New Product Launch: The Structure of a Good Email
We're going to take a deep dive into all the components of a great product launch email and uncover best practices. Let's start with the subject line.
Subject of the letter
We recently published a longer article about writing email subject lines that help increase open rates, but here we’ll focus on the specific context of a product launch. Ideally, you want to succinctly convey your message in a single line in your email subject line that will pique your customers’ interest. Sounds simple, right?
How long should an email subject line be? Marketo analyzed 100,000 emails and found that a subject line length of 7 words, or about 41 characters, was right on target and yielded a 10.6% click-through rate. If you ask Boomerang , it’s 3-4 words (which yielded a 51% click-through rate, though they didn’t specify a sample size). To be on the safe side, between these two analyses, anything less than 3 or more than 8 words is likely to hurt your performance.
If your marketing team is a big fan of emojis, just make sure you use them sparingly. You'll also want to make sure your email service providers support them and that they fit your brand and the communication style of your target audience.
The subject line grabs the attention of your target audience, and your next priority should be to attract customers and inform them about the product itself. This information is contained in the body of the letter. It is advisable to keep the number of words to 50-125. Let the images speak for themselves.
Your email should contain the following important information:
Name of the new product
What pain point or desire does the product address for the customer (i.e. core or new features)
How and where can customers buy the product?
Vivid images
In the vast majority of cases, images are your gambling phone number data to showcase your product. If you’re selling a physical product, it’s natural to use high-quality product photos taken in a studio, on location, or both. If you’re selling a digital product, it’s still worth sharing images, GIFs, or software previews (or cover designs in the case of eBooks/PDFs).
Be mindful of accessibility, though. Avoid using only images in your email. It can be tempting to overcomplicate the design (more on that below), but if you do, you’ll likely alienate people who will need to use screen readers. Plus, your emails won’t be searchable on the web. Use best practices and always include alt text for any images in your email; people who use screen readers will be able to understand the content better.
Corporate identity and email design
Creating a brand identity is crucial to standing out in a crowded inbox. Your style should be consistent across all your channels, especially your email campaigns, which allow you to nurture your relationships with customers. The most important thing here is how you style your language and tone. Is your brand fun, serious, confident, formal, bold, or even controversial? The language you use should reflect how you want customers to perceive your company.