Like any other information products, and email coaching program gives you an additional income stream while allowing you to leverage your time and effort so you can make more money without working more hours. It is a great entry-level price point product for your clients to check you out before they commit to a higher level program. They are getting more involved with your work, and you are moving them further up your sales funnel, paving the way for more engagement. It also gives your the opportunity to "graduate" them to a higher price program smoothly, without being "sales-y" at all.
In this article, I am using "email coaching program" to refer to an info product in which the content is delivered via email and requires very little of your involvement after the initial set up. Duration can vary, I have seen anywhere from 7 to 28 days.
Ultimately, it depends on what you want this program to do for your business. If you want a super juicy free gift to build your list, a 7-day email program can do the job nicely. If you want to get more people to go further into your sales funnel and become more involved customers, a, easy-to-say-yes-to sub- $ 47 price point works well.
If you want to price it higher, say $ 97 or $ 147, you can add some audio or video components, worksheets and templates and / or recipes collection, to boost the value of your package. These additional materials can highlight your area of expertise so you are using this entry-level product to attract your ideal clients.
You are unlikely going to retire on selling an email coaching program. So instead of working it like a main revenue stream, treat it as a way for people to enter your world at a low investment level, so they can check you out and give you the chance to connect with them and work your magic. With an easy-to-say-yes-to, no-brainer investment, you can quickly get them to be more involved in your work (like, opening and reading your email everyday for 3 weeks!) And draw them further up the sales funnel.
FORMAT AND SET UP
There are two ways you can set up your program – (1) all participants will start at the same time and go through the program together; or (2) clients can sign up and start anytime without you lifting a finger. There are advantage to both set up and you can mix them up for even better results.
(1) Program With a Set Start Date
As everyone is starting on the same date and receiving the same info every day during the course of the program, you don't have to worry about setting up autoresponder if you don't want to. You can simply make a list of all the participants in your email newsletter provider then schedule a series of consecutive individual campaigns / broadcasts to go to this list and you are ready to roll.
Because everyone is going through this program at the same pace, it's easy to manage if you want to add interactive bonuses such as a Facebook group for support or a group coaching call. These components, they can help you build more connection with your clients and allow you to more easily "graduate" them to a higher level program.
(2) Program As an Evergreen Product
You can set the program up as an evergreen product available on your website 24/7. When people purchase, they will get onto the autoresponder list, receive the 21 emails and go through the program at their own pace.
There is very little involvement at your end after you get the autoresponder and the payment sequence sorted. This set-it-and-forget-it approach is great, but the downside is that it's not high-touch at all so you may not be able to build a rapport with participants as easily.
(3) Best of BOTH Worlds
You can set up the product as an evergreen, self-guided program on your website and then a few times a year, re-launch it as a "special event" with a set start date and add bonuses such as coaching calls, supplementary / seasonal materials and / or private Facebook group etc. You can put a seasonal twist to your promotional materials to keep your copy fresh.
The "re-launching" gives you an opportunity to generate buzz and to promote the program with fresh, timely content.
Remember an email program is not the "end" of your clients' engagement with you. In fact, it should be the beginning of a long and fruitful relationship. When you structure and create content for your program, ask "what's next?" – what is the next step you want the participants of the program to take with you to "graduate" to a more involved program or service?