Product launch campaigns are all about increasing awareness and getting customers interested in your new product, and email is the perfect way to spread the word. Engaging messages illustrating the product’s features and benefits will convert your core audience at a high rate and win back some former customers who had been inactive.
That said, crafting the perfect product launch email campaign isn’t easy, and you’ll need a sequence of several messages to maximize sales of your new product. This article will cover some of the most effective strategies for product launch campaigns and help you optimize each email for the best possible results.
Your product launch may still be a month or two away, but you can start marketing the new product much earlier. It’s crucial to think about your product launch sequence well in advance of the actual campaign—each email should be written with the entire sequence in mind.
Effective product launch campaigns typically focus on the tangible benefits of each product, especially as they relate to key audience pain points. The important thing is convincing customers that they can’t do without your product. Keep this idea in mind as you craft each email to make sure every message centers on the product’s value.
Starting Your Product Launch Campaign
You only have one chance to make a first impression on your readers, so it’s critical to achieve a high open rate with the opening email in your product launch sequence. The best way to generate hype for a new product is to start it a few weeks before release.
Rather than giving your audience all the information at once, start with a release or announcement date in the first email. Let them know that something’s coming, but not what it is—this will put your new product in their mind without giving anything away too early.
Depending on the size of your business and audience, it’s usually best to announce your new product about one to two weeks before it’s scheduled to release. Keep this email short and to the point by focusing on a few key features along with the price point. You can also use segmentation tools to adjust the messaging for different parts of your audience.
Include an additional incentive in the announcement email such as free shipping or a limited-time preorder discount. This will drive pre-orders and capitalize on their immediate attention—without a preorder option, some of your readers will either forget about the product entirely or lose interest by the time it releases.
Once your product comes out, you can start marketing it as a normal sale item. Launch date emails should include more information about the product along with another exclusive offer—the goal of a launch email is to convert customers who weren’t completely sure about the product.
Launch day is the perfect time to release in-depth looks at your product including demonstrations, tutorials, and a thorough explanation of its key features. You can also use this opportunity to cross-sell similar items to customers who aren’t ready to purchase your newest product.
Product Launch Email Tips
This sequence provides a general template for your next product launch campaign, but effective marketing emails require unwavering attention to detail. Seemingly minor changes to a message can have a substantial impact on the result. These are some of the best ways to write more successful product launch emails.
Focus on the First Lines
Just as the first email is the foundation of a strong campaign, the opening of each message is what gets readers interested and helps you drive sales. Your audience will see an email’s subject line and first few words before anything else, so these should be your top priority.
These lines should be concise, focusing only on the most important information. For a product launch, try to include the product name, release date, and any exclusive offers in the subject line or the very beginning of the body. Remove anything that doesn’t contribute a clear value—every wasted word will decrease open rates and impact sales of your new product.
Leverage Split Testing
Split testing, or A/B testing, is one of the easiest and most popular ways to optimize marketing emails, and they’re simple to set up with most email marketing solutions. A/B tests allow you to compare the results of two different ads on a small-scale trial run before sending them to larger audiences.
There’s no disadvantage to split testing, and it gives you the opportunity to try out two ads rather than one. A/B test different subject lines, images, greetings, and more to make sure you’re always using your best ideas. Remember to limit split tests to a single element—the more things you change, the harder it is to determine what was responsible for the test’s results.
Repeat Your Call to Action
Subject lines and opening sentences are usually responsible for open rates, but the call to action is the most important part of an email when it comes to increasing conversions. It’s important to limit each message to a single call to action—for a product launch, this should be a link to purchase the new item along with any discounts or other offers.
While you should only include one type of call to action, you can drive click-throughs by repeating that CTA throughout the email. If you mention a discount in the subject line, for example, reiterate that message at the beginning and end of the email. The call to action should be visually clear so that readers will notice it even if they only skim the message’s text.
In addition to product launch campaigns, you can increase long-term engagement and sales by implementing a few email automation workflows to target specific audience segments. These are two of the most effective automation sequences for increasing opens, click-throughs, and conversions.
An effective welcome sequence introduces new leads to your brand and acts as a starting point for the customer relationship. Many businesses also offer discounts to new subscribers in order to increase sign-ups and grow their email list.
That said, it’s important to remember that welcome sequences are designed to promote audience engagement over the long term, so immediate sales aren’t the only goal. Check out these welcome email ideas to get started on a new welcome sequence.
Most online shopping carts are abandoned before the purchase, so abandoned carts are one of the top sources of lost revenue for businesses that sell their products online. Cart abandonment emails target users who added something to their cart but didn’t end up buying it.
An effective cart abandonment sequence reminds customers of the product and offers a limited-time discount to further incentivize the purchase. Even converting just three or five percent of all abandoned carts will go a long way toward increasing online sales.
Product launch email sequences can be tricky, but they’re one of the best ways to promote an upcoming product. Keep these tips in mind to develop the perfect campaign for your next launch. Remember to start thinking about the campaign at least a few weeks in advance so that you have time to plan your product launch sequence and A/B test different options.