Million Pound Launch: Our Email Marketing Strategy

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You are now reading Part 2 of this Case Study. Read and watch Part 1 here

Want to blow up your sales numbers fast? Then nothing’s better than doing a product launch.

In this blog post we’ll be giving you our product launch plan for a coach – that’s likely going to end up getting a million pounds in sales.

But first, let me explain what a product launch is.

What is a product launch?

A product launch is the process of introducing a new product or service to the market.

It typically involves planning, a flurry of marketing, and advertising activities to create a high number of sales in a short period of time.  

Launching a product can be both an exciting and overwhelming experience. It’s like throwing a huge party – you want to attract attention, generate interest in your product, and increase sales. But if you don’t get it right, the launch could fizzle out before it even starts.

Coaches are well-positioned to get a big windfall with product launches. What’s required are 2 things: 

  1. A great time-sensitive offer that actually closes after a certain time period. 
  2. A well-thought out and executed product launch plan.

Let’s talk about some of the ways to execute a product launch marketing plan:

Online Webinars

Hosting a webinar is an effective way for digital marketers to launch products online. Webinars give potential customers a chance to learn more about the product and ask questions in real-time. It also allows you to reach a larger audience than a physical event would.

Social Media Influencers

Working with influencers on social media can be powerful for introducing new digital products. Not only do influencers have engaged followers, but they are also seen as trustworthy sources of information which can help you reach a large number of people. 

Paid Ads

Paid ads are another effective way of driving traffic to your product’s page when launching a product. Ads can be targeted to reach the right audience and drive conversions quickly and efficiently.

However, none of these methods can beat the ease and cost-effectiveness of doing a product launch by using email marketing.

Email Marketing

A product launch email campaign aims to generate interest and sales by leveraging an existing email database. You can create a lot of buzz and excitement by creating a well-crafted email marketing campaign.

The overall message should focus on the benefits that the product brings, but it should also include additional incentives like discounts and freebies.

Email campaigns are also a great way to reach those who may not be aware of the product yet, as they allow you to reach out directly to potential customers.

If you’ve taken the time to cultivate your list with valuable content, it can literally be a ‘gold mine’ that yields profits on demand. Your audience already knows you and won’t have the usual resistance that you have to overcome with a cold audience.

A well-nurtured list combined with a great launch email sequence can produce explosive results, as I’m going to show in this case study.

Our product launch email examples

Recently, we did a launch for our client Mark who’s a property coach.

Mark wanted to launch a new high-ticket coaching program to personally help 20 people succeed in real estate.  

Mark had a warm and responsive list. He frequently sent them updates and valuable content. He also has a team who posts regularly on all his social media channels.

We created 11 emails for this launch. Each email used a different angle to appeal to the target audience. 

The result? 

 We had 178 applicants for 20 spots in his program in round one.

Now Mark is gearing up to repeat the same promotion again for a second group of applicants. 

*Update – Round 1 was completely sold out… and we now have 180 applications for the 20 spots 

offered in round 2. 

Bottom line?  Once Mark approves the next batch of 20 people, it will rake in a cool £1 million in sales – with zero ad spend.

Watch this video as I break down the product launch email examples that we used in the sequence:

We hope you can use this case study to create a product launch plan template of your own.

 

Video Transcript 

Hey, guys. This is Terence from Radical Marketing. 

So excited to share with you our Million Pound Launch email sequence. 

Well, here’s the thing, right? If you missed my last video, we talked about how we helped the client to actually go from a mediocre product offer to create a million dollar I keep talking million dollar, but million pound product launch that looks like it’s gonna be fully sold out. At the moment, we have like over 140 applicants for 20 spots. 

Now, if you missed the background of that, please watch the first video in this series. It should be in the blog somewhere. But otherwise, I want to show you in this video exactly the types of emails we sent out over various days that enabled us to actually oversubscribe for the applicants to oversubscribe for this particular offer. 

And that’s how we managed to get a 1 million pound launch for this particular offer and in fact, the 140 number of applicants that I just mentioned. We haven’t even fully finished the sequence yet. We’re kind of like 70, 80% way of the way through. There are still a few more emails to come, so we can potentially look at, I am anticipating 180 ish kind of applicants or even 200 applicants for 20 spots originally, which we expanded to 40 spots. So this is a very powerful launch sequence. And yeah, I mean, the best part is we didn’t use any ads in order to get this $1 million, 1 million pound launch. 

All right, so let’s get into it. I want to show you some of the emails that we actually use in this campaign or at least show you the topics. So the email sequence. There’s an email sequence of 11 in this sequence. Right now, many of you are probably worried, will I burn my list and all that. Well, no, not really. You probably won’t, provide it You craft it the right way. And that’s why I want to show you what to do here. You will have a few unhappy people, as always. 

There will be always a few unhappy people. But heck, if you’re making a million dollar thing, why worry? Just deal with a few people that are unhappy, that’s fine. I’m sure you’d be okay with that. Now, here’s the thing, so let’s get into it. This is an eleven-part email sequence. And email one email one was basically launched to his existing customers. 

Existing customers means people who have bought from him in the past before, right? So we just went in straight heart and said, hey, you want to make a guaranteed £200,000, right? So this was launched to his existing customers first. And then we said, hey, you are, you know, the first page. We’re just going to give it to you first because you are our VIP customers and in 24 hours we’re going to launch it to the bigger list, which is like, you know, 8000 people. 

So if you want in, hey, get in first now. Right? So that was the whole thing of this email. And we got quite a lot of applicants just from this one email because remember, these are the highest level of customers and most people, when they launch, they forget about the best customers, right, and they just launch a whole list. I think that’s a mistake. I think you should just launch it to your select customers. 

First of all, it builds goodwill. Secondly, it makes them feel special. And thirdly, they are the most likely to buy from you, so why not just launch it to them first, right? So, okay, then the second day, 24 hours later, we launch it to the entire list. and we just went straight for juggler here. We just said, hey, new program, get 200,000 in guaranteed profits. 

I mean, wow, who wouldn’t want to open that kind of subject line, right? So actually this was very successful too. We got a lot of people opening it and subscribing applying for the program, I should say. So this was also very successful. So we’re kind of like announcing something new. And when you announce something new, people are very interested, right? So the whole new we could use announcing new program or announcing whatever, just getting the fact that there’s a new program out there.

 And email three, this is where we send them to an application page, right? But in this email three, because the client actually did a video for this particular program, we actually did not put it at the start because we wanted to give them something new, right? So we just basically had this video that came out on day three, email three saying that, hey, I just made this video just for you, right? And it adds to that personal touch with that video, right, so it’s the coach himself explaining the whole program, right? 

So, yeah, this makes it very personal, right? At least the subject line makes it very personal and encourages them to open. And you’re giving three new content, so it’s worthwhile sending information out so that people are like, okay, some people respond to video, some people respond to text. So that’s where this makes it a lot more personal and we want to address different modalities of consumption of content, right? Okay. 

And then email four, we went on the rant. We’re so angry about this. And with the subject line, you’re like, what’s this guy so angry about? Right? The curiosity factor helps people to open the subject line. And the gist of it was that our coach here, my client here, is saying that, hey, I’m just sick of all these gurus that get you to pay money for courses, and if it doesn’t work, they just dust their hands and walk off, right? So I want to make a change in the industry, and I’m just going to guarantee that you make 200,000, right? And you know you only pay when you make money, right? So that was like the whole gist behind it. And email five. 

This is where we thought, okay, let’s get a bit personal. And this was actually the entire inspiration behind why this client of ours wanted to launch this new program in the first place. 

This was the inspiration. So this is where we got a bit personal. Why my daughter is turning 13 is good news for you. So here we basically shared his personal story and how his property allowed him to be free and to be able to spend time with his daughter, and that he also wants that for you as you reading the email, right? And so he wants to guarantee that you make this money. 

So apply now. So, as you can see, taking it from various different angles, right, so that it’s not just like, hey, do you want to sign up for my program? Here’s my program. Sign up now. It’s a bit varied so that people don’t feel like it’s like, hey, you keep banging me about the same thing. It makes it a lot more okay to send out these various emails, right? All right. 

Actually, while we’re talking about that, a lot of people say, hey, why didn’t you use the Jeff Walker launch, like, the product launch formula? Some of you might have heard about it before, where you basically send people to like, three videos, and the fourth video is the pitch. Well, honestly, we could have done that, but I felt in this case, because the client had has a pretty good list in that he nurtures it regularly. So I felt that and people know what he’s all about. We haven’t even fully finished the sequence yet. 

We’re kind of like 70, 80% of the way through. There are still a few more emails to come, so we can potentially look at I am anticipating 180 ish kind of applicants, or even 200 applicants for 20 spots originally, which we expanded to 40 spots. So this is a very powerful launch sequence. And, yeah, the best part is we didn’t use any ads in order to get this $1 million, 1 million pound launch. 

All right, so let’s get into it. I want to show you some of the emails that we actually use in this campaign, or at least show you the topics. So the email sequence, there’s an email sequence of 11 in this sequence right now, many of you are probably worried, oh, will I burn my list and all that? Well, no, not really. You probably won’t provide it. You crafted the right way. 

And that’s why I want to show you what to do here. You will have a few unhappy people, as always. There will be always a few unhappy people. But heck, if you’re making like doing a million dollar thing, why worry, right? Just deal with a few people that are unhappy. That’s fine. I’m sure you’d be okay with that. Now, here’s the thing. So let’s get into it. This is an eleven part email sequence. And email one. Email one was basically launched to his existing customers. 

Existing customers means people who have bought from him in the past before, right? So we just went in straight hard and said, hey, you want to make a guaranteed £200,000? So this was launched to his existing customers first. And then we said, hey, you are, you know, the first page. We’re just going to give it to you first because you are our VIP customers. 

And in 24 hours we’re going to launch it to the bigger list, which is like 8000 people. So if you want in, hey, get in first now. Right? So that was the whole thing of this email. And we got quite a lot of applicants just from this one email because remember, these are the highest level of customers and most people, when they launch, they forget about the best customers and they just launch it to whole list. I think that’s a mistake. I think you should just launch it to your select customers. 

First of all, it builds goodwill. Secondly, it makes them feel special. And thirdly, they are the most likely to buy from you, so why not just launch it to them first, right? So, okay, then second day, 24 hours later, we launch it to the entire list. And we just went straight for juggler here. We just said, hey, new program, get 200,000 and guaranteed profits. 

I mean, wow, who wouldn’t want to open that kind of subject line, right? So actually this was very successful too. We got a lot of people opening it and subscribing applying for the program, I should say. So this was also very successful. So we’re kind of like announcing something new. And when you announce something new, people are very interested, right? So the whole new we could use announcing new program, announcing whatever, just getting the fact that it’s a new program out there. 

An email three, this is where we send them to the application page, right? But in this email tree, because the client actually did a video for this particular program, we actually did not put it at the start because we wanted to give them something new, right? So we just basically had this video that came out on day three, email three saying that, hey, I just made this video just for you, right? And it adds to that personal touch with that video. 

Right. So it’s the coach himself explaining the whole program, right? So, yeah, this makes it very personal. At least the subject line makes it very personal and encourages them to open. And you’re giving new content, so it’s worthwhile sending information out so that people are like, okay, some people respond to video, some people respond to text. That’s where this makes it a lot more personal. And we want to address different modalities of consumption of content. Right? Okay. And then email four. 

We went on the rant, so angry about this. And with the subject line, you’re like, what’s this guy so angry about? Right? The curiosity factor helps people to open the subject line. And the gist of it was that our coach here, my client here, is saying that, hey, I’m just sick of all these gurus that get you to pay money for courses, and if it doesn’t work, they just dust their hands and walk off, right? 

So I want to make a change in the industry, and I’m just going to guarantee that you make $200,000 and you only pay when you make money, right? So that was like the whole gist behind it. And email five, this is where we thought, okay, let’s get a bit personal. And this was actually the entire inspiration behind why this client of ours wanted to launch this new program in the first place. 

This was the inspiration. So this is where we got a bit personal. Why my daughter is turning 13 is good news for you. So here we basically shared his personal story and how his property allows him to be free and to be able to spend time with his daughter, and that he also wants that for you as you reading the email, right? And so he wants to guarantee that you make this money. 

So apply now. So as you can see, we tackling it from various different angles so that it’s not just like, hey, do you want to sign up for my program? Here’s my program. Sign up now. So it’s a bit varied so that people don’t feel like it’s like, hey, you keep banging me about the same thing. It makes it a lot more okay to send out these various emails, right? All right. Actually, while we’re talking about that, a lot of people say, hey, why didn’t you use Jeff Walker launch, like, the product launch formula? Some of you might have heard about it before, where you basically send people to, like, three videos, and the fourth video is the pitch. 

Well, honestly, we we could have done that, but I felt in this case, because the client had has a pretty good list in that he nurtures it regularly and people know what he’s all about. So I think doing that product launch thing, while it could work, I think it wasn’t necessary in this case because it’s not like he’s dealing with a very co audience. The audience actually likes him and knows what he’s about. 

So we just basically went direct for the juggler and say it said, hey, you want to earn this money? Come apply for this new program. So that’s the rationale behind it, and so far it’s been extremely successful. So email six, this is where we talk about who are you going to be hero to? This is where we talk about the audience themselves, right? Because maybe some of them, a lot of people won’t do stuff for themselves, right? But they would do stuff for the ones they love. 

For example, they would do stuff for the sons, the daughters, their wives, or the parents or whoever. So this is where we kind of like saying, hey, who are you going to be a hero to? Right? Are you going to be a hero for your children? Are you going to set an example for your children? Or are you just going to bump around and watch Netflix and make the next twelve months? You do absolutely nothing and nothing changes the next twelve months. So this is where we kind of pitch that thing. 

The psychology behind it is to actually get them to actually act on behalf of someone else, which is the ones they love, right? Hopefully this would kind of get them to take action. That’s the rationale behind it and the fact that this whole journey with the participants in this group coaching, they will be hand guided and the whole journey will be documented. There will be a film crew kind of like going around filming the whole process over twelve months and how they actually make the money. So that’s why they kind of like yeah, this kind of fits in with the whole hero narrative as well. Okay, all right, then email seven. 

We’re kind of like going towards the end here, so we decided let’s use some fear, right? Because sometimes the whole benefit thing, maybe that’s not worth, but maybe we can shop them and wake them up a bit, right? So do you have a recession proof income for 2023? So this is where we talk about UK Bank of England saying that it’s going to be massive recession, worse ever, blah, blah, blah, 2023, right? So we use that angle and just basically trying to light a fire below the chair and get someone to take action. 

Get people to take action. Okay, so this is the email seven and email eight. This is where we address the objections, asking, hey, are you still on the fence? Hey, if you haven’t decided yet. And we kind of go both sides of the argument to try and sway them over the fence, right? So this is the whole idea behind email eight. And then after email eight, that’s where we kind of like start to close the applications. 

So this is where it’s all about scarcity, all about urgency. Last 48 hours to get in final chance, because this is gone at midnight. And then one final email, it’s over in few hours. All right? So this whole email 911 is all about urgency, getting in fast, taking action right now. So that’s the whole sequence there. And so far it’s been successful. I think we’re down to like, email seven right now. So email 8, email 9,10,11 that hasn’t been sent out. And we already are oversubscribed. So I believe that we’ll be way oversubscribed by the time the series is finished because as you know, people tend to come in at the last minute. 

Oh, I’m going to want the formal thing. Right, so this is the whole sequence here. So I really hope that this gave you some ideas as to what you can do for launch as well. And we talked about the product, what the offer is in the previous video, so check that out as well. And yeah, bear in mind as well, just another note that is that we also did a lot of social media posts as well in this time frame, right? So I just want to show you a quick one. I kind of cut this off because I haven’t got clients permission to kind of share this stuff. But anyway, we wrote this for him, so he should be cool with it. Anyway. So what if I guarantee that you have an extra £200,000? This is what my new program does. 

And basically you’re just basically where I’m taking 20 people, handholding them to make 200,100% guaranteed spots are going out fast. Hurry, I’m signing up now. So that’s the kind of various social media posts. This is just one example. So we had one post planned for each day that was going out on Facebook, Instagram, going out on LinkedIn and various other channels, and the client is also doing various Facebook lives as well.

 So, yeah, so far it’s been going really well. And I think about 20% of the applicants actually came from social media, which is pretty cool. So, yeah, I just want to say that it’s an integrated thing where we had email and we have all forms of social media going out combined to get people to apply for this program. All right. And finally, just a few notes, right? Don’t send emails to those who have already applied. Obviously not. And the other thing is that this client was really good in the sense that he has been constantly sending content, nurturing his email list, constantly doing social media posts. He’s got a whole team that does social media postings, so he posts multiple times a day. 

So that’s why I think this was successful. Yeah, sure, the whole idea and all the email sequences that we crafted are very effective, no doubt, right. But I must give credit where credit is due, and that’s the fact that the client has been nurturing his list, he has been nurturing his social media following, which made this whole launch much more successful as well. So guys, yeah, that’s basically what I want to share.

 So once again, if you haven’t watched video 1 in this series, make sure you check out that case study how we structured the whole offer. And I really do hope you enjoyed this second video as well where we talked about all the various emails included and the psychology behind these emails and messages that went out to the email list. And now bear in mind as well, all the social media posts were basically following what we had in the email and really summarized. So the same angle, same hook, and we just summarized it into social media posts as well.

 Okay, so I really hope you enjoyed this and I really hope that it’s a million dollar launch, right, hopefully that people will actually get the results. I’m sure they will provide it, they take action because my client is super confident he can get all of them the results provided they do the work.

 So yeah, this could be a 1 million pound launch. So, yeah, really excited to see the results. And look guys, if you need help with any launches like this, feel free to reach out to us as well. We can’t do it all the time because this is a very time and brain intensive. But yeah, if you like to talk and we actually can come to working arrangement where we just take a percentage rather than do it on a fixed fee. So there’s pretty much no risk to you, but we just need to make sure we have that right fit working together as well. 

All right, so thank you so much for watching, I hope you got something out of this and I’ll see you in our next video.

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