How to create the perfect new product announcement

Key quotes:

• "New product announcement email campaign is not a single email you send to your network."
• "The announcement email design should include a call to action for your subscribers to dig in and start using your product, test it or place an order (Below you can see 31 inspiring product launch email templates)."
• "For contacts who opened your beta announcement email, you can send them further information about your new product."
• "Try to create an attention-grabbing subject line for your product announcement email campaign."
• "You can make subscribers curious by asking a question which you answers in your email, promise your subscribers with something interesting, or also you can write a subject line that sounds strange or unusual and create a sense of urgency so your contacts feel like opening the email."
• "One of the best practices is to use a single column layout for the new product announcement email template."

Key quotes:

• "I’m going to focus this discussion on how to plan a “major” release, which I’ll define as “a new product or a major rebuild that renders much of the old experience and features obsolete.” Note: Releases are different from versioning, which is a method of numerically codifying releases once they ship."
• "A release planning session is a descendent of the product roadmap."
• "That means that the company should first decide what initiatives it wants to deliver on (and when) and then set aside time to plan each (major) product release."
• "I know that none of us want more meetings, but it’s critical to understand that planning a release holistically and inclusively is essential for establishing shared goals and shared knowledge that can span the product development timeline and better ensure a successful product launch."
• "A release planning session is a perfect forum for pulling out your user personas -another important vehicle for creating shared understanding- to keep the room focused on who the product is for and why it matters to them."

Key quotes:

• "What made a difference this time round was how I tweaked my usual processes during the usual phases of a launch; customer research, onboarding, the offer, and delivery."
• "As a product manager, you no doubt have people skills, so put them to the test and wrangle engineering, front-end, design, marketing, and the executive team to bring them onboard with the plan."
• "To motivate the Raygun team during our launch, we made our scrum boards available to the whole team and stuck a project board to the boardroom wall for visibility, much like the one below: It’s important all teams hear the customer feedback before you start work."
• "Personally, I like to use product to feature prioritization framework to help, and I’ve found the model Daniel Elizalde recommends to be the best for my needs."

Key quotes:

• "If we’re launching a brand new company, our goal is likely high-level awareness, focusing on PR, impressions, and social activity and mentions."
• "Closely aligned to setting and understanding your goals, it’s imperative for you to also strategically prioritize announcements—especially for a high-growth SaaS company that’s continually building new products and features."
• "I’ve started to use this framework and methodology on our product launches here at High Alpha as well."
• "Again, it comes down to that ‘Minimum Viable Marketing’ product—what’s the absolute smallest thing that we need to credibly add to make this thing new?” One of the biggest roles of product marketing is to help develop the core narrative for your company or product and repeat and re-iterate that narrative again and again."
• "Launch your new CRM integration at Dreamforce, announce a new partnership with a consumer electronic brand the same week as CES, or hire fake protestors outside a competitor’s conference for your company launch."
• "If we have the ability and bandwidth, we like to produce some sort of short video to accompany all of our new company launches or major announcements."

Key quotes:

• "Note: if you start announcing the product launch a few months prior to the release date, then you are welcome to extend your sequence to 4–6 emails."
• "For the emails promoting devices and other products we are going to launch, it would be reasonable to add the “Pre-order button”."
• "There is a traditional strategy you should stick to when starting an announcement campaign: ➢ Explain what kind of the product it is and its unique features ➢ Why people would need it ➢ The release date ➢ The way people can buy it But we have just surveyed the Apple newsletters’ examples."
• "Most of their emails are the announcements of new products’ launch, software updates, but not typical products’ promotion."