# Email Marketing Series: Online Course Launch

**PRODUCT:** "The Freelance Blueprint" - $497 Course
**SERIES TYPE:** Product Launch Sequence
**TOTAL EMAILS:** 9 emails over 12 days
**GOAL:** Convert waitlist subscribers to customers

---

## SEQUENCE OVERVIEW

| Phase | Emails | Days | Purpose |
|-------|--------|------|----------|
| Pre-Launch | 2 | Day -3 to -1 | Build anticipation |
| Launch | 3 | Day 0-2 | Drive initial sales |
| Mid-Launch | 2 | Day 3-5 | Handle objections, add value |
| Close | 2 | Day 6-7 | Create urgency, final push |

---

## PRE-LAUNCH PHASE

### Email 1: Anticipation Builder
**Day:** -3 (3 days before launch)
**Send Time:** Tuesday 10:00 AM

**Subject Line Options:**
- A: "Something big is coming Thursday..."
- B: "I have been working on this for 6 months"
- C: "Mark your calendar: Thursday 10am"

**Preview Text:** "And you are getting first access"

**Email Framework:**
```
HOOK: Tease what is coming without revealing everything

STORY: Brief backstory - why you created this, the problem it solves

TEASE: 2-3 specific outcomes/transformations they will get

EXCLUSIVITY: "As a subscriber, you get access 24 hours before everyone else"

CTA: "Hit reply and tell me: what is your biggest challenge with [topic]?"
```

**Goal:** Build anticipation, collect objections via replies

---

### Email 2: Value + Reminder
**Day:** -1 (1 day before launch)
**Send Time:** Thursday 10:00 AM

**Subject Line Options:**
- A: "Tomorrow: Doors open at 10am"
- B: "Free [valuable resource] + big news tomorrow"
- C: "The wait is almost over (+ a gift)"

**Preview Text:** "Plus something to help you right now"

**Email Framework:**
```
HOOK: "Tomorrow is the day"

VALUE: Deliver a free quick win related to course topic
(PDF, checklist, mini-training - something immediately useful)

CONNECTION: "I made this because I remember being exactly where you are"

LOGISTICS: Exact time doors open, what to expect

CTA: "Download your free [resource] now" + "Watch your inbox tomorrow at 10am"
```

**Goal:** Deliver value, build goodwill, confirm launch timing

---

## LAUNCH PHASE

### Email 3: Launch Announcement
**Day:** 0 (Launch day)
**Send Time:** 10:00 AM sharp

**Subject Line Options:**
- A: "It is here: The Freelance Blueprint is LIVE"
- B: "Doors are open (finally)"
- C: "🚀 The Freelance Blueprint: Now available"

**Preview Text:** "Plus early-bird pricing for the next 48 hours"

**Email Framework:**
```
HOOK: "The wait is over."

ANNOUNCEMENT: Clear statement that the course is now available

TRANSFORMATION: Paint the before/after picture
"In 6 weeks, you will go from [current state] to [desired state]"

WHAT IS INCLUDED: Bullet list of modules/bonuses
- Module 1: [Name] - [Outcome]
- Module 2: [Name] - [Outcome]
- Bonus: [Name] - [Value]

SOCIAL PROOF: 1-2 testimonials from beta users

OFFER: Price + early-bird discount + deadline
"$497 $397 for the next 48 hours"

CTA: "Enroll Now" button (primary)

PS: Remind about early-bird deadline
```

**Goal:** Drive immediate sales from warm leads

---

### Email 4: Story + Social Proof
**Day:** 1
**Send Time:** 2:00 PM

**Subject Line Options:**
- A: "How Sarah went from $3K to $12K months"
- B: "They said I was crazy to quit my job..."
- C: "Real results from real students"

**Preview Text:** "This could be you in 90 days"

**Email Framework:**
```
HOOK: Start with a specific student success story or your own journey

STORY: Detailed transformation narrative
- Where they started (relatable struggle)
- What changed (the turning point)
- Where they are now (specific results)

LESSON: The key insight that made the difference

BRIDGE: "This is exactly what I teach in Module 3 of The Freelance Blueprint"

SOCIAL PROOF: 2-3 more short testimonials

CTA: "Join them inside" + link

PS: Early-bird ends tomorrow
```

**Goal:** Overcome skepticism with proof, drive sales

---

### Email 5: Early-Bird Deadline
**Day:** 2
**Send Time:** 9:00 AM + 8:00 PM (2 sends)

**Subject Line Options (Morning):**
- A: "Last chance: $100 off ends tonight"
- B: "Early-bird closes at midnight"
- C: "⏰ 15 hours left at this price"

**Subject Line Options (Evening - Non-openers only):**
- A: "Did you see this? Expires in 4 hours"
- B: "Midnight tonight: Price goes up"

**Preview Text:** "After tonight, it is $497"

**Email Framework:**
```
HOOK: "This is your last chance to save $100"

RECAP: Quick reminder of what they get

OBJECTION HANDLING: Address top 2-3 objections
- "Not sure if I have time?" Here is why that is exactly why you need this...
- "What if it does not work for me?" 30-day money-back guarantee
- "Is this right for my situation?" This is for you if...

URGENCY: Specific deadline (tonight at 11:59 PM PST)

CTA: "Lock in $397 before midnight" + countdown timer if possible

PS: "After tonight, the price goes to $497 and the bonuses disappear"
```

**Goal:** Convert fence-sitters with urgency

---

## MID-LAUNCH PHASE

### Email 6: Objection Handler (FAQ)
**Day:** 3
**Send Time:** 11:00 AM

**Subject Line Options:**
- A: "Your questions about The Freelance Blueprint, answered"
- B: "Is this right for you? (Honest answer inside)"
- C: "Before you decide, read this"

**Preview Text:** "The most common questions I am getting"

**Email Framework:**
```
HOOK: "I have gotten a lot of questions over the past few days. Let me answer them."

FAQ FORMAT:

Q: "I am just starting out. Is this too advanced?"
A: [Honest, detailed answer]

Q: "How much time do I need to commit?"
A: [Specific time commitment]

Q: "What if I have tried other courses and they did not work?"
A: [Why this is different]

Q: "How long until I see results?"
A: [Realistic timeline with examples]

Q: "What is your refund policy?"
A: [Clear guarantee]

CLOSE: "Any other questions? Just hit reply."

CTA: "Ready to join? Enroll here"
```

**Goal:** Remove barriers, handle objections directly

---

### Email 7: Value Bomb
**Day:** 5
**Send Time:** 10:00 AM

**Subject Line Options:**
- A: "The #1 mistake killing your freelance income"
- B: "Free training: What I wish I knew 5 years ago"
- C: "This one change doubled my rates"

**Preview Text:** "A lesson from inside the course (free)"

**Email Framework:**
```
HOOK: Start with a counterintuitive insight or common mistake

TEACH: Deliver genuine value - a framework, strategy, or tactic
This should be useful even if they never buy

PROOF: Show how this insight helped you or students

DEPTH: "This is just one small piece of Module 2. Inside, we go much deeper into..."

SOFT CTA: "If this was helpful, imagine what the full Blueprint will do for your business."

CTA: Link to sales page
```

**Goal:** Rebuild goodwill, demonstrate expertise, soft sell

---

## CLOSE PHASE

### Email 8: Final 48 Hours
**Day:** 6
**Send Time:** 10:00 AM

**Subject Line Options:**
- A: "48 hours: Then it is gone"
- B: "Doors close Friday at midnight"
- C: "This is it: Final call for The Freelance Blueprint"

**Preview Text:** "I will not offer this again until next year"

**Email Framework:**
```
HOOK: "I wanted to give you one more heads up"

SCARCITY: Clear deadline - doors close Friday at midnight
Explain what happens after (price increase, bonuses removed, or closed entirely)

SUMMARY: Everything they get (one last time)

VISION: Paint the picture 90 days from now if they join
"Imagine waking up in 90 days with..."

CONTRAST: What happens if they do nothing
"Or, you could keep doing what you have been doing and wonder what if..."

CTA: "Join before doors close"

PS: "This is the last time I am offering [specific bonus]"
```

**Goal:** Create urgency for final push

---

### Email 9: Final Hours (Cart Close)
**Day:** 7
**Send Time:** 9:00 AM + 6:00 PM + 11:00 PM (3 sends)

**Subject Line Options (Morning):**
- A: "Closing tonight: Final chance"
- B: "The Freelance Blueprint closes at midnight"

**Subject Line Options (Evening):**
- A: "6 hours left"
- B: "Did you decide?"

**Subject Line Options (Final - 1 hour before):**
- A: "1 hour: Last call"
- B: "Closing in 60 minutes"

**Preview Text:** "This is really it"

**Email Framework (Final Email):**
```
HOOK: "In [X] hours, this page goes dark."

BRIEF: No long pitch. They know the offer.

DECISION: "You have two choices:
1. Join now and start building the freelance business you have been dreaming about
2. Close this email and keep doing what you have been doing"

EMPATHY: "I know investing in yourself is scary. I have been there."

FINAL PUSH: "But staying stuck is scarier."

CTA: "This is your last chance. Enroll now."

NO PS - Keep it short and punchy
```

**Goal:** Final conversion push, maximize urgency

---

## AUTOMATION TRIGGERS

| Trigger | Action |
|---------|--------|
| Subscriber opens Email 3 but does not click | Send Email 4 with different angle |
| Subscriber clicks sales page but does not purchase | Tag as "High Intent" - prioritize in final emails |
| Subscriber purchases | Remove from sequence, add to Customer Onboarding sequence |
| Subscriber does not open Emails 3-5 | Send re-engagement with new subject line |
| Cart close | Move non-buyers to Post-Launch Nurture sequence |

---

## KEY METRICS TO TRACK

| Metric | Benchmark | Your Target |
|--------|-----------|-------------|
| Open Rate | 25-35% | 30%+ |
| Click Rate | 3-5% | 4%+ |
| Conversion Rate (list to sale) | 1-3% | 2%+ |
| Revenue per Subscriber | $5-15 | $10+ |
| Unsubscribe Rate | <0.5% per email | <0.3% |

---

## POST-LAUNCH: NON-BUYER SEQUENCE

For subscribers who did not purchase:

**Wait 7 days, then:**
1. Value email (no pitch)
2. Survey: "What held you back?"
3. Continue nurturing for next launch

**Do NOT:** Immediately pitch again or make them feel bad for not buying.