Email marketing is one of the most powerful tools for promoting digital courses—especially in co-produced launches. When a subject matter expert and a co-producer work together, email becomes the glue that binds strategy, storytelling, and conversion into a seamless customer journey. It allows you to reach warm leads directly, build trust over time, and sell in a personalized, scalable way.
But just sending emails isn’t enough. For email marketing to drive real results in a co-production model, it must be planned, strategic, and aligned with the course launch timeline. In this article, we’ll walk through exactly how to build and execute an email marketing strategy that converts leads into students—step by step.
Why Email Marketing Is Essential in Co-Productions
Unlike social media or paid ads, email gives you full control over your communication channel. It allows you to:
- Speak directly to leads without algorithm interference
- Build a relationship before asking for the sale
- Segment and personalize messages
- Guide the audience through the buying decision
- Automate communication across all phases of the launch
In co-produced course launches, where the expert focuses on content and the co-producer handles marketing, email becomes the central tool for storytelling, educating, and converting.
The Role of the Co-Producer in Email Strategy
In most co-productions, the co-producer is responsible for:
- Building the email list
- Writing and structuring email sequences
- Managing the automation tool
- Tracking performance metrics
- Coordinating email content with the expert
It’s a role that requires technical, strategic, and creative skills.
Phase 1: List Building Before the Launch
You can’t send emails without leads. The first step is to build a targeted email list before the course launch begins.
Create a Lead Magnet
A lead magnet is a free resource given in exchange for an email address. It should:
- Solve a small but relevant problem
- Be related to the course topic
- Attract only people who might want to buy later
Examples:
- Free checklist (“Course Launch Checklist for Beginners”)
- Mini-guide (“How to Choose Your Course Topic in 15 Minutes”)
- Quiz (“What Type of Online Course Should You Create?”)
The lead magnet filters the right leads for your list.
Use Landing Pages and Opt-In Forms
Build a landing page that:
- Clearly explains the benefit of the lead magnet
- Has a simple form (name + email)
- Promotes trust with the expert’s photo or credentials
- Includes a strong CTA
Embed this form on blog posts, social media, and in your paid ads.
Drive Traffic to the Lead Magnet
To fill your email list with qualified leads, use:
- Paid traffic (Meta, Google, YouTube)
- Organic content (Instagram, YouTube, blog)
- Partnerships (affiliates, other lists)
- Guest appearances (podcasts, lives)
As a co-producer, track the cost per lead (CPL) and test different sources to optimize list growth.
Phase 2: Pre-Launch Warm-Up Sequence
Once people sign up, don’t let them go cold. The pre-launch sequence warms them up for your course offer.
Welcome Sequence (First 3–5 Days)
Immediately after sign-up, send a welcome email sequence:
- Email 1: Deliver the lead magnet + introduce yourself
- Email 2: Share your story (or the expert’s story)
- Email 3: Teach a small tip or framework
- Email 4: Ask a question (“What’s your biggest course challenge?”)
The goal is to build trust, get replies, and prepare leads for what’s coming.
Authority and Connection Emails
In the weeks leading up to the launch, send value emails that:
- Position the expert as a trusted mentor
- Break common myths about your topic
- Show proof of success or testimonials
- Tease the upcoming course
This creates curiosity and positions your offer as a solution.
Phase 3: Launch Email Sequence
When the course launches, email becomes your main sales tool. A typical launch lasts 5 to 10 days and includes 7 to 12 emails.
Day 1: Course Announcement
Subject: “It’s here—our new course is officially open!”
- State the transformation
- List what’s included
- Share a limited-time bonus
- Link to the sales page
Keep it excited and confident.
Day 2: The Story Email
Subject: “Why we created this course (and how it can help you)”
- Tell the personal journey behind the course
- Highlight struggles the audience relates to
- Connect emotions to the solution you offer
People buy when they feel understood.
Day 3: Objection Handling
Subject: “What if I don’t have time?”
Address common objections such as:
- Time constraints
- Technical skills
- Fear of failure
- Financial doubts
Reassure them with logic and emotion.
Day 4: Testimonial or Case Study
Subject: “How Ana launched her first course in 30 days”
Use a real success story or beta student result. Include:
- Before/after scenario
- Screenshots or quotes
- Outcome they achieved
This builds social proof and trust.
Day 5: Live Event or Bonus Reminder
Subject: “Join us live tonight + bonus ends soon”
If you’re hosting a webinar or challenge, promote it heavily. If a bonus is ending, create urgency.
Day 6–7: Cart Closing Sequence
Send multiple emails on the final day:
- Morning: “Last day to join us!”
- Afternoon: “Just a few hours left…”
- Evening: “Enrollment closes in 2 hours!”
Remind them of:
- The core transformation
- Bonuses and guarantees
- Scarcity (limited spots or deadlines)
Most sales happen in the last 24 hours.
Phase 4: Post-Launch Follow-Up
After the cart closes, don’t disappear. Continue nurturing your list.
Send a Thank You to Buyers
Congratulate them and set expectations:
- Welcome message
- Access instructions
- What to expect next
Make them feel good about their purchase.
Re-Engage Non-Buyers
For those who didn’t buy:
- Ask why (feedback email)
- Offer a downsell or waitlist
- Share continued value
You may recover leads in the next launch or offer.
Writing Tips for Higher Email Conversions
Great email strategy means nothing if your emails go unread. Use these tips to increase opens, clicks, and replies.
1. Write Conversationally
Write like you speak. Use “you,” “we,” and short sentences.
Bad: “Our proprietary methodology is designed to optimize knowledge acquisition.”
Better: “We’ll show you a simple way to teach what you know—without stress.”
2. Use Strong Subject Lines
The subject line gets your email opened. Use curiosity, emotion, or benefits.
Examples:
- “The 3 mistakes that almost killed my first course”
- “You’re on the list—what happens next?”
- “Doors close tonight—this is your last chance”
Avoid spammy language like “Free $$$” or “Buy now!”
3. Focus on One Idea per Email
Don’t overload the reader. Stick to one message per email—whether it’s value, a story, a benefit, or urgency.
4. Add Clear CTAs
Tell readers what to do next:
- Click to view the course
- Watch a video
- Join a webinar
- Reply with a question
Use buttons, bolded links, and reminders throughout the email.
5. Personalize Where Possible
Use merge tags for names, segment emails by behavior (e.g., clicked or not clicked), and tailor messages when you can.
Tools for Email Marketing in Co-Produced Launches
Use an email marketing platform that supports:
- Automation
- Segmentation
- Visual builders
- A/B testing
- Integrations with course platforms
Popular tools include:
- MailerLite (great for beginners)
- ConvertKit (great for creators)
- ActiveCampaign (advanced automations)
- GetResponse, Sendinblue, and others
As the co-producer, you’re typically in charge of setting these tools up and monitoring performance.
Key Metrics to Track
During and after your launch, monitor:
- Open rate (aim for 20–40%)
- Click-through rate (2–10%)
- Conversion rate (2–5% from email to sale)
- Unsubscribes (keep under 1%)
- Replies and engagement
Analyze which emails performed best and refine your sequences for future launches.
Final Thoughts: Email Is Your Sales Engine
In a co-produced course launch, email is not just one part of the marketing plan—it’s the engine that drives the conversion process. When you build your list with care, nurture leads with value, and structure your emails to tell a story and solve problems, you turn hesitant readers into committed buyers.
Great co-producers understand that writing emails is not just about promotion. It’s about connection. It’s about walking someone from curiosity to confidence—and finally to action.
Master this, and your launches will get stronger, your partnerships more profitable, and your students more empowered with every course you release.