How To Map a 6‑Figure Email Launch in 60 Minutes (Without New Leads)

Welcome to the Business Without Burnout podcast. I'm Kirsten Roldan and I help entrepreneurs make a lot of money peacefully. I'm a New Yorican who went from working in healthcare while cleaning houses and braiding hair on the side to building a business that's generated over $4 million and counting. But there was a time I almost shut my business down because I had a lot of money but no peace. I managed to turn it around and that's why every week I share the 4 strategies that help you grow without burnout: email marketing, team systems, and mindset. So let's dive in. Welcome to the podcast. This episode is for coaches and course creators who have an email list that wish were higher converting, especially those who sell high-ticket programs to other business owners. Most coaches will say, my list is cold, or I need more subscribers. No, you sent random emails and you called it a launch. There are 3 mistakes that I see coaches make. You don't have clear phases in your launch. It's all just open cart. You don't even send enough emails to convert, and you don't know how to audit and correct your launch emails in real time. If you only send one email a day in your launches, you just don't want money. So first and foremost, there are 3 phases to every launch. There's the driving period, which is usually 4 weeks out from your open cart date. This is the list growth and nurture phase of the launch where you're trying to both get new subscribers and prepare your current subscribers for the launch. The goal is to have your entire list ready to buy day one of the open cart. So your objective during this phase is really to build fascination for your launch and create what I call silent conversions. You want people in their head to be like, when is this opening? I'm ready. Like I'm ready to go. And you want to get pre-enrollment requests. You want people to be asking you to join early. At the same time, people usually overfocus on the launch event, like the webinar or the free challenge. And they actually undersell their offer, which is why their launches are lower converting or just move really slowly. Then you have the bonus period. This is where you open the cart and you're promoting a specific limited time incentive to join. You're trying to get everyone who joined your launch event to now join as soon as possible so they get the bonus. The objective during this period is to address the initial logistical questions people have about the offer, but then to really focus on the importance of joining the program for the bonus alone. It's really important that you know how to position and romanticize your bonus as worth the entire investment of your offer. During this time, you need to know how to balance writing emails that address important frequently asked questions about your offer, but also that sell the bonus. People usually undersell their bonuses and focus purely on deadline-based urgency rather than what I call transformational-based urgency. They don't care that the cart closes tomorrow, the bonus ends tomorrow. They care what does this bonus transform for me in my life and my business. This is why you don't hit at least 50% of your total launch goal in day one, and you have to struggle through your launches and wonder why the emails aren't working. It's because of this. Then there's the open cart period. This is usually 1 to 2 weeks where you're promoting your program to your entire email list. The objective during this phase is to address specific objections, highlight the 3 different levels of urgency, which I'll talk about in a minute, so that they feel inclined to join now. And your goal is to maintain steady conversion rather than having a big launch slump by breaking the inbox with unique angles. During this time, you need to know how to speak to informational, seasonal, and results-based urgency. All right, those are the 3 levels of urgency, and you need to address the is this for me objection correctly. You need to know how to romanticize your offer but also answer objections correctly. Correctly in your copy. Knowing the different launch phases and the objectives for each one alone will drastically change your email strategy. But now that you know the phases, you need to send the right amount of emails with the right topics. My baseline recommendation during your launches, specifically during the driving period, is to send a minimum of 3 to 5 emails a week. If you are emailing less than that, that's just not enough to get your list engaged with your launch. They will forget about you fast. They get a lot of emails. You need to be the top of their inbox, but sending more emails isn't enough. They also need the right topics. And there are actually 7 different categories of topics you need to sell a high volume of clients in a short amount of time. When I help my clients create topics from these categories, their launch conversions drastically increase because they stop sending emails that are nice to read and they actually send emails that get people to start considering, should I join this offer? It puts them in the sales mindset rather in the, oh, I like this email. Mindset. So write this down. Every launch email has one job: to get someone to ask themselves, should I buy this offer? If your emails do not do that, whether it's by giving them a fascinating angle that you introduce or clarifying a logistic or overcoming an objection, if they don't do that, it doesn't belong in your launch. I actually have a workbook that my team uses with my clients to help them effectively plan their launch so that they are actually strategizing each phase. So choosing your launch event date, the driving period date, the bonus period start and end date, the cart close date, doing that. And in fact, you should do this right now. Pause this if you need to. Don't just listen. If you only listen and you don't write this down, you will just repeat the same launch results. Because if you're not sending at least 3 to 5 emails a day in your launch that are strategic, you're losing money from your email list. Inside Million Dollar Email Elite, this is all literally week 1. We sit down with our clients and we fill out this calendar and we help them figure out what emails do they need to send during each phase. And we do that literally with them so that they don't have to guess alone. On top of that, while your launch runs, right when the driving period starts, we are watching it with our clients and we are telling them exactly what to do. Here's how to know if week 1 is successful or not. Here's what to do if it's successful or if it's not. Here's how to know if week 2 is successful or if it's not. Here's what to do if it's successful or if it's not. And we do that with our clients alongside them through the entire launch because a lot of you don't know how to effectively audit your launches in real time. And honestly, you need to stop normalizing mid-launch slumps. You should not go more than 2 days without sales a launch. If you are, you're not auditing and course correcting correctly. So we help you do that. If you only do one thing from this episode, let it be that you put the dates of your launch phases in your calendar and commit to the frequency of emails that I told you to send. You already have the subscribers, you already have an offer that sells. The missing piece is just a repeatable email strategy that actually works and that you can follow for every single launch instead of sending one email that doesn't even get people to buy. Let's get more of your current subscribers converting so you can stop hustling for leads and leverage what you already have. If you are a coach who serves other entrepreneurs and you have over 500 subscribers, you have a launch-based offer that's selling, but you wish it could be doing more and you know low-key that it could be and you want help building a full launch email strategy that increases your conversions by $50,000 to $150,000, then join my email list in the show notes and watch my inbox. I'm building something just for you. See you in the next episode.