{"id":11628,"date":"2018-09-06T18:13:36","date_gmt":"2018-09-06T12:43:36","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=11628"},"modified":"2022-06-29T13:04:31","modified_gmt":"2022-06-29T07:34:31","slug":"create-hype-using-product-launch-emails","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/create-hype-using-product-launch-emails\/","title":{"rendered":"How to Create Hype using Product Launch Emails"},"content":{"rendered":"<p>\u201cCuriosity got the cat\u201d or in the marketing world the adage is \u201cCuriosity gets the customer\u201d. Human tendency dictates people to worry about the two birds in the bush than the bird in hand. By leveraging this emotion, brands create suspense to boost sales especially during product launch. Thanks to the reach of an email, curiosity can be better created through product launch emails. By sending cryptic messages or sneak peeks in their emails, email marketers tend to create the hype in their product launch emails.<\/p>\n<h2><\/h2>\n<h2>Pre-requisites to a Product launch email<\/h2>\n<p>As stated, a product launch email needs to create a hype around the release of a product and so needs to raise questions within the minds of the subscribers. The email copy i.e. subject line, preheader, and the body content, needs to raise the interest of the subscribers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11636 size-full\" title=\"subject line \" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/email-subject-lines-vitamin-shoppe.png\" alt=\"subject line \" width=\"866\" height=\"98\" \/><\/p>\n<p>In the above email by &#8216;<em><strong>The Vitamin Shoppe<\/strong><\/em>&#8216;, the subject line gives a clear indication about new products in the email.<\/p>\n<p>Additionally, you need to have supporting images in conjunction to the body copy to increase the hype. A screenshot of the new product (like <strong><em>Coinbase<\/em><\/strong> email below) or the product itself will be the first thing your subscriber will see when they open the email and then read a small description about what to expect.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11637 size-large\" title=\"coinbase email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/coinbase-email-869x1024.png\" alt=\"coinbase email\" width=\"625\" height=\"736\" \/><\/p>\n<p>Sometimes by hinting the reveal with a date, like <strong><em>Jotform <\/em><\/strong>has done in their email, you are actually not showing anything, yet the subscriber will be on the edge of the seat.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11644 size-full\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/year-and-optim.gif\" alt=\"jotform email\" width=\"680\" height=\"990\" \/><\/p>\n<p>So, the pre-requisites while creating your product launch emails are:<\/p>\n<ul>\n<li>Launch Date<\/li>\n<li>Images of product<\/li>\n<li>Description for the product<\/li>\n<\/ul>\n<h2><a href=\"https:\/\/email.uplers.com\/custom-email-templates-design-coding\/?utm_source=blog&amp;utm_medium=CTA&amp;utm_campaign=create-hype-using-product-launch-emails\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17098\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2017\/12\/custom-email-design-coding.jpg\" alt=\"\" width=\"800\" height=\"200\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2017\/12\/custom-email-design-coding.jpg 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2017\/12\/custom-email-design-coding-300x75.jpg 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2017\/12\/custom-email-design-coding-768x192.jpg 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2017\/12\/custom-email-design-coding-624x156.jpg 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/h2>\n<h2>What to show and what to keep secret<\/h2>\n<p>The goal of a product launch email is that it should raise the following questions in your subscriber\u2019s mind and answer them:<\/p>\n<ul>\n<li>What is the product?<\/li>\n<li>How can this product help me?<\/li>\n<li>How is it different from others?<\/li>\n<li>How do I get it?<\/li>\n<\/ul>\n<p>Let\u2019s learn how your email can answer the questions by studying the following <strong>Apple<\/strong> email.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11635 size-large\" title=\"apple email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/imac-pro-now-available-online-372x1024.png\" alt=\"apple email\" width=\"372\" height=\"1024\" \/><\/p>\n<p>In a glance, the email is a very minimalistic design but manages to attract subscribers with the sharp design and crisp email copy. The headline is a statement in itself, that answers \u201c<em>What is the product?<\/em>\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11631 size-full\" title=\"header email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Headline.jpg\" alt=\"header email\" width=\"680\" height=\"324\" \/><\/p>\n<p>In the top portion, they have a text CTA below the actual CTA button for anyone who wishes to learn more about the product.<\/p>\n<p><a href=\"https:\/\/email.uplers.com\/email-marketing-campaign-management-services\/?utm_source=blog&amp;utm_medium=CTA&amp;utm_campaign=create-hype-using-product-launch-emails\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17140\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management.jpg\" alt=\"\" width=\"800\" height=\"200\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management.jpg 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management-300x75.jpg 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management-768x192.jpg 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/08\/campaign-management-624x156.jpg 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a>Additionally, they have added a small description about the product to answer, \u201c<em>How the product helps?<\/em>\u201d as well as \u201c<em>How it is different from others?<\/em>\u201d within a single paragraph.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11630 size-full\" title=\"copy of the email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Promotion.jpg\" alt=\"copy of the email\" width=\"680\" height=\"475\" \/><\/p>\n<p>By now, the subscriber is already intrigued about the product and is just one push away from converting. So, right above the footer, Apple provides links to 3 different pages that will provide different information based on the subscribers\u2019 queries. All three sections have the answer to \u201c<em>Where can I buy one?<\/em>\u201d.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11629 size-full\" title=\"email footer\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Footer.jpg\" alt=\"email footer\" width=\"680\" height=\"399\" \/><\/p>\n<p>Revealing all information in your product launch email is like putting all your eggs in a single basket. As you must have observed in the above email, Apple gave vital information in the email itself without revealing much. With the help of relevant CTA links, interested subscribers can be directed to relevant landing page where they can be catered well.<\/p>\n<h2>Plan to generate curiosity for your product<\/h2>\n<p>For maximum conversions from your product launch email, you will need to generate curiosity around your product. Litmus did so by creating a 3-email series in which they involved their subscribers to participate to further spread the curiosity on social media.<\/p>\n<h3><a href=\"https:\/\/email.uplers.com\/email-marketing-automation-services\/?utm_source=blog&amp;utm_medium=CTA&amp;utm_campaign=create-hype-using-product-launch-emails\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17122\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation.jpg\" alt=\"\" width=\"800\" height=\"200\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation.jpg 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation-300x75.jpg 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation-768x192.jpg 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/07\/email-automation-624x156.jpg 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/h3>\n<h3>Step \u2013 1: Prelaunch curiosity<\/h3>\n<p>As stated earlier, your email copy needs to spike curiosity and that is exactly what Litmus did in their first email. Going ahead with the subject line \u201cThe way you make email is about to change\u201d, they made the subscribers open the email. As soon as they opened the email, this cryptic message (see below) welcomed them along with a CTA inviting them to start a rumor about what new they expect from Litmus.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11634 size-full\" title=\"Litmus email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Email-1.png\" alt=\"Litmus email\" width=\"700\" height=\"516\" \/><\/p>\n<p>This way they made sure that their visibility is greatly increased via social media and forced others to take part by tapping on their curiosity instinct.<\/p>\n<h3>Step \u2013 2: Maintain Buildup<\/h3>\n<p>In the second email, they maintained the buildup even after announcing how they are revamping their services. They displayed a blurred out their new layout and explained the core features without actually \u201cletting the cat out of the bag\u201d figuratively.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11633 size-full\" title=\"Litmus email for product launch\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Email-2.png\" alt=\"Litmus email for product launch\" width=\"700\" height=\"999\" \/><\/p>\n<p>Additionally, they featured some of the tweets from attendees of Email Design Conference who got a sneak peek of it, thereby cross promoting their annual event.<\/p>\n<h3>Step \u2013 3: The Reveal<\/h3>\n<p>The final email in the series, the 3<sup>rd<\/sup> email finally revealed the new and improved Litmus to their subscribers. A link to the video tutorial in the first fold will drive those who are ready to convert, and the second portion explains the features for those subscribers who are on the fence.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11632 size-full\" title=\"Litmus product launch email\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2018\/09\/Email-3.png\" alt=\"Litmus product launch email\" width=\"700\" height=\"1771\" \/><\/h3>\n<p>As an Easter egg, clicking the \u2018View as webpage\u2019 switches between different backgrounds for the first fold. This way, user experience was further improved by the web functionality.<\/p>\n<p>(This case study was originally published on beefree.io and has been showcased here to explain how an email series can greatly help in product launches)<\/p>\n<h2>Final Thoughts<\/h2>\n<p>Product launches are all about the <em>propaganda<\/em> and when executed well in your emails, it can boost your conversions greatly.<\/p>\n<p>Ever been on the edge of the seat to know about a specific \u2018product launch\u2019 email? Share your views in the comments below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cCuriosity got the cat\u201d or in the marketing world the adage is \u201cCuriosity gets the customer\u201d. Human tendency dictates people to worry about the two birds in the bush than the bird in hand. By leveraging this emotion, brands create suspense to boost sales especially during product launch. Thanks to the reach of an email, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[865,866,864],"class_list":["post-11628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-emails-for-product-launches","tag-product-launch-email-marketing","tag-product-launch-emails"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create Hype using Product Launch Emails - Email Uplers<\/title>\n<meta name=\"description\" content=\"Product launches are all about the propaganda and when executed well in your emails, it can boost your conversions greatly. 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