4. Launch - Out of Beta#

Introduction#

The following is the blueprint for an effective coordinated launch with Zapier. These are the best strategies from the dozens of tactics we've tried with our 750+ integration launches, including those with our most successful partners like MailChimp, Asana, Pocket, Eventbrite and Typeform.

Helpful Resources#


This guide only applies to you if you're planning on making your app global.

During the Beta phase, you'll be introduced to Zapier’s Partner Success team via email (partners@zapier.com) to coordinate a launch.

Apps are in Beta until they have approximately 20 live users.

External testing and refinements during the Beta period are necessary to ensure your app's success. We ask for 20 users before considering an app out of Beta because your primary goal with Zapier should be retention: Your first users and testers should be drawn from your internal user base—we recommend surveys and blog posts with embedded Zaps to capture interest while still in Beta, as well as reaching out to all those who have expressed interest in integrations.

Testimonials#

"We've found that users who connect Airtable with Zapier are our most valuable users- they're more likely to upgrade to a paid plan and are using Airtable in more interesting and complex ways than the average user." - Zoelle Egner, Airtable

"Shout out to Zapier that brought us consistently high numbers of quality visitors and an astonishing conversion rate, if you build apps – make sure to partner up with them" - Dunja Lazic, Toggl

"I'd estimate around 40% of our customers use Zapier in some way or another. So Zapier is an integral part of our business / integration strategy :)" - Jeremy Clarke, WebMerge

"And we had quite a few signups from being featured in the Zapier newsletter, and many of them were much higher value leads than we typically get (in that they converted to predominately higher $$) " - Jordan Baker, Focuster

Zapier Marketing Activities For Launch#

Zapier will promote the launch of your integration to our users with the following activities:

1. We Announce Your App on the Zapier Updates Blog#

Updates blog

This post is all about making your app look like a must app for our users. It highlights your app's value, shows off a few ways to use it with Zapier and gives our users a short guide to making their first Zap. We post to the Updates blog and link to your site/landing page from the article.

2. We Share Zap Templates Featuring Your App#

These Zap templates are quickstart guides that walk a user through automation setup step-by-step in the editor with helpful instructions, customized help text and pre-mapped variable choices. We’ll feature the Zap templates you create in your launch post. They are also embeddable on your app with a small snippet of javascript and should be used wherever possible—they enable your users to create Zaps without ever navigating away from your app. Read the Zap template documentation.

3. We Feature Your App in a Newsletter to 750,000+ Subscribers#

Every Wednesday, more than 750,000 of our users receive an email (example) making them aware of the new apps on Zapier. These emails lead users to our Updates blog, where they're able to learn more about your app and get started with the new integration using the Zap Template embeds.

4. We Feature Your App in an Email and Blog Post to Our 1,500,000+ Users#

email

At month’s end, our user base of 1,500,000+ professionals is sent a newsletter linking a roundup of the new apps added that month, and you will be featured as part of it-example

5. We Feature Your App in an Email to Our Most Engaged Users#

We include your app in the next monthly invoice email for paying Zapier users, linking to your Zapbook page:

Your Marketing Activities For Launch#

1. Add Embedded Zaps to Your App#

 

Embedded Zaps allow your users to set up an integration without leaving your site. This convenience to the user also comes with a big convenience to you: our customer success team is there to help your user make sure this integration is working as expected.

Learn more about embedding your Zap templates.

2. Add Zapier to Your Onboarding Sequences#

Docparser Onboarding

Add Zapier to your onboarding emails to educate uses on the possibilities with integrations right when they’re learning about your app. Asana, Pipedrive, Buffer, Docparser, Clearbit, and Skedda all automatically reach out to new users with drip sequences to educate them on how to use Zapier and why it’s helpful. Reaching out to users after a certain number of days with advanced tips, and when their navigation in-app hits integration-related sections works very well here.

3. Add Zapier to Your Integrations Page/Directory#

Create a marketing/landing page for the Zapier integration to help showcase your feature-set to new users visiting your site. Embeds can be featured as needed, presenting a range of workflows. Good examples include Insightly, Unbounce, and Smartsheet.

4. Spread the word: Email Announcement of launch and Social Push to Your User Base#

Wunderlist email

With the Embedded Zaps added to your app, it's time to make your users aware your app's new capabilities. Do it by using the most effective means today: a dedicated email campaign - Trainerize example. We have templates ready for use, or feel free to write your own.

We will also be sharing the news about this via social.

5. Write About the Integration on Your Blog#

Trello Blog Post

Write a blog post about the new integration and add Zap Template embeds to the post. These make it easy for your users to imagine the possibilities and get started right away. You can write your own post or work with our co-marketing team to adapt the launch post from our Updates Blog to your own style. Need some inspiration? Here are some examples from MailChimp, Buffer,ShipStation, Kajabi,Teachable, and Clearbit.

6. Post an in-app message to announce the integration#

Feedly Message

Announce the breaking news so your users feel like they’re the first to know when they log into your app. Partners like Feedly and Zoho Recruit shared the news on the front page of their app to help catch every user.

7. Spread the News#

Pitching the tech press, industry publications, and local business news reporters helps spread the word as well and will often get picked up by news sites and automated SaaS news aggregators. Some good examples of past press releases around new integrations: Google Slides, RingCentral, ShipStation, WordSmith, Cyfe, Act!, VCC Live, ClickTime, Redtail CRM, TrackVia, Caspio Cloud Database.

It helps to have a PR firm to help increase the reach of your releases, but a good general tip if you don't have one is to build a very targeted list of journalists and publications that cover the topic, and reach out to them with your article. Persistence pays off here, since it's likely only some will be able to cover it. It also helps to maintain those ongoing relationships, and tailor the language in your outreach to their interests.

Note: While we would like to team up with each new partner on this activity, the volume of partners prevents us from doing so as our press contacts have even frankly asked us, "Don't you launch a new integration every day?" This activity is most impactful when it comes from your side.

Another angle you might try is targeted paid promotion of your integration. Facebook, for example, offers the option to "Boost" content—like a link to your blog post about the integration—to a targeted audience. There are Facebook audiences of people interested in pages related to, for example, marketing automation, that may be receptive to your news, too.

8. Bonus: Pair with other partners on promotional campaigns#

Your app is now more powerful than ever, thanks to integration possibilities with other partners. Reach out to them for shared promotion - For example, Thinkific paired with other partners to offer discounts and TimeCamp reached out to other apps to get exposure via blog posts.

Zapier Ongoing Marketing Activities#

1. We Maintain a Dedicated Landing Page for Your App#

Zapbook To spark ideas for getting started and to highlight popular integration opportunities, we build your app a custom landing page for our Zapbook. The Zap templates shown there are sorted by popularity and usage, helping the best use-cases surface naturally. Be sure to check the Zapbook pages for apps in similar spaces to get Zap template ideas!

2. Inclusion in our Partner Newsletter#

You’ll start receiving our Partner Newsletter with usage stats on your app’s performance and the Zaps users are building. Your app will be featured in the newsletter other partners receive.

Questions about the newsletter? Watch this video about it:

3. Dedicated Blog Post When Your Integration is Updated#

Whenever your integration is updated with new features that are helpful for your users - additional Triggers and Action steps - we highlight these updates in a dedicated blog post on the Updates Blog, which is also featured in our newsletters

4. Your Zaps on blog posts and inside other apps#

Whenever a Zap is applicable to something we’re writing about on the blog, we might embed a template. Having more useful Zap templates helps you cover a wide range of applications! Popular Zap templates often get featured inside other partner apps through our dynamic embedding widget. This means exposure to other partners’ user-bases because their Zap template uses your app.

Your Ongoing Marketing Activities#

Just as critical as the announcement promo, ensuring consistent education and adoption over time is important for continued success.

1. Add Zapier and Popular Apps to Your Integrations Directory#

MailChimp integrations

Beyond adding a Zapier listing to your integrations directory, our most successful partners add dozens of Zapier-supported apps to their directory, too, expanding their reach.

For example, Asana's Evernote integration, MailChimp's Zapier collection, Nimble's AWeber integration, ScheduleOnce's App Directory, and TeamWork's Integrations page are all listings powered by Zapier. Since Zapier is connected to 750+ apps, so is yours, and this is one of the best ways to show that.

Three ingredients of effective listings:

2. Update Your Help Docs with Zap Template Embeds#

Wunderlist Help Doc

A good tip here is to consider creating multiple documents over time that address specific pain points that users may search for, and answering them with embedded Zap workflows. Feel free to refer to our Getting Started Guide and use any material you need from there! Good examples of Zapier help documentation: Trello, Harvest , Pipedrive, Kajabi and Trainerize

We’re here to help this launch be a success! Let us know how we can support you and our mutual users.

Pre-Launch Checklist and Submission Form#

Have you prepared these items?

Integration Launch Announcement Material

  • Blog post
  • Email announcement
  • In-app announcement
  • Other promotion: press release, news story, promotional campaign with partners, etc

Creation of Evergreen Zapier Content on Your Site App

  • Zap templates embedded inside your app’s UI
  • Zapier integration featured in your onboarding sequence
  • Zapier placement in your partner/integrations page or directory
  • Zapier help docs

You can use this form and edit your responses to keep us posted of the progress towards launch:

Jump to the Zapier Pre-launch Material submission form, or you can fill it out below by scrolling through the form:

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