The Wylde Launch · Launch Resource
Your Flodesk
Launch Set-Up
The segments, the workflows and the checks that sit quietly underneath a sold out launch. Set it up once. Reuse it every time.
Before you begin
How Flodesk Thinks
Most of the overwhelm around email tech disappears once you understand one thing. Segments are how you know who she is and what she has done.
The four things to hold
- A segment is a group. Waitlist. Buyers. The women who clicked your sales page. It tells you who someone is or what she did.
- Segments do not send anything. An email only goes out when you choose a segment as the recipients, or when a segment starts a workflow.
- One woman can sit in many segments. She can be on your newsletter, your waitlist and your masterclass list all at once. That is the point.
- Removing her from a segment does not delete her. She stays on your list. You are only changing which group she is in.
Remember what we said in the masterclass. Start a new list for every launch. In Flodesk, that list is a fresh set of segments. Your whole audience stays where it is. Your launch goes to the women who raised their hand for this offer.
Resource One
Your Launch Segments
These are the segments to create for each launch, in the order she moves through them. You will not need every one for every launch. Keep it simple if you are a team of one.
Name them so future you can find them
Offer name, year, then the stage. Every segment for one launch sits together in your list.
IBIZA27 · Waitlist IBIZA27 · Buyers
Waitlist
Your Priority List
- Who
- Every woman who said yes, tell me first. This is the heart of your launch.
- How she joins
- An opt-in form connected to this segment. Your bio link, stories and freebies all point here.
Curious
Clicked but has not joined yet
- Who
- Women who clicked a link about your offer in your newsletter.
- How she joins
- A link action on that link (see Resource Two). This is the group we talked about that just needs one more touchpoint.
Event Registrants
Your conversion event list
- Who
- Everyone who signed up for your masterclass, breathwork class or free session.
- How she joins
- The sign-up form for your event, connected to this segment.
Replay Watchers
She came back for more
- Who
- Women who clicked through to your replay.
- How she joins
- A link action on the replay button in your replay email.
Sales Page Visitors
Your hottest segment
- Who
- Women who clicked through to your sales page from an email.
- How she joins
- A link action on every sales page link and button in your launch emails. These are the women you DM personally on close day.
Buyers
She said yes
- Who
- Everyone who bought.
- How she joins
- Automatically, if you take payment through Flodesk Checkout, ThriveCart, Squarespace, Shopify or Wix, using a purchase workflow. If you use a Stripe or PayPal link, add her by hand after each sale. It takes ten seconds.
Not This Time
The kindest segment you will ever make
- Who
- Women who love your work but are not ready for this offer.
- How she joins
- A small link in your launch emails that says "Not for me this round". The link action adds her here and removes her from the launch emails. She stays on your list and still hears from you next time.
This protects your list, your inbox placement and your energy. Far fewer unsubscribes. Far more goodwill.
Non-Buyers
Built after the doors close
- Who
- Women on your waitlist who did not buy.
- How she joins
- You build it with a filter the day after close (see Resource Five). This is who gets your down-sell and your feedback email.
Resource Two
How to Make and Fill a Segment
How to create a segment, then five ways to get the right women into it. Once you know these, you can build any launch.
Create a segment
Do this first for every launch
- Go to Audience → Segments.
- Click + New segment.
- Name it using your naming pattern, choose a colour and save.
Connect a form
Waitlist and event sign-ups
- Build or open your opt-in form.
- In the form settings, choose the segment new sign-ups should join.
- Put the form on your website or share its link in your bio and stories.
One form per segment keeps things clean. A waitlist form for the waitlist. An event form for the event.
Add a link action
Curious, Replay Watchers, Sales Page Visitors, Not This Time
- In your email, highlight the text or select the button and add your link.
- Click the lightning bolt icon.
- Choose Add to segment or Remove from segment, and pick the segment.
- You can also add or remove her from a workflow here. Up to ten segments and workflows per link.
Link actions only work on real sends. A test email will not add you to anything. Test with a live send to yourself instead.
Add from an email's results
After any email, to catch who opened or clicked
- Go to your Emails. Hover over a sent email and click View results.
- Use the view selector to choose Opened, Didn't open, Clicked or Didn't click.
- Hover above the email column until Select all appears and tick it.
- Choose Add to segment.
Add from a filter
Building segments from what is already true
- Go to Audience → Subscribers and click Filter.
- Filter by segment (in or not in), sign-up date, sign-up source, engagement and more.
- Tick Select all, then Add to segment.
Add inside a workflow
Moving her automatically as she takes action
- In a workflow, add an action step.
- Choose Add to segment or Remove from segment.
- Use both together to move her from one segment to the next. Waitlist out, Buyers in.
Resource Three
The Move That Quietly Converts
Remember the segmentation move from the masterclass. The women who clicked but did not join. Here is exactly how to find them.
Find the women who clicked but did not join
Run this during your pre-launch
- In your newsletter, link to your waitlist page. Give that link a link action: add to Curious.
- Wait two or three days so people have time to sign up.
- Go to Audience → Subscribers → Filter. Set it to in segment Curious and not in segment Waitlist.
- Select all. Add them to a new segment called Curious, not joined.
- Send that segment one or two extra emails. Answer the question she has not asked yet. Who is this for? What will change for her? Is it the right time?
She is not ignoring you. She is considering. One more warm touchpoint is often all it takes.
Resource Four
Workflows and Scheduled Emails
Not everything needs to be automated. Here is how to decide, and the workflows that are worth building.
Scheduled emails
When the date is fixed.
Your launch opens and closes on set days. Event reminders go at set times. Write these as normal emails and schedule them to the right segment. Simple, clear and easy to change.
Workflows
When it depends on her.
Something she does starts it. She joins the waitlist, signs up for the event, buys, or leaves her cart. The email arrives when she needs it, whenever that is.
Waitlist welcome
Event confirmation
Buyer welcome
Abandoned cart
Three settings that save you
- Exclude your buyers. Pause the workflow, click Settings, and under Exclude subscribers choose your Buyers segment. Anyone who buys drops out of the sales emails straight away. Never exclude the segment that starts the workflow, or nobody gets in.
- Include existing subscribers. When you publish a workflow triggered by a segment, a toggle asks whether to include the women already in it. It only appears at the moment you publish, so decide then.
- Add steps before you publish. Women who have already finished a workflow will not get steps you add to the end later.
Resource Five
Your Flodesk Timeline
This sits alongside the checklist in your Launch Guide. Same dates, just the Flodesk part.
Create your Waitlist
Make the Waitlist segment and form. Put the link in your bio. Start talking about what is coming.
Write every email into Flodesk
All eight launch emails, your event emails and your welcome emails. Drafted and designed before a single door opens.
Build your segments and workflows
Create the rest of your launch segments. Build your welcome, buyer and abandoned cart workflows. Add link actions to every link that matters.
Set up your event
Event form, confirmation workflow and scheduled reminders to Event Registrants.
Run the Curious move
Newsletter link with a link action. A few days later, filter and follow up with the women who clicked but did not join.
Test everything
Work through the final checks below.
Send to Waitlist first
Priority reveal to Waitlist only. Then open to everyone. Check Sales Page Visitors daily and message them personally.
Two emails, one list of DMs
Last chance morning and one hour before close. Anyone in Sales Page Visitors who is not in Buyers gets a personal message.
Build Non-Buyers and send the down-sell
Filter: in Waitlist, not in Buyers, not in Not This Time. Select all. Add to Non-Buyers. Send your lower-ticket offer or discovery call invitation.
Ask for feedback
Email Non-Buyers to find out what stopped them. Offer a small thank you for replying. Read every answer.
Debrief your numbers
Open rates, click rates and how many landed in each segment. Where did the women who bought come from? That is your next launch plan.
Final checks
Before the Doors Open
One broken link on launch day costs you sales. Walk through it as she would.
Your Flodesk test run
- Sign up to your own waitlist with a second email address. Check you land in the right segment and the welcome arrives.
- Do the same with your event form. Check the confirmation and the joining link.
- Send a real email to a tiny test segment with just you in it. Click every link and check your link actions add you where they should.
- Open every email on your phone. Most of her reading happens there.
- Make a real purchase, with a 100% discount code if you have one. Check you land in Buyers and leave Waitlist.
- Check your sales workflows exclude Buyers.
- Check your sender name is you, and your reply-to is an inbox you actually read. Replies are sales conversations.
- Then remove yourself from the launch segments so your numbers are clean.
And finally
The tech is not the magic. It is the container that holds the magic, so you can be present with the women who want to work with you.
Build it once. Next launch, duplicate what worked, start a fresh Waitlist and go again. Each launch gets easier because you are not starting from zero.
With love, Pip x