How to Market a New Product Through Email
- On March 22, 2018
Whether you are a seasoned entrepreneur or have just barely broken into the online marketing sector, there is a certain set of guiding principles to which you must adhere if you wish to market your new product successfully. Among the many facets of online business, your email marketing strategy is of particular importance. Here are some tips for how to market a new product through an email marketing campaign:
Pre-Mail
Your first order of business in marketing a new product through email is to make sure your subject line does what it is supposed to do, which is to catch your consumers’ attention quickly enough to stand out against all the other emails in their inbox. Google offers a free Yesware trial that tells you who has opened your email, when, and how many times. In the months before releasing a new product, experiment with different subject lines in your weekly bulletin, like “Re:”, and see which ones work best. Use the subject line resulting in the most opens on the big day.
Set the Hook ( Catchy Introduction)
The next facet of email marketing with which you should concern yourself is delivering an introduction that will keep your consumers engaged once they have opened the email. Consider including a rhetorical question in your introduction. If you do use a rhetorical question to hook your readers into next paragraph, ensure that the question relates specifically to how the product or service you are providing will solve a problem with which the consumer is contending.
Explain the Reason for the Notice
Give your viewers a general explanation for why you have released this notification. Feel free to employ the use of exclamation points here. The level of excitement in your delivery could dictate their level of interest in the product or service you are providing, even though they don’t know what it is yet. They will know that you, as an individual and not as a CEO, are excited to bring this new and amazing solution to their problem to their attention. If your recipients have gotten more than one communication in the past, make reference to them. Anything you can do here to personalize their viewer experience will go a long way toward helping your email stand apart from all the communications that are a click away from their trash bin.
What’s the Deal?
Increase your font here, and use the bold and italics functions in your email interface. Skip a line. Explain the promotion as you might in a textbook. Present it factually. Include all the most important information about the promotion and leave nothing to be questioned. Project medium excitement, but avoid using exclamation points, as they should be reserved for the next section of your email. Your viewers have remained loyal enough to make their way through two paragraphs regarding a promotion without having the faintest clue what it is all about. Reward their fidelity by presenting a fair, reasonable offer that stands out from the rest of the email.
An Explanation of Benefits
The second-to-last section of your email affords you the opportunity to dig deep. This is your opportunity to explain to your viewers exactly how your product will solve their a problem. Allude to the rhetorical question in your introductory paragraph and underscore the severity of the problem to which it refers. Many consumers are not aware they have a problem until a great marketer brings that problem to their attention with a product that can solve it!
Include a Call-to-Action
Finally, you will want to include a call-to-action (CTA) in your email. Avoid excessive excitement in the CTA. Rather, give your viewers two options from which to choose, and provide a means for them to do so as quickly and as simply as possible. Giving them two options, either of which should move them up a tier in the conversion funnel, is a particularly psychological strategy which suggests that your viewers have already made a decision to move forward in the sales cycle. This psychological edge is not available to those who receive a single excited CTA, and all they need to decide is whether to take the bait or not.
Give your campaign a few days, maybe a week, to reach all or most of your intended recipients. Even if they don’t respond to the call-to-action right away, they will have the opportunity to do so when the need arises, as long as they don’t delete your email. Ultimately, adhering to these six guiding principles should improve your conversion, and as long as your product or service can speak for itself, you should start to see business within a relatively short period of time.
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