You’re excited about your new product or service. But a question creeps into the back of your mind. Will it sell? If it does, you’re a genius. If not, well… Fortunately, you’ve embraced email — the most profitable form of marketing — and that gives you a head start. Today’s post covers all the basics you need to get your product launch off to a great start.
It’s exciting to introduce a new product. Some companies (e.g. Apple) provoke tremendous interest with every bit of information about upcoming products, not only among loyal customers but everyone who is familiar with the brand.
Email marketing enables you to build an efficient campaign to inform your market and promote your product. With good planning and execution, you can target your campaign to the right subscribers and deliver your messages at the right time.
6 tips for a successful product launch email campaign
1. Include time for preparation
For an efficient email marketing campaign, start planning well before the official launch.
Start with email marketing activities designed to familiarize your subscribers with your upcoming product or service. Explain in detail who your offer is for, present the specific problems it solves, and show all the benefits for the user.
A well-planned campaign should:
- Gradually disclose information about key features
- Arouse interest among prospects
- Build anticipation for the launch
- Motivate subscribers to want to buy your product
2. Design your message exclusively for the new product
Set a precise goal before you start writing copy and designing a template. Ask yourself: what is the purpose of the message? The goal should always be linked directly to the new product or a service.
Decide whether the message should:
- Inform subscribers about the benefits of using your product
- Show its functionalities
- Explain how your product or service solves a problem
- Increase sales with a promotional offer
- Build brand awareness and strengthen image
As you prepare an informative message, you can refer to industry news and current trends that are relevant to your product. Include appropriate fragments of articles and links to useful external sources. Educate your subscribers about how your product solves a common problem.
Remember that the product is a novelty, so make it the focus of your message. Don’t include information about older products or solutions that your subscribers are already familiar with. Message impact will increase dramatically if it focuses on a single issue and contains a single call to action.
For example, if the subject line is “Explore the surprising features of the WYZ camera”, make sure your message is dedicated to features that might be considered surprising.
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3. Present the new product or service from every angle
Are you introducing a product that’s versatile enough for many different uses? Don’t worry — you can create an email series, with each message explaining a different use.
For presenting features and benefits, the message should be short and simple. More people will read your message, and it will be more comprehensible and memorable. Direct each message to a particular group of recipients. Present features, advantages, and benefits that match their specific needs and expectations. List segmentation can help you use email marketing to the fullest. For greatest efficiency, send a dedicated message to each subscriber group.
To learn more, read the following article about proper list segmentation.
4. Solicit external reviews
External reviews and opinions have a huge impact on marketing message credibility. Consider sending a demo version of your product or service to influencers in your industry. Ask them to test and review your product. Opinions of satisfied customers may help other subscribers make up their mind about your solution.
Contact with bloggers might be helpful. If you’re wondering how to incorporate bloggers into your marketing strategy, read the following blog post about forming relationships with bloggers.
5. Prepare a special offer for subscribers only
Email marketing is an exceptional way to stay in touch with your customers. With properly executed email marketing activities, it’s possible to create long-lasting subscriber relationships built on trust. Double opt-in subscription ensures that only people who are truly interested in receiving your messages subscribe to your newsletter. Your email list becomes an elite club.
Show subscribers you care by sending a unique offer they can’t find anywhere else. For example, you could offer a freebie to all subscribers who buy the product via a link in your message. Or send them a unique promotional code they can use when they purchase.
To reduce the range of your promotional offer, use subscriber information to isolate a particular segment for special appreciation, such as the first ten subscribers or the five people with the highest click-through rate (people who clicked the links in your message most frequently).
6. Diversify your marketing
If you distribute information consistently on several platforms, you’ll generate more buzz and increase brand awareness. So remember to use several channels to promote your content. This will increase the range and overall efficiency of any campaign.
Each channel is different and has a distinctive user group. Depending on the nature of your business and the product or service you’re promoting, you can use Facebook, Twitter, LinkedIn, Instagram, or Pinterest. In fact, here’s an article you’ll find useful if you want to launch your new product using social media.
Do you have experience promoting a new product or service with email marketing? Please share your story in the comment section below.