Introduction to Product Launch
A product launch is a deliberate attempt to induce a new product into the market. The ultimate goal of any product launch email is to ensure that everyone in the company, including partners and customers, knows about your new product. If you don’t execute the product launch efficiently, customers won’t be aware of your product or may have a wrong opinion of your product – affecting your revenue and profitability goals.
Product launch strategies help you sequence the events that are required both pre and post the release of a product. You aim to ensure that everyone inside the company, your co-workers, and target customers know about your new product. This tutorial is a complete guide for everyone who is currently in the phase of launching their products.
What is covered?
- What is a product launch email?
- Why is product launch emails important?
- Types of product launch emails
- Product Launch Checklist
- What are the different types of a product launches?
- Essentials of an effective product launch email
- Examples of best product launch emails
What is a product launch email?
A product launch email is an email that you use to notify your connections regarding an expected product you’re about to launch. Companies broadcast these emails to trigger prospects about the product, offer, announcement, etc.
Your product launch announcement email is further the newsletter you send to promote:
- New product releases
- New highlight updates
- Procedures or security measures
- Forthcoming events or webinars
Companies put a lot of resources into building a product. So, it’s worth putting an equivalent amount of energy into planning your product launch strategies. Your product release email should keep the energy going and inspire customers about it.
Why is product launch email important?
The product launch is just as significant as the product itself. An inferior product launch will blow customers upset or uninformed, which would probably result in low sales. On the other hand, a strong product launch will generate new and satisfied customers, more sales, and a product that can grow in the market.
Innovative announcements let your customers know that you’ve added an excellent new functionality to your product. Pre-order emails allow your customers to guarantee receipt of your product and can create the hype. Product launch is the most decisive and vulnerable period of the product development process. Sadly, a lot of businesses don’t recognize the importance of product launches. And they end up with product breakdowns as a result. They will often tend to spend millions developing a new product and then neglect the significance of a formal product launch process. That’s unfortunate for business because a product launch has a significant impact on the success or failure of your new product.
Types of product launch emails
- New product release emails: The launching of a new product is exciting for the firm. Employees are ecstatic and eagerly anticipating the contact with prospects. It is the first success factor you must examine.
Your new product release email serves as a vehicle for informing and raising awareness of the newly available product among your contacts. The product’s development staff is ecstatic about it. It’s also a good idea to create the same buzz about the new product outside your organization. - New features announcement emails: Emails with new feature announcements are great news for your existing clients. A well-thought-out feature update message may help raise feature awareness and engage consumers with new capabilities.
Aside from informing your consumers, such emails foster customer trust by demonstrating how your company is constantly developing.
Send your new highlighting feature announcement email to your existing clients or users first. You may also email it to prospects to refocus their attention on your product or service. Perhaps your new feature is now the deciding factor, in which case it is worthwhile to inform your prospects about it. - Beta announcement emails: Beta tests are an important and complex component of a SaaS (Software as a Service) marketing strategy. Emails with beta announcements are essential for recruiting early beta testers for your product. Typically, beta invitation emails contain a link to the landing page where interested contacts may sign up. A well-drafted beta announcement email will attract the proper types of beta candidates who are eager to get a first peek at what you’re working on.
- Pre-order announcement email campaign: The pre-purchase announcement email is the newsletter you send to your prospects to urge them to pre-buy your new product. Leads that pre-order your upcoming products are at the bottom of the sales funnel since they are interested and ready to purchase. Keep them up to date on your official product launch announcement email so they can place their purchases. Make your pre-order promotion time-limited to boost your prospective clients’ feeling of urgency.
- Event announcement emails: Nothing is more disappointing than throwing an event and having no one show up. That is a frightening notion. Events, whether online or offline, need a substantial investment of time and money. And its success is essential to the company’s overall performance.
Your most crucial component for the event’s success is your “event announcement email.” You should send event invitation emails to your contacts to ignite their interest and engage them. - Special sales seasonal announcement emails: A seasonal sale notification email tries to leverage specific holidays or events that consumers find appealing. Particularly, look at your calendar and mark the day when your prospects will have reason to rejoice. Seasonal sales might occur on Parent’s Day, Festivals, New Year, and even World Smile Day.
Product Launch Checklist
Careful planning and preparation are a must for a successful product launch. It is the final step in the product development process, and it serves as a significant stake in future revenue and profit for any small business.
A good product launch may introduce you to new markets or provide you with access to new consumers and increase your business with existing customers. According to DRM (Digital Rights Management), it is critical to consider a product launch as a process, not a single event:
1. Set significant goals for the launch.
Prepare a detailed launch strategy and budget for launch expenses. Appoint a senior manager to oversee launch operations. Identify the launch’s risk and success elements, and prioritize important tasks that might affect success. According to Pragmatic Marketing, a large percentage of product launches fail due to inadequate planning.
2. Finish the final product evaluation.
Ascertain that the project team has analyzed product performance following market demands. Check sure the product satisfies all certifications and is by any applicable product regulations. Finish the creation of product documentation. Before the launch, run a test market. Request that chosen shops or distributors carry the product and launch a local promotion. a marketing campaign will help to Evaluate the findings and input from the test markets and make any required changes to the launch program.
3. Set up sales representative training programs.
Inform the sales team extensively on the product, target market, and benefits. To supplement the training, provide a thorough sales guide and a quick-reference guide. Hold a launch event to generate excitement and commitment for the launch. Set revenue goals for the launch time and give incentives based on those goals.
4. Distribute or sell the products to retailers.
Make incentives available to raise initial stock levels for the launch. Inform the distribution network of the date and scope of the launch. Hold training sessions or give product manuals for the web deliver promotional materials to local outlets.
5. Set up a support infrastructure.
Instruct service personnel on how to install and maintain the product. Create any necessary customer support documents. During the first launch phase, set up a help desk to manage support requests and questions.
6. Plan and distribute.
Plan and circulate press releases to customers and trade publications in your market. Invite journalists from prominent publications to a press briefing to increase attention. Within the limits of your available budget, devise a launch advertising or direct marketing plan. Inform existing customers about the new product via the sales marketing force through emails and other social media platforms.
What are the different types of a product launches?
1) Soft Launch
A soft launch is when your product sneaks into the market without much advertising. A soft launch refers to the standard approach of releasing a product before its scheduled launch with little or no marketing potential. Unlike other launches, soft launches are usually depicted as “experiments” for a complete launch and let developers mimic real-world interactions with their app. Usually, products marketed from one business to another have a soft launch. You don’t generate a lot of attention, but maybe the product isn’t quite ready for prime time, so it makes more sense for some customers to have a glimpse.
2) Minimal Launch:
For smaller products or minute incremental product changes, the minimal launch gets the word out without substantial retailing. When the funding and resources are limited, the minimal launch is suitable for products that are not so important for your company’s approach and overall success.
3) Full-scale Launch:
Full-scale product launch means a commercial offering of a product for a whole national market or targeted market geography instead of test marketing. To allow the whole world to know concerning your product, it intends for a full-scale launch. Where You’ll have to spend a lot of time and strength making this happen. It also has the best opportunity for success.
Determine which type of product launch is most suitable for your product before you begin your product launch plan.
Essentials of an effective product launch email
1) Use eye-catching product images.
Eye-catching photos are shared more frequently, which means that if your web page, blog post, or product image has powerful visuals, it will develop more quickly. Images coupled with text convey more effectively than words alone, which is critical given today’s short attention span. Although talks have a lot of power, don’t underestimate the power of an image.
Your new product image might define the tone of your email while also providing a visual element for your prospects. When a product image is included in an email announcing the launching of a new product, try to include a high-resolution picture of the product to catch people’s attention and use animated GIFs. Reduce the size of your image file as much as possible. Make sure that your email is responsive. Images are an excellent method to spread your message, improve interaction, and appropriately present the product you’ve been working on.
2) Call to action.
One of the various critical components of a product launch email is the call to action (CTA). The call to action is a critical component of a website, serving as a guidepost instructing the visitor on what to do next. A call to action tells potential customers what step to do next and reduces friction as the user moves down the sales funnel.
The CTA designates specific duties to audiences, and these tasks must be fulfilled for your ideas to be achieved. Because CTAs are such a crucial element of any presentation, the one you suggest must impact the individuals who hear it. Creating a call-to-action button captures the attention of a subscriber and motivates them to take action.
More CTAs may appear to provide subscribers with more alternatives. Subscribers may become overwhelmed if your email has too many requests to action. Choose one primary CTA that will lead your contact to the next step in using your new product.
3) Pick an appealing email subject line.
When you send an email with a product announcement, the subject line is the first thing your recipients see. It is the short remark you will utilize to grab their attention. 77% of email receivers open emails based on the subject line. Unfortunately, 69 percent of users will classify an email as spam based only on the subject line. The most effective subject lines convey the promise of value. Or else, your subject line must persuade the recipient that the email includes information or content that will benefit their lives and companies. Create trust. An AB test is one technique to improve the subject line of your announcement email.
The technique of sending an identical email with two different subject lines to a small percentage of your list is known as subject line AB testing. This procedure will assist you in determining which subject line is ideal for your product announcement email campaign.
4) Personalize your email
Personalizing your email campaigns is a proven approach to offer highly targeted and relevant information to your customers and prospects while also adding value to their experience. Gather as much information about your subscriber as possible to create the most effective customized email.
Personalization is crucial in marketing because consumers want to be treated as individuals. Emails that are personalized are more likely to be opened and clicked on. Personalized emails improve customer experiences by delivering relevant material to the right people at the right time.
A customized email subject line may boost your product launch email’s open rate by 50%. It’s as simple as changing your subject line to include the recipient’s name. In actuality, this would take less than a minute, but the effects are remarkable.
Personalized emails help your contacts feel like you are communicating with them in person, making them feel unique. Never give your consumer the impression that they are getting an email from a robot. Personalize your product launch email to humanize your business and enhance email performance.
5) Implement the brand design.
Try staying on the brand, which means that once receivers open your email, they should remember you with some of the brand elements. Your visual identity is formed by the colors and patterns of your brand. Brand design is one of the critical marketing techniques of establishing the name, logo, design, and symbolic aspects connected to the brand to create a distinct identity in contrast to other brands in the market while also giving impetus to product differentiation.
Use your logo and brand colors to make it easier for people to recognize your brand. Consistency fosters trust. Brand your email to the limit that your connections don’t need to glance at who’s sending it to know it’s from you.
Create your impending product launch email in a style that complements your website, social media, and other marketing platforms. Mail250 email marketing software enables you to create and personalize email templates consistent with your brand.
6) Include social shares buttons
With social sharing buttons, you can make it simple for contacts to share your email on their social network sites. Insert social sharing buttons within your email so that recipients may share it with their friends and followers on social media. By incorporating branded links for Facebook, Twitter, and LinkedIn, you can make it simple for your contacts to share your email with their social media friends and followers. When your contacts click the button, they are invited to log in to their social media accounts to publish your email in a post to their feed. Your subject line and the URL are immediately included in the post, and Your email will have a permanent URL, but your contacts can change it to be more relevant to their audience.
7) Build a product launch strategy
A successful new product introduction needs research, preparation, and a well-trained marketing team. Only 25% of new product introductions are booming, according to Trew Marketing. The product must fulfill client expectations while also generating an emotional connection through its promise and brand. Businesses routinely make the mistake of offering new products to clients without sufficient research or strategic planning. Consumers today seek goods that satisfy them on several levels, including quality, price, prestige, and function. Prepare a new product launch strategy to ensure your new product’s success.
8) Post-Launch Analysis
A completely new product launch strategy includes retaining the momentum acquired during pre-launch activities and the launch event. This strategy may consist of post-launch advertising efforts and consumer incentives, as well as educational scenarios about the product’s development history, obstacles faced, and lessons gained. People frequently like reading. Regarding the specifics of new product development, anecdotes can increase consumer confidence and loyalty.
Examples of best product launch emails
1) Apple
Apple’s success can be attributed to the exceptional quality of its goods. Apple has enhanced a Love Mark brand as a result of its high-quality products. The company’s products are of such excellent quality that, despite selling millions of products globally, faulty products are practically non-existent.
When we discuss the finest product images in emails, we always bring up Apple.
Apple throws out the following email to announce the release of their brand new AirPods Pro. They use a splendid product image with the bold title “Magic like you’ve never heard before.” Along with additional product information about the product.
2)Wonderbly
Wonderbly is an online personalized child and grown-ups book company. For their most recent book release, Wonderbly created this charming book launch email template.
The coloration of this email is fascinating, and it entices the reader to read the story. And it’s demonstrated by the “Create your bear family” call to action button. They have also included links to their other social media accounts, including Twitter and Facebook accounts.
3) Netflix
Because of its efficiency of use, lack of advertising, and unique content, Netflix remains the most popular alternative for TV and movie streaming. Streaming TV shows and movies through the internet is the most incredible way to watch TV, and Netflix is the top streaming entertainment provider, hands down.
As a Netflix customer and enthusiast, I’ve always liked their announcement emails announcing new releases or teaser marketing. The image and caption are straightforward, with their trademark red call to action button. This email example, as you can see, contains no text but is fascinating in its own way.
4)Nike
Nike’s marketing approach, brand awareness, and research into shifting customer need all contributed to the company’s success. Nike’s product offerings have grown into every industry imaginable while targeting both male and female athletic consumers. Nike used a one-column layout to showcase stunning product images in their new launch email. Consider how simple the color pallet they have used is. They have made use of their brand colors to ensure consistent communication. It also lists some of the latest product’s standout characteristics.
5)Spotify
Spotify makes it easy to discover unique music while also making it simple to listen to songs you already know and love. Their idea of “Radio” will play music comparable to a beginning point, which may be a single song or a playlist. Spotify is not just in the music industry; it is also expanding into the audio market.
Surprising your users is an excellent idea to get them to try out your new platform. With this mobile app update announcement email, they want to make sure their users know what’s new. Ensure you include in the email why users should be delighted with the new version and how the benefits will benefit them.
In the following ways, Spotify pushed users to check out the new app. using a clear CTA” open Spotify.”
6) Peloton cycle
The Peloton cycle is a high-quality home exercise bike. Peloton links you to live and on-demand sessions, enabling teachers to customize their routines.
Peloton sends this email to recipients advising them of the new “3 Day home trial” offer.
They applied a plain white design with a product image in the center, precisely as it would appear in the customer’s home. They provide rewards in their announcement email to promote participation. The pick-up is free of charge. A full refund is provided. They also add more persuading features to boost their click rates.
7)Boosted
Among its competitors, Boosted Board has some of the quickest and most durable electric skateboards. It also has a 25% faster inclination speed than the top 5 electric skateboards on the market. Another technique to keep your customers engaged is to send a teaser email before the announcement. The goal of this type of marketing might be to ignite readers’ curiosity and build anticipation for the big event: “the launch day revelation.” They have a fantastic template combination since People, in my opinion, are easily fooled by black emails mostly because they are unique. A good teaser email whets your appetite for what’s to come. Along with a quick sneak peek at the skateboard in the background.
8) Youtube
YouTube is the most friendly video site on the globe, and videos are highly shareable. Users may easily send videos far and wide as You do not require a large budget. While having some sorts of videos made by experts has some benefit, Youtube uses a different way to provoke potential viewers’ attention by advertising the time of your live event. They will be alerted of the time and location of transmission, which they may use to remind themselves during their hectic days. This is a fabulous technique to build excitement and enthusiasm.
YouTube has announced that the Winter Olympics will be shown live on YouTube TV in this email.
9) Hulu
Given its comprehensive collection of streaming alternatives, Hulu stands out as one of the finest all-in-one solutions for cord-cutters. Hulu provides a solid live TV option in addition to an extensive archive of classic series and an excellent selection of movies. I’m convinced this email took in a Game of Thrones fan. This email campaign for an announcement by Hulu was a success. Another clever thing they did, in this case, was to promote the one-month free membership, which can improve their customer retention and attract new potential customers.
10) Mime post
Mime post is a well-known Secure SMTP & Email API Service for delivering transactional emails. Their email templates are pretty appealing with their black and white style; they utilize their email to promote a new offer of free lifetime sponsorship for sending emails for the open-source and non-profit communities. And they have smartly employed a captivating image of individuals working on a project. That depicts The expression “open source” initially related to open source software (OSS). Open-source software code is designed to be publicly available, so anyone can view, edit, and distribute it as they see appropriate. they have a clear CTA redirecting their users to read their blog.
CONCLUSION
Product launch emails are critical for spreading the word about what’s new, attracting early product adopters, and increasing revenue. I hope this tutorial was helpful in understanding the A-Z of sending product launch emails.
