Email marketing differs for every brand. No one method works. It’s all about testing! Testing to find out as much about your audience as you can.
The best way to launch a product is to trigger curiosity and interest, but how do you do that effectively?
A recent study from Harvard Business shows that 80% of new products flop because:
“Companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game.”
Don’t be that company!
Your customers sign up to receive your emails because they want to hear from you.
Anticipation is key. Research shows that getting excited about something is just as important as actually getting it, which means one email blast isn’t going to cut it. A flow of emails will build anticipation that your customers will get excited about and in turn get you better results.
1. Teaser email
10 days before the launch
The first email in your flow should trigger curiosity with your customers.
It should answer the three W’s:
What – What is happening
When – When it is happening
Where – Where it is happening
2. The announcement
5 days before the launch
The second email in your flow should give your customers all the information they need.
What is your product? Use multiple product shots. List the features of the product in full. Address any objections before they are even thought about.
Why do they need your product? Use the right language for your audience and explain how the product solves their problem.
When will your product be available? Even though you have already told them once, make sure you list the official launch date again to remind them.
Are you offering an incentive? Will there be free delivery or a specific offer for early birds? If so, tell them!
What is your call-to-action? Make sure it is clear and concise.
3. The launch
On the day of the launch
The last email in the flow is to announce the item is now available to purchase. A final reminder to get them to purchase.
Update your call-to-action – Amend the copy and CTA so that people know the product is now available to buy.
Let others promote – Include social icons so that your customers can share your product to all of their networks.
All of the above flows can either be executed as Automated or a Manual Flow.
The final point to consider is A/B testing your subject lines, which you can find out how to do here.