Drip Marketing Practical Scenario: New Product Rollout - Guest Blog by Annie Cooley

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Drip Marketing Practical Scenario: New Product Rollout

by Annie Cooley

With moving deadlines and limited resources, it's easy to become overwhelmed by the task of releasing a new product. Often times products are released without a marketing plan in place.

A marketing campaign that touches your customers before your release can help to increase anticipation. By building expectations and engaging a buyer during the entire launch cycle, you can increase the chances your contacts will be excited and ready to make a purchasing decision when the product is released.

Below is an example of how you can use Drip Marketing to nurture your leads, controlling the flow of information and producing a successful launch.

Stage 1: Email
Send Day: 20 days before launch
Send List: Whole database
Marketing Purpose: New Product Teaser
What to Include: Entice clients with an exclusive offer or a glimpse of the new product/service

Stage 2: Postcard
Send Day: 10 days before launch
Send List: Those who didn’t open the first email campaign
Marketing Purpose: Direct Mail Teaser
What to Include: An exclusive offer that directs recipients to a landing page with more information

Stage 3: Email
Send Day: 1 day before the launch
Send List: Whole database
Marketing Purpose: New Product Teaser 2
What to Include: Inform by offereing pre-release specials. Answer any questions received from the first email and demonstrate the benefits.

Stage 4: Email
Send Day: Anchor Date
Send List: Whole database
Marketing Purpose: New Product Announcement
What to Include: Detailed product information and spec sheets. Coordinate with the rest of your marketing materials (i.e. website)

Stage 5: Postcard
Send Day: 3 days after launch
Send List: Non-Trials
Marketing Purpose: Follow up to Non-Trials
What to Include: Introduce an exclusive new promotion or a limited time offer

Stage 6: Call List
Action Day: 3 days after launch
Call List: New Trial Contacts

Stage 7: Call List
Action Day: 5 days after launch
Call List: Interested without trials

Stage 8: Email
Send Day: 15 days after
Send List: Product users and free trials
Marketing Purpose: New Product Follow Up Announcement
What to Include: A survey about the product, additional information

Have you used Drip Marketing to roll out a product launch? What was successful for you??