your product. Now what?
My opinion the smartest thing that you can do is offer to webinar training series’. First, offer a webinar to customers demonstrating the easiest and fastest way to usual products. Even if it’s only half an hour 45 minutes long, it allows you to answer frequently asked questions, talk about product updates and the roadmap and get to know your customers by offering them bonus content which they hadn’t envisioned paying for.
As for your customers that haven’t bought. Create another webinar demonstrating how easy it is to use the product. Drivers many signups as you can offering people to ask questions at the end of the call where you can turn objections and close sales by offering them a product at the end of the webinar. You can then run the first webinar as bonus content all new customers and the second webinar is an evergreen lead and sales generation piece of content.
Remember you can sign up and get all eight emails for free below which include fill in the blank templates and details on when to send each email.
