You've built templates, workshops, replays and maybe a membership and most of them only get mentioned when they're brand new. After launch week they sit in your shop and the only people who find them are the ones who go looking. Your newer subscribers may not even know half of them exist.
A weekly product email fixes that. Once a week, on a day you don't send anything live, you send one email that features one thing from your shop. Every few weeks that email turns into a short flash sale. It's ideas two and three on my list of 99 ways to make sales every day without launching and it's part of the always-on setup I'm building for both of my businesses.
In this post I'll show you how to plan the rotation, what to write in the email, how to run the flash sale, how to set it all up in your email tool and checkout tool and the mistakes to watch for. There's a made-up example near the end so you can see how it works over a few months.
What a weekly product email is
It's one email, sent on the same day every week, about one product. Each week it's a different product and when you've gone through all of them you start the list over. Someone who joined your list this month will see your whole shop over the next few months without you writing a launch for any of it.
It's separate from your newsletter. Your newsletter does its regular job of teaching, sharing and connecting with your readers. The product email is short and it's about one thing someone can buy. Keeping them separate means your newsletter stays your newsletter and your products still get seen every single week.
The word "forever" in the title means this email keeps going every week for as long as you have a list, so it's worth setting it up in a way you can keep running without much work.
Step one: make your product list
Before you write anything, make a list of everything you sell that someone could buy today. Include the small things too, because a $12 template is a perfectly good product to feature.
- Small products like templates, swipe files, checklists and guides.
- Replays of past workshops, summits and trainings you sell as products.
- Courses and mini courses.
- Your membership, if you have one.
- Bundles of products you already sell together.
Next to each product, write the price, the link to its sales page or checkout and one sentence about who it's for. Then put them in an order. A good starting order mixes small and bigger products so your list doesn't get three expensive things in a row. If you have eight products, that's an eight week rotation and after week eight you go back to the first one.
Leave a spot in the rotation for your membership every four to six weeks. If you sell a membership, it's usually the product you most want people to see more than once.
Step two: pick your day
Pick a day you don't send anything live. If your newsletter goes out on Tuesday and you send event emails on Saturday, the product email could go out on Thursday. You want it to have its own spot in the week so it isn't competing with your other emails in the same inbox on the same morning.
Once you pick the day, keep it. Sending on the same day every week makes it easy to plan, easy to check and easy to hand to a team member or an assistant later.
Step three: write the email
The weekly product email should be short. Most of them can be 150 to 250 words and you can write several at once and schedule them ahead. Here's what to put in it.
A subject line about the problem
Write the subject line about what the product helps with, like "Planning a month of posts in one afternoon." Leave the product name out of the subject so it reads like an email from a person.
A short opening
Two or three sentences about the problem or the situation your reader is in. Use the words your customers use when they email you.
What it is and what's inside
Name the product, say what format it comes in and list three to five things inside it. Say plainly who it's for and who it isn't for.
One piece of proof
Add one real testimonial, a short note from a customer or a screenshot of what someone made with it. If you don't have one yet, share how you use it in your own business.
Price and one button
Say the price in the email and give them one button to the sales page or checkout, so there's one product and one link.
Because this email goes out every week, it's tempting to reuse the same one each time a product comes back around. You can reuse the structure, but change the opening and the testimonial each time so it doesn't feel like a rerun to the people who've been on your list for a while.
Add a flash sale every few weeks
Every three or four weeks, the product email turns into a flash sale. A flash sale is a short sale, usually 48 to 72 hours, on one of your bigger offers. Rotate which offer it's on so it isn't always the same thing.
A flash sale is a few emails instead of one.
- Day one: Announce the sale. Say what's on sale, what the sale price is, what the full price is and exactly when it ends.
- Day two: Answer the common questions about the offer and share a testimonial.
- Last day: A short last call that goes out a few hours before it closes.
The sale price goes on its own checkout page that you only share in these emails. When the sale ends, that checkout closes. This is the same idea as the funnel windows I use in my own business, where the lower price lives on its own checkout instead of in a public discount code. I explain why that matters in Stop Leaving Your Discount Codes Out in Public.
Flash sales have real end dates, so send them as broadcasts, which are one-time emails you schedule for a specific day. Keep dates out of anything automated, like your welcome series, because people come through those on every day of the year.
How to set it up in your email tool
I use Kit for email and ThriveCart for checkout. Your tools might call these settings something different, but they all have a version of them.
- Decide how you'll send it. The simplest way is a broadcast you schedule each week. If your email tool lets you, you can also build a long automated sequence with one product email every seven days, so every subscriber goes through your shop in order starting from their own join date.
- Choose who gets it. Send it to people who've finished your welcome series. In your email tool, that usually means a tag like "welcome complete" that gets added at the end of the series. Newer subscribers are still getting their welcome emails and their first offer, which I cover in The Welcome Series That Makes Your First Sale for You.
- Leave out people who already own it. If each product adds a buyer tag at checkout, you can exclude that tag when you send. A customer who already owns the template doesn't need to hear about it again.
- Tag clicks. Set links in the email so anyone who clicks gets a tag like "interested in caption pack." That tells you who's curious and later you can send them a short follow-up about that one product.
- Schedule ahead. Write four to six product emails in one sitting and schedule them so you're never writing one the night before.
How to set it up in your checkout tool
- Make sure every product has a working checkout. Click through each one on your list. Old products sometimes have broken links or old prices.
- Connect buyer tags. Every product should add a buyer tag in your email tool when someone pays. That's what lets you leave buyers out of the product email for things they already own.
- Add an order bump to each checkout. An order bump is a small add-on with a checkbox on the checkout page. It's an easy way for someone buying a $27 product to add a $9 extra.
- Offer your membership after checkout. An upsell is an offer on the page right after someone pays. Your membership is a good fit there and I explain how in Why Your Membership Should Be the Upsell on Every Product.
- Make a separate checkout for each flash sale. Set the sale price, then close the page or point it to the full price page when the sale ends.
Mistakes to avoid
- Putting two or three products in one email. It feels like more chances to sell, but it makes the email harder to decide on. Keep it to one product a week.
- Sending it on the same day as your newsletter. Give it its own day so both emails get read.
- Always featuring your newest product. Follow the rotation so your older products get their turn too.
- Running flash sales every week. If there's always a sale, the full price stops meaning anything. Every three or four weeks is plenty.
- Stopping when a few weeks go by without sales. This email does its job over months and some weeks will be slower than others.
- Never checking the numbers. Once a month, look at which products got the most clicks and sales and move those up in the rotation.
"Someone who joined your list this month will see your whole shop over the next few months without you writing a launch for any of it."
Dr. Destini CoppA hypothetical example
This example uses round numbers I made up to show how a rotation works. It isn't from a real business and it isn't a promise of what you'll see.
Say you sell five things. You have a $17 checklist, a $27 template pack, a $47 workshop replay, a $97 mini course and a $29 a month membership. Your newsletter goes out on Tuesday, so your product email goes out on Thursday.
Your rotation for the first six weeks looks like this.
- Week one features the $27 template pack.
- Week two features the $29 a month membership.
- Week three features the $17 checklist.
- Week four is a 72 hour flash sale on the $97 mini course at $67.
- Week five features the $47 workshop replay.
- Week six features the membership again.
Now say the product email goes to 2,000 people who've finished your welcome series. If 4 people a week bought whatever was featured, that's a few sales every week from one short email. On the flash sale week, if 10 people bought the mini course at $67, that's $670 from a sale you planned once and scheduled ahead.
After week six you start the list over and by then the group is bigger than 2,000, since new subscribers keep finishing the welcome series and joining in.
Where to go from here
The weekly product email is one of the easiest ways to make sure every product you've made gets seen again. Start with your list of products, pick your day and write the first four emails so you're a month ahead.
If you'd like help figuring out which ideas to start with in your business, try my free Sales on Repeat skill. It's a Claude skill that asks a few questions about your business and picks the first three Sales on Repeat ideas you should set up.
You can find the weekly product email and 98 other ideas on the full Sales on Repeat list.
Get your first three Sales on Repeat ideas
The free Sales on Repeat skill asks a few questions about your business and picks the first three ideas you should set up, including whether a weekly product email should be one of them.
Get the free Sales on Repeat skill →Frequently asked.
How often should I email my list about my products?
One short product email a week works well, on a day you don't send your newsletter or any live event emails. Feature one product each week and rotate through everything you sell.
What should a weekly product email include?
Keep it to about 150 to 250 words. Use a subject line about the problem it solves, a short opening, what the product is and what's inside, one piece of proof, the price and one button.
How often should I run a flash sale on my digital products?
Every three or four weeks is plenty. Run it for 48 to 72 hours on one of your bigger offers and rotate which offer it's on so the full price still means something.
Should the product email go to my whole list?
Send it to people who've finished your welcome series, since newer subscribers are still getting their welcome emails. Leave out anyone who already owns the product being featured by excluding its buyer tag.
Should my weekly product email be separate from my newsletter?
Yes, keeping them separate lets your newsletter keep doing its regular job while your products still get seen every week. Give the product email its own day so both emails get read.
Dr. Destini Copp helps digital product creators build sustainable, systems-based businesses through the Creator Growth Flywheel framework. She's the founder of Creator's MBA and HobbyScool, and has been teaching online business strategy for over a decade. Learn more →
