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 digital marketing channel out there, as found in the research study we’ve conducted in partnership with Smart Insights — and that gives you a head start. And here's a great article, if you want to learn how to use email marketing for ecommerce.
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.
Marketing automation enables you to run efficient online marketing campaigns to inform your market and promote your product. With good planning and execution, you can target your promo campaign to the right audience and deliver your messages at the right time.
Few words about new product launches
It’s exciting to introduce a new product.
Some companies, like 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.
Even before their products become available – heck, before they’re even manufactured – they’re already collecting millions of new orders.
Does that mean their products are superior to their competitors’? Not necessarily.
Big part of their success comes from the fact that they are able to effectively communicate their upcoming products.
And you can do so, too.
Thanks to marketing automation software, e.g. GetResponse, you can run efficient online marketing campaigns to inform your market and promote your product – before it even hits the “shelves”.
With good planning and execution, you can target your promo campaign to the right audience and deliver your messages at the right time.
Read on to learn more about how to introduce a new product using email marketing, effectively.
6 tips for a successful product launch email campaign
- Include time for preparation.
- Plan and create content for the new product.
- Present the new product or service from every angle.
- Solicit external reviews.
- Prepare a special offer for subscribers only.
- Diversify your marketing.
1. Include time for preparation.
For an efficient email marketing campaign, start planning well before the official launch.
Start with a promo campaign designed to tease and familiarize your contacts 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 contacts to want to pre-order your product
- Incentivize feedback and product recommendations
If you do it well, your most loyal customers will be watching their inboxes for the latest news about your “big announcement”.
Pro tip: Consider launching your product around the dates when your audience is already active and engaged. Think of all the special holidays and introduce your new product e.g., through a valentine's day email campaign.
2. Plan and create content for the new product.
In order to launch a successful promotional campaign, you need some good content – content that answers the information needs of your target audience. Basically, you should be able to explain why it’s worth to buy your stuff. What are the benefits of using it? How will it help me achieve my goals? Etc.
You can use marketing automation to plan all the necessary content pieces. The workspace allows you to conceptualize the communication pattern – this way you know exactly how many assets you need.
Workflows containing web forms, landing pages, emails, and webinars show you exactly how much content you need to produce and most importantly, because you see the flow of communication, you’ll be able to design proper CTAs for each content piece.
Set a precise goal before you start writing copy or content. Ask yourself: what is the purpose of this piece? The goal should always be linked directly to the promotion of the new product or service.
Decide whether the content should:
- Reach target audience
- Build a solid contact list
- Inform contacts about the benefits of using your product
- Show its functionalities
- Explain how your product or service solves their problemBuild brand awareness and strengthen brand image
- Generate pre-order sales
As you prepare educational content, 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 campaign. Don’t include information about older products or solutions that your contacts are already familiar with.
Keep your messages clear and make sure each contains a single call to action – this will dramatically increase the impact of you communications.
Also make sure that your messages are relevant, e.g., 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.
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 email, 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 about list segmentation, read the following article: How to Improve Your Ecommerce Campaigns with Email 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 will certainly help people 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.
If you build your contact list properly, with addresses of people truly interested in receiving messages form your brand - 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 contact 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).
Marketing automation features such as tags and filters will help you easily send exclusive campaigns to the right people.
6. Diversify your marketing.
In the Email Marketing Excellence 2018 podcast from GRTalks, Dr. Dave Chaffey says that you should develop an overall strategy in which channel integration should be key to make sure you don’t miss out on opportunities.
If you distribute information consistently via different online marketing channels, 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.
For example, with marketing automation you can track subscriber activity on your website, so you can send personalized campaigns based, e.g. on purchase or browsing history. Such contextual emails are really powerful.
A post-purchase email from Nokia with customer satisfaction survey
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 email marketing, display advertising, PPC and social media like 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.