I'm trying to figure out the best way of sending out an email campaign to alert potential customers about my desktop software application for fostering agencies and organizations.
I have looked at Mail Chimp and that seems easy enough to use and is free for the amount of emails I want to send (approx 200) and I have all the email addresses ready. But that isn't my problem.
My real concern is structuring the email in such a way that I make the content interesting enough to read (content writing is not a strong area of expertise for me) and don't alienate potential customers with a naff campaign that either nobody understands or is worded in a manner that's deemed pushy or too focused on sales. Of course the long term objective is to generate sales, but at the minute I'm more interested in getting people talking about the application and interested enough to want to know more.
As well as alerting customers to my product, another aim of the campaign is to enlist the help of some fostering professionals who can help me with the application. Ideally, I would be looking for someone who is interested in contributing ideas and suggestions without there being a formal process around it. The application is 35% complete, so I can't sell it right now, but my aim is to create a following that will eventually lead to sales when the product is finished. How do I persuade people to be interested in my application enough to want to participate? People who contribute to this website do it freely and passionately. That is what I want to achieve, but it has to be targeted to people who know the fostering profession.
How do I proceed with this?
Do I just write the email and keep changing it until I am happy?
Do I enlist a third party to check over the content and give feedback (anyone care to offer!)?
Do I send it out to all my potential customers or select a portion of them?
Does the content need to be more focused on enlisting support from readers or should it be more focused on features.
I know it may sound odd, but if I could sum up the reaction I'm after once the email drops in their in-box, it would be something like "Wow, that looks like a cool application, I can see it's not finished and has a way to go, but it sure would be fun to get involved."
What are the potential pitfalls that I may face and what advice do people have to offer?