Question

Topic: E-Marketing

Plan For New Website Launch

Posted by Anonymous on 10/22/2007 at 11:49 AM ET 125 Points
We are launching our new website very shortly. We develop and sell a facility management software solution. The website is for prospects to find out information about our product and with the goal to contact us for more. We do not sell on our website. It is promotional and informative. Our client will use it for support as well.

I am planning on sending an email announcing the new website is live to a list of prospects and our clients.

I wanted to get options and ideas of launching a new website.

I was planning on sending two emails -
1. Informative: brief for current users click here, here and here, and for new to our product click here, here and here. More informative about the site with links to different areas.

2. Attention grabbing with picture and one line promoting our new site/product.

Would one be better to send before the other?
Any other suggestions or advice from past experiences?
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RESPONSES

  • Posted on 10/22/2007 at 11:54 AM Accepted
    Hi

    My name is Steve Miller; I am a Business Development Co-ordinator for Optinlists.
    I am writing as I would like to schedule a quick 5-minute call,

    Optinlists is an on-line marketing firm offering E-mail marketing solution and assist clients worldwide to reach both Business and Consumer Audience and can positively assist you getting new client list for your business through our Database of 45 million Business and 120 million Consumer records with Email address.

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  • Posted by Jay Hamilton-Roth on 10/22/2007 at 11:56 AM Accepted
    From an existing client perspective, does your website provide something of great value? If not, keep it low-key (informative). Tell them what information is on the site and why they should care to look at it.

    From a prospect, you're basically telling them about your latest brochure (that's in the form of a website). Again, what's new from your prospect's vantage point? What's useful?

    Graphics can be powerful, but if they click to your site and don't see the value in your site after doing so, you've created a disappointment.
  • Posted on 10/22/2007 at 1:15 PM Author
    Thank you for the feedback so far.

    I was planning on informative email first.
    Then the following week the graphic email.

    Jay you made a good point about the graphic creating disappointment. However, the graphic will be some of the home page with something leading them to the site. Learn more at.. to find out how to improve your.... So it should not be misleading by having a completely unrelated graphic. Maybe that would make the two (informative and graphic) emails more viable?

    Thoughts, suggestions, comments all appreciated!

  • Posted by rthomas on 10/23/2007 at 7:48 PM Accepted
    Does your new website offer any unique or new functionality visitors can access?

    As you sell a software solution, I would create an email pushing new functionality on your site of value to prospects. For example, do you have a new online demo of your software on your site? Or can prospects download/access a trial version of your product?

    This would give your readers a call to action in the email to get them to visit your new site and expose them indirectly to your updated content.

    Also, I would design your email to reflect your site's new feel. This will introduce your new look to your prospects. However, make sure that your logo is prominent so that they know who the email is from and that your list is clean and opt-in.

    A different, softer, approach would be to send a Website Feedback Survey to your prospects. Explain that you have launched a new site and are seeking their feedback. I have found that prospects love to fill out surveys either for free or to enter a raffle. This will give you some constructive feedback and encourage prospects to visit your site.

    Rhian Thomas
  • Posted on 10/24/2007 at 9:57 AM Author
    Thank you. I have gathered informative is the way to go. If I do a graphic email there should be a promotion, video or something of value attached - not just our new website/online brochure.

    With the informative email, I was going to send the same one to prospects and clients highlighting areas of interested on the site for each.

    My rationale for the same was that prospects would be interested in what we have on the site for clients (verify customer service, support, etc)

    Do you think I should send one strictly to prospects and one strictly to clients?



  • Posted by rthomas on 10/24/2007 at 5:59 PM Accepted
    Yes, I would personally send a different message to your clients and prospects.

    In the prospect email, push the message that is of value to them at present. Under your main message and call to action, in smaller, you can mention the functionality available to them if they buy your product. You do not want to distract them too much from the primary call to action.

    To the clients, I would really push functionality that would be of value to them as a member. We also try to personalize the message by merging account information (personal rep contact information, their business name, or business type) if at all possible.

    Good luck & let us know how you make out!
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