Are you gearing up to launch your new product, whether it’s a flash sale, a course, a coaching program, or a new collection?
If you’re feeling a bit lost about where to start with your email marketing strategy, you’re in the right place.
In this comprehensive guide, we’ll walk you through everything you need to know about launching a product with email marketing.
Before we get started though, if you’d prefer to watch a video rather than read, check out this great video by Ashlyn Writes, which covers some of the fundamentals of email product launches.
What Is a Product Launch Email?
A product launch email is a communication sent by a company to its customers that introduces a new product to them. Its purpose is to provide relevant information about the launch, highlighting the specific benefits the product brings the customer.
How Do I Launch My Product Using Email?
Now we’ve covered what a product launch email is, let’s have a look at my 4-step guide to email product launches.
Step 1: Start with Your Sales Page
Before diving into making your email sequence, it’s essential to have a solid sales page or offer page in place. This is your launch’s foundation.
A well-crafted sales page outlines your product’s features, benefits, and value proposition. It’s where you direct your audience, making it essential to get this right first.
Your sales page helps you extract key information that you’ll use in your email funnel. When writing your sales page, focus on the details of your offer, its unique selling points, and how it addresses your customers’ pain points. This approach will make creating email content much more straightforward.
Step 2: Create a Launch Sequence
A successful product launch involves choreographing a series of emails to engage your audience effectively. Think of it as telling a story with your emails.
Here’s a breakdown of the emails that I usually send when I launch a product with email:
- Pre-launch: Start by creating buzz and anticipation for your upcoming offer. Tease your audience with hints of what’s to come, so they’re eager to learn more.
- Early bird drop: Offer a special deal or early access to a select group, such as loyal customers or VIPs. This generates initial sales and builds momentum.
- Social proof: Share testimonials, case studies, or reviews to establish credibility and trust.
- Frequently asked questions: Address common queries about your product to remove any barriers to purchase.
- Unboxing email: Provide a detailed overview of your product’s features, benefits, and what customers can expect. You can even include videos for a more immersive experience.
- Cart closed sequence: As your launch deadline approaches, create a sense of urgency to encourage conversions. Remind your audience that time is running out or that prices will increase after the launch period.
For each of the above bullet points, I create a separate email designed to sell the product.
It might seem like a lot of emails at first, but as you need to see a product 7 times on average before you buy it, the aim here is to give our subscribers as much exposure to the product as possible.
Step 3: Don’t Be Afraid of Sending Multiple Emails
A common mistake is sending too few emails during a product launch.
As I expressed in Step 2, in today’s digital landscape, it takes multiple touchpoints to capture your audience’s attention. Don’t be afraid to send more emails than you might initially feel comfortable with.
You’re not spamming; you’re strategically engaging your audience.
Remember, each email in your sequence serves a purpose, from building anticipation to providing valuable information and creating urgency. It’s all part of the storytelling process that guides your audience toward making a purchase decision.
Step 4: Personalize Your Emails
When crafting your email content, focus on injecting your unique voice and personality.
Use terminology specific to your niche or industry to resonate with your target audience. Make your subscribers feel like you’re speaking directly to them, creating those “get out of my head” moments.
After writing your first draft, go through an editing process. Trim unnecessary words and ensure your message is clear and concise. Reading your emails aloud can help identify areas for improvement. Additionally, seek feedback from others to fine-tune your messaging.
How Do I Write A Great Product Launch Email?
Now that you know what emails need to be written, it’s time to craft the perfect product launch email.
Simply making one aspect of your email compelling is not sufficient for a successful product launch. Instead, you should focus on creating an engaging campaign that caters to different types of users, ranging from those eagerly anticipating your launch to those who may have limited knowledge of your brand.
By considering the entire campaign and designing it to be captivating and appealing, you can effectively engage a diverse audience and pique their interest in your new release.
Create An Attention Grabbing Subject Line
To ensure your email stands out among the multitude of messages in your readers’ inboxes, it’s important to create intrigue that compels your audience to learn more. Consider the following tips:
- Keep subject lines short, ideally under 50 characters.
- Convey a sense of urgency in your subject line to make it catchy, such as using phrases like “Don’t miss out!”
- Incorporate emojis strategically to help your email stand out visually.
- Experiment with writing multiple subject lines, aiming for at least 10 or even 25 variations. The more options you explore, the greater your chances of crafting a compelling subject line.
- Utilize A/B testing to compare the open rates of different subject lines. This will provide valuable insights into what subject lines are most effective, enabling you to optimize future announcements.
- Remember the preview text of your email body that follows the subject line. Although often overlooked, this text should be captivating, similar to your subject lines, to engage customers as they skim through their inboxes.
Create An Awesome Email Body
To ensure your product launch emails effectively engage your audience, it’s important to maintain brevity and conciseness. Here are some key tips to follow:
- Begin with a Short Greeting: Keep the introduction brief and to the point. Capture your audience’s attention from the start.
- Utilise Visuals: Incorporate compelling images or videos that grab your audience’s attention and visually showcase your product’s key features or benefits.
- Provide Additional Information: Include links to more detailed information, such as a blog post or a product demo, where interested recipients can learn more about your offering. This allows them to explore further at their convenience.
- Multiple Call-to-Action (CTA) Buttons: Include multiple CTAs in your email, making it easy for your audience to take the next step. Whether it’s to learn more, sign up, or make a purchase, having clear and accessible CTAs encourages engagement and conversion.
Remember, the goal is to convey your brand’s essence and resonate with your specific audience. By keeping your emails concise and focused, using attention-grabbing visuals, providing relevant links, and offering easy CTAs, you can effectively capture your audience’s attention and guide them towards further exploration or action.
Email Product Launch Examples
Peleton Tread Launch Email Example
This Peleton Tread product launch email demonstrates several effective elements of great email design.
It begins by featuring a high-quality image showcasing the product in action, which immediately captures the audience’s attention.
The accompanying copy is skillfully crafted to address various aspects of the target audience’s interest, including the enhanced lifestyle benefits of owning a personal boutique fitness studio, the convenience of providing fitness access to the entire family with just a tap on the screen, and the competitive pricing, starting as low as $149 per month.
Notably, the inclusion of a $250 deposit option is a clever strategy that ensures a steady revenue stream even before shipping the product.
This email can be effectively utilized in both product launch campaigns and as a means to promote discounts and special offers, making it a versatile tool for engaging with the audience.
Now that you understand how to create a compelling email product launch campaign, check out our complete product launch guide. Alternatively, have a look at our checklist for reaching your first 100 customers.