Product Launch to Customers Playbook

LAUNCH COMMUNICATION TIMELINE

Phase	Timing	Activity	Channel
Pre-Launch
	2 weeks	Beta invitation	Email
	1 week	Coming soon teaser	Email + In-app
	3 days	Prep materials	CSM briefing
Launch Day
	Day 0	Announcement	Email + In-app
	Day 0	Release notes	Help center
	Day 0	Social announcement	Social
Post-Launch
	Day 3	How-to content	Email
	Day 7	Tips and tricks	In-app
	Day 14	Adoption check	Email
	Day 30	Feedback collection	Survey

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CHANNEL STRATEGY

Channel	Use For	Audience
Email	Primary announcement	All customers
In-app	Feature discovery	Active users
CSM	High-touch customers	Enterprise
Webinar	Training	Interested users
Help center	Self-serve	All
Social	Awareness	Broad
Community	Discussion	Engaged users

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SEGMENTED MESSAGING

By Customer Segment

Segment	Message Focus	CTA
Power users	Advanced capabilities	Try it now
Regular users	Core benefits	Learn more
New users	Getting started	Watch tutorial
At-risk	Value reinforcement	See how it helps
Enterprise	Strategic value	Talk to CSM

Announcement Email Template

Subject: Introducing [Feature] - [Key Benefit]

Hi [Name],

We're excited to announce [Feature], designed to help you
[primary benefit].

WHAT'S NEW
[Feature] lets you:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

HOW TO GET STARTED
[Simple 1-2-3 steps]

[CTA: Try [Feature] Now]

Questions? [Link to help] or reply to this email.

[Name]

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ADOPTION CAMPAIGN

Adoption Email Sequence

Day	Email	Goal
0	Announcement	Awareness
3	How-to guide	Education
7	Tips from users	Social proof
14	Check-in	Adoption check
21	Advanced use cases	Deepening
30	Feedback request	Learning

In-App Adoption Flow

1. DISCOVERY
   └─▶ Tooltip: "New! Try [Feature]"

2. EDUCATION
   └─▶ Guided tour (3-5 steps)

3. ACTIVATION
   └─▶ Prompt to try first action

4. CELEBRATION
   └─▶ "Nice! You've used [Feature]"

5. DEEPENING
   └─▶ Suggest advanced use case

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TRAINING CONTENT

Content Type	Format	When
Quick start guide	Help article	Launch day
Video tutorial	2-3 min video	Launch day
Deep-dive webinar	30-min live	Week 1
FAQ	Help article	Launch day
Use case examples	Blog/Help	Week 2

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FEEDBACK COLLECTION

Feedback Survey (Day 30)

1. Have you tried [Feature]? (Yes/No)

2. If yes: How useful is [Feature]? (1-5 scale)

3. If no: Why not? (Multiple choice)
   - Didn't know about it
   - Not relevant to me
   - Too complicated
   - Other

4. What would make [Feature] more useful?
   (Open text)

5. Anything else we should know?
   (Open text)

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