A nine-email launch sequence over seven days produced a multiple six-figure launch for a $400 course, with 60% of sales landing on the final day. That is the core finding of a 2026 teardown by Bruno Faggion, who runs Crafting Cases, a consulting-interview prep business. His email launch sequence leaned on storytelling, urgency, and a proven 1975 sales-letter structure rather than on copy-paste launch formulas.
What Happened in This Email Launch Sequence
Bruno Faggion ran a nine-email launch campaign over seven days to sell his $400 course, Structure from Scratch, to a list of 36,000 people. He describes the result as a multiple six-figure launch, driven almost entirely by organic traffic, with a small paid-remarketing test of roughly R$3,000-4,000 that he says he would skip next time. These are speaker-reported figures from his April 2026 video, not independently audited numbers.
The business behind the launch is Crafting Cases, his preparation platform for consulting interviews at firms like McKinsey, BCG, and Bain. The course teaches candidates to build custom case-interview frameworks from scratch, a skill the campaign framed as the most important one for passing those interviews. Faggion writes all his own copy, in contrast to the standardized launch formulas he says are common in the Brazilian market.
Why the Open Rates Hit 55% When 30-40% Is Normal
Open rates of roughly 55% are unusual, and Faggion attributes them to three specific list traits rather than to a trick. For a healthy list he considers 30-40% typical, so the gap matters for anyone benchmarking their own email launch sequence.
- Audience geography. 97% of the list is international, and he says his international subscribers open email more than Brazilian subscribers do.
- Professional habit. The audience is corporate professionals and MBA applicants, people who open email daily at work and communicate with employers by email.
- Single dominant concern. For his subscribers, passing the consulting interview is their top life concern at that moment, so any subject line touching that concern gets opened.
Click rates ranged from about 0.9% to 2% across the campaign, with 4% clicks on the first email of the final day. The lesson he draws is that list health, built before the campaign, does more for results than anything written during it.
The 9-Email Structure, Day by Day
The campaign had a clear arc: two hook emails before any product mention, the course reveal on day three, three emails to sell and de-risk it, and three final-day emails sent at 9am, 4pm, and 9pm before a midnight price change. No course is mentioned until email three, which gives the story room to build desire first.
| Role | Technique | |
|---|---|---|
| 1 | Hook: strange interview story | Curiosity, sensory detail, cliffhanger |
| 2 | Story continuation + first insight | Open loop, teaching credibility |
| 3 | Course reveal | Unique mechanism, launch discount |
| 4 | Why frameworks fail | Free first lesson as objection breaker |
| 5 | Three key questions | Advanced techniques, self-persuasion PS |
| 6 | FAQ | Scannable objection handling |
| 7-9 | Last day | Story close, social proof, last call |
The price rose from $250 to $400 at the deadline instead of the cart closing, which Faggion says keeps goodwill intact while creating the same urgency. He reports 60% of sales came on that final day, consistent with the 50-70% he claims across his launches of this type.
Email 1: How the Storytelling Hook Works
The first email, subject line 'my strangest interview ever at Bain', opened at 57% and is the email Faggion calls the most important of the campaign. Its 470 words take about two minutes to read, and every paragraph serves one goal: put the reader inside the interview room before any product exists in their mind.
- Curiosity first. The subject promises a strange story, and the body confirms it within the first lines so skimmers stay hooked.
- Sensory specifics. A checkered shirt, a German accent, a ticking clock, a hand-drawn case exhibit. These details let readers reconstruct the scene from their own memory of interviews.
- Escalating stakes. Rejections from McKinsey, BCG, and Bain, a last chance, 50 other candidates in the room. The details are real, which is why he insists invented stories tend not to feel true.
- A language contrast. Ornate words like 'baffled' and 'mystified' collide with a street-level expletive to jolt attention back at the midpoint.
- A cliffhanger plus a reply prompt. The email ends by asking readers how they would structure the case, and forbidding ChatGPT answers. He says 15-20 people replied, which also helps deliverability.
His transferable point: instead of describing the problem your product solves, drop the reader into the exact situation where they will need it. If you sell English classes, put the reader in the meeting where a foreign client walks in.
Teaching Before Selling: The Credibility Engine
Email 2 resolves part of the cliffhanger and delivers a genuine insight: the five roles a structure can play, which Faggion presents as unique to his course. He reasons that proving you can teach, before asking for money, converts skeptics who would otherwise tune out the rest of the sequence.
Email 4 goes further by giving away the first full lesson of the course on YouTube, a 30-minute class arguing that memorized frameworks do not work. He designed that lesson knowing it would double as campaign content, so buyers understand the method better and non-buyers get a useful proof. Email 5 then targets the fear of being slow, teaching the names of two advanced techniques for building structures fast, chosen precisely because no competing product covers them.
The PS lines carry heavy load here. He notes that readers skim openings and endings, so the second email's PS teases the course without naming it, and the fifth email's PS lays out three yes/no questions that walk the reader into their own buying decision.
The Last-Day Email Was Modeled on a 1975 Sales Letter
The most important final-day email, 'two candidates, the same interview, and this happened', contrasts candidate A, who panics and fails, with candidate B, who structures the problem and wins the offer. Faggion did not improvise it: he modeled it on the Wall Street Journal subscription letter known as the two-young-men letter, which he says ran from 1975 to 2003 and generated $2 billion in subscriptions. Because that letter targeted the same young-professional audience he serves, the structure transferred directly.
This is his explicit advice: maintain a swipe file of proven campaigns, ideally old ones that survived before the internet. If the people running your marketing cannot point to references like this, he argues, that is a hiring problem. The email closes with future pacing and a hard deadline: 15 hours until the price rises.
The two remaining last-day emails are short. One reprints real survey answers from brand-new buyers as social proof, since the course was too new for testimonials. The last is a terse final call: the $150 discount ends in three hours.
Turning the Campaign Into an Evergreen Sequence
After the launch, Faggion converted the same nine-email sequence into an evergreen one by removing the urgency emails and making small adjustments. Every new subscriber now receives it on their own schedule, and the course sells daily at the full $400 price.
His argument is arithmetic: the sequence took about two months of work and proved it converts, so stopping after the launch throws away the asset. An evergreen adaptation is the standard next step for a proven email launch sequence, and in this case it required no new copy, only the deletion of deadline-dependent messages.
FAQ
- How many emails should a launch sequence have? This campaign used nine emails over seven days: two hooks, one reveal, three persuasion emails, and three on the final day. Faggion says more last-day emails would sell more, but three is his balance between revenue and list fatigue.
- Why did 60% of sales come on the last day? Because urgency was real: the price rose from $250 to $400 at midnight. He reports that pattern held across his launches, landing between 50% and 70% of sales on the final day.
- Did paid traffic matter in this launch? He spent roughly R$3,000-4,000 on remarketing to active subscribers and says the return was high, but believes revenue would have been the same with email alone, based on prior organic-only launches.
- What made the open rates so high? A 97% international list of corporate professionals and MBA applicants whose single dominant concern was the product topic. He considers 30-40% normal and treats his 55% as a property of the list, not the copy.
- Can you reuse a launch sequence afterward? Yes. He removed the urgency emails and reruns the same sequence evergreen to every new subscriber, selling daily at the full price.
- Why model new campaigns on old sales letters? The Wall Street Journal letter he adapted ran for 28 years and targeted his exact audience profile. Old letters that survived that long have already proven their structure converts.
- What belongs in the first email of a launch? A story that puts the reader inside the situation where they need the product, using real details and sensory language. No product mention, no pitch, just escalating relevance and a cliffhanger.
- Do buyers actually complete the course? In his preparation-focused niche, he reports about 50% of buyers watch half or more of the roughly 20-25 hours of content, far above the low completion rates common in other niches.
- How do you handle objections without a live support team? A dedicated FAQ email, with bolded questions and a link under each, lets each reader jump to their own objection. He also gave away the first course lesson on YouTube to dismantle the main objection, that memorized frameworks are enough.
Turn Your Own Video Breakdown Into a Written Case Study
This teardown worked on the page because a spoken 62-minute analysis became a structured, searchable article with tables and numbered techniques. If you have the same kind of knowledge sitting in your own videos, like Gustavo Dev Doido does on the Crazystack Typescript channel and in the Bootcamp do Dev Doido, that material deserves more than a playback count.
You can do the same with Skala Blog: paste a YouTube URL, get the transcription, and generate a complete article that keeps your reasoning intact.
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