The weekend I went mountain biking with friends, I had just launched something to my email list of 4,000 subscribers.
One sale. $200.
That same month I was on track for $10k in revenue. A good month can still feel like a bad month when a launch flops.
The emails went out perfectly. Automation wasn't the problem. They just couldn't make people want what I was selling, at that moment, at that price.
My post-mortem
I was moving that product from a one-time payment to a membership. Nobody needed to decide now.
The urgency wasn't strong enough. For my audience, a discount usually works better than a deadline.
I'd already sold a fair amount of it to that same list.
My launch checklist now
Exclude everyone who already bought, then check how many people are left.
Give a reason to buy now: a launch price, a bonus or a discount. A date alone often isn't enough.
Say in one sentence what changes for them. Especially when you switch from one-time to membership.
Warm them up first. Teasers in the days before, so the offer isn't the first they hear of it.
Really end it. Say when, and close it when you said you would.
Be there for the replies. Launch week is not vacation week.
The rest of my email system, from signup box to checkout, is in my full email playbook.
