Erin Wesley is a certified health coach whose online course addressed stress eating — one of the most emotionally loaded wellness challenges her audience was navigating. When she launched the course, the email campaign had to do more than announce it. It had to build anticipation, nurture a list that ranged from cold leads to warm followers, move people through the emotional consideration process that preceded a purchase in a trust-sensitive wellness niche, and convert that effort into actual enrollments within a defined launch window. COURSE built and executed the campaign.
Strategy came first. COURSE conducted research into Erin's target audience profile, the specific pain points and aspirations that had brought her audience to her in the first place, and the unique selling points of the course that would resonate most strongly with people who were considering whether to commit. That understanding shaped every element of the campaign — what to say, when to say it, and how to say it in a way that felt supportive rather than promotional given the emotional nature of what the course was addressing.
Copywriting produced the email content across every stage of the sequence — attention-grabbing subject lines that earned the open in a crowded inbox, body copy that communicated the course's value with the warmth and specificity the subject matter required, and strong calls-to-action that gave readers a clear, frictionless path to enrollment without feeling rushed or pressured. Segmentation and personalization gave the campaign its precision — messages tailored based on subscriber engagement levels, demographics, and past interactions with Erin's content, ensuring each recipient received the version of the campaign most likely to resonate with where they were in their relationship with her brand.
Automation and sequencing gave the campaign its structure — welcome emails setting the tone for new subscribers entering the funnel, a progression of value-building and anticipation-building messages through the pre-launch period, reminder and follow-up sequences as the enrollment window opened, and limited-time promotional messaging that created genuine urgency at the close without manufactured scarcity that would have felt at odds with Erin's brand.
The campaign achieved exceptional open and click-through rates, drove a significant increase in course enrollments and revenue, and earned positive feedback from Erin's audience — people who felt the communication had been clear, valuable, and worth following from first email to final CTA.
Services Delivered
- Audience research and campaign strategy development
- Email copywriting — subject lines, body content, and CTAs
- Segmentation and personalization strategy
- Welcome email sequence development
- Pre-launch anticipation and value-building sequence
- Launch window reminder and follow-up automation
- Limited-time promotional offer messaging
- Email marketing platform setup and automation configuration
