Email Campaign

A series of 10 emails sent out over a 4-week period to sell memberships to an online Italian language school 

Blog post
Overcoming objections early in the email
Sense of Urgency


10 part email sales campaign

The brief was to write 10 warm-up, launch, follow-up, and ‘last chance’ emails to generate enrolments in the 2022 year of Online Italian School. The emails needed to connect on a human/emotional level; use real language; identify pain points and provide solutions; create a sense of urgency and desire to enrol; and result in increased click-throughs and registrations.

The campaign used a variety of techniques such as:

  • FOMO (Fear of Missing Out) – offering an exclusive ‘advance notice’ option for people who registered their interest before the launch.
  • Transparency and respect – giving recipients a chance to opt-out in the first paragraph of the email if they no longer wanted to hear about the online Italian School.
  • Overcoming objections – confronting the obvious objections and questions early.
  • Powerful testimonials from past students.
Sense of Urgency