How I used a masterclass and email marketing in my last launch
But first! A flashback to the 80s...
When I was 7 years old, my teacher, Mrs Fletcher-Ward, nominated me to read a story to the whole class.
I didn’t want to do it, but I was too shy to tell her so. I went home and asked my mum to tell Mrs F-W that I didn’t want to read the story in front of the class.
Mum refused to do that - she said I could read it and it would be great.
This was NOT what I wanted to hear - I cried all evening but mum didn’t budge. I built myself up overnight to be brave and tell the teacher I didn’t want to do it.
Next morning, I found a moment to approach Mrs F-W and with tears in my eyes (the nerves made me cry), I stated that I didn’t want to read the story.
Her reaction mirrored that of my mum’s - total dismissal and that it will be fine.
Looked like I was doing it then.
Quaking in my size 11 Clarks Magic Steps shoes ( if you were a little girl in the UK in the 80s, do you remember those??) I managed to wobble my way through the space adventure story.
I survived! I was jubilant, even!
In March, I had a flashback to having to address the class during the launch of my group programme.
I put on an email marketing masterclass and had 52 people show up live to watch me.
This is not a huge number in many people’s books, but for me - it was the most people I’ve ever presented to in one place before.
*gulp*
This masterclass was a core element of my launch. Now feels like a good time to share how the masterclass marketing worked.
I know everyone is launching these days and we never get to see the marketing stats! I’m here to share those with you, nosey 😉
Important note: I ran this campaign organically - no paid ads were used.
📺 I had 116 people register for the masterclass
👀 I had 52 people show up live
📧 I sent 4 emails about the masterclass (I will send more next time)
📈 I had a 4% conversion rate from the masterclass to programme sign-ups
💰 I generated £9100 of revenue from the programme*
If you have a bigger audience than me you should be doing the maths to figure out how much revenue YOU could make with 4% conversion (maybe higher!) from your audience. 🧮
Have I got your attention?
Have you ever tried a masterclass/webinar for your launch?
My launch was fairly low key and I sent 9 launch emails over a 10-day period as part of the launch. This is excluding the 4 emails I sent about the masterclass.
Next launch I’ll send more emails: 6 to get as many people as possible live on the masterclass and 12 launch (selling) emails.
I’ll be sharing the analytics which lead to this decision on a future email - subscribe to the Cheer List here to get my emails.
If 18 emails for your next masterclass launch is too much work for you (it is A LOT of planning, writing, setting up and testing), let me write them for you.
Seriously, when I start writing launch emails for clients, I get this tingly feeling that something great is about to happen. Which it is! 🌟
Here’s what my client Vadrine (@vanillavadz) says about her last launch (I wrote the emails of course!)
Kelly is brilliant! She was very thorough with getting to know my brand, my offers and how I wanted to speak to my audience. She did a fantastic job of taking my story and content and turning it into a campaign that was the perfect balance of selling and warm connection.
It was such a weight off my shoulders to get to focus on the energy of selling during my launch without worrying about emails.
My launch went amazing! I got fantastic results, hitting my first ever 20k launch!
To have me write your launch emails, book a discovery call here.
I’ll be warming up my fingertips ready to tap out those magic 5000 - 8400 words for you.
*I know my £9k launch pales in comparison to the 6-figure launches we see online, BUT I have a relatively new business and a small audience (I am VERY happy with £9k!). You might DREAM of making £9k from a launch or have a bigger audience meaning you can do even better. Either way, you're going to need a lot of emails!