Essential Emails To Send for a Successful Course Launch (Part 1)
This article is part of the series A Beginner’s Guide to Email Marketing For Course Launch Success.
Previously I discussed the importance of building an email list and how to grow your list for free before launching your online course.
If you're new to email marketing, don't worry.
This blog post will go over the types of emails to send to your email list to get them excited about your upcoming course launch! 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.
By the end of this blog post, you'll discover how to be intentional in the emails you send and be able to nurture your list so they’re primed to buy when your course is ready.
Table of Contents:
#1 Welcome Emails
What Is It
A welcome email is the first email subscribers receive when they sign up for your email list. This email sets the tone for your relationship with your subscribers and should make a great first impression.
Common Mistake
A common mistake people make with welcome emails is not personalizing them enough. Personalization is key to making your subscribers feel seen and heard. When they feel like you're talking directly to them and addressing their specific needs and interests, they're more likely to engage with your content and continue to open and read your emails.
Here’s what NOT to do in welcome emails:
Use a generic salutation. If your welcome email starts with "Dear valued customer" or "Dear subscriber," it can come across as impersonal and robotic. This makes it easy for your email to be marked as spam or simply ignored. Most email marketing providers (like ConvertKit), allow you to insert the name of your subscriber with a simple code snippet. Adding their name is an easy way to make them feel like you’re talking to them as an individual.
Use the same welcome email for everyone. If you send the same welcome email to everyone, regardless of how they signed up or what their interests are, then you're missing out on an opportunity to personalize the experience for them. For example, if someone signed up for your email list after attending a webinar, reference the webinar in the email to make it more personalized.
What To Include
Your welcome email should:
Welcome subscribers to your community
Provide a clear expectation of what type of content you'll be sending them
Encourage subscribers to take an action
Example:
“Hi [Subscriber’s First Name],
Thank you for joining our community! I’m excited to have you.
In our email list, I’ll be sending you exclusive content about [list your topics] and updates about my upcoming online course.
I can’t wait to help you [insert benefit of your course here].
Make sure to check your inbox for my next email!
Your Name”
#2 Nurture Emails
What Is It
Nurture emails are designed to build a relationship with your subscribers and provide value to them before you launch your course. They’re key in building the know-like-trust factor and they give you opportunities to showcase your expertise.
Common Mistake
A common mistake people make with nurture emails is making them too salesy.
The purpose of nurture emails is to build a connection with your subscribers and establish yourself as a trustworthy source of information and expertise. They are NOT meant to be sales emails - those will come later during the course launch itself.
Here’s what NOT to do in nurture emails:
Focus solely on making a sale. Do you find it annoying and a major turn-off when someone repeatedly tries to sell you something? Especially if you’ve just met them and they haven’t even tried to get to know you first?
That’s what it’s like to bombard a new email subscriber with only emails that talk about your products and services. You risk being seen as pushy and self-serving, only interested in what they will buy from you.
Using pushy sales language. If your language is too pushy or aggressive, it can turn off your subscribers and make them less likely to engage with your content. Avoid using language like "you have to buy this" or "this is the best thing ever" and instead focus on encouraging language that provides information and value.
What To Include
By providing valuable content outside your course, it demonstrates your genuine willingness to help. So by the time you promote your course, there’s a feeling of gratitude for the free value you’ve already provided and an excitement for the additional support you provide in a paid course.
And if you’re consistent about sending weekly nurture emails, you keep them engaged with your brand, which keeps you top-of-mind.
Your nurture emails should:
Provide valuable content that your subscribers will find useful and encouraging
Educate your subscribers on your topic of expertise
Position yourself as an authority in your niche
Share a personal story or insight that allows subscribers to relate to you and to your why
Example:
“Hi [Subscriber’s First Name],
I hope you’re enjoying the content I’ve been sending you so far!
I wanted to share some of my favorite tips on [insert topic here].
Tip #1: [Insert valuable tip here]
Tip #2: [Insert valuable tip here]
I hope these tips help you on your journey towards [insert benefit of your course here].
If you have other questions about this topic, feel free to hit reply and ask me!
Your Name”
#3 Pre-Launch Emails
What Is It
Pre-launch emails are designed to generate excitement and anticipation for your course. Typically you would send them in the 30 days leading up to your upcoming course launch.
Common Mistake
A common mistake people make with pre-launch emails is not creating a sense of urgency.
The goal of a pre-launch email is to generate excitement and anticipation for your upcoming launch, and to encourage your subscribers to take action when the launch happens.
Here’s what NOT to do in pre-launch emails:
Be too vague. If your pre-launch email doesn't provide enough details about your upcoming course enrollment, it’s difficult to generate excitement. Make sure to clearly communicate the benefits and features of your course, important dates they should know, and why the course is something your subscribers should care about.
Forget to highlight scarcity. A key technique of creating a sense of urgency in pre-launch emails is emphasizing the limited time frame of the course enrollment launch (they can only enroll during certain dates) or it’s limited quantity (having a max number of spots available).
If you don't mention that the product will only be available for a limited time or in limited quantities, your subscribers may not feel a strong sense of urgency to take action.
What To Include
Your pre-launch emails should:
Tease your course content
Invite them to register for a live event (like a challenge, webinar/masterclass, or workshop). This event is an opportunity to engage with your audience directly and help them achieve a small win related to your course topic.
Offer incentives for early enrollment or for joining a waitlist
Provide social proof and testimonials to build credibility
Example:
“Hi [Subscriber’s First Name],
I’m excited to announce that my online course is coming [insert date]! Here’s a sneak peek of what you can expect:
[Insert BRIEF overview of your course content]
But first, I’d like to invite you my free live masterclass [insert masterclass topic] that will help you [benefit of live event].
As thanks, all masterclass attendees will receive [insert incentive for signing up].
The event will be on [insert date and time]. Sign up here [insert event registration link.]
See you there!
Your Name”
Recap & Next Steps
Remember, the key to a successful (and profitable) email list is to provide value and build trust with your subscribers. Using these different types of emails can build a strong relationship with your subscribers and generate excitement for your upcoming online course launch.
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 week I’ll talk about emails to send your list during the launch.
Want to know when I post these blogs? Join my email list below!
