You’ve worked hard developing a new product or service and now it’s time to introduce it to the world! Launches are great for creating excitement around your brand and, if done well, can reap great financial benefits. While launches should incorporate several marketing strategies (some ideas here!), email is a huge part of your announcement.
If you’ve been cultivating an engaged email list, they should be the first to hear of your new offering. But, how do you share your news in a way that inspires people to action, without annoying them? How many emails is too many? Is there a perfect formula?
The answer is this: There IS a perfect formula, but it’s different for every business. This week, we’ll develop yours.
Today, start with a process that I use before I begin any project. SET YOUR GOALS.
Answer the following questions:
How will I establish success for this launch?
What open rate can I expect from my list?
How many conversions do I want to see, knowing my average open rate?
How will I measure success?
Is there a deadline for the launch?
TO DO: Establish realistic goals for your launch.
Now that you have set clear goals, it’s time to outline your email launch schedule. The key to engaging your audience and not annoying them is providing VALUE. You can email your list as often as you like, as long as they’re getting something out of it.
So, worry less about how OFTEN you’re sending emails and list the reasons WHY.
EXAMPLES OF VALUABLE CONTENT
- Blog Post
- Case Study
- Coupon Code
Once you’ve made your list of what you can offer your audience, plan out the schedule. If you’ve been consistently emailing your list, you should have a good idea of the best days and times to send emails.
If not, I like to avoid Mondays and Fridays, as a general rule.
TO DO: Outline your email schedule for your launch.
Great! You have a plan and have outlined your launch schedule. Now it’s time to sit down and write out your emails. You are going to have enough going on with the other aspects of your launch so you want to have your emails working in the background. That means getting them all written out ahead of time.
A few things to consider when writing your emails:
- Find a good length: You have a short amount of time to capture your readers’ attention. You need to have enough content to get your message across, without being too verbose.
- Lead with value: Like we talked about yesterday, valuable, relevant content is the only thing that makes email marketing work. Structure your email where your readers are consistently hit with real value. I like to use bold lettering, images, and bulleted lists to make my emails easily digestible.
- Be conversational: NOT SALESY. You’re excited about your launch. Convey that in a way that’s authentic and real.
- Include a clear CTA: Remember your goals. What do you want readers to do NEXT? In each email, weave that into your content.
- Consider a timeline or countdown: Is there a deadline that you want people to pre-order? A contest you’re running? A limited amount of product? Create an element of scarcity to encourage people to act.
TO DO: Carve out time to write your emails.
Do you have an email inbox? Of course you do. Then you know how important the right subject line can be in making sure your email actually gets opened. I like to write my subject lines a day or two after I’ve written my emails so I can let them “marinate” a little bit. Otherwise, they end up being just a bland description of the email.
Instead of trying to describe your email in the subject, give people a reason to open it.
- Short and sweet.
- Avoid salesy terms that may get you sent to spam.
- Take advantage of the preview text.
- Numbers, symbols, and emojis.
Once you’ve nailed down your subject lines, consider adding images to your emails, if it makes sense. I will sometimes include content in an image form to add emphasis or draw attention. Think about it like this: If someone scans your email, what do you want to MAKE SURE they know? Don’t count on people reading them word for word.
TO DO: Give your emails a subject (and preview text!) and add images, if appropriate.
Last, but not least, it’s time to proof and schedule your launch emails! Go back through them with a fine-toothed comb to make sure they’re void of mistakes, accurate, and all of the links work.
Then, it’s time to schedule them based on the outline you put together. If you use a tool like Mailchimp, it’s easy to schedule and forget about them. Don’t have a marketing automation tool that you love? Set reminders in your calendar so that you make sure you get your emails sent at the right time.
TO DO: Proof and schedule your emails!