product-launchThe launch of a new product can make or break a business. If it is a success, it can capture the attention of consumers and propel your company to the next level. However, if your new product doesn’t sell, it can end up being an extremely costly mistake.

Good promotion is the key to a successful new product launch. And the marketing method that consistently offers the best return on your investment is, of course, email marketing. Email marketing will allow you to custom build an effective campaign for your new product, enabling you to connect with customers (both new and existing) long before your product launch occurs.

Here are some ways you can use email marketing for your next new product launch:

Build Anticipation

Don’t wait until your launch is imminent before starting your marketing campaign. You can use email marketing to build anticipation in the days (or weeks) beforehand. The majority of people who have signed up to your mailing list will have done so because they have an interest in what your company offers. These people are likely to get excited about any new product launches you may have, and they may spread the message to more people ahead of your launch date.

Liz Earle did this for a recent product launch:

Liz Earle Preview

They used their marketing campaign to let their subscribers be the first to know about their new product. And, because the product was a limited edition, it gave subscribers the chance to buy the product before anyone else. This is a great way build anticipation and excitement. This email was sent to their subscribers the day before the product was available to buy, but you could also build anticipation by sending a few ‘teaser’ emails in the weeks before the launch. Just make sure that you keep your customers engaged and excited, and don’t overdo it. You don’t want them to be bored of the product before it’s even launched!

Keep It Consistent

All the emails you send about your new product should be instantly recognisable to your customers; they should take the customers on a ‘journey’ that they can follow until the launch date and beyond. Make sure that you keep the design and layout of your emails consistent throughout the campaign. You can even use consistent words and phrases in your copy so that your customers will begin to associate them with the new product.

As you can see, Liz Earle kept their design and layout consistent with the example above throughout their campaign:

Liz Earle Launch

Liz Earle Launch 2

Apple also use a very consistent design throughout their product launch emails:

Apple Launch


Apple Launch 2

The Product is the Star

As well as demonstrating design consistency, the above examples also showcase another important thing to remember when putting together a new product launch campaign: the product is the star, so that should be the main focus of the email. Don’t draw attention away from the new product by filling the email with other items, promotions or special offers. You should also keep copy to a minimum; only say what you absolutely have to say. A striking, image-centric design (like those featured above) will be more likely to grab the attention of your subscribers.

Email marketing is a great way to promote a new product launch. It’s fast, affordable and effective, and can build excitement and anticipation like no other marketing method.