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Maven cohort launch emails

Learn how Maven is improving student enrollment by sending branded cohort launch emails on your behalf.

Chelsea Wilson avatar
Written by Chelsea Wilson
Updated over a week ago

Maven is now sending cohort launch emails

Starting on September 16, Maven will take the lead on your cohort launch emails. When you open a cohort, we’ll automatically email your waitlist to let them know and we’ll send a reminder as your enrollment deadline approaches.

Do I need to do anything?

No. This change happens automatically. When you publish a new cohort, Maven will handle the outreach to your waitlist behind the scenes. This applies to all current and future open cohorts.

What’s changed?

Previously, instructors handled their own launch campaigns on their Emails tab. Going forward, Maven will send automated, branded emails to your waitlist.

Over the past 3 months, we’ve tested a new automated cohort launch campaign with instructors, where Maven handles emails for you. We’ve found that three well-timed messages - sent at cohort open, three days before cohort start, and one day before cohort start - drive urgency and boost enrollments. The new campaign has 60% higher click rates, the same strong conversion rate, and 70% fewer unsubscribes vs. current launch campaign defaults.

These emails are optimized to highlight who the course is for and past student success stories. They’re part of our effort to make every student interaction clear, consistent, and trustworthy—especially for new students discovering your course through the Maven marketplace.

By centralizing cohort launch emails:

  • Students receive a consistent, branded experience

  • Your course is presented clearly and professionally

  • You’re more likely to convert waitlisted students into enrollments

When do emails get sent?

The table below shows when the emails get sent during your enrollment window, which is the time between your cohort opening and payment deadline.

Enrollment window - ≥4 weeks

Email 1: 4 weeks before deadline

Email 2: 3 days before deadline

Email 3: 24 hours before enrollment deadline

Enrollment window - <4 weeks, ≥3 days

Email 1: Sent 2 hours after you open the cohort for enrollment/application

Email 2: 3 days before deadline

Email 3: 24 hours before enrollment deadline

Enrollment window - <3 days

Email 1: Skips Email 1
Email 2: Sends final reminder 2 hours after you open the cohort for enrollment/applications
Email 3: 12 hours before enrollment deadline

Can I still send direct marketing emails?

Yes! You can and we encourage you to:

  • Send broadcast emails to your waitlist or enrolled students through the Broadcasts tab

  • Share course updates, reminders, or bonus content directly with your audience

Maven is simply handling the automated cohort launch emails so that your students get timely, trusted communication from day one.

Can I see what the emails look like?

Yes! Preview the new cohort launch email template.

Email 1: Starting on [Cohort start date]: Learn directly from [Instructor name]

Email 2: Secure your spot with [Instructor name] by [Enrollment deadline]

Email 3: Last chance to learn with [Instructor name]

How do Maven launch campaign emails work?

Customization: How messages adapt to students

  • Default message: “Great news! [Instructor name]’s course is now open for enrollment.”

  • If a student started an application or payment: “It looks like you’ve been considering this course for a while now. Now’s your chance!”

  • If a student joined your school waitlist: “Great news! [Instructor name]’s course is now open for enrollment.

  • If a student joined a Lightning Lesson waitlist: “Thanks for your interest in [Instructor name]’s Lightning Lesson. Are you ready to go deep with [Course name]?”

Dynamic cohort dates

Emails also pull in your upcoming cohort dates automatically, so students always know what’s next. For example:

  • Upcoming cohort begins September 3

  • Upcoming cohort begins September 3 and October 3

  • Upcoming cohort begins September 3, October 3, and November 3

This ensures students see not just what’s opening now, but also future opportunities to join.

What happens if you adjust your payment deadline?

Each email is sent only once per student. Even if you adjust your payment deadline. Students won’t receive duplicative emails.

Can I see the old launch campaign emails?

Here’s a list of them.

Email 1

Subject line: Your early access: {{ CourseName }}

Body:

Hey {{ StudentName }},

I'm reaching out because you signed up for the waitlist for {{ CourseName }}.

I’m still putting the final touches on the upcoming cohort, but I wanted to thank you for joining the course waitlist and offer you the opportunity to sign up first.

Snag one of the first spots: {{ CourseLink }}

{{ InstructorName }}

PS. Here are the course details (all sessions are recorded too):

{{ ScheduleSection }}

You’ll learn:

{{ KeyOutcomesSection }}

Email 2

Subject line: Your spot in {{ CourseName }}

Body:

Hey {{ StudentName }},

It’s live! I’m excited to share that enrollment for {{ CourseName }} is officially open.

Learn more about the upcoming cohort: {{ CourseLink }}

This course is for:

{{ TargetAudienceSection }}

Key dates:

{{ SyllabusSection }}

Join this cohort: {{ CourseLink }}

Can’t wait to meet you soon,

{{ InstructorName }}

PS. Here’s what people are saying: {{ TestimonialSection }}

Email 3

Subject line: Answering your {{ CourseName }} questions

Body:

Hey {{ StudentName }},

Last week I opened up enrollment to {{ CourseName }}: {{ CourseLink }}

In case you missed it, here's a preview of the course schedule (all sessions are recorded and uploaded into a student portal, so you can catch up if you miss anything):

{{ ScheduleSection }}

And if you have other questions, check out the FAQ below. If your question isn’t answered there, just hit reply and I’ll get back to you!

{{ InstructorName }}

FAQ

{{ FAQSection }}

Email 4

Subject line: Checking in re: {{ CourseName }}

Body:

Hey {{ StudentName }},

I saw you’re on the list for {{ CourseName }}, but you haven’t signed up yet.

Reply with where you're at.

A) Not sure I have the time to commit

B) Not sure it'll be worth it

C) Too expensive

D) Other

Let me know and together we can figure out if this course is a good fit for you.

{{ InstructorName }}

PS. Here’s the link to the course for your convenience: {{ CourseLink }}

PPS. Your company might offer an L&D or education budget that would cover the cost of the course. Here's a reimbursement template you can forward to your manager to ask.

Email 5

Subject line: What makes {{ CourseName }} different?

Body:

Hey {{ StudentName }},

Unlike traditional online courses that involve passive learning, {{ CourseName }} is all about live, interactive, and engaging sessions.

Check it out: {{ CourseLink }}

Here’s what we’ll be covering:

{{ KeyOutcomesSection }}

{{ InstructorName }}

PS. Here’s what other students are saying about the course:

{{ TestimonialSection }}

Email 6

Subject line: {{ CourseName }} is starting soon!

Body:

Hey {{ StudentName }},

Enrollment in {{ CourseName }} is closing in only 2 days, and I don't want you to miss out: {{ CourseLink }}

We kick off on {{ CohortStartDate }}. Here’s the schedule:

{{ ScheduleSection }}

Hope to see you soon,

{{ InstructorName }}

PS. If you have any question that’s still unanswered, reply with what’s on your mind.

Have questions?

We're here to help! Contact us directly via email: [email protected].

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