There’s a lot of work that goes into releasing a new product. However, one of the most critical components to a successful launch is getting the word out about the latest product, feature, or service. This is where product launch promotions come into play.
A company should plan effective messaging to introduce a new product to the market. While there are many effective ways to promote a new product, SMS marketing is a strategy more brands are using because it can cut through the noise.In this article, we’ll share 22 new product launch SMS samples your business can use to promote your releases.
Jump right to:
- 10 SMS examples to build launch anticipation
- 7 day-of new product launch SMS samples
- 5 post-launch text message examples
<h2 id="Anticipation">10 SMS examples build launch anticipation</h2>
Effective product launch promotions should start before the official launch date. Your business should aim to build excitement and anticipation about your new product. This will help convince more people to purchase on the day it’s released. Let’s look at a few practical ways to build anticipation via SMS.
Countdown messages
A countdown is one of the most effective ways to keep customers informed and build excitement about a new product launch. You can share the days or hours left before the official launch. The best timing of this countdown message will depend on your business, industry, and product.
In the following example, Design Lab promotes its new five-week Figma course for designers. It informs SMS subscribers to sign up and even offers an early access code for registration.
Early access
Give your text subscribers early access to a new product. This is a great way to get loyal customers to buy even before the product drops to the general public.
In the following example from Alo Yoga, the brand gives its SMS subscribers early access to its new spring color.
Exclusive sneak peeks
Everyone loves exclusive sneak peeks. Use this same strategy in your product launch messaging to build anticipation with your audience. You can share an image or invite your customers to view a lookbook before anyone else. Sneak peeks can improve engagement, prove well for your SMS program, and make your business more personal.
Pre-order offers
Offer an early access deal to encourage customers to pre-order a product. You can give your text subscribers the ability to buy ahead of time. Some businesses offer a limited-time discount, while others just inform customers that they can purchase before everyone else.
In the example below from Lovepop, the card seller encourages customers to pre-order a unique edition calendar for a limited time.
Waitlist campaign
Use a text message to invite customers to join a waitlist to gain first access to your new product. You’ll be able to collect information from SMS subscribers who are most excited about the launch and likely to buy the day it’s available. This is a great way to create anticipation, especially for existing customers.
Announce the launch date
Use a text message to inform your SMS subscribers when you will launch a new product or collection. Sometimes, letting them know the launch date will encourage them to look at the product ahead of time and buy it on the official launch date.
In the following example from Alphalete, the ecommerce athleticwear company lets customers know about the spring collection launch with a link to explore the online lookbook.
VIP invitations
Use text messages to offer VIP customers an exclusive deal or invite them to a product launch event. This can help improve and solidify relationships with your loyal customers, who feel like they are part of a club.
Teaser campaign
Use an SMS message to give your subscribers hint about your new product. These campaigns often include a series of cryptic messages to create anticipation and engage subscribers.
In the following example from REI, the camping store lets customers know that it’s planning something for the next day, but doesn’t provide full details. It’s a fun way to get customers attention.
Giveaway offer
Build excitement about your launch and engage more customers with a giveaway offer. This can encourage customers to interact with your brand while also alerting them to a new product and its launch date.
In the following example, a brand encourages customers to reply with an SMS keyword to enter a raffle and get a chance to win a gift.
Invite to join your social network
You could encourage your SMS contacts to follow you on social media to get a video sneak peek of your item. This is helpful if you have a product that would benefit from your contacts watching a high-definition video or learning more about it.
In the following example, GoPro encourages customers to follow them on Instagram to get customers to view the product in action.
<h2 id="Day">7 day-of new product launch SMS samples</h2>
Despite your best efforts, customers likely won’t add your launch date or time to their calendars, so you’ll want to inform them of the real launch. This ensures they’re aware they can now get the product.
Below are some new product launch text examples for the official drop day.
Just-dropped message
Sometimes, all it takes to encourage customers to buy is a message alerting them to the launch. This “just-dropped” text works well for ecommerce, retail stores and other B2C businesses. You can share the launch text with your entire audience list, a particular segment, or a handful of contacts using a mass text.
In the following example from Anthropologie, the clothing brand alerts customers to its new collection. It encourages customers to shop the new products with a creative “be the first” call-to-action.
Limited-time discount
Another way to encourage customers to buy a new product or sign up for your new service is to offer a limited-time discount. This is a helpful solution for subscription-based services like SaaS companies.
After the product launch, you can offer a discount to encourage a few more customers to add the service. In the following example, you’ll see a SaaS company offer $10 off a new release for a limited time.
Create FOMO
Fear of missing out is a significant driver of human action. Use this marketing tactic to your advantage on the product launch date. You can encourage customers to purchase the product before it sells out.
In the following example, a start-up men’s personal care company encourages customers to get its new product before it runs out.
Exclusive launch codes
Send your SMS subscribers unique launch codes that unlock special features, a free gift, or discounts on your new product. This emphasizes exclusivity and rewards loyalty.
In the following example, a video game company encourages customers to buy its new product and gives them a code to unlock free gifts in the game.
In another exclusive launch text example, a software company gives text subscribers an offer to get access to pro features when signing up for a subscription.
Personalized product recommendation
You can tailor your message and product launch copy accordingly if you track consumer preferences, past purchase history, and browsing data. This can help you boost sales with personalized messaging.
The following example from Surf’s Up involves reaching out to customers looking for sleeker surfboards.
Loyalty points boost
Boost sales from your most loyal customers on launch day by rewarding those subscribed to your SMS loyalty program. Encourage those customers to check out your new product and earn double points for those purchases related to the new product. In the example below, an ice cream shop encourages text subscribers to try its new sundae by offering double punches.
<h2 id="Post">5 post-launch SMS examples</h2>
Keep the momentum going and customers happy with your new product by creating a post-launch text strategy. Use SMS to deliver tacticalmessages that help convince customers to buy more or better use your product.
Let’s look at a few post-launch SMS text examples.
Product tips and tricks
After your product launches, give customers tips or best practices to use your new product effectively. This is an excellent strategy for B2B organizations or businesses selling software.
In the following post-launch SMS example, an HR software organization gives customers tips for using its new feature.
Hi Polly! We hope you love HR Helper’s AI Recruiting Software. Ready to learn advanced tips? Check out our blog: hrhelper.com
Limited-time upsells
When a customer tries your new product or signs up for a service, don’t be afraid to upsell or cross-sell to them. This sales strategy can improve the customer experience and boost revenue when done effectively.
In the following example, a dental office asks patients if they want to add a fluoride treatment to their teeth whitening service. This can help boost revenue.
Referral boost
After your customers have used your new product, encourage them to refer a friend in exchange for a coupon, gift, or commission. This can spread the word about your new product to boost sales.
In the following example, a transcription service encourages a customer to refer a friend in exchange for a $5 credit to continue using the service.
Feedback request
You want to get a real sense of how customers feel about your product. This candid feedback makes a difference and can help you identify areas for improvement. Use SMS to deliver feedback requests or surveys about your new product.
Drip campaign
Another popular strategy to use post-launch is a drip campaign for customers who didn’t complete a purchase. This can help you nurture a lead via SMS to encourage them to do so. Drip campaigns reach contacts with targeted messages at the right time.
Let’s look at an example of using a drip campaign for a product launch from a luxury travel agent business.
👀 Looking for more promo SMS ideas? Check out these promotional SMS examples.
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