Four Keys To A Product Release Campaign part 3: HustleNFlo @therealHNF

Part 3 of our series on tips to create a Digital PR Campaign for your project courtesy of

3. Inform and excite your existing customer base (and build customer loyalty)

Your mailing list subscribers are likely to be your most loyal “super fans” – the most likely to purchase from you – and offering them exclusive content surrounding a product release is a great way to fuel excitement while also building overall brand loyalty.

One way to integrate multiple platforms for communicating with your customers is to push email newsletter signups through Facebook and your website. Let your prospects and customers know your newsletter is touting exclusive content and discounts, and make it easy for them to sign up using an “e-for-m” (email for media) Facebook app and a widget on your website or blog. Most email services such as FanbridgeTopspin Media, and Mail Chimp offer e-for-m widgets.

Make sure you state clearly that joining the mailing list means free, exclusive access delivered immediately upon joining, as well as further access to be received in future newsletters.

How often you send an email newsletter depends on how much relevant, new information you have to convey — or new exclusive content you have to give away — but the goal is to communicate frequently enough to retain your prospects’ interest while not communicating so frequently as to annoy and cause drop off. Monitoring your open rates and opt-outs (and your abuse rate) is a good way to gauge your list’s approval of your email frequency.

How much content you have to deliver will dictate how far in advance you should start your new product rollout to your mailing list. If you send a weekly email and have enough to include new, exclusive content in every newsletter starting two months out, then a two-month rollout can be the way to go. If you only have one piece of exclusive content for your upcoming release – like a free demo or a clip – time the release so you can do one major announcement, and then a follow-up with your exclusive content as a secondary addendum to your regular newsletter content.