Launching a product is a very exciting process for companies, but even more exciting when the email campaign is sent and you get to see the results of the hard work you put on this for the previous months. As part of an e-commerce email marketing agency in charge of delivering thousands of product launches per year, we can tell you this type of campaigns require lots of structuration and a plan preparation. In this article you’ll discover everything about launching a product through email marketing, while rocking the process and the final outcome.
A campaign for a product launch is an email normally sent to a list of subscribers introducing a new product, it includes details about the upcoming launch, and is also built to communicate excitement and encourage people to buy it on the planned date of launch. The purpose of this email seem very straightforward, however there are different kinds of product launch emails with an unique purpose:
- Product release emails: with the purpose of informing customers about a new product or updated version of an existing product.
- Feature announcements: this is mainly to explain to the customers about a new functionality added to a current product.
- Pre-order emails: this is perfect when the product is still not available, guarantees to the customer that they will receive the product, while creating hype.
- Feature sales emails: creates awareness for your customers about a special price upon release.
Different types of email can be prepared to communicate a product launch, Newsletters, Product Showcase, Product Featured, and more. Here we have a guide of the types of email campaigns you can use in your product launch strategy. After you choose the best type of email you can continue with these steps to create and effective product launch email campaign:
- Plan a Sequence of Emails: The most common mistake is thinking that only one email for a launch is enough. It’s important to create hype in the weeks leading up to launch with an email informing your customers about something exciting happening soon, or maybe with something they’ve been waiting for a long time, this is what we called pre-launch. Now that your audience is prepared for it, you can have the actual product-launch. Keep it simple and understandable, remember the goal of this is to announce a new product, or a new feature, an improved design, or any other product update. Lastly, you should include a post-launch email, this is a personalized campaign based on the behavior of the customers with the previous emails.
- Subject Lines: Consider keeping them clear, and with less than 40 characters. Adding emojis depends on the brand styling, however the goal here is to explain what the email will talk about, so the email doesn’t get lost with the other tons of emails received in an inbox.
- Content of the Email: As per usual, the first thing is a greeting or a brief introduction with the overview of the product. Then you can go and explain the product, what;s called, functions, availability, maybe how much it costs. In this part I’ll advise to have the image of the product on the banner and big, so the customers can have a visual reference of it. Try to make it engaging for the readers by telling them why this launch, how will this impact on the company and how’s been the process of it all. Describing how the product or the new feature works will be the next step, this could be brief but always easy to read. Finish it up with a FAQ and contact section in case the person wants to learn more about the product.
- Call To Actions: The importance of this is big in an email, it leads the customer to do something, in this case buying the new product. Keep it short, 1 to 3 words is ideal. Also, the importance of having the right link embedded is key in this section.
- Segmentation: When it comes to showing a new product you want to make sure to get to the most engaged and active profiles of your list, I wouldn’t suggest sending to the whole list as you don’t want to affect deliverability. Don;t forget to exclude the sapmmy and bounced profiles and avoid losing opportunities to get to the right people.
Creating a product launch strategy is a very exciting process with tons of opportunities to convert. Have in mind the tips above and you will be ready to go. Understand your audience and their needs and let the product, feature or update talk by themself.