SMS Marketing for Product Launches
TL;DR:
- Send teaser messages before launch to build excitement without revealing everything
- Use early access offers for your best customers to create exclusivity
- Deploy countdown messages to build urgency as launch day approaches
- Send a clear call to action with purchase link on launch day
- Follow up after launch with feedback requests and bonus offers
- SMS bypasses cluttered inboxes and reaches customers directly on their phones
SMS gives you a direct line to your customers' pockets. When you're launching a product, this immediacy can make the difference between a successful launch and crickets.
Building Pre-Launch Buzz
Start your SMS campaign 2-3 weeks before launch. Your first messages should hint at what's coming without giving everything away. Think "Something big is coming next Tuesday…" rather than a full product breakdown.
Early access offers work particularly well for SMS. Your most engaged customers get first dibs, and the exclusivity makes them feel valued. Send these messages 24-48 hours before your public launch.
Countdown messages tap into our natural fear of missing out. "48 hours until launch", "Tomorrow's the day", "Going live in 2 hours" – these create genuine urgency that drives action.
Launch Day Execution
Your launch day SMS needs to be crystal clear. Lead with the benefit, not the feature list. Include your purchase link and make it obvious what you want people to do.
Keep the message short – aim for one screen length on a mobile phone. People read SMS quickly, so get to the point fast.
Time your launch message for when your audience is most likely to act. For most products, this is between 10am-2pm on weekdays, but test what works for your audience.
Following Up After Launch
The conversation doesn't end at launch. Follow-up messages serve different purposes depending on your goals.
Ask for feedback within 48 hours while the experience is fresh. This shows you care about their opinion and gives you valuable insights for future launches.
If sales are slower than expected, a follow-up message with a time-limited bonus can create a second wave of purchases. Maybe free shipping for the next 24 hours or a complementary product.
Share social proof through SMS too. "500 customers bought in the first day" or customer testimonials can encourage fence-sitters to buy.
Getting the Frequency Right
Too many messages and people unsubscribe. Too few and you lose momentum. For a product launch sequence, aim for:
- 1-2 teaser messages over 2 weeks
- 1 early access message
- 1-2 countdown messages
- 1 launch message
- 1-2 follow-up messages
Space these out properly. Don't send messages on consecutive days unless it's your final countdown sequence.
Measuring What Matters
Track your click-through rates to see which messages drive the most website visits. Your SMS platform should show you these numbers clearly.
Conversion rates tell you which messages actually drive sales, not just clicks. This helps you understand what messaging works best for your audience.
Monitor unsubscribe rates closely during your campaign. A sudden spike means you're either messaging too frequently or your content isn't relevant enough.
FAQs
Can I schedule SMS messages in advance for my product launch?
Yes, most SMS platforms let you schedule messages weeks in advance. This helps you plan your entire sequence and ensures messages go out even if you're busy with other launch activities.
What's the best time to send launch day SMS messages?
Between 10am-2pm on weekdays typically works best, but this varies by audience. Test different times with smaller campaigns first to find your sweet spot.
How do I write effective countdown messages?
Keep them short and specific. "24 hours until launch" works better than "launching soon". Include what they're counting down to and why they should care.
Should I segment my SMS list for product launches?
Absolutely. Send early access to your best customers first, then broader messages to your full list. Different segments may respond to different messaging too.
Jargon Buster
SMS Marketing Platform – Software that lets you send bulk text messages to your customer list and track who clicks and buys.
Call to Action (CTA) – The specific thing you want someone to do, like "Buy now" or "Get early access".
Click-through Rate – The percentage of people who click your link after receiving your SMS message.
Segmentation – Dividing your customer list into groups based on their behaviour or characteristics.
Wrap-up
SMS cuts through the noise that emails and social media create. Your customers carry their phones everywhere, so your launch message reaches them wherever they are.
The key is building anticipation without overdoing it. Start with teasers, reward your best customers with early access, create urgency with countdowns, then deliver a clear call to action on launch day.
Remember to follow up afterwards. The launch is just the beginning of the conversation, not the end of it.
Learn about QuickSMS: https://www.quicksms.com/