Some products deserve a second chance. Your business could have decided that it wants to bring back a previous bestseller, or reintroduce the product after improvements, rebranding or new packaging. You might want to introduce it to a different target market this time.
For a relaunch, the marketing strategy also has to keep up. Email marketing is one of the best ways to tell existing customers what’s new. A well-planned email sequence can rebuild excitement and drive repeat purchases
5 Ways to Create a Product Relaunch Email Campaign
Here are some of the ways in which you can plan a relaunch email campaign that keeps the customers hooked
1.Segment your mailing list
The biggest advantage of email marketing is that it allows you to send personalized messages directly to your customers. Sending the same email to everyone kills that purpose. This is particularly important for a relaunch because you want to create different messages for someone who already owns the product and those who are new to it.
You should review your email list to divide the audience into groups based on some of the following:
- Customer personas based on age, gender, location
- Purchase history
- Loyalty tiers
- Customers who previously bought the product
- Customers who viewed but never purchased
- Inactive customers
- Regular customers
This segmentation should help you personalize emails to each target group so that they get exactly what they need.
2. Send a teaser email
Even if it’s a relaunch, you should not reveal the entire product at once. Choose a step-by-step approach where you create anticipation about the product before it finally launches. You can do this by sending a teaser email with behind-the-scenes of the redesign, pictures of some parts of the product, sneak peeks, blurred images and showing improvements without revealing the entire design.
Use catchy subject lines like ‘Something better is coming’ and write a copy that conveys some of the improvements in the upcoming product. You can use an AI writer to help speed up the email writing process. Ask it to give you multiple copies that you can tweak.
3. The main announcement Email
This is the highlight of your relaunch email campaign. Make the most of it by designing a compelling email. To give yourself a jumpstart, you can take a look at hundreds of professionally designed product announcement email templates and get inspired from them. You can customize the ones that suit your product and match your brand. Remember to pick a template that is clear to follow, is not very cluttered and gives you options to insert pictures.
The second step is to choose high-quality visuals. Pick a strong hero image and use visuals to showcase what has changed. Try to keep the branding elements like colours and fonts consistent with your social media marketing campaign.
Ask the AI writer to draft the announcement email, write product descriptions and brainstorm subject line ideas. Remember to clearly explain what has changed since the previous version. Customers who already know the product should immediately understand why it is worth another look.
4. Add customer reviews to build confidence
Since the product already exists, your business has an advantage. You already have a set of customer reviews that you can strategically use for the relaunch. Customer reviews are essential in relaunch campaigns because they add social proof and convince the hesitant customers to finally go through with the purchase.
You can add previous customer reviews, testimonials, ratings or success stories. Prioritize reviews that share detailed experiences. If you have done any beta testing or have gathered new reviews from influencers, you can also include them in your email.
Positive experiences from previous customers reassure new buyers while reminding the older ones why they liked the product.
5. Send follow-up emails
Reminder emails are often an underrated but very valuable strategy that businesses should definitely include in their email sequence. Oftentimes, even if the customers like the product, they tend to forget about it or procrastinate on making the purchase. Follow-up emails keep the product on top of their minds and remind them about the product again.
A possible sequence is to send a teaser email, then the official relaunch email, and two reminder emails after that.
Reminder emails can answer FAQs, showcase the new reviews, explain improvements or build a fear of missing out if they don’t purchase it.
Frequently Asked Questions
1. How do businesses create urgency around a product relaunch through email?
- You can include a launch discount, a time-bound offer, bonus gift or a countdown towards the relaunch. This encourages customers to act sooner.
2. Should businesses send relaunch emails to everyone?
- No, you should segment your mailing list and design different versions of the relaunch email for each of those categories.
3. Are there any easy to use tools to design product relaunch emails?
- Yes, online tools like PosterMyWall make it easy to design professional email campaigns while being beginner-friendly and easy-to-use.
Ready for the relaunch?
Re-launching a product is an opportunity to reconnect with an existing customer base and introduce those improvements to new customers. By building the anticipation and a strong product announcement email sequence, your business can create a relaunch campaign that does the trick!
