ux writing

Hot Off the Press


Product launch emails















ROLE
CONTENT design

UX WRITING
EMAIL DESIGN

WRITING scope
HEADLINES
EMAIL COPY
CTAS







brief
With a brand new book published and ready to ship, it was time to announce the product launch.

I got to be the bearer of good news to the author’s 38,719 email newsletter subscribers. 









product launch emails

Spread the word


Goal
Inform and entice, but make it short & sweet.

Igniting Hope followers are overloaded with emails on top of a generally busy pace of life. Concisely communicate the information and leave them with an actionable step. 







email #1



tone & Voice
  • Friendly Igniting Hope staff voice
  • Celebratory; this news is about a product that can change lives
  • Straight to the point
  • Maintain a cohesive feel with the product by using fonts from the book paired with direct, simple, easy-to-digest words in line with Steve’s philosophy on bookwriting: “it’s for non-readers.”

elements
  • Add author’s fave: a little alliteration 
  • Approach with thankfulness
  • Author’s catchphrases like “increase your load-bearing capacity”

strategy
  • Invite reader to check out the book without sounding salesy
  • Connect with the New Years season
  • Paint a desired future of the subscriber’s new year (emails sent out end of December & beginning of January) 




Email #2


ITERATIONS
Initially, I wanted to craft a CTA that sounded more inviting than the standard “Shop Now” message. 

I was toying with the likes of Explore the Book, Take a Peek, and See What’s Inside, when testing thankfully whispered, “This is not a good idea.” The whimsical approach did not fare well with Igniting Hope’s large international audience, leaving some confused. “Take a peek, like mountain peak?”

So I nixed the glow and chose clarity for our users. 



email #3
results
The emails performed 10-14% better than the average newsletter in open rates and clicks. Subscribers sent positive feedback for the eye-catching phrasing and succinct messaging.





© CHRISTINE YOO 2023
chriscyoo@gmail.com
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