These are two distinct enrollment models for online courses. An evergreen course is always open — students can enroll at any time. A live launch opens enrollment during a specific window with a defined start date and closing deadline.
How live launches work
A live launch involves a coordinated marketing effort over 1-3 weeks: warmup emails, free content or webinars, an announcement that enrollment is open, and a deadline that closes enrollment. The deadline creates urgency that drives decisions. Most course launches generate the majority of sales in the final 48 hours before the deadline.
How evergreen enrollment works
Evergreen enrollment means your course is always available for purchase. There is no launch event and no deadline. Students discover your course through search, social media, referrals, or automated email sequences and can enroll whenever they are ready. Revenue comes in steadily rather than in bursts.
The hybrid approach
Many successful course creators use both. They run 2-3 live launches per year to generate large enrollment bursts, then keep enrollment open between launches for students who discover the course organically. The launches provide concentrated revenue and marketing momentum, while evergreen enrollment captures demand between launches.
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Frequently Asked Questions
Which is better: evergreen or live launch?
Neither is universally better. Live launches create urgency that drives higher conversion rates during the launch window. Evergreen enrollment provides steady, year-round revenue but typically converts at a lower rate. Many successful creators use a hybrid: 2-3 live launches per year with evergreen enrollment in between.
Can I switch from live launch to evergreen?
Yes, and many creators do this once they have proven their course sells well through launches. The transition works best when you have testimonials, a refined sales page, and automated email sequences that replicate the urgency of a live launch.