Product Launch Email Must-Knows + Example

You’ve gone to all the work to launch that much-desired new product, and now it’s time to build some excitement and make the big announcement to all your email subscribers. The secret to nailing it? A killer product launch email campaign that gets people buzzing, clicking, and buying.

In this guide, we’ll take you through everything you need to know to craft product launch emails that captivate and convert. From structuring your email sequence like a pro to tips for writing copy that packs a punch, we’ve got you covered. Let’s make your launch a success!

What is a Product Launch Email?

A product launch email is a targeted marketing message sent to your audience to introduce a new product or service. While the basics of a product launch email might seem like they need little explanation, their success—or lack thereof—is more nuanced: these emails aim to inform, excite, and persuade your recipients, whether they’re loyal customers, prospects, or potential partners. 

The goal is to generate buzz and drive action, such as visiting your website, signing up for updates, or making a pre-order or purchase. And it’s not as simple as just sending one single email; it’s about having a thoughtful plan to build anticipation, announce your launch, and follow through. 

What is a Product Launch Email Sequence?

That’s right: the best product launch email is one that forms part of a proper sequence. A product launch email sequence is a series of emails designed to guide your audience through an email customer journey, from pre-launch emails that build anticipation, to day-of launch emails with the official new product announcement, and post-launch follow-ups that keep the momentum going. This approach helps you maintain consistent communication and it keeps your audience engaged at every stage of the process. 

Let’s examine the types of emails for each step of the way.

Pre-Launch Emails & Examples

Pre-launch emails are sent before the official launch in order to build anticipation and curiosity. These emails might include teasers, sneak peeks, or countdowns to the big day. Given that a product launch is an event of sorts, leverage the build up to create buzz in all the ways possible.

There are heaps of ways you can get this done via your email marketing, whether it’s simply announcing the launch ahead of time, or getting more creative and coming up with contests or collaborations around the occasion. With that in mind, here are some best practices when it comes to your pre-launch emails. 

Best Practices for Pre-Launch Emails

• Announce the new product or service
• Share exclusive details or behind-the-scenes content
• Highlight the benefits your product will offer
• Use countdown timers or event reminders to create urgency
• Offer pre-launch and/or pre-order sign-ups
• Implement a pre-launch discount
• Run contests, giveaways or promotions around build up to the launch
• Collaborate with other brands or influencers

When to Send Pre-Launch Emails

While this may depend on the scope of your product launch (launching a new car model is quite different from launching a new bath soap), most products probably only require a few weeks heads up. That is, if you’re running a contest or pre-order promotion, you might want to send a few emails over the course of several weeks. Whereas if you’re just simply teasing the launch, with no extra bells and whistles, one email a week in advance may do the trick. Stay on top of your email marketing metrics so that you can see what’s working and not working, and then optimize for your following sends.

Pre-Launch Email Examples

What better way to come up with pre-launch email ideas than to examine those that have done the job well. So let’s dive into some real-world new product launch email examples that have worked.

The above email builds excitement around the launch of a new-product collaboration. It not only gives all the necessary details—when the launch will happen, and where—but also product features (colorways and fit), and gives followers the opportunity to join the waitlist. So while sales can’t actually happen until the launch, Skims is able to move customers along in their journey.

Karst leverages new-year energy to promote its soon-to-launch planner. More than just a new product announcement, it allows recipients to pre-order the planner, thus capitalizing on the pre-launch hype in order to start making sales.

In the above new product launch email example, recipients are given a sneak peak of the cover of the soon-to-launch book. The message employs personal and sincere language to start generating pre-orders before the book is even out. 

Day-Of Product Launch Emails & Examples

The day of the launch is when your emails shift to showcasing the product in its full glory. These emails should deliver a clear and enthusiastic message, emphasizing the value and unique features of the product while driving immediate action. Let’s examine what you might consider including.

Best Practices for Day-Of Product Launch Emails

• Include bold visuals and product highlights
• Provide a link to purchase, sign up, or learn more
• Offer special launch-day discounts or bonuses
• Create a sense of urgency with limited-time offers or stock warnings
• Build and deliver on pre-launch efforts (did you run a contest? How about a giveaway or collaboration? Continue to leverage the hype, but also deliver on any promises)

When to Send Day-Of Product Launch Emails

This probably sounds like a silly question because the answer should seem obvious: the day of, right!? Well, yes, this is true. But like any other email blast, you’ll want to maximize sending time. That means sending out your email first thing in the morning, during your earliest customer time zone. You might also wish to align your product launch with a day of the week that is best for email sending. That is, send on a Tuesday, and avoid sending on a Friday or weekend when folks aren’t focused on their email inboxes. 

Day-Of Product Launch Email Examples

Need some day-of inspiration? Here are some product launch email examples to give you ideas.

Tasty and festive visuals do a solid job of capturing recipient attention, and then a promotion for a free cookie for a limited time leverages that sense of urgency coupled with a discount. Colorful cookies are hard to resist, but a free colorful cookie is even harder to say no to.

In the above email, Thomas & Vine launches its new footwear, and makes the offer more enticing with a discount. They’re also using this opportunity to encourage people to sign up so that they can receive more similar updates about new releases, thus closing this deal, and planting seeds for future ones.

When it comes to bold and catchy visuals, Colorverse surely wins. The above effectively captures attention with a colorful email that seals the deal by clearly and attractively communicating product features and benefits. 

Post-Launch Emails & Examples

Post-launch emails focus on maintaining momentum after the initial new product announcement. They’re an opportunity to engage customers who haven’t yet acted, provide social proof, and encourage feedback or reviews. These emails are a great way to finally get that sale, and close the loop on the product launch process, setting the stage for future sales.

Best Practices for Post-Launch Emails

• Share testimonials or early reviews
• Highlight additional features or use cases
• Thank your audience for their support
• Encourage referrals or social sharing
• Close the loop on any launch events, collaborations, etc. 

When to Send Post-Launch Emails

Post-launch emails can be sent during the weeks following your launch. For example, you might send one a week after launch, then another a couple weeks later. Perhaps one could highlight testimonials, and then another could offer an additional limited-time discount.

Post-Launch Email Examples

Post-launch emails require a little extra touch—a delicate balance between keeping the excitement alive, but not overdoing the new product announcement. So this is when you’ll need to get creative about how you keep the conversation going. Check out these examples for some ideas. 

Canva’s announcement above is essentially a re-announcement of the launch. It retells all the product features and benefits, but adds a cheeky “have you tried it?” since this product was previously launched. This is a creative and smart way to extend the launch announcement, capturing the attention of those who might not have purchased yet, or who perhaps missed the announcement altogether.

This artist is using her launch as an opportunity to generate continued buzz. In this new product launch email example, she’s offering an extra discount, and highlights that it’s for valued customers.

The above new product announcement revisits the launch by mentioning that the “reviews are in.” As such, the seller not only provides social proof (in the way of reviews) but can freshly talk about the launch, and therefore generate more sales.

The above new product announcement revisits the launch by mentioning that the “reviews are in.” As such, the seller not only provides social proof (in the way of reviews) but can freshly talk about the launch, and therefore generate more sales.

How to Write a Product Launch Email

Alright, now you’ve got some fresh inspiration for what you’d like to send. Maybe you’ve even started plotting out your email automation sequence. So it’s time to get down to the business of actually writing marketing emails for your product launch. Here’s how to nail each element for maximum impact:

1. Start with a Strong Subject Line

Your product launch emails aren’t just about the content within them; you need to get them opened in the first place. Indeed, your email subject line is the first impression your email makes, and it determines whether recipients will open it. A strong subject line should grab attention and immediately communicate the value of your product. Here’s what to keep in mind:

• Use action words or power phrases to create urgency, such as “Don’t Miss This!” or “Just Launched!”
• Include personalization if possible, like the recipient’s name or location.
• Spark curiosity with phrases like “Your Next Must-Have is Here” or “We’ve Been Working on Something Big…”
• Keep it short and punchy—best to aim for using 50 characters or less

2. Hook Your Audience Immediately

Once recipients open your email, the first line needs to hold their attention. This hook sets the tone for the rest of the email and should align with your subject line. Consider the following:

• Use an attention-grabbing announcement, such as “The wait is finally over!”
• Pose a question that resonates with your audience, like “Ready to revolutionize your workflow?”
• Share a compelling stat or story related to your product.
• Speak directly to your audience’s desires or challenges: “Looking for the perfect travel companion?”

3. Focus on Benefits

While it’s important to share details about your product, your audience cares most about how it will improve their lives. Shift the focus from features to benefits, explaining what makes your product valuable and unique. Here are some ways you can do this:

• Translate technical features into real-world advantages. For example, instead of saying “10-hour battery life,” say “Stay connected all day without worrying about recharging.”
• Address pain points your audience experiences and explain how your product solves them.
• Use customer-focused language like “you” and “your” to make the benefits feel personal.

4. Include a Clear Call to Action (CTA)

Your email should always have a clear and compelling next step for the recipient to take. A strong CTA ensures they know exactly what to do after reading your email. Here a handful of tips when it comes to creating an effective CTA:

• Use action-oriented phrases like “Shop Now,” “Learn More,” or “Sign Up Today.”
• Make the CTA button stand out with bold colors and clear text.
• Limit the email to one or two CTAs to avoid overwhelming the reader.
• Include a sense of urgency if you’re offering a promotion: “Order now—offer ends soon!”

5. Keep It Visually Appealing

Email marketing design is just as important as the content. An attractive, well-structured email makes your message more engaging and easier to read. Design best practices you’ll want to keep in mind include:

• Use high-quality images or videos that showcase your product. For example, a sleek photo of your new product in use can speak volumes.
• Stick to a clean layout with plenty of white space to improve readability.
• Ensure consistent branding throughout when it comes to logo, colors, and fonts
• Make your email mobile-friendly since many users will view it on their phones.

By following these steps, you’ll create a new product launch email that not only informs but also piques your audience’s interest and motivates them to take action.

Closing Thoughts on Product Launch Emails 

Launching a product is like throwing a big party (in this case, virtually!)—you want everyone buzzing with enthusiasm and eager to join in. With the right email strategy, you can build anticipation, steal the show on launch day, and keep the energy going long after the confetti has settled. Think of each product launch email as an invitation to the celebration: entice them, wow them, and leave them wanting more. 

Not sure where or how to get started? SiteGround Email Marketing makes getting going ultra easy thanks to attractive email marketing templates, audience segmentation, email automation, robust analytics, and a user interface that’s a breeze to use. Start your email marketing journey with SiteGround today.