9 Tips for Using Email Marketing to Announce New Products Or Features
In today's world of digital noise, cutting through to announce your latest product can be a daunting task. Insights from a Marketing Manager and a Founder, CEO reveal how to build anticipation and create engagement. This article commences with the tactic of building anticipation in stages and concludes with implementing a teaser campaign, offering a total of nine expert insights. Discover innovative strategies to generate buzz and excitement around your new releases.
- Build Anticipation in Stages
- Use Storytelling to Connect
- Give a Sneak Peek
- Create a Teaser Campaign
- Segment Your Audience
- Engage Audience Early
- Tease and Reveal Strategy
- Focus on Building Anticipation
- Implement a Teaser Campaign
Build Anticipation in Stages
For announcing new products or features, we use email marketing to build anticipation in stages, creating a sense of exclusivity and excitement. One effective tactic is a teaser campaign where we gradually reveal details leading up to the launch.
We start with a "coming soon" email hinting at the benefits or problem the new product solves, without giving everything away. This is followed by a sneak-peek email with exclusive images or behind-the-scenes insights, building curiosity. Finally, on launch day, we send a bold announcement with a clear call-to-action and limited-time offer to drive immediate engagement.
This staggered approach builds buzz, keeps the audience engaged, and encourages early adoption by making them feel part of the journey.
Use Storytelling to Connect
When announcing new items via email, I use storytelling to build a personal connection and inspire excitement. Instead of simply listing features, I tailor the email to the audience's real-world problem and how the new solution addresses it.
For example, when we released a time-saving solution for small businesses, I began the email with a brief, sympathetic scenario: "Imagine cutting your weekly admin time in half—what could you achieve with those extra hours?" This strategy quickly connected with readers, drawing them into the story. From there, I positioned the product as the obvious solution, with a straightforward call to action to try it for yourself.
This strategy works because people relate to stories and perceive their own struggles in them. By positioning the product as the hero of their tale, the email comes off as a genuine solution rather than a sales pitch.
Give a Sneak Peek
One way to build excitement for new products or updates is by giving a sneak peek. We send a short, eye-catching email that teases just a little bit of what's coming. Adding a countdown or early-access invite makes people feel special and excited. This gets them curious and ready for the full release.
Create a Teaser Campaign
To announce new products, features, or updates via email marketing, I use a multi-step email sequence designed to build anticipation and excitement leading up to the release. One tactic that works well is creating a "teaser campaign." This involves sending a series of emails that gradually reveal details about the new release, but without giving everything away at once.
For example, a few weeks before the launch, I send an email with an intriguing subject line like, "Something exciting is coming soon..." and include just a hint about the new product or feature. Then, in the following emails, I provide more specific details, showcasing how the new release will solve problems or improve the user experience. I also include a countdown timer to the release date, building urgency.
To generate buzz, I encourage recipients to share the announcement on social media or forward it to a colleague by offering exclusive early access or a limited-time discount for those who engage early. This approach builds excitement, keeps the audience engaged, and drives anticipation for the release, ultimately boosting engagement when the product officially launches.
Segment Your Audience
Email is a powerful tool for creating interest around new products, features, or updates because it allows for direct, personalized communication with an engaged audience. It is important, however, to keep in mind that any engaged email audience is earned and needs to be maintained. Catering content that interests segments of your audience is the key to ensuring that they remain, well, interested.
To start, segment your audience based on their preferences, behavior, or past purchases. This ensures the announcement feels relevant and tailored. For example, if you're launching an update to a product, you should target people who have used that product and ones similar to it who might be interested in the enhancement.
The email itself should have a clear, compelling subject line and preview text to grab attention immediately. Phrases like "We Updated [Product] for you!", or "After Popular Demand, [Product] Now Features [Update]!" create curiosity and urgency, while specifically talking about something with which the customer is familiar. Inside the email, use storytelling to explain the problem your new product or feature solves and the value it adds. Highlight the benefits (not just the features), and use visuals like screenshots, GIFs, or a brief demo video to make the content more engaging.
One effective tactic for generating buzz is to create an exclusive pre-launch offer or sneak peek for your audience. For example, invite subscribers to be part of a beta-testing group or offer early access to the product before its official launch. People love being part of an "inner circle," and this exclusivity makes them more likely to engage with the release. To further amplify excitement, include a countdown timer in the email or a link to sign up for reminders, building anticipation as the launch date approaches.
Finally, incorporate clear CTAs to drive immediate action, such as "Try It Today," or "Learn More." It's important to include these CTAs in your hero image so people can quickly access your website, but also include relevant links throughout your product/feature description. Track open rates and click-through rates to optimize future announcements, and follow up with users who engaged with the initial email but didn't convert.
By focusing on audience segmentation, catered messaging, benefits-focused storytelling, and strong CTAs, you can maximize the impact of your email marketing to create lasting excitement around new products or updates.
Engage Audience Early
When announcing new items through email, I try to build anticipation by engaging the audience early. Rather than sending out all of the facts in one email, I utilize a tiered approach to generate interest and excitement.
For example, before launching a new feature, I sent out a "sneak peek" email containing a teaser image and a brief, cryptic statement about how it will address a significant pain issue. I didn't reveal too much, but I did hint at the impact it could have. The email featured a call-to-action, asking recipients to sign up for early access or participate in a live demo. This not only generated buzz but also provided me with a list of interested users who were eager to learn more.
This strategy works because it turns a passive announcement into an interactive experience. Instead of simply informing people about the new release, I invite them on the journey, making them feel like insiders.
Tease and Reveal Strategy
When announcing a new feature for one of our chatbot tools, we used a "teaser-and-reveal" strategy in email marketing. The first email hinted at a game-changing update, creating intrigue without giving away details. The follow-up email included a video demo showcasing the feature, a user testimonial, and an exclusive early-bird offer.
This two-step approach not only built excitement but also drove immediate action. The click-through rate on the second email was 60% higher than average, and the feature adoption exceeded our projections. Building anticipation and providing value-focused communication are key to creating buzz and driving engagement.
Focus on Building Anticipation
When announcing new features or services for LawTurbo, I focus on building anticipation and positioning the launch as a game-changer for law firms. One tactic that works well is creating a teaser email campaign. For example, when rolling out a new SEO package or service, I'd send a series of emails leading up to the launch, highlighting the pain points it addresses—like improving local rankings or increasing lead generation—and teasing the benefits without revealing all the details.
On launch day, the final email would have a compelling subject line like 'Ready to Turbocharge Your Firm's Growth?' along with clear visuals and a strong call to action, such as 'Schedule Your Free Consultation' or 'Learn How This Can Work for Your Firm.' To add exclusivity, we might include a limited-time discount or early access for existing clients or subscribers.
By building buzz with teasers and offering a sense of urgency or exclusivity, we've successfully driven excitement and engagement, making new offerings feel like a must-have for our audience.
Implement a Teaser Campaign
Using email marketing to announce new products, features, or updates involves creating anticipation and excitement among your audience. One effective tactic is implementing a teaser campaign leading up to the launch. Start by sending out an initial email that hints at something exciting coming soon without revealing too much detail. This builds curiosity and encourages your audience to watch their inboxes for further updates.
As the launch date approaches, follow up with a more detailed announcement highlighting the new product's key benefits and features. Incorporate engaging visuals, such as images or GIFs, to capture attention and make your message more appealing. Including a solid call-to-action (CTA) is essential; encourage recipients to visit your website or blog for more information or to make a purchase. This approach generates buzz and drives traffic and engagement on launch day, maximizing the impact of your announcement.
