Launching a product is one of the most exciting moments for a business and a good email marketing campaign helps channel this excitement into sales conversions.
A product launch is not about sending one email and waiting for the results. Customers often need multiple touchpoints before making a purchase. A structured email sequence builds excitement, introduces the product and reminds people to act.
How to create a successful product launch email sequence?
Here are 5 easy steps to build an email sequence that takes your product launch to the next level.
Step 1. Segment your audience
Before you write emails, you should decide who should receive them. Start by reviewing your mailing list and understanding your audience.
You should not treat your audience as a homogeneous segment of people but segment them into different groups based on customer personas. One way of doing that is to divide your email list into groups. Some of these can be according to the following:
- Customer traits like age, gender, area
- Purchase history
- Regular customers
- One-time customers
- Loyalty tiers
- New customers
A good business understands the consumers’ profiles and behaviours and then communicates with them accordingly. Each type of customer has specific interests so you should avoid sending an email blast to everyone. Instead you can offer early access to VIP customers, send an upgrade message to previous buyers, and introduce the products to new subscribers.
Step 2. Build anticipation with teaser emails
Start warming up your audience before you reveal the entire product. This is the first email in the email sequence where you build anticipation through a teaser email.
For this, remember not to reveal everything at once but use a step-by-step approach to send parts of the product. This could include a sneak peek, blurred images of the product, teasers, behind-the-scenes photos or product problems without revealing the solutions.
You can use an AI writer to help you speed up the copywriting process. Ask it to generate a teaser email copy for you and then brainstorm subject line ideas with it. You can edit the copy and then make versions of it for various segments of your mailing list.
In the teaser email, you can also include a waitlist or early access option. This helps businesses gauge interest and estimate a product’s demand beforehand. A waitlist or early-access sign-up also makes customers feel special and encourages loyalty.
Step 3. Send a compelling Product Announcement Email
This is the most important part of your product launch email sequence because it announces the product launch in detail.
1. A polished design
First, you should pick a design that is clear, easy to follow and highlights the product. Instead of starting from scratch, you can choose from product announcement email templates. These are professionally designed email templates that would give your product announcement email a polished look without starting from scratch.
Customise the design according to your brand colours and keep the branding consistent with your social media designs. Use a lot of white space and remember to optimize the design for mobile view.
2. Attention grabbing visuals
Use high-quality visuals for the product launch email. Use photographs that show the product from various angles. Pick one eye-catching visual for the hero image and then add some that give a different view.
3. To the point copy
Don’t write a very long email that few people will read. Instead, keep it to-the point. Use AI writer to give you various versions for each of your email segments. Divide the body into various sections and use bullet points and short sentences in product descriptions.
Some possible subject lines could be ‘It’s finally here’, ‘Meet our new product’ or ‘The Wait is over’. Don’t forget to add one main CTA button in your email that leads the users to your product. It could be ‘Shop Now’, ‘Learn More’ or ‘Get Yours Today’.
Step 4. Add customer reviews for social proof
People trust customers more than advertisements. Adding reviews gives social proof to the value of the product and encourages hesitant customers to purchase it.
You can use product reviews of the previous products to signify the quality that your business offers, give ratings, or testimonials. If your product is new, you can use some influencer reviews or beta-tester reviews to give confidence to a prospective buyer.
Step 5. Send reminder emails
After the teasers and product announcement emails, you should plan reminder emails. Customers tend to forget or procrastinate on the purchase. Sending them follow-ups and reminder emails helps the product stay top of their mind and increases the chances of conversions.
Reviews fit in very nicely in reminder emails as they tell customers about the response to the product after its release. You can add an offer in the reminder email to encourage people. Keep it a limited-time offer to create urgency and not delay their purchase.
FAQs
1. How many emails should a product launch sequence have?
Most launches include a teaser email, an early access or waitlist email, a product announcement email and one or two reminder emails.
2. What all should a product announcement email include?
Include a compelling subject line, strong visuals, benefit-focused copy, customer reviews and a clear call-to-action.
3. Why should businesses segment their email list?
Breaking up your audience into sections allows a business to send relevant emails to each of them. This makes the people more likely to open the email, engage with it and eventually buy the product.
