A structured email sequence is the most reliable way to launch an online course. Not social media posts, not paid ads, not "going viral." Email. This 7-email framework, spread over 4 weeks, takes your audience from "interested" to "enrolled" — with copy templates you can adapt for any course topic.
Why Email Still Outperforms Everything Else
Social media creates awareness. Email creates revenue. The difference is control and attention: when someone opens your email, they've chosen to give you a few minutes of focused attention. A social media post competes with every other piece of content in their feed.
Here's a pattern we've seen across hundreds of course launches: most enrollments come from email, even when the creator has a larger social media following. A list of 200 engaged email subscribers will typically outperform 2,000 social media followers for course sales. The relationship is deeper, the attention is more focused, and the conversion path is shorter.
The 4-Week Launch Calendar
Your launch sequence has two distinct phases: Warmup (Weeks 1–2) and Conversion (Weeks 3–4). Warmup emails build trust and anticipation. Conversion emails present the offer and create urgency. Skipping the warmup phase is the #1 reason email launches underperform — people need to see you demonstrate value before they'll spend money.
Phase 1: Warmup (Weeks 1–2)
Email 1: The Origin Story (Day 1 — 4 weeks before course starts)
Subject line: "Why I created [course topic] (a personal story)"
Purpose: Connect emotionally and establish shared experience.
Share your personal connection to the topic. What problem did you face? What did you struggle with? How did you find a solution? This isn't a sales email — it's a story email that happens to mention you've been working on something new.
Template framework:
- Open with a specific moment: "Three years ago, I was sitting at my desk, staring at..."
- Describe the struggle your audience also faces
- Share what changed for you
- Tease that you've been working on something to help others do the same
- Close with a question: "Have you ever felt [specific frustration]? Hit reply — I'd love to hear your story."
Email 2: The Proof (Day 5 — 3 weeks before)
Subject line: "How [name] went from [before] to [after]"
Purpose: Show transformation is possible through a story, not a pitch.
Share a case study or transformation story — from a pilot student, client, or your own experience. Focus on the before-and-after. Include specific details: timeline, obstacles overcome, and measurable results.
Email 3: The Free Resource (Day 10 — 2 weeks before)
Subject line: "The [topic] worksheet I wish I'd had"
Purpose: Deliver genuine value and demonstrate your teaching style.
Share a worksheet, checklist, or mini-lesson related to your course topic. This gives your audience a taste of your teaching approach and builds reciprocity. Include a link to download the resource and a note that your course goes much deeper.
Phase 2: Conversion (Weeks 3–4)
Email 4: The Announcement (Day 14 — 2 weeks before)
Subject line: "[Course name] is open — here's what's inside"
Purpose: Present the offer clearly and completely.
This is your main sales email. Link to your sales page early and often. Cover: what they'll learn, how the course works, who it's for, and the price. Keep it scannable — use bullet points and bold text for key details.
Template framework:
- 1-sentence reminder of the problem
- "Today I'm opening enrollment for [course name]"
- 3–5 bullet points of what they'll achieve
- How the course is delivered
- Price and any early-bird bonus
- Link to sales page
- P.S. with a FAQ answer to the top objection
Email 5: The FAQ (Day 18 — 10 days before)
Subject line: "Your questions about [course name], answered"
Purpose: Address objections without being pushy.
Collect the actual questions people have asked (via replies, social media, or your pilot course) and answer them honestly. Common questions: time commitment, tech requirements, refund policy, and "is this right for me?" End with a soft CTA.
Email 6: The Testimonial (Day 23 — 5 days before)
Subject line: "'I didn't think I could do it' — [student name]'s story"
Purpose: Let a student sell for you.
Feature a detailed testimonial from a pilot student or past client. Let them tell the story in their own words. The best testimonials address the reader's hesitations: "I was nervous because [common fear], but [positive outcome]."
Email 7: The Final Call (Day 27 — 1 day before deadline)
Subject line: "Enrollment closes tomorrow at [time]"
Purpose: Create honest urgency.
Be direct: enrollment is closing, and you want them to make a decision. Summarize what they get, remind them of the transformation, and include one final testimonial or benefit. If you've offered an early-bird price or bonus, restate the deadline clearly.
This email matters more than you think. Course creators consistently report that 30-50% of their enrollments happen in the final 48 hours. Andrea Mielke Schroer, who shared her launch story, was shocked to see nearly half of her participants register on the last day. If you feel awkward sending this email, remember: you're not nagging. You're giving busy people one final reminder before they miss an opportunity they were genuinely interested in.
"Don't apologize for the deadline. You set it because cohort-based courses need a start date, and you need to prepare. A real deadline isn't manipulation — it's logistics."
Email Writing Tips for 2026
- Keep it short — 200–400 words per email. People scan on mobile.
- One CTA per email — Don't make them choose between three links.
- Write like a human — Conversational tone outperforms "marketing voice" every time.
- Segment if possible — Send different versions to people who clicked your sales page vs. those who didn't.
- Test subject lines — Specific subjects ("How Sarah built a $5K course") beat vague ones ("Exciting news inside").
- Use your name as the sender — Not your business name. People open emails from people.
What If Your List Is Small?
A list of 100 engaged subscribers who know and trust you will outperform a list of 5,000 cold contacts. If your list is under 500, focus on:
- Running a free webinar to build your list before the launch sequence
- Guest appearing on podcasts or at speaking events during the warmup phase
- Asking your warmup email readers to forward to a friend
- Cross-promoting with complementary course creators
Pair this email sequence with a strong sales page and you have a complete launch system. If you're launching for the first time, consider running a pilot course before investing in a full launch campaign.