Launching a new product is a big moment for any business. It’s your chance to introduce something fresh to your audience, create buzz, and (hopefully) see sales come rolling in. But with crowded inboxes and noisy social feeds, how do you break through? One of the most effective – and often underrated – channels is SMS. In this guide, we’ll walk you through how to launch a new product using SMS marketing, from building your list to sending your first launch message.
Why SMS Works for New Product Launches
SMS marketing offers something that email and social can’t always guarantee visibility. With open rates over 90% and most messages read within minutes, SMS is an ideal way to communicate time-sensitive and exciting news – like a new product drop. It’s fast, direct, and personal.
Step 1: Start with Your SMS List
Before you can promote your new product, you need an audience to promote it to. The earlier you start building your SMS list, the better.
How to grow your SMS list:
- Add a pop-up on your website offering early access to your new product
- Create a landing page specifically for SMS sign-ups
- Tease the upcoming launch on social media with a call to opt in
- Offer exclusive perks like discounts or sneak peeks
Make sure your subscribers know they’re signing up for something valuable – like being first to hear about a new product.
Step 2: Build Anticipation
A product launch shouldn’t be a surprise – it should be a countdown. Leading up to the release of your new product, use SMS to generate excitement.
Effective teaser messages:
“Our biggest launch of the year is almost here 👀 Get ready.”
“Something amazing drops in 3 days. Be the first to see it.”
“Want first access to our new product? Reply YES to reserve your spot.”
This phase should stir curiosity and make your SMS subscribers feel like insiders.
Step 3: Give Subscribers Exclusive Early Access
One powerful way to reward your SMS audience is to give them first dibs on your new product. This not only drives loyalty but also jumpstarts momentum on launch day.
Why early access works:
- Creates a sense of exclusivity
- Encourages quick action
- Makes SMS feel like a VIP channel
Send a private link or code via text a few hours – or even a full day – before you open the launch to everyone else. You’ll often see some of your strongest conversion rates from this message.
Step 4: Craft the Perfect Launch Day Message
Now it’s time to go live. Your launch day SMS should be clear, energetic, and easy to act on. Lead with the excitement, keep it short, and link directly to the product page.
Sample launch texts:
- “🚨 It’s here! Our new product just dropped. Shop now: [link]”
- “You’ve waited long enough – our newest arrival is LIVE! Tap to grab yours: [link]”
- “Your early access starts NOW. Go get our latest release before it’s gone: [link]”
Always include your brand name in the message to build recognition and trust.
Step 5: Follow Up with Purpose
Not everyone will purchase your new product right away, and that’s perfectly normal. Strategic follow-up texts can help nudge those on the fence without being pushy.
Smart follow-up messages:
- Reminder: “Only a few left of our new product! Grab yours before it’s gone: [link]”
- Social proof: “Join 2,000+ customers who’ve already fallen in love with [product name] ❤️ [link]”
- Incentive: “Still thinking it over? Here’s 10% off to make your decision easier: [link]”
Space follow-ups out by 1–2 days and always offer value.
Step 6: Keep the Momentum Going
Once the dust settles on your new product launch, don’t go silent. Use SMS to continue the conversation and nurture those relationships.
Post-launch SMS ideas:
- “Got your order? Let us know what you think – reply with 1–5 ⭐️”
- “We’d love your feedback. Leave a quick review here: [link]”
- “More exciting drops coming soon. Stay tuned!”
Loyal customers are more likely to buy again and share your brand – SMS is perfect for maintaining that connection.
SMS Best Practices for New Product Campaigns
To make your SMS marketing more effective, follow these tips:
- Be concise: Aim for under 160 characters
- Send at the right time: Mid-morning and early evening typically perform best
- Use visuals: If your SMS platform supports MMS, include a product image
- Include your brand name: So, recipients know who it’s from right away
- Use urgency carefully: Phrases like “limited time” or “while supplies last” drive action
Test different messages and track performance to learn what resonates best with your audience.
Recommended SMS Tools
To manage and automate your campaign, use an SMS marketing platform that fits your business needs. Here are two options you can go for, depending on which suits your business best.
- Managed SMS: A fully managed SMS service with expert support from strategy to message creation. We deliver targeted, high-impact campaigns that engage your audience and drive results.
- Self-serve SMS: Handle your own text message marketing. Offers you more control, lower costs, and flexibility to customise messages – automating workflows and engaging customers directly.
Final Thoughts
A new product launch is your chance to make a strong first impression – and SMS marketing gives you the speed and intimacy to make it count. With smart planning, engaging messages, and a well-timed rollout, you can turn subscribers into excited buyers.
Whether you’re launching your first product or your fiftieth, SMS should be part of your go-to strategy. Start building your list, tease the launch, and deliver a killer campaign that drives results.
Need help crafting your SMS copy or setting up your first campaign? Reach out – we’d love to help you make your next new product launch your best yet.
