The Email Wars

I am starting to wonder if the BETA sign up for notifications is becoming the ultimate social media junkies phishing scam. After all, about 100 new things surface a day on the web and they are all about the sign up now to be in the BETA when we launch. When we launch? Is it really worth waiting an indefinite amount of time to get into the inner circle? DO you need to yell “FIRSTS” to your friends, co-workers, etc? Is the new tech elite class driving this rush to beta?

This strategy IS effective and has worked for years when hotmail, gmail and many others started using it. But now it is the standard way to pre-launch. So what happens now with the BETA give us your email address and we will alert you when it is ready idea? It is losing its value (or perceived value) to me.

Give me access now.

I think that it is hard to expect to have someone give you their email address until you have proven what you are doing to be compelling enough to warrant me just not checking in later.

What can you do to run a good BETA campaign?

1. Show Value. Now this is not just a cool screen shot, some body copy and a splashing reflective font and a BETA or beta badge, but truly be able to SHOW why I am going to want to know about this.

2. Use Storytelling. This can be dine with bullet points, animation, Video, screen casts, slide shows etc. It can even be done with REALLY well written copy (keep me away from that one).

3. Get The Word out. Now just because you have the sexiest thing in the world that everyone is going to want in the works, if you don’t tell anyone about it then it is your Beta and not theirs. You need to focus on all the traditional and new media channels to promote it. FB/Twitter/Blogs and more. Just like selling a house if people don’t know it is for sale, then it is not for sale. Many new companies fail at this step as they are too busy wondering why people are not finding them. You need to get out and hustle.

4. Help me Help You. Make the resources/help/forums/support EASY to find and use. If you are truly working on a real beta you are one buys team. You need to make the key documents, Q/A and path to get answers easy to find and use. Build and point out where these things live for your beta testers.

5. Identify Influencers and Top Users. Building a focus group of users that can help you spread the word, get feedback, and incorporate into early releases before the almighty “public” beta will make your job easier. These people love, use and want you. They want to be a part of this new product/company in some way. Help them to have some sense of ownership in it.

Back to the Topic.

If I give you my email address for a beta (Willy Wonka Golden Ticket) invite from you when you are ready, what happens in the mean time? Do you talk to me? Do you email me? Do you give me updates? Do you build excitement with me? If you are not doing these things then you have failed. If I sig up for your beta and I don’t hear back for 2-3 months – even 2-3 weeks  - then I have most likely forgotten about you and wil lnot be excited about the beta when it arrives. Sure you might tell your investors that you have me as a beta user, but truth is you lost me and I am never trying it. KTHXBAI.

You need to treat any campaign with the basics of best email marketing practices.

1. Let me know why I want this and to give you my 411

2. Thank me and give me something useful

3. Email me to confirm me, thank me, and welcome me immediately

4. Engage me in the first 7 days of signing up, and at the minimum of once a week to keep me interested while waiting

5. Build excitement and give me ways to share in my social networks with my circles.

6. Give me something as a bonus. The “easter Egg” or unexpected content/ link/ insight goes miles.

Do you have any other tips on a good BETA strategy? Share them with me.