Irresistible launch emails are directed at getting readers’ attention & building anticipation and excitement. It’s hard enough just getting them to open emails, much less to grab their attention.
Build Excitement Using Your USP
The most important part of building excitement is to phrase what you’re doing as something that nobody’s ever done before. In order to do this, it’s imperative that you establish your Unique Selling Proposition. This post explains it and directs you to a link on exactly how to establish your own USP for your product.
You want your launch emails to make your product sound like it solves an ongoing problem. The more unique you make it sound, the more click-throughs and sales you’ll make.
Be sure to use power words liberally. Be unabashed in talking about the benefits of your new product, especially as the launch date approaches. Use examples and wording that your readers can relate to when referring to product benefits.
At other times, while building a relationship with your list, you might want to hold back to avoid burning out your list. In a product launch, however, you want to sell as much as you can.
Think of delivering content as putting “deposits” in your reader’s trust bank. The key in the long run is to make many deposits and few withdrawals. A product launch is a withdrawal, however, so make it your goal to achieve as many sales with that withdrawal as possible.
Create that ‘Have to Have it’ Urge
The other crucial components of writing launch emails are creating desire and urgency. Even if users get really excited about your product, they probably won’t buy immediately unless there’s a good reason for them to do so.
Always emphasize that the offer is time or quantity limited. Keep reminding them of that and drill into them that it’s urgent for them to act right now.
Specify a Goal Using CTAs
And speaking of goals, what is yours? Think about what specific action you want readers to take at the end of your product launch campaign. Provide a clear call to action in each email that guides them to that end. If your ultimate goal is for readers to buy a new product, every CTA should bring them one step closer to that purchasing decision.
Have a specifically planned sequence. The first could be introducing a problem or obstacle that you solved without telling them how exactly you solved it. This builds curiosity and anticipation. Your CTA could be a simple one that just asks the reader to respond with a ‘yes,’ or ‘I’ve been there too.’ Something very quick and easy for them to just simply engage.
Then, the second talks a bit more about the problem you overcame and how with another CTA to comment or share if you’ve experienced the problem too, or to other articles that touch on the problem that you’ve written in the past…if you have them. Don’t confuse readers with a bunch of random CTA’s but make sure each one points to your main goal.
The third email can introduce benefits of your product and include a CTA for more information when it’s released, or open for registration. This begins to build the momentum for the actual launch.
Use Video Trailers
Sometimes the best part about new movies is the teaser trailer that comes before them. In just a couple of minutes, all the most exciting points are highlighted without revealing any of the big plot twists. This adds a sense of mystery and intrigue to the film, making you want to see it more than ever. Take this same approach to the release of your new product and tease subscribers with a “big announcement on the way” email that reveals exciting aspects without giving everything away all at once. Create intrigue for your Next Big Thing and make subscribers want to check their emails every few minutes to see what you’ve got up your sleeve.
Write For Other People’s Lists
If you’ve established connections, you may consider asking connections if you may write to them about your product. The most important component of writing for other people’s lists is to build trust and credibility. The first time you’re introduced to someone else’s list, you have almost no credibility and need to work your way up from scratch.
One of the best ways to do this is to leverage the existing trust with the list owner.
If possible, have the list owner write the emails and endorsements. Even better, you can write those emails in their names and just have them edit it until they feel comfortable putting their name on it.
The keys is to be genuine and authentic and guide people to believe in you as much as they believe in the list owner, then the sales process becomes much easier.
If you can convey both excitement and urgency while getting people to trust and believe in you, you’ll have a sure-fire formula for success. Ramp the vibe of the emails up over time, with the language and copy getting stronger and more urgent the closer it gets to the actual launch date.
After studying close to a hundred presales and launches, these seem to be 8 of the most basic email types:
- Survey email: To establish knowledge and build trust.
- Give email: To create rapport and promote reciprocity. You establish your value here, and let your readers know they are valued.
- Interest email: This will help segment your readers into specific interests.
- Anticipation email: This is where you use a personal story. It builds anticipation and helps readers relate to you.
- Offer email: This is the email that drops the bomb and introduces your offer.
- Common questions email: This will create social proof.
- Closing email: This is where you bring it home and seal the deal. If you’ve kept them intrigued and engaged throughout your email sequence, by now, they’ve reached that ‘have to have it’ point. You want your offer to be so amazing that they sign up right away.
Finding the Right Balance
Remember, to create a balanced and effective email sequence, you will need to mix and match these emails to cater to your audience. It might very well be that you add 3 Give emails, an offer email and then a closing email. Only you know what works best for your subscribers, so don’t hesitate to leave out the types of emails that are irrelevant to your presale or product launch.
To keep in mind: There are a TON of variations you can take with your presale or launch that can be effective.
Do you want to combine a Give Email with an Interest list Email? Do you want to add 3 anticipation or closing emails? This has all been done, and you can mix and match and layer each of these emails to create your own online email launch sequence.
Try adding these emails to start getting more feedback on your product before launching, build your relationships, anticipation and of course, get more sales. It’s all about the energy you’re creating for your audience to respond to. The energy has too not only be aligned with your brain and your heart, but it has to be balanced when it’s presented to your readers.
The aforementioned sequences each have a special purpose in order to align everything just right. It takes advantage of the psychology in which we’re all influenced by in the online worlds such as:
- Social Proof
Jeff Walker has a book called, “Launch.” It talks in depth about the psychology behind these email sequences.
First, establish your Unique Selling Proposition using the link provided earlier in this post. Secondly, begin drafting your email sequence. And lastly, for free tips, tricks, hacks and assistance on making an awesome video for your product launch, join the Video Vibes Facebook Community.
In the meantime, never give up, never give in and pull from within!