Writing an effective product announcement is just as important as the product itself. Your customers can’t really make a good use of your new functionalities if they never find out about them.
This is especially true for Startups. In a company where technological advances are the core of its business purpose, new products and features are not only harder to market, but they can also go unnoticed if customers are too focused on the ones that they are already using.
In this article, we will see some tips on how to write an effective Product Announcement, as well as some gorgeous examples of companies that are already killing it. Let’s go!
Tip 1: Know your target
Before you start designing the announcement of your new product, it is important to define who is it that you are addressing. In Startup companies that sell digital services or work on a subscription basis, we find two different figures: the Subscriber, and the Customer.
Obviously, not all customers are subscribers, and not all subscribers are customers. When we talk about subscribers, we usually mean users who have signed up to receive our e-mail newsletters with a certain frequency.
While they are not necessarily customers, they are genuinely interested in your content, and they could convert into potential clients if you play your cards right.
For this reason, it is important that you prepare a product announcement for them as well – this way, you can not only update them on new services or features that may interest them, but they can also see that you are constantly working to improve your clients’ experience.
At my current company, every time we work on an e-mail campaign for a product launch, we make two different versions: one for subscribers, and one for clients. This way, we make sure that everyone is informed about the latest updates in our portfolio in the best way that fits their profile.
At this step, you need to define your target, and decide for yourself if your new product should be announced exclusively to customers, or to your subscribers as well. In the majority of cases, I do recommend that you make two different versions (or more), and try to reach your audience in a way that’s personalized to their profile.
Tip 2: Write a compelling Subject Line
Writing a compelling Subject Line is key for catching the eye of an e-mail-saturated user that receives an uncomfortable amount of e-mails daily.
However, avoid falling into the temptation of writing a clickbait subject line that will make the user click on your e-mail, and then get disappointed because he was expecting something more exciting.
Many websites give suggestions for catchy Subject Line such as:
- “We need to talk”;
- “I called. You didn’t answer”;
- “I’m pulling the plug…”
Seriously, just don’t – having a high Click-Through-Rate doesn’t mean anything if you fail to engage your users or don’t meet their expectations. Instead, try to get straight to the point. Here are some good examples of a product announcement:
- “Design your next iOS App”;
- “Introducing the Wireless Charging Pad”;
- “Apple Watch Series 2 is here!”
Simple and straight to the point – just keep it classy! Also, don’t forget to check my article for other E-mail Marketing Don’ts. (no, it’s not donuts…I wish it was).
Tip 3: Make it visual, and keep it simple
One of the biggest mistake I see when launching an email campaign for a product announcement (or for any other purpose) is the tendency to saturate it with text.
Yes, I know that it’s tempting to share your whole pack of exciting new features with the whole world, but remember: your email campaign is just a sample of your work. It is not where your whole content is supposed to go.
In fact, it is only supposed to catch your user’s attention and attract him to click on your Call-to-Action button because he already wants more of you and your new product. Once the CTA has taken him to that magical place, it is then when you provide him with the hot details – whether it is your blog or a landing page.
(not real buttons, nothing will really happen if you click them)
You see, an e-mail campaign is a great way to filter your potential clients from users who are not really interested in your products. After all, small but qualified traffic is always better than a high number of web visitors that are only there because you clickbaited them.
Generally speaking, focus on creating a simple and elegant, but visually attractive campaign without saturating it with too much text.
Tip 4: Call-to-Action
The one thing that should never be missing from an email campaign, no matter it’s purpose, is the famous Call-to-Action button. Just imagine that someone invites you for a meeting, and doesn’t pronounce a word once you gather in the same room.
This is what an email campaign without a CTA looks like – a dry communication with your users without a purpose. Every email that you send must have a purpose – what do you want your customers to do once they’ve clicked? Visit your blog, sign up for a free trial, or try out a new functionality? This is what a CTA is all about – and, as always, keep it simple and straight to the point.
Are you ready for the fun part? That’s right:
Product Announcement Examples
This gorgeous email campaign by PostCards does a great job on catching the eye of the user with a beautiful UX design, and a couple of powerful sentences that explain the new product without getting lost in unnecessary details. I like it – it’s really visual, and yet very clear. I would personally make the title a little bit bigger to put an emphasis that it’s going to be a new product/feature.
Timeline is another company that is doing a great job at launching a compelling product announcement campaign for its new Sketch plugin. In just one sentence, they manage to to explain the essence of their product, its purpose, and some of the features it comes with. Nice!
The Dutch company Usabilla successfully manages to announce the launch of their new targeted in-app surveys with a clear message and striking visuals. The video is a great choice to introduce the new features of the product without saturating the template with too much text. And the emojis – well, they might not be everyone’s taste, but they certainly add some nice color! The CTA is on point.
This is one of my favourite email campaigns so far – stunning, very informative, really creative, and yet simple and elegant. There are two Call-to-Action buttons strategically positioned in the beginning (for those who don’t want to look at the details right away) and in the end (for those who need even more information than the one they just read).
These email campaigns were taken from www.reallygoodemails.com
If you want to see more examples, just visit their website and take a look at all of their gorgeous email campaigns!