| 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
- Subject line + preview text
- Email body (200-400 words per email)
- CTA — one per email, linked to sales page or cart
- 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
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.
