It’s a big day. You’ve spent years developing your product, fine-tuning it until it’s perfect, and now you’re ready to launch. Your site goes live and then… Nothing. I will say this – you are missing the product launch email campaign.
It’s a problem that’s all too common among entrepreneurs. You can have the greatest product in the world, but that doesn’t mean it will sell. The only thing that makes a product sell successfully is a product launch plan, and one of the most important parts of a product launch plan is the product launch email campaign.
Used as a way of heralding the arrival of your new product, business, or service, product launch emails should be persuasive in nature. They’re not only there to inform your customers about your new product, but they’re also there to convince them that your product is something that they need to buy no matter what the product, whether you’re selling digital files or outdoor patio furniture.
Below is Ryan Nangle’s product launch email for his new Pixel Sorting Plugin Packs. A good example of a product launch email, it’s simple and to the point, providing actionable links and eye-catching screenshots of his product in motion. Check out Ryan’s Sellfy profile by clicking HERE.
The Product Launch Email’s Secret Ingredient: The Audience
Product launch email campaign may seem simple, but there’s a lot that goes on behind the scenes to make them successful. If you think you can just put together an email, send it off to your mailing list, and watch the money roll in, think again.
Even the best product launch emails won’t be very effective if you’re not sending them out to the right audience. Known as segmentation, this allows you to divide your mailing list into different categories such as customers who have bought from you before, customers who subscribed through a certain ad, or customers who have only window-shopped on your website.
Once you’ve segmented your mailing list, you’ll be able to send much more effective emails. You’ll be able to use this information to observe what audiences react well to what emails and then customize your emails from there, resulting in a much more effective launch campaign.
Different Types of Product Launch Email Campaigns
When it comes to product launch emails, it isn’t just a one-size-fits-all kind of deal. Different types of emails are good for different kinds of product launch campaigns. Check out the 7 types of product launch emails below:
- Survey Email
- The Give Email
- Interest List Email
- Anticipation Email
- Offer Email
- Common Questions Email
- Closing Email
1. Survey Email
Typically the precursor to the actual product launch, the survey email focuses on info gathering. By attaching a survey to your email, you can gather valuable information from your mailing or interest lists such as key demographics about your potential customers, their likes, and their dislikes.
One of the downfalls of survey emails is that it can be difficult to get a response from your mailing list, especially if you’re a new company. If you’re having difficulty drumming up replies, consider offering an incentive. Check out what Flywheel did to incentivize their mailing list below:
Not only do they offer a gift to 25 lucky winners, but they also take the time to tell their readers what their mission is and why they do what they do, further encouraging subscribers with similar values to take part in their survey.
2. The Give Email
Like the name suggests, the Give Email is all about giving. The idea behind the Give Email is that if you give your customers value, they will give you their attention (and in turn, eventually, their money). When using this kind of email, you can give away:
- Free demos
- Informational material such as blog posts, articles, white paper, or e-books
- Reports or infographics
- Free products
- Gift cards
This kind of email is a great way to build up trust between you and your subscribers. Take a look at how Hubspot does it:
They keep it nice and simple by telling the reader what they’re offering and then giving it to them! Now that’s how you build great relationships with your customers.
3. Interest List Email
Remember how we talked about segmenting your mailing list? The interest list email is a good way to sort your master list into various segmented lists that will help you decide who you should be sending what emails to.
Many people make the mistake of trying to make a sale in the interest email. Don’t think of it as a way to sell your products–instead, think of it as a way to gauge your customer’s interest in your products. You can use these emails to discover what type of people your subscribers are and what they might be interested in, then use that information further on in your product launch to deliver personalized emails to each segmented list.
Take a look at this snippet from an email sent out by Jorden Roper, gauging interest for her Killer Cold Emailing course. You’ll notice that she mentions her course in the email–this is fine, as long as you’re not pushing your readers to buy. The important thing is to write an email that will help you gauge how interested your customers are in what you’re saying.
4. Anticipation Email
Anticipation emails are all about the, well, anticipation. Their purpose is to hype up your product in the reader’s eyes until they’re raring to buy your inventory. All of the best companies are guilty of this–Nike, Samsung, Nintendo, etc., and they all use the same tactic; they create a story.
You may have heard the phrase, “people don’t buy products, they buy stories,” and it’s true. People will only buy a product if it resonates with them. Whether it’s because it inspires, shocks, or amazes them, consumers are more likely to buy when they’re invested in a story, and they believe that your product can help them achieve their own similar goals. You can use
Take a look at the email below. With the launch of his business, Frame.io, Emery Wells sent out a launch email detailing his journey as a filmmaker and how he went from there to launch his new business.
5. Offer Email
The Offer Email is where you make the sale. If all of your emails up until this point have been effective, then you’ll be set up for success, but you’ll also need to make sure that you design an effective Offer Email.
Effective Offer Emails utilize successful sales techniques such as selling benefits, offering limited time offers, or offering exclusive offers to certain segments of customers. Choose sales techniques that fit your business model and then mold them into an Offer Email for each segment of your mailing list.
Take a look at this email from Grammarly. As far as Offer Emails go, this is a fantastic example–it utilizes classic sales techniques such as focusing on benefits over features, offering a limited time discount, and including an easy to see a call to action button.
6. Common Questions Email
Think of Common Questions Emails as an FAQ of sorts. You want to answer any questions that your customers might ask about your product or company. These types of emails are great for a product launch because:
- They provide social clout: By sending out a Common Questions Email, it gives off the impression that you have plenty of customers asking you questions. It could encourage customers who might otherwise be hesitant about buying your product by leading them to believe you do a lot of business, even if you don’t.
- They answer questions: Customers don’t like being kept in the dark. By answering their questions, you build trust and a relationship with your customers.
- They free up your time and resources: How many emails do you get asking the same question, over and over again? By answering your customer’s questions right off the bat, you can free up your customer service team’s time for other tasks.
Take a look at the example below. Mark Shreeve, from the No Pants Project, recently launched a new course on his website and sent out a mass Q&A email to answer frequently asked questions about the course. In his Q&A he answers commonly asked questions, but he also does three other important things:
- He includes links for customers who are interested.
- He answers each question thoroughly.
- He’s charming and answers each question with personality.
7. Closing Email
Congratulations, you’ve made it to the end of your product launch campaign! The Closing Email is used as a tool to remind your customers that your product is still out there and that if there are any discounts or limited time offers, they’re coming to an end.
Udemy offers a great example of a Closing Email. They provide a timer counting down the time until their sale ends, so customers feel motivated to buy. They also include a motivating picture, noticeable call to action button, and a reminder of their original sale.
A Successful Product Launch Email Campaign is a Process
Keep in mind when planning out your product launch that every step is as important as the next.
With every email you create, remember that it can either help or harm you, so design your email line accordingly. However, if you follow our 7 steps and draw inspiration from our handpicked examples, you’ll be well on your way to a successful product launch!