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:
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.