So, you’re launching a new product soon. You’re nervous. Of course. Will people like the product? Will it be worth the blood, sweat and tears you have poured into it?
These are just some of the millions of thoughts that business owners experience when a new product is about to launch. Throw in all of the marketing, branding, packaging and other things you need to think about before it’s ready to hit the market, and you’re likely feeling the pressure.
But what if we told you there are proven ways to ensure your product gains excitement and traction even before it hits the market? What if there were a way to guarantee launch day is as successful as possible?
The secret is in a great email marketing strategy. Here’s how:
Hype Up That Something Is Coming
You know something is coming. Your staff know that something is coming. But don’t assume that your customers know something is coming.
Hype emails are a great (and a must-have) in any new product launch. They suggest that something is coming soon, and depending on how much you can reveal, they may give away specific product details and specs. These emails intend to slyly sell the benefits of your new product before it has even hit the market to build up excitement.
For example, imagine you’re a luxury sunglasses brand developing a new glasses-cleaning product. You could have some personal emails from the founder that talk about experiences with glasses cleaning. “It seems like I am constantly cleaning my glasses, only for them to end up fingerprinted and oily a few hours later. But what if I told you, I’ve finally worked out the fix for this and it’s hitting my shelves soon.”
If you can’t afford to give this much away, you can try product silhouettes or even product surveys that ask customers what they think the new product is. Any excitement, no matter how you deliver it, will make customers more receptive to future launch emails.
To add an extra layer of exclusivity, you can request that your customers subscribe to a waitlist to be the first to know when your product launches. We also recommend posting on your instagram stories with a landing page using a Klaviyo embedded form for people to sign up to as well as using the social auto reply feature on your Instagram posts so your followers join the waitlist. This immediately builds product FOMO, leading to faster sales.
Remember, you aren’t just limited to one hype campaign. You can send a few to guarantee the excitement is heard far and wide. As you get closer to the launch, you may even consider some countdown timers so customers know exactly when they need to have their devices at the ready.
The Main Launch
A lot of brands make the mistake of thinking that one launch email is enough to drive customers into a buying frenzy. Once upon a time, it may have been. Now, customers need to be nurtured, educated and convinced. When your product launches, start basic with an ‘it’s here’ style campaign. Then, spend the next couple of weeks truly making customers feel as though missing out will be at their loss. Sell the benefits of each unique spec of your product, and each need it seeks to solve. This makes sure your customers know exactly what your offering is all about, why they need it, and what the consequences of not shopping will be.
They should almost know your product better than you do by the end of this series!
If you have sent out your product to loyal customers for early testing and reviews, this is also your time to use those testimonials to your advantage. User-generated content sells during launches as it explains to curious customers that your innovation is fit-for-purpose.
The Follow-Up
For those customers who are too hesitant to try without reading reviews, here’s our tip to convert them. Set up a specific post purchase email to anyone who bought the new product with an incentive to leave an honest review. Then, send an email campaign to everyone who’s been on the product page but hasn’t purchased, showcasing those reviews.
The Email By Design Team Can Help You Launch Your Next Product
Seeking an email strategy that wins over your customers for your next product launch? Our team is always here to help with winning plans that work. Book a free 15-minute consultation today to get started.
