Product / Offer Launch Sequence

Use this sequence to launch a course, membership, digital product, or coaching programme to your email list. This is a structured open/close launch — the cart opens, a deadline drives urgency, and it closes. It's not a soft rollout.

When to use this template

• You're launching a new product or the next cohort of an existing one
• You have a specific enrollment window (a real open/close date)
• You have an existing list — even a small one — who knows you

Launch structure overview

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The sequence

Email 1 — Teaser (before launch)

Timing: 5 days before cart opens

Subject options:

• Something's coming, [First name]
• I've been working on something — here's a preview
• [First name], announcing [product name] in 5 days

Body:

Hi [First name],

I've been working on something for the last [time period] and I want to tell you about it before I tell anyone else.

[Product name] is [one sentence — what it is and who it's for].

I built it because [the specific problem you kept seeing and why existing solutions weren't good enough. 2–3 sentences — be honest about what prompted this].

Enrollment opens on [date]. I'll send full details then.

If you want to be first to know (and get early access or a bonus if I'm offering one), reply with "interested" and I'll make sure you're at the front of the queue.

[Your name]

Goal: Create anticipation and segment your most interested subscribers early. The "reply with 'interested'" mechanic also boosts deliverability for your launch emails.

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Email 2 — Cart open

Timing: Launch day (morning)

Subject options:

• [Product name] is open — here's everything you need to know
• Enrollment is live, [First name]
• [First name], [product name] is now open

Body:

Hi [First name],

It's here.

[Product name] is now open for enrollment: [link]

**What it is:** [1–2 sentences]

**Who it's for:**
- [Ideal student/buyer bullet 1]
- [Ideal student/buyer bullet 2]
- [Ideal student/buyer bullet 3]

**What's included:**
- [Module/feature 1]
- [Module/feature 2]
- [Module/feature 3]
- [Bonus if applicable]

**Investment:** [Price]

**Enrollment closes:** [Close date at close time]

[Button: Enroll in [product name]]

Questions? Reply here — I'll answer quickly during this window.

[Your name]

Goal: Give your list everything they need to make a decision. Be clear on what's included, who it's for, and when enrollment closes. Don't over-explain — the detail page does the heavy lifting.

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Email 3 — The why (value deepener)

Timing: 2 days after launch

Subject options:

• Why I made [product name] (the real story)
• The problem I kept seeing — and what I did about it
• [First name], here's the deeper reason

Body:

Hi [First name],

I want to tell you more about why [product name] exists.

[2–3 paragraphs telling the story behind the product — the specific frustration, gap, or observation that made you build it. Be personal. Include something that shows you've lived this problem, not just observed it.]

The thing I wanted [product name] to do that nothing else did: [one specific, concrete thing].

That's the promise I'm making.

[Product name] is open until [close date]. If you're still thinking it over, this is a good time to read through what's included:

[Link: See full details / Enroll]

[Your name]

Goal: Deepen the emotional case for the product. Subscribers who connect with the "why" convert at a much higher rate than those who only saw the "what" in Email 2.

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Email 4 — Social proof or FAQ

Timing: 4 days after launch

Subject options:

• "I wasn't sure it would work for me" — [student name]'s experience
• The questions I keep getting about [product name]
• [First name], honest answers to the most common questions

Body (FAQ version):

Hi [First name],

Enrollment for [product name] is still open until [close date]. A few questions have come in — here are the honest answers:

**"Is this for beginners or do I need [existing skill/knowledge]?"**
[Direct answer]

**"How much time does this take per week?"**
[Direct answer]

**"What if I've tried [similar thing] before and it didn't work?"**
[Direct answer]

**"Is there a refund policy?"**
[Your policy, stated plainly]

If you have a question that isn't here, just reply — I'll get back to you.

[Button: Enroll in [product name]]

[Your name]

Goal: Handle the objections that are silently stopping people from buying. The FAQ format works because it's honest and doesn't feel like a pitch.

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Email 5 — 24 hours left

Timing: Day before close (evening)

Subject options:

• [First name], enrollment closes tomorrow
• Last 24 hours
• One day left — quick note

Body:

Hi [First name],

Enrollment for [product name] closes tomorrow at [close time and timezone].

If you've been thinking about it, this is the time.

[Button: Enroll before it closes]

If you have a specific question that's holding you back, reply now — I'll make sure you get an answer tonight.

[Your name]

Goal: Create genuine urgency. Keep this email short — the length itself signals that you mean business about the deadline.

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Email 6 — Closing today

Timing: Close day (morning or a few hours before close)

Subject options:

• Closing in [X] hours, [First name]
• Last chance — [product name] closes today
• [First name], this is the last email

Body:

Hi [First name],

[Product name] closes today at [time and timezone].

This is the last email I'll send about this launch.

If you're ready: [Button: Enroll now]

If you're not — that's completely fine. I'll let you know when the next cohort opens.

Either way, thank you for paying attention.

[Your name]

Goal: Final push, no fluff. The phrase "this is the last email I'll send about this" is permission-granting — it acknowledges that you've been talking about this a lot, and signals that it ends today.

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Implementation in FlowNurture

Sending strategy

This sequence is typically sent as campaigns (broadcast sends) rather than automated workflows, because the timing is tied to a fixed launch calendar, not a contact trigger.

In FlowNurture:

1. Create each email as a Campaign
2. Schedule each campaign for the exact send time in the launch calendar
3. Set the Audience to your full list (or a segment — see below)

Segmenting out previous buyers

Before each send, add an Exclusion to the campaign audience:

• Exclude contacts with tag: buyer-[product-slug]
• This prevents sending launch emails to people who already purchased

Tagging buyers

When a contact purchases, add the tag buyer-[product-slug] in FlowNurture. You can do this via:

• A post-purchase webhook from your payment processor
• A form submission on your checkout confirmation page
• Manually for small launches

Personalization variables