People plan elaborate ten-email launch sequences and then, overwhelmed, send none of them. The good news is that two well-timed emails carry most of the results. Start there; add more once the basics are earning.
Email one: it's here
The announcement. Say what it is, who it's for, and what it does for them — then a clear link to buy. Don't bury the launch under a life update; the news is the news.
Email two: it's closing
A day or two before the offer ends, remind everyone who didn't buy. This second email routinely earns as much as the first, because most people meant to act and simply got busy. The deadline is what turns intention into a sale.
Write the Open Email to Earn the Second Send
The first email carries a single job: tell people the thing is available and give one clean reason to look now. Resist the urge to explain everything — the feature list, the origin story, the FAQ. Open with what changes for the reader, name the offer plainly, and put the link near the top and again at the bottom. A subject line like "It's open: the pricing template" does more work than anything clever.
The reason to act should be specific to the launch, not invented urgency. An early price that holds for the first 48 hours, a bonus for the first twenty buyers, a founding cohort capped at a real number — each gives a concrete cost to waiting. A designer opening a £40 Notion pack might offer first-week buyers a short teardown of their own page; that's a genuine sweetener, not a fake countdown.
Keep it short enough to read in one thumb-scroll. If the email needs a "read more" to make sense, it's carrying weight the sales page should carry. The email's only job is to get the right people onto the page.
Make the Last-Call Email Do the Heavy Lifting
Most sales in a short launch land on the final day, and a surprising share in the final few hours. The closing email is the one worth over-writing, not under-writing. State the deadline in the first line, in the reader's terms — "doors close tonight at midnight" beats "the offer ends soon" — and repeat the exact time next to the button.
This is the place to answer the one objection holding people back, not to introduce new benefits. Usually it's "will this work for someone like me" or "is now the right time". A short paragraph naming that doubt and answering it honestly — who it's not for, included — converts better than another list of features: "If you've never sold a thing online, this is built for exactly that; if you already run a busy shop, you'll find it basic."
End with the deadline again and nothing after it. No PS about future plans, no "no worries if not" that quietly gives permission to skip. The last thing on the page should be the button and the time.
Send the Same Email Twice, Without the Complaints
Two emails are the minimum, not the ceiling. The cheapest extra sale you'll ever make is resending your closing email to the people who never opened the first one, with a fresh subject line, a few hours later. They didn't decline — they didn't see it. In most tools this is a two-click "resend to non-openers".
The rule that keeps this from annoying anyone is to suppress buyers. Once someone purchases, they should drop out of the remaining launch emails automatically; nothing erodes trust faster than being chased to buy a thing you already own. In OneSol you can segment on who's already ordered, so the last-call note only reaches people who haven't.
- Resend the closing email to non-openers with a new subject line
- Suppress anyone who's already bought before the next send
- Space the resend a few hours later the same day, not next morning
- Keep the deadline identical across every version