It happens a lot. Whether you have a team of one, three, or 20+, more often than not, you're understaffed and overtaxed.
You have several products to promote... an email automation solution to configure... maybe an entire website to rebuild... and definitely a to-do list the length of Chile. Oh yeah, and a secondary solution to launch too!
Maybe that secondary product or service has been sitting on your back burner for months — because all your time and resources are going toward making your flagship products fly.
That's when you know. You gotta do what it takes to launch that solution at last.
There are best practices for getting results. But sometimes — even when time and resources limit your launch options — you can trigger sales with just three emails.
If you’re familiar with the marketing funnel, you’ll see how in these three templates...
- The first email functions like top-of-funnel content — to create brand awareness
- The second email functions like middle-of-funnel content — to build excitement
- The third email functions like bottom-of-funnel sales copy — to drive conversions
Now this power-trio is nothing like a full-fledged funnel.But if you’re short on options, try these email templates (and adapt the examples!) and you just might get more messages opened, links clicked, and solutions sold than you might think.
But First... Do You Really Need To Go Quick & Dirty?
If you answer "yes" to the following, then yep, fast-but-effective email templates could be your solution:
- You don't have time or resources to warm up cold leads with free downloads
- Your budget for effective copywriting is limited
- You're not offering a free trial
- You're not offering a free demo
- You’ve even decided that you can't entice your leads with a limited-time offer
Without the big guns of persuasion, you couldn't run a long funnel anyway! So it's definitely time for a quick & dirty product launch.
(By the way, here's how to create a Simple Funnel Set. ← That link will even help if you answered "no" to most of the questions above. And if that's the case, awesome! Then you should also check out 4 Steps to Turn Email Leads Into Buyers.)
Email Template 1. Intro or Re-Intro Email (With a Juicy Hint of Exciting Things to Come)
Say your leads opted in on a lead magnet and then never heard from you again. If that's the case, you can't go straight to a seductive teaser like "The wait is over." Instead, you need to introduce yourself first. Think about:
- What’s one thing you know about the people on this list?
- How does that one thing connect to one pain that your solution solves?
Then try this PAS (Problem/Agitation/Solution) template.
Anywhere there are brackets, just fill in what’s appropriate for your product or service.
Note the cliffhanger at the end — that’s one key to persuasion you always have at your fingertips. Even when you’re low on resources. (And check out the easy-to-tweak examples that follow each template!)
Now, at first glance, this might seem a little scary.
What do you do with just a basic framework that’s full of blanks?
The template becomes powerful when you fill it in. So let’s take a look at a finished example so you can get some inspiration for your own emails!
Say you’re releasing a course on natural skincare. Your list is filled with women who want clear skin, so you’ll dive into those details as you’re filling in the blanks:
Why this works so well
It’s friendly, personal, and relatable. With simple formatting and an informal tone, it’s like an email from a friend. (People are much more likely to read an email from a friend than a business!)
To make this work for you: Think about the problem your product or service solves and how you can illustrate that to empathize and connect with your readers.
Use a breezy, enigmatic, opens-generating subject line like “Question.” And write like you’re a human talking to a human (which of course you are!) so your contacts relish every word.
It demonstrates brand value. Functioning as top-of-funnel Awareness content, it shares info about a solution while building a relationship with contacts.
To make this work for you: Be helpful and informative, without talking too much about your solution or seeming pushy about selling.
It offers a solution to a problem. Using the PAS formula, it addresses the reader’s pain, gently agitates that pain, and introduces the solution.
To make this work for you: Show the reader that you know their pain, you’ve felt their pain, and you have the solution to stop their pain.
It gets readers excited for more. Like an episode of Game of Thrones, it makes people anxious to find out what happens next.
To make this work for you: Don’t share the secret you’ve promised quite yet. End with a cliffhanger so your readers will itch for your next email!
Email Template 2. Reveal The Secret And Build Anticipation For Launch
Now your leads know you better, and chances are they like you. They're also intrigued.
So this is where good storytelling pays off. A powerful way to trigger desire is to tell a story that reveals how readers can achieve something they want.
Tell your story while also building anticipation for more. That way, you’re giving your readers something before selling them something.
And with your giving, they’ll be more likely to reciprocate by buying. (See #4 in this post for more on reciprocity.)
Plus, giving a story in an email is much faster than creating a download!
That’s a lot of blanks. But have no fear!
Once again, the template becomes deeply effective when you fill it in. Here’s a finished example:
Why this works so well
The story triggers emotions. From interest to suspense to alarm to relief, emotions help connect, relate, and engage with readers.
To make this work for you: Tell a simple story that sparks emotion and reveals a problem-solving secret.
It builds anticipation. It gets readers further down the funnel into Consideration by doing three things: building a deeper relationship, sharing helpful information tailored to their pain points, and introducing the solution. To make this work for you: Show your readers how you solved the very pain they’re contending with. Then hint at the solution you’re launching... but keep waiting to reveal more.
Email Template 3. Open The Doors And Watch The Sales Flood In
Here’s where (at last!) you announce that your service/product is available. If you’re super short on resources, you can even skip the traditional sales page and link straight to your product page (as long as it’s optimized with convincing copy and a super easy checkout!)
This is the simplest of the three emails.And because of all the persuasive groundwork you’ve laid in the first two emails, this one is the easiest to write. It’s also the funnest one to see the results on — because it drives conversions. Here’s a finished example:
Why this works so well
It continues the conversation. You’ve been sharing helpful info all along, and now you’re picking up the conversation where you left off, giving readers the sense that you’re revealing something exciting.
To make this work for you: Keep your tone friendly, relatable, and personal, using informal phrases like “So did you?”
Expressions like this will make your readers feel like they’re in on something with you: the solution to their pain. And not including a “Hi [First Name]” in this email takes the persona touch to the next level.
It drives conversions. This is your bottom-of-funnel email, so it’s where you nail the art of explicitly convincing your contacts to buy your product or service. To make this work for you: Discuss your solution, then entice your readers to make the purchase. Mirror your story’s win (for example, “I feel beautiful”) with what they’ll win when they buy your solution (“See you inside, beautiful!”). Keep it friendly and straightforward, and watch those sales numbers climb!
Quick & Dirty Email Templates Wrap-Up
If you’re short on time and resources, there are still powerful, yet simple ways to sell with email.
When you fill in the blanks on these templates, writing just three persuasive emails becomes an easy and effective way to drive opens, clicks, and sales.