How can you create an email series that builds excitement around a new product launch?

1 Define your goals and audience

Before you start writing your emails, it's important to have a clear idea of what you want to achieve and who you are targeting. Your goals and audience will determine the content, tone, and frequency of your email series. You may aim to raise awareness and interest in your product, educate prospects on its benefits and features, address pain points, create urgency and scarcity, or drive conversions and sales. Depending on the stage of your product launch and market segment, your audience may vary from early adopters and beta testers to existing customers and leads, new prospects and referrals, or influencers and media. It's essential to understand each group's needs, preferences, and motivations in order to segment your email list accordingly and personalize your messages.

2 Craft your value proposition and story

Once you have defined your goals and audience, you need to craft your value proposition and story. Your value proposition is the core message that explains why your product is unique, valuable, and relevant to your audience. It should answer the question: What problem does your product solve and how does it do it better than the alternatives?

Your story is the narrative that connects your value proposition to your audience's emotions, desires, and aspirations. It should answer the question: How does your product improve your audience's lives and what kind of transformation can they expect?

Your value proposition and story should be consistent throughout your email series, but you can also adapt them to different stages of the customer journey and different segments of the market. For example, you can emphasize different benefits, features, or use cases depending on the level of awareness and interest of your audience.

3 Plan your email sequence and timing

Planning your email sequence and timing is the next step for a successful product launch. The order and number of emails you send to your audience before, during, and after the launch depends on your goals, audience, and product. Generally, pre-launch emails should tease the product and build curiosity about it. Launch emails should announce the product, showcase its features and benefits, and urge people to buy or sign up for a free trial. Post-launch emails should thank customers, solicit feedback, provide support, and cross-sell or upsell other products. Timing may vary depending on the length and complexity of the launch but should generally start at least a few weeks before the launch date. Emails should be spaced out by at least a day or two to avoid overwhelming your audience. Testing different frequencies and schedules can help optimize open, click, and conversion rates.

5 Test and optimize your email series

The final step is to test and optimize your email series. You want to ensure that it is delivering the desired results and not missing any opportunities or making any mistakes. A/B testing is a great way to compare two or more versions of your emails to see which one performs better. You can also track the performance of your emails with analytics, measuring metrics such as open rate, click rate, conversion rate, bounce rate, unsubscribe rate, and revenue. Additionally, feedback tools such as surveys, polls, reviews, ratings, and comments can help you collect and analyze the opinions and suggestions of your audience. By testing and optimizing your email series, you can improve your email marketing strategy, increase customer satisfaction, and boost product launch success.