How do you inform clients of new products?

1 Know your audience

Before you launch any new product communication, you need to know your audience. Who are your clients, what are their needs, goals, and pain points, and how do they prefer to receive information? You can use various sources of data, such as CRM, feedback, surveys, and analytics, to segment your clients based on their characteristics and behavior. This will help you tailor your message and delivery to each group and avoid sending irrelevant or generic messages.

2 Choose your channel

Depending on your audience and your product, you may want to use different channels to inform your clients of new products. Some common channels are email, phone, video call, webinar, newsletter, blog post, social media, or in-app notification. Each channel has its advantages and disadvantages, so you need to consider factors such as urgency, engagement, personalization, and cost. For example, email is a low-cost and scalable option, but it may not get much attention or feedback. Phone or video call is more personal and interactive, but it may be intrusive or inconvenient for some clients.

3 Craft your message

Once you have chosen your channel, you need to craft your message. Your message should be clear, concise, and compelling. It should answer the following questions: What is the new product? How does it benefit the client? How can they access it? How much does it cost? What is the next step? You should also use a friendly and professional tone that reflects your brand voice and your relationship with the client. Avoid using jargon, hype, or pressure tactics that may confuse or annoy the client.

4 Time it right

Timing is crucial when informing clients of new products. You want to strike a balance between being timely and being respectful. You don't want to inform your clients too early or too late, as they may lose interest or miss the opportunity. You also don't want to inform them at a bad time, such as when they are busy, unhappy, or facing a problem. You should aim to inform your clients when they are most likely to be receptive, engaged, and curious. You can use cues such as their purchase cycle, feedback, behavior, or events to determine the best time.

5 Follow up

Informing clients of new products is not a one-time event. You need to follow up with your clients to ensure they received your message, understand your product, and take action. You can use different methods to follow up, such as email, phone, chat, or survey. You should also track and measure the results of your communication, such as open rate, click rate, conversion rate, or feedback. This will help you evaluate the effectiveness of your strategy and improve it for future campaigns.

6 Provide support

Finally, you need to provide support to your clients who are interested in or have purchased your new product. You should make it easy for them to contact you or your team if they have any questions, concerns, or issues. You should also provide them with relevant resources, such as guides, tutorials, FAQs, or demos, to help them use your product successfully. Providing support will not only enhance your client satisfaction and retention, but also create opportunities for cross-selling, upselling, or referrals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?