12 min read
What goes into a good product launch? Naturally, the first thing that comes to mind is having a relevant, high-quality product to sell.
When selling digital products, it’s important to determine what problem you’re solving before you dive into the creation process. This saves you from creating a product that doesn’t help your intended audience.
This brings us to the next thing you need which is a clear picture of who your ideal customer is. If you don’t create your copy with an ideal customer in mind, you’ll have a hard time selling the true benefits of your product. Marketing becomes way easier when you know who you’re talking to.
After you know who you’re helping and what problem you’re solving, you can start to choose a relevant topic that fits nicely into your niche.
With your idea in hand, you’ve reached the final step of a good product launch: marketing.
While social media and blog posts are a great way to promote your product launch, email marketing is proven to have the highest conversion rates.
Going into your product launch with a rock solid email marketing strategy will help you educate and connect with more of your ideal customers. The more your ideal customers feel like you understand where they are in their journey, the more likely they are to buy. So how do you market your product in a non-salesy, helpful way?
Marketing funnels, also known as sales funnels, are a great way to automate product launch emails that educate your ideal customer on your topic. Before someone invests in a product, they need to have a basic understanding of how the product might fit into their life or business. This happens in the initial education phase which is filled with helpful lessons, personal experiences, and results that other customers have found through utilizing the product.
When setting up your marketing funnel, you’ll include a mix of educational content with soft and hard sales pitches.
Once you’ve created an outline for your product launch emails, it’s time to create your email sequence and segment your list accordingly.
While you may be tempted to email everyone on your list about your product launch, chances are it won’t be a fit for everyone. You run the risk of turning off some of your subscribers if your product isn’t relevant to them.
Instead of mass emailing everyone, you can create segments within your list to ensure your ideal customers feel seen, heard, and understood. You have a much better chance of converting subscribers who fit your ideal customer description than those who are in a different stage in their journey.
When you segment your list for an upcoming product launch, you can also use the same segmentations for future products. Let’s say you’re creating a course on Embroidery for Beginners. After your product launch wraps up, you can include this segment in your next intermediate level course but save the advanced level subscribers for the next course.
We recommend segmenting your list as early as possible, which is made easier with product launch emails.
What if I told you there was a way to automate all of your product launch emails so they run entirely on their own?
The time you save with Visual Automations helps you put more energy toward answering customer questions, interacting with social media followers, and creating engaging content during your launch.
When a current email subscriber decides to opt in for your product launch email sequence, they’ll be tagged as interested. You can set this up easily by creating a special Link Trigger for those who click the link.
We recommend creating a unique name for your tag like “Interested In: Product Name” or something similar so you remember what the tag is for.
You may already be able to add subscribers to your list of potential buyers if they:
Once you start segmenting your current list, you can use the Link Triggers to continue segmenting based on clicks and actions. Then it will all be automated for the future!
You’ll want to start priming your audience for a few weeks leading up to your product launch. This weeds out the subscribers who aren’t interested in your product and tags those who are. Plan to send this pre-launch email sequence about one to two weeks before your actual launch.
Get Your Pre-launch Email Template
In your pre-launch sequence, you can give little teasers showing how excited you are about a big project you’ve been working on. People love feeling like they’re getting a behind-the-scenes look at what you’re creating, especially with email marketing since it feels exclusive already.
You’ll want to use this email sequence to educate your audience about your product topic. You can expect to have three to five emails dedicated solely to education before introducing your product, before you let them know the detail of our launch.
Here’s a few mistakes we’ve seen in the pre-launch stage that we want to save you from:
Adding those “PS” notes with opt-out messaging for subscribers who aren’t interested is a great idea in this stage so you don’t turn them off when your product launches.
Now you’re ready to bring in the big guns! It’s time to get into launch mode.
Your product launch email sequence is meant to continue educating your audience while you pitch your offering. You want to be smart about how you weave your product seamlessly into the educational content, making the purchase seem like a no-brainer.
The most successful product launches typically last seven to 10 days so keep this in mind as you create your product launch email sequence. You may want to add in a FAQ email to answer consumer questions, social proof or case study emails to show results, and bonus offers to sweeten the deal.
After weaving your product offers into each product launch email, you’ll start to see customers roll in. When they purchase your product, you can tag them as a customer with “Customer: Product Name”. This puts them on a different path than subscribers who haven’t purchased yet.
If a subscriber hasn’t purchased your product yet, they will be placed into another path separate from subscribers who have purchased your product.
If your subscriber is on the fence about buying your product during the launch period, you can create a separate email sequence that creates the “last push”. You may want to include special offers or bonuses to sway them.
The language of these emails will be more geared toward telling subscribers this is their last chance to take advantage of your offer. Many of these emails will be hard pitches focused solely on making the sale.
When subscribers purchase from the “last chance” product launch emails, they’ll be sent into the same nurturing sequence as those who purchased right away. For those who didn’t purchase, there’s still hope!
Although some subscribers may not be ready to buy your initial product, they may buy a similar product at a more affordable cost. This is where a three-part downsell comes in. Make sure you only offer this downsell to people who haven’t purchased your product.
It’s smart to downsell a product that teaches on a similar topic with just enough information to lead the customer into the next round of your original product. This helps you create lifetime customers who continue to grow with you.
At the end of the email marketing funnel, if there are subscribers who haven’t taken any action, they can be shuffled back into your email list.
You can automate these newsletters with an email sequence of repurposed content, which we recommend, or start creating tailored emails to start lightly priming another launch if you’re really ambitious.
Not too hard, right? By using this product launch email automation, you’ll be able to optimize your launch to meet every subscriber where they are. This is the heart of personalized marketing, something we’re passionate about.
Today, I’d like to challenge you to do ONE of the following to get closer to your own product launch:
Which did you choose? We want to cheer you on as you plan your product launch! Tell us more about your product in the comment section below.
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