Nathan<\/a> did, they got straight to the point.<\/p>\nThe first email in the launch sequence accomplished 3 things:<\/p>\n
1. Announced the new Stripe course<\/p>\n
2. Did NOT let the reader buy it immediately<\/p>\n
3. Gave the date that it would be available<\/p>\n
This approach is risky. Why?<\/p>\n
Think about it this way…<\/p>\n
Imagine you are a 19-year-old college girl. There is a guy you really like but in your culture the social norms dictate that you wait for him to ask you out. But you say, “Screw it, I’m just going to ask him.” If it works, you look like a genius and are heralded by all girls as a trend-breaker.<\/p>\n
However, if it doesn’t work, you look like an over-aggressive girl who got turned down by a guy out of her league.<\/p>\n
This direct launch approach that One Month takes is similar. But they do something interesting that hedges their bets and increases the likelihood of it working.<\/p>\n
[\/su_note]<\/p>\n
<\/p>\nEmail #2<\/figcaption><\/figure>\n[su_note note_color=”#c3e8f1″]Notes<\/strong>: After announcing the launch of the new product in the first email, One Month drops back into “Education Mode” and teaches their reader.<\/p>\nThis email is broken into three parts:<\/p>\n
1. Story:<\/strong> They set up the educational content by telling a quick story.<\/p>\n2. Education:<\/strong> Next they record a very nice video that teaches their readers about Stripe. This is important because it establishes One Month’s knowledge on the subject and begins a dialogue around the major pain points that their course solves.<\/p>\n3. Incentive:\u00a0<\/strong>They close out the email with a very nice incentive.\u00a0By giving away a t-shirt to the first person to correctly guess the background music, they get more people to watch the video.<\/p>\nWhy would they do this?<\/p>\n
The more people who watch the video, the more people who realize they have the issue (payment processing) that the new course solves.<\/p>\n
Very interesting strategy.<\/p>\n
[\/su_note]<\/p>\n
<\/p>\nEmail #3<\/figcaption><\/figure>\n[su_note note_color=”#c3e8f1″]Notes<\/strong>: Email #3 comes 4 days after the last email and is another educational email.<\/p>\nThis\u00a0email is straight to the point. The main call to action is to click and watch the video lesson. The lesson is focused on Active Admin, the database side of payment processing. This further establishes their expertise and makes 2 big “gives” in a row.<\/p>\n
That’s good, because they are about to ask for something.<\/p>\n
[\/su_note]<\/p>\n
<\/p>\nEmail #4<\/figcaption><\/figure>\n[su_note note_color=”#c3e8f1″]Notes<\/strong>: Let’s recap what has happened up to now.<\/p>\nEmail #1<\/strong> announced the new course, One Month Stripe.<\/p>\nEmail #2<\/strong>\u00a0gave the reader an introduction to Stripe.<\/p>\nEmail #3<\/strong> gave the reader an introduction to the\u00a0more technical side of Stripe and payment processing.<\/p>\nIn email #4 they switch back to talking about the course. In this video they cover the most\u00a0frequently asked questions about the course. This shifts the dialogue from the free lesson given over the last week back to how the reader can learn even more through the paid course.<\/p>\n
[\/su_note]<\/p>\n
<\/p>\nEmail #5<\/figcaption><\/figure>\n[su_note note_color=”#c3e8f1″]Notes<\/strong>:\u00a0Now it’s launch day.<\/p>\nAfter 4 emails leading up to the release of the new course, this is the email that allows their readers to buy.<\/p>\n
A few interesting points about this email.<\/p>\n
1. Call to Action:<\/strong> The call to action in this email is a bit weak. There are two: The first is the “link to redeem…” link and the second is the giant image.<\/p>\nUnfortunately, neither of them use active language to tell me to buy. Something more direct like, “Click here to buy One Month Stripe” would have converted much better.<\/p>\n
2. Brevity:<\/strong> I love the brevity of the launch email. This is something I see in some of the best launches. If your launch sequence has been educational and provided details on the product, your launch email doesn’t need to be long. In fact, keeping it shorter can make it easier for your readers to take action.<\/p>\nBe long in your education and in your product details, but short on launch day.<\/p>\n
3. Image CTA:<\/strong> Personally, I love using images in the launch email. I’m not a fan of the exact image used here. But many studies have shown that using images increases the click-through rate by allowing your readers to visualize the product.<\/p>\n4. Urgent Coupon:<\/strong> The thing I like that most about this entire sequence is the time-sensitive coupon.\u00a0By giving a 25% coupon that is good for only the first 24 hours, they apply a completely white-hat urgency factor to their launch. Having this coupon pushes me to make a decision.<\/p>\n“If I wait, I’ll have to pay 25% MORE!”<\/p>\n
Click. Buy.<\/p>\n
[\/su_note]<\/p>\n
<\/p>\nEmail #6<\/figcaption><\/figure>\n[su_note note_color=”#c3e8f1″]Notes<\/strong>: The final\u00a0email in the series is the “Last Call” email.<\/p>\nThis is an email you HAVE to have in any launch.<\/p>\n
The psychology is simple: remind them that the deal you are offering is about to expire.<\/p>\n
I have personally seen 60%+ of my sales come within 10 hours of sending this email.<\/p>\n
One Month does a good job of re-stating WHY you should buy and giving you a very clear call to action on HOW to buy.<\/p>\n
[\/su_note]<\/p>\n
How to launch\u00a0with a small list<\/h1>\n Every time I hear someone’s launch numbers I’m blown away.<\/p>\n
“List of 18,000 makes $16,000 in 72 hours”<\/em><\/p>\n“List of 15,000 makes $15,000 in 24 hours”<\/em><\/p>\nThe fact that you can press send<\/em> on an email and make that kind of money is just unreal.<\/p>\nBUT…<\/p>\n
What if you don’t have a big list? Can you make money with a small list?<\/p>\n
What if you only have 5,000 subscribers? 2,000? 1,000? 500?<\/p>\n
Friday, I’m going to introduce you to the launch sequence that I used to launch a $40,000 product with a 1,200-person list.<\/p>\n
Also, we’ll be having a special guest on the blog. His name MIGHT rhyme\u00a0with Ramit Sethi.\u00a0Or not. You’ll just have to come and find out. \ud83d\ude42<\/p>\n
PS:<\/strong> Friday, I’ll also be giving you the first look at my new product, The Vault. It is the “secret weapon” I’ve used to grow Videofruit over the last 14 months. More on that Friday too.<\/p>\n[content_upgrade id=”5″]9th grade.<\/p>\n
That was when I took my first programming class.<\/p>\n
14 year old Bryan was bored out of his mind and retained\u00a0exactly ZERO\u00a0knowledge from\u00a0that class.<\/p>\n
Then\u00a02 years ago when I decided to make my first web app I immediately regretted not paying\u00a0attention.\u00a0I had to\u00a0hire a developer that could build it for me.<\/p>\n
That cost $2,000. Ugh.<\/p>\n
Over the last 2 weeks, you’ve been learning about launch sequences. If you’re like me and haven’t been paying close attention, consider this your $2,000 moment.<\/p>\n
STOP WHAT YOU ARE DOING AND PAY ATTENTION.<\/p>\n
Today we’re taking a look at a launch sequence put together by One Month<\/a>.<\/p>\nOne Month is a small startup that trains\u00a0programmers with 30-day focused courses. Their flagship program is One Month Rails. Naturally they charge for these courses and they do extremely well with the model.<\/p>\n
A few weeks ago I noticed they were launch a new program called One Month Stripe. So, I started paying attention to HOW they were launching it.<\/p>\n
Check out their\u00a0email sequence.<\/p>\n
I jumped on the horn with their head of marketing the morning after the\u00a0launch and we broke down\u00a0the entire process.<\/p>\n
Today you are getting two things:<\/strong><\/p>\n\nFull breakdown<\/strong> of the One Month Strip Launch. Including emails and analysis.<\/li>\nBehind the\u00a0scenes\u00a0interview<\/strong>\u00a0with the One Month head of marketing.<\/li>\n<\/ol>\nReady to go?<\/p>\n
Oh!<\/p>\n
One thing I forgot to tell you. Remember how Nathan Barry made $16,000 in 72 hours?<\/p>\n
One Month did $15,000 in 24 hours with this launch.<\/p>\n
Lets jump in.<\/p>\n","protected":false},"author":1,"featured_media":2203,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/3939","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3939"}],"version-history":[{"count":0,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/posts\/3939\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=\/wp\/v2\/media\/2203"}],"wp:attachment":[{"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3939"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3939"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.growthtools.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3939"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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