Launching a new product is more than announcing that it exists. Businesses need to build awareness before launch, drive attention when the product goes live, and follow up with customers based on their interest and actions.
With Emisri, businesses can combine SMS campaigns, segmentation, advanced filtering, Smart URLs, automation, customer journeys and AI-assisted campaign planning to create product launch campaigns that move customers from awareness to action.
Reach the right audience
Not every customer needs the same launch message.
A business might segment its audience into:
- Existing and loyal customers
- Customers who purchased related products
- Recently engaged customers
- Prospects
- Customers who haven't purchased recently
For example, a business launching a new product could target customers who purchased a related product within the last 12 months and engaged with previous campaigns.
This makes the launch more relevant while reducing unnecessary messaging.
Build anticipation before launch
A product launch can start before the product is available.
Example:
Something new is coming. Get ready to be first to see it: [Smart URL]
The Smart URL could lead to a preview, registration page or early-access page. Customers who engage can then be included in a more targeted launch journey.
Launch with a clear next step
When the product goes live, the message should make the next action obvious.
Example:
It's here. Meet our newest product and explore the launch offer: [Smart URL]
Instead of simply sending an announcement, the campaign connects the customer directly to the relevant product or landing page.
Turn engagement into a journey
A launch doesn't have to end after the first SMS.
A simple campaign might look like:
Launch SMS → Smart URL → Customer engagement → Follow-up
For example:
Clicks and purchases: Exit the launch campaign.
Clicks but doesn't purchase: Send relevant follow-up or product education.
Doesn't engage: Consider a reminder or alternative message.
Needs more information: Direct them to additional content or support.
This allows communication to change based on customer behavior rather than sending the same message to everyone.
Use Smart URLs to connect interest to action
Smart URLs provide a direct path from the message to the relevant product, offer or landing page.
SMS → Smart URL → Engagement → Next action
This helps businesses move beyond measuring whether a message was delivered and understand whether customers actually engaged with the campaign.
Combine SMS with other channels
SMS is useful for creating immediacy, while other channels can provide more depth.
For example:
SMS: Short launch announcement with a Smart URL
Email: Detailed product information, features and benefits
WhatsApp: Additional conversation or customer support where appropriate
Voice: Targeted follow-up for higher-consideration products
The goal isn't to use every channel for every customer. It's to use the right channel for the customer's stage and needs.
Test what works
Product launches often involve uncertainty. Businesses can use A/B testing to compare different approaches, such as:
Product-focused vs. benefit-focused messaging
Early-access vs. general launch messaging
Different calls to action
Different send times
Different audience segments
The results can help identify which message and audience combinations drive the strongest engagement and conversion.
AI-assisted launch planning
AI can help teams turn a product brief into a structured launch campaign.
Given a product, audience and objective, AI can assist with:
- SMS and email variations
- Audience and segment ideas
- A/B testing concepts
- Customer journey branches
- Follow-up scenarios
- Campaign checklists
- Potential edge cases
Teams can then review and validate the recommendations before anything is sent.
Plan for what happens after the launch
A real launch needs to account for different customer behaviors and exceptions.
Businesses should consider:
- Customers who have already purchased
- Customers who aren't eligible
- Customers who clicked but didn't purchase
- Customers who purchased through another channel
- Expired offers
- Products becoming unavailable
- Customers receiving too many messages
- Changes to product information
- Communication preferences and opt-outs
These rules help keep the campaign relevant throughout its lifecycle.
Measure adoption, not just delivery
Useful product launch metrics can include:
- Messages delivered
- Smart URL clicks
- Product-page visits
- Registrations
- Purchases
- Conversion rate
- Revenue
- Performance by segment
- Performance by message variant
- Early-access conversion
A campaign that sends fewer messages but generates stronger engagement and conversion can be more successful than one that simply reaches a larger audience.
From announcement to adoption
A successful product launch moves customers through a journey:
Awareness → Engagement → Consideration → Action
Emisri helps businesses connect each stage through targeted messaging, segmentation, Smart URLs, automation, customer journeys and AI-assisted campaign planning.
Announce the product. Build the journey. Turn interest into action.