ux writing
Hot Off the Press
Product launch emails
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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.
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
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.
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.
tone & Voice
elements
strategy
- 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
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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.
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.
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.