Deliverables
7.1 Pre-Launch Email Sequence
What you're creating: A nurture sequence that builds anticipation before launch.
Step 1: Segment your lists
Segment A: Existing customers
- Message angle: "You asked for this, we built it"
- Value: Early access, VIP treatment
- CTA: Beta access, early adopter program
Segment B: Active prospects (in pipeline)
- Message angle: "Solving the problem you told us about"
- Value: Demo tailored to their use case
- CTA: Book preview demo, join launch webinar
Segment C: Past prospects (went cold)
- Message angle: "This might change your mind"
- Value: See what's new
- CTA: Watch demo, join launch webinar
Segment D: Cold list/top of funnel
- Message angle: "Industry is changing, here's how"
- Value: Thought leadership, education
- CTA: Read blog, join launch webinar
Step 2: Write the emails
For each segment, write 4-5 emails staggered across the 2 weeks before launch. Use the templates below as starting points and adapt the tone, references, and CTAs per segment.
"You asked. We built it. Early access inside."
"[Product] beta is live — you're invited"
"Coming next week: the feature you've been requesting"
Sample email body:
"Hey [Name],
Last year, you told us [specific feedback]. We listened.
Next [Day], we're launching [Product] — and you get first access.
[CTA: Get early access →]
[Founder name]"
"[Product] launches [Date] — want a preview?"
"Solving [specific pain point] you mentioned"
"Quick demo before our public launch?"
Sample email body:
"Hi [Name],
When we last spoke, you mentioned [pain point]. We've spent the last [timeframe] building something that addresses exactly that.
[Product] launches publicly on [Date], but I'd love to walk you through it before then.
[CTA: Book a 15-min preview →]"
"Last time didn't work out. This might change that."
"We've come a long way since [last conversation]"
"One reason to give [Product] another look"
Sample email body:
"Hi [Name],
A few months back, you looked at [Product] and it wasn't quite right. Fair enough.
We've shipped a lot since then — and one update in particular addresses [previous objection].
Worth a second look? [CTA: See what's new →]"
"Why [industry trend] is breaking [old approach]"
"How 100 [persona] teams are rethinking [problem]"
"[Surprising stat] — and what it means for your team"
Sample email body:
"Hi [Name],
We surveyed 100 [persona] teams about [problem]. 87% said the same thing: [insight].
We dug into why — and what to do about it. [CTA: Read the full breakdown →]
P.S. We're launching something on [Date] that builds directly on these findings."
Step 3: Design email templates
Template structure:
- Header: Logo, minimal navigation
- Hero: Strong headline, supporting image
- Body: 2-3 short paragraphs, scannable
- CTA: Prominent button (primary brand color)
- Footer: Contact info, unsubscribe, social links
Design best practices:
- Single column layout
- Max width should be 600px
- Lots of whitespace
- Mobile-responsive
- Accessible (color contrast, alt text)
Step 4: Set up automation
Trigger-based emails:
- Clicked link in Email 1 → Send Email 2 immediately
- Opened but didn't click → Resend with different subject after 3 days
- No engagement after Email 3 → Move to different nurture track
Step 5: Test before sending
- Send test to multiple email clients (Gmail, Outlook, Apple Mail)
- Check mobile rendering
- Verify all links work
- Test personalization tokens
- Spell check (multiple people review)
7.2 Launch Day Communications
What you're creating: Coordinated email blasts announcing launch.
Step 1: Write launch announcement email
"It's live: [Product Name]"
"Introducing [Product]: [Key Benefit]"
"Today, we're launching [Product]"
"[Problem] solved: Meet [Product]"
Introduction (first paragraph):
"Today, we're launching [Product Name], [one-sentence description].
We built this because [problem/insight]. After [timeline] of development and feedback from [X] teams, it's ready for you."
What it does (second paragraph):
"[Product] helps you [achieve outcome] by [unique approach].
Instead of [old way], you can now [new way]."
Key features (bullets):
[Feature 1]: [Benefit in one sentence]
[Feature 2]: [Benefit in one sentence]
[Feature 3]: [Benefit in one sentence]
Social proof (if available):
"[Company] used [Product] to [achieve result] in [timeframe]." — [Name, Title]
How to get started:
"[Product] is available now for [pricing/plan details].
[Clear CTA button: 'Start Free Trial' or 'Book a Demo']"
Closing:
"We're excited to see what you build with [Product].
— [Founder/Team Name]"
Step 2: Create segment-specific variations
Subject: "New feature alert: [Feature] is live"
Angle: "You've been asking for this"
CTA: "Enable in settings" or "Watch tutorial"
Subject: "Meet [Product]: [Category] built for [Persona]"
Angle: Educational, problem-focused
CTA: "See how it works" or "Start trial"
Subject: "Remember when we talked about [problem]? We solved it."
Angle: Personal, reference previous conversation
CTA: "See the solution" or "Book demo"
Step 3: Time your sends
Best send times for B2B:
- Tuesday-Thursday
- 10am-11am or 2pm-3pm (recipient's time zone)
- Avoid Mondays (email overload) and Fridays (people check out)
Segment send times:
- Customers: 9am (they check email early)
- Prospects: 10am
- Cold list: 2pm (after lunch lull)
Step 4: Internal announcement
Distinct from the internal kickoff in Chapter 4 — this is the launch-day "we're live" email to keep the whole company informed.
Send to entire company:
- What launched
- Why it matters
- How to talk about it
- Where to find resources
- Who to contact with questions
7.3 Post-Launch Follow-Up
What you're creating: Email sequence to drive adoption and capture feedback.
Step 1: Post-launch newsletter (2 days after launch)
Subject: "Launch recap + what's next"
Content:
Launch metrics (if impressive): "[X] teams signed up in 48 hours"
Event recap (if you had launch event)
Top features people are loving
Customer stories/early wins
What's coming next
CTA: "Haven't tried it yet? Start here."
Step 2: Engagement-based follow-ups
Subject: "Need help getting started with [Product]?"
Email content: Quick-start guide, video tutorial, offer of demo call
Send: 3 days after launch
Subject: "3 ways to get more from [Product]"
Email content: Advanced tips, use cases, integrations
Send: 1 week after launch
Subject: "Is [Product] right for you?"
Email content: Address common objections, offer alternative resources, provide exit option
Send: 10 days after launch
Step 3: Feedback collection
Subject: "Quick question about [Product]"
Body: "You've been using [Product] for a week. What's working? What's not? [Link to 2-question survey]"
Incentive: Optional (gift card, swag, early access to next feature)
Survey questions:
What do you love most about [Product]?
What would make [Product] even better?
How likely are you to recommend [Product] to a colleague? (NPS)
Step 4: Win-back campaign (2 weeks after launch)
Subject: "One more thing about [Product]"
Email content: Address the #1 objection, offer extended trial, or provide case study
This is the last touch in the launch nurture sequence
