Launch Email Sequence

---
name: launch-email-sequence
description: "Builds pre-launch to post-launch email sequences with teaser, announcement, urgency, and follow-up phases. Use when launching a new product, service, or offer."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Launch Email Sequence

## When to Use This Skill

Use this skill when you need to:
- Build a complete email sequence for a product, course, or service launch
- Structure pre-launch hype, launch window, and post-launch follow-up emails
- Create urgency and scarcity messaging around a launch deadline
- Map email timing to a specific launch calendar

**DO NOT** use this skill for evergreen funnels, ongoing newsletters, or transactional emails. This is for time-bound product launches with a defined open/close window.

---

## Core Principle

A LAUNCH SEQUENCE BUILDS DESIRE BEFORE THE CART OPENS AND CREATES URGENCY BEFORE IT CLOSES — EVERY EMAIL MUST ADVANCE THE NARRATIVE OR IT DOES NOT BELONG.

---

## Phase 1: Launch Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Product/offer** | "What are you launching?" | No default — must be provided |
| **Price point** | "What's the price? Any early bird or bonuses?" | No default — must be provided |
| **Launch dates** | "When does the cart open and close?" | 7-day launch window |
| **Audience size** | "How many subscribers will receive this?" | Under 5,000 |
| **Audience warmth** | "Have they heard about this product before?" | Some awareness from content |
| **Bonuses/scarcity** | "Any limited bonuses, early bird pricing, or enrollment caps?" | None |

**GATE: Confirm the launch brief before building the sequence.**

---

## Phase 2: Sequence Architecture

### Four Launch Phases

**Phase A: Pre-Launch (5-10 days before cart open)**
- Seed the problem the product solves
- Share behind-the-scenes or origin story
- Build anticipation without revealing the offer

**Phase B: Cart Open (Day 1-2 of launch)**
- Announce the offer with full details
- Lead with transformation, not features
- Include early bird bonus if applicable

**Phase C: Mid-Launch (Day 3-5)**
- Social proof and case studies
- Objection handling
- FAQ and "who this is for" clarity

**Phase D: Cart Close (Final 24-48 hours)**
- Urgency and deadline reminders
- Final objection buster
- Last chance with countdown

### Sequence Map Format

```
## Launch Email Sequence

### Pre-Launch Phase
Email 1 (Day -7): Problem awareness — "The hidden cost of [pain point]"
Email 2 (Day -4): Story/origin — "Why I built [product name]"
Email 3 (Day -1): Anticipation — "Something big is coming tomorrow"

### Cart Open Phase
Email 4 (Day 0): Launch announcement — full offer reveal
Email 5 (Day 1): Deep dive — transformation and benefits

### Mid-Launch Phase
Email 6 (Day 3): Case study / social proof
Email 7 (Day 4): Objection handling — "Is this right for you?"
Email 8 (Day 5): FAQ roundup

### Cart Close Phase
Email 9 (Day 6): 24-hour warning
Email 10 (Day 7): Final hours — last chance
Email 11 (Day 7, evening): Cart closed + waitlist

### Post-Launch
Email 12 (Day 8): Thank you / what's next (buyers)
Email 13 (Day 8): Didn't purchase — nurture back (non-buyers)
```

**GATE: Present the sequence map for approval before writing copy.**

---

## Phase 3: Write Email Copy

### Per-Email Structure

1. **Subject line + preview text**
2. **Email body** (200-400 words per email)
3. **CTA** — one per email, linked to sales page or cart
4. **Segment notes** — who receives this email (all, buyers excluded, openers only)

### Writing Rules

- Pre-launch emails: NO selling. Value and story only.
- Cart open emails: Lead with the transformation, not features.
- Mid-launch: Every email must address a different objection or angle.
- Cart close: Urgency must be real. Never fake scarcity.
- Post-launch: Buyers get celebration. Non-buyers get value (no guilt).

---

## Phase 4: Polish

### 1. Launch Calendar

Visual timeline showing every email, its send date, and phase.

### 2. Segmentation Plan

- Who enters the sequence (full list vs. segment)
- When to exclude buyers from remaining emails
- How to tag engaged non-buyers for future offers

### 3. Launch Day Checklist

- [ ] All emails scheduled with correct dates and times
- [ ] Sales page live and tested
- [ ] Payment processing tested
- [ ] Buyer tag/automation configured
- [ ] Cart close mechanism ready (redirect or page update)
- [ ] Post-launch emails queued

---

## Anti-Patterns

- **Launching without pre-launch** — going from zero to "buy now" fails. Warm the audience first.
- **Same angle every email** — repeating "here are the features" kills engagement. Vary the angle.
- **Fake urgency** — if the cart doesn't actually close, do not say it does. Audiences remember.
- **Forgetting to exclude buyers** — sending "buy now" to people who already bought is sloppy and insulting.
- **No post-launch plan** — the sequence doesn't end when the cart closes. Follow up with both buyers and non-buyers.

---

## Recovery

- **No launch dates set:** Recommend a 7-day launch window starting 10 days from now. Adjust pre-launch timing accordingly.
- **First-ever launch (no social proof):** Use beta tester feedback, personal results, or "why I created this" narrative in place of case studies.
- **Small list (under 500):** Shorten to 8 emails total. Focus on personal connection over broadcast-style copy.
- **User wants more than 15 emails:** Warn of fatigue. Recommend max 13 emails over a 2-week window. Beyond that, people tune out.
- **No bonuses or scarcity:** Create urgency through a genuine deadline (enrollment closes on X date) rather than manufactured scarcity.