Launch Sequence for Course Creators Email Guide
Why Launch Sequence Emails Fail for Course Creators (And How to Fix Them)
You've poured your expertise into a course. The videos are polished, the modules organized, the bonuses stacked.
You hit publish, send one email, and then... Crickets.
Many course creators find that a single 'buy now' email struggles to convert. The market is noisy, and your audience needs more than one touchpoint to move from curious to committed.
It’s not just about having a great course; it’s about guiding your audience to see its true value. That's where a well-crafted launch sequence becomes your secret weapon.
It’s a strategic journey, building anticipation before the cart opens, handling objections while it's open, and creating urgency before it closes. This process transforms casual browsers into enthusiastic students, maximizing your student success and completion rates.
Ready to transform your next launch? These battle-tested email templates are designed for course creators like you, on Teachable, Kajabi, or Thinkific.
Use them as a blueprint to craft your own high-converting launch sequence.
The Complete 5-Email Launch Sequence for Course Creators
As a course creator, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Teaser
Build anticipation before the cart opens
Hi [First Name],
I've been quietly working on something for the past few months. It started with a realization: so many course creators struggle with [specific pain point related to your course topic].
You have the knowledge, but getting it out there in a way that truly impacts people can feel overwhelming. What if there was a clearer path?
A direct route to [achieve desired outcome]? Not random tips, but a complete framework.
The real strategies I use. The mistakes I’ve learned from.
The shortcuts that actually move the needle. It’s almost ready.
Next [DAY OF WEEK], I'm opening the doors to a select group of people who are ready to finally [achieve specific transformation]. I'll share the full details soon.
But I wanted you to be the first to know. Stay tuned.
Best, [YOUR NAME]
This email uses the 'curiosity gap' principle. By revealing that something is coming without giving all the details, you create an information void that the reader feels compelled to fill. It positions you as an innovator and makes the reader feel like an insider, building anticipation without selling.
The Story
Share why you created this and build connection
Hi [First Name],
Let me tell you why [COURSE NAME] matters so much to me. Two years ago, I was stuck.
I had all this expertise in [your course topic], but I couldn't figure out how to package it into something people would truly value and pay for. My first attempt at launching a course on Teachable went nowhere.
It wasn't because the content was bad. It was because I didn't know how to connect it with the right audience or articulate its true value.
I felt like I was constantly reinventing the wheel, wasting precious time I could have spent creating. So I studied.
I experimented. I iterated.
I learned what truly moves people from 'interested' to 'enrolled'. And eventually, I cracked the code for consistent student success.
Tomorrow, I'm opening enrollment for [COURSE NAME]. It's everything I wish I had when I was struggling to turn my knowledge into a thriving course business.
You'll get the full details in the morning.
Best, [YOUR NAME]
This email uses storytelling to build rapport and trust. By sharing a personal struggle and subsequent triumph, you humanize yourself. This vulnerability makes you relatable, while your ultimate success establishes you as an authority, making your audience more receptive to your upcoming offer.
The Pitch
Full offer reveal with clear benefits
Hi [First Name],
The doors are officially open. [COURSE NAME] is now available for enrollment. This isn't just another course; it's your blueprint to [achieve main outcome].
Here's a glimpse of what’s inside: • [MODULE 1 TITLE], [One-line benefit, e.g., Master the foundations of video editing for professional results] • [MODULE 2 TITLE], [One-line benefit, e.g., Craft compelling narratives that captivate your audience] • [MODULE 3 TITLE], [One-line benefit, e.g., improve your course delivery on Kajabi for maximum student engagement] • [MODULE 4 TITLE], [One-line benefit, e.g., Implement strategies for consistent student success and high completion rates] Plus, these exclusive bonuses to accelerate your journey: • [BONUS 1], [Value statement, e.g., My personal launch checklist for Thinkific] • [BONUS 2], [Value statement, e.g., A swipe file of high-converting ConvertKit email sequences] Price: [$XXX] (or [X] payments of [$XX]) Enrollment closes on [DATE]. This is the only time I'm opening this course this [quarter/year].
If you've been waiting for the right moment to finally [achieve desired outcome], this is it. [CTA: Enroll in [COURSE NAME] now →]
Best, [YOUR NAME]
This email is a direct, clear offer. It uses scannable bullet points for benefits and a strong call to action. By explicitly stating the price, urgency (enrollment closing), and scarcity (only opening this [quarter/year]), it prompts immediate decision-making and reduces procrastination.
The Objection Handler
Address the #1 doubt your audience has
Hi [First Name],
I've heard it before: 'I don't have enough time to create a launch sequence.' Or, 'My audience isn't big enough for a full launch.' It's a common concern among course creators, especially when you're already juggling content creation, student support, and platform management on Teachable or Thinkific. You're worried about adding another complex task to your plate.
But here's the thing: a well-structured launch sequence isn't about more work; it's about smarter work. These templates are designed to save you time and mental energy, giving you a proven path rather than starting from scratch every time you launch a new module or course.
Think about the time you spend trying to brainstorm what to say in a single launch email. This sequence guides you step-by-step, ensuring every message builds towards enrollment, ultimately boosting your student success without overwhelming your schedule.
You can even adapt these for your ConvertKit automations, setting them up once and letting them work for you. Don't let perceived limitations stop you from reaching more students and achieving the impact you desire.
The sequence handles the heavy lifting so you can focus on your expertise.
Best, [YOUR NAME]
This email uses the 'objection handling' technique. By proactively addressing a common doubt ('I don't have time'), you validate the reader's concerns before they become reasons not to buy. You then reframe the objection as an opportunity, showing how the product (launch sequence) is the solution to their specific worry, building confidence and reducing perceived risk.
The Final Call
Create urgency and close the sale
Hi [First Name],
This is it. Tonight, at [TIME ZONE] [TIME], enrollment for [COURSE NAME] closes.
This isn't a tactic; it's simply the deadline. Once the doors close, they won't reopen until [MONTH/YEAR] at the earliest.
If you've been thinking about joining, about finally [achieve desired outcome], about getting the framework that helps you achieve consistent student success on platforms like Kajabi, this is your final opportunity. Don't let this moment pass you by.
Imagine where you could be a few months from now if you commit to this journey today. The investment you make in yourself now will pay dividends in your course creation business for years to come.
This is your last call to transform your course launches and truly connect with your audience. Don't wake up tomorrow wishing you had acted today. [CTA: Secure your spot before it's too late →]
Best, [YOUR NAME]
This email employs the principle of 'scarcity and urgency.' By clearly stating a hard deadline and emphasizing the limited-time nature of the offer, it triggers a fear of missing out (FOMO). This psychological trigger encourages immediate action, pushing those who are on the fence to make a decision before the opportunity is gone.
4 Launch Sequence Mistakes Course Creators Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending only one 'buy now' email on launch day, expecting immediate sales. | Implement a multi-email launch sequence that warms up your audience, builds anticipation, and strategically guides them to the offer over several days. |
✕ Focusing solely on course features (e.g., '10 modules, 5 hours of video'). | Highlight the transformation and specific benefits your students will gain (e.g., 'Master [skill] to [achieve outcome]', 'Save [time/money] by learning [method]'). |
✕ Ignoring common objections or doubts your audience might have about your course. | Dedicate an email or a section of an email to proactively address the #1 doubt your audience has, showing how your course solves that specific concern. |
✕ Failing to create clear urgency or scarcity around the enrollment period. | Clearly communicate deadlines, limited-time bonuses, or specific cohort start dates to motivate action and prevent procrastination. |
Launch Sequence Timing Guide for Course Creators
When you send matters as much as what you send.
The Teaser
Build anticipation before the cart opens
The Story
Share why you created this and build connection
The Pitch
Full offer reveal with clear benefits
The Objection Handler
Address the #1 doubt your audience has
The Final Call
Create urgency and close the sale
For a 7-day launch, follow this schedule. Adjust for shorter or longer launch windows.
Customize Launch Sequence for Your Course Creator Specialty
Adapt these templates for your specific industry.
Video Course Creators
- Include short, high-quality video snippets or a course trailer in your launch emails to give a preview of your teaching style and production value.
- Emphasize the visual learning experience and how complex topics are simplified through visual demonstrations within your modules.
- Mention the convenience of accessing your video content on mobile devices or through dedicated course apps for platforms like Teachable or Thinkific.
Membership Site Creators
- In your launch sequence, highlight the ongoing value: new content additions, community interaction, and continuous support.
- Showcase testimonials that speak to the long-term benefits and the sense of belonging within your membership.
- Use your emails to explain how the membership evolves and keeps members ahead in their niche, rather than a one-time purchase.
Cohort-Based Course Creators
- Emphasize the live interaction, direct access to you, and the shared learning journey with peers in your launch emails.
- Clearly state the start and end dates, live session schedules, and the benefits of a structured, guided experience.
- Focus on the accountability and personalized feedback that comes with a cohort model, leading to higher completion rates and student success.
Self-Paced Course Creators
- Highlight the flexibility of learning at their own speed and on their own schedule, perfect for busy professionals.
- Emphasize the comprehensive nature of the content, assuring them they have everything they need to succeed without external deadlines.
- Discuss the convenience of platform access (Teachable, Kajabi, Thinkific) and the ability to revisit modules anytime they need a refresher.
Ready to Save Hours?
You now have everything: 5 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
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