A student recently asked me a great question: "What's the most important information to get customers' attention with a product launch e-mail?"
Great question! And important for any Market Strategist to know. After all, product launch is the "end of the beginning" of innovating on purpose. So, what's the answer? To get customers to open that launch email, convey the compelling positioning that inspired you to solve this problem in the first place.
The Subject Line's the Thing
Like a good book cover, the subject line of your product launch email will either compel your prospects to pop it open immediately or move it to the trash and forget about it. Choose your subject line carefully to include the most compelling reason why the recipient should buy your new offering.
It's Not About You
Too many launch emails talk about the product, which is a big snore for your prospects - take a look at the first subject line example in the image below. Not very compelling to a prospect, even if they're in the market for new shoelaces. Remember, you're not announcing a product launch, you're announcing a solution to the market's problem. Be sure your subject line reflects that.
Powerful Positioning is Key
To make your product launch email subject line the best it can be, leverage key elements from your positioning:
What's different about your solution?
Which of these differences does the market care most about?
What does the difference do for the market?
Remember to consider indirect benefits to your new offering, such as the way it's priced, or sold, or how it works with other tools. It's possible that one of these may be the most compelling benefit for your market.
In the example above, the "Good" subject line describes the difference in Tech Shoelaces, but still forces the prospect to make the leap from the difference to what it means to them. Go the extra step and spell it out.
Make Them an Offer They Can't Refuse
It's risky to try new things, even when the benefit is clear. A discount, extended contract or other incentive for early adoption can tip the scales in favor of an immediate purchase. And if you're going to offer a discount, put it right there in the subject line, like the last of the three examples above.
I'm glad this student was thinking about market messaging for innovation launch - don't assume even an amazing new product can sell itself!
About the Author
Diane Pierson is the Founder and Principal Market Strategist of Innovate on Purpose, a consultancy enabling successful product innovation for tech companies through strategic focus and powerful go-to-market strategies. Diane is also a visiting instructor at Pragmatic Institute. Contact Diane at dpierson@innovateonpurpose.com.