Product Launch Emails: Your Guide to Cutting Through the Inbox Clutter and Boosting Sales
Product launch emails are announcements sent to subscribers featuring a new product release.
These emails express brand excitement and pique customers’ interest, but they do not always receive the attention they deserve. According to a study from Yes Lifecycle Marketing, 55% of people ignore marketing emails due to inbox overload.
However, the good news is 42% of them scan the email subject lines to determine whether they’ll open the emails without unsubscribing themselves.
With a tiny tweak to your marketing strategy, your product launch emails could cut through the clutter, spark excitement, and drive sales.
In this guide, we’ll explore the art and science of crafting product launch emails to resonate with your audience and boost sales.
What is a Product Launch Email?
A product launch email is a broadcast message about a new product, product feature, or event sent to your subscribers.
The goal is to raise email subscribers‘ awareness and anticipation of the product, helping them take immediate action once it is launched.
Following are the key aspects to remember about product launch emails:
- Purpose: Product announcement emails build anticipation around new products or features. They can also be used to announce upcoming sales or pre-order opportunities.
- Target consumers: Launch emails are typically sent to existing customers but can also include potential customers to increase the likelihood of higher sales.
- Email content: Product announcement emails must clearly explain the new product or feature and include a call-to-action button.
Product announcement emails are a great opportunity to stay connected to your audiences and keep them engaged with your brand.
Components of a Product Launch Email
Product launch emails usually feature a set of email elements, including a CTA, such as asking the reader to join a waitlist or pre-order the product.
We’ll review more of the components in the table below.
| Component | Description | Example |
|---|---|---|
| The subject line | A short and attention-grabbing phrase to summarize the email content | “It’s here. Introducing the all-new product [Product name]” |
| Preheader text | Optional text next to the subject line | “The wait is finally over” |
| Headline | A clear statement about the product launch | “Product name is here to revolutionize the [Industry]” |
| Product description | A brief explanation of how the product solves customer pain points | “Introducing [Product name]. The first-ever [Unique feature] to help you [benefit]. |
| Call-to-action | A compelling statement telling the reader what to do next | “Shop now and get 10% off” |
In all aspects, focus on your brand voice and design across different product announcements.
We’ll discuss the various types below.
Types of Product Launch Emails You Should Know
Depending on your marketing goals, a launch email can invite customers to pre-order products or announce a new feature release.
Reviewing these common types of product launch emails will give you a better idea of when to send one.
| Email Type | Purpose | Target Audience | When to Send |
|---|---|---|---|
| Pre-launch | Generate excitement and curiosity | Existing subscribers and customers | 1-2 weeks before launch |
| Pre-order announcement | Encourage early purchases and guarantee availability | Loyal customers, high-interest subscribers | 1-10 days before launch |
| New product launch | Announce the official launch and availability | Existing customers and subscribers | Launch day |
| Feature announcements | Addresses new features included in an existing product | Existing product users | After feature release |
| Beta test invitation | Gather feedback and refine the product before the full launch | Targeted group of interested users | Before beta testing begins |
Let’s examine each type of product launch email along with real-life examples.
1. Pre-launch Emails
Pre-launch emails create a buzz around your product or new feature release. They can be used to target existing customers or generate B2C leads with exclusive previews.
Pre-launch emails can be any of the following:
- Teaser email: This type of email interests your audience without revealing too many details about the product. Use cryptic language, countdown timer, or imagery to create a sense of mystery and increase curiosity.
- Announcement email: It officially announces your product’s launch date and provides a basic description of your brand.
- Pre-order email: It’s an opportunity to allow enthusiastic customers to pre-order products before the launch, and to secure sales and generate buzz.
- Early access email: Early access email invites a select group of customers to try the product to get valuable feedback and build relationships with potential brand advocates.
Ensure to create a sense of urgency and build anticipation without giving away everything.
MailNinja sends email marketing calendar templates to its customers before the launch day. Such an approach allows the brand to understand its core target audience and help the customers better prepare for the launch day.
2. Pre-order Announcement Emails
Pre-order announcements create an opportunity for customers to reserve a soon-to-be-released product.
They serve two main purposes:
- Generate excitement and anticipation: They allow brands to introduce their new product and create a buzz around it. Such emails usually contain product features and benefits, drumming up interest before the big launch.
- Gather early customer interest and sale: Pre-orders help companies understand the demand for the product and prepare accordingly. Additionally, they help customers get access to their favorite product before it is released.
Overall, pre-order emails are a win-win for customers and the brand, helping companies understand their production capacity and adjust inventory management while giving customers an upper hand by allowing them to be the first to purchase products.
Google rolls out a fun pre-order announcement email with product benefits and features. The email also includes a 50% discount on their Annual Fitbit Ace Pass Data Plan. Additionally, they include a “Skip the pre-order option,” allowing customers to place orders in nearby Google stores.
3. New Product Launch Email
Product launch emails are official announcement messages sent to existing and potential customers, informing them the product is available for purchase.
Launch emails typically contain the following elements:
- Product details,
- Purchase links,
- Customer testimonials,
- A strong CTA.
Fellow, a coffee manufacturing brand, sends an elegant product launch email. It uses high-quality product imagery and a detailed explanation of how the product helps busy people taste amazing coffee.
4. Feature Announcement Email
A feature announcement is a message about a new addition to your product or service. Imagine better control over a gaming app or an upgrade of the camera pixels, basically, any additional feature that enhances customer experience.
Sending one showcases the ongoing development of the product and often include a CTA, encouraging customers to try out the new feature.
Musicbed proudly introduces its AI-powered song search, which lets users search for their favorite artist or song with a complete history of the term. They also highlight how the search can be completed in four different ways, making it a unique experience for the users.
5. Beta Test Invitation
As the name implies, beta testing involves asking people for feedback on a product, service, or new feature. Users can try out the product before it officially launches in the market, making it beneficial for both. It shows how well the product resonates with the audience while letting users get a feel of the whole product, helping them make a quick decision.
Figarc helps people design floor plans on Figma. In return for a tweet, Figarc invites 10 participants to test their beta product. The brand also thanks the customers for joining and includes a brief description of the early Figarc experience.
You can space out various product launch emails to avoid overwhelming customers. Distribute information in a series of launch emails: Pre-launch, during-launch, and post-launch.
Map Out Your Product Launch Email Series
Launching a product takes months of advance planning—start dropping hints two months before release and continue until two weeks after the launch day.
Mapping out the email series will help you strategize and sell key points about your product in each phase.
Let’s review a typical product launch email sequence.
| Product Launch Email Sequence | When to Send | Things to Include |
|---|---|---|
| Email #1 | 1 month before the launch date | Provide a hint or preview of your new product |
| Email #2 | 2 weeks before the launch | Include details of the launch date and other relevant details, such as the venue or presentation scope |
| Email #3 | 1 week before the launch | Provide early access options and exclusive offers to loyal customers |
| Email #4 | Launch day | Announce the launch, encourage participation, and drive sales |
| Email #5 | 1 week after the launch date | Follow-up with subscribers who showed interest but haven’t purchased yet |
| Email #6 | 2-3 weeks after launch day | Downsell subscribers |
A successful product launch email requires a strategic approach to engaging the audience the right way, including the subject line, the type of email content, and the CTAs.
How to Write Product Launch Emails That Get Opened and Clicked
From the subject line to the email sign-off, your product launch emails must captivate customer attention through vivid storytelling and imagery.
Start by sorting audiences into different groups and sending them personalized email messages based on their behavior and pain points.
Let’s learn about the prerequisites to writing great product launch emails.
1. Segment Audiences for Tailored Content
Segmenting your audience helps you cater to their individual needs and preferences instead of blasting generic product launch messages people ignore.
You can divide customers based on:
- Demographics,
- Psychographics,
- Behavior,
- Technographic,
- And customer journey stage.
Pro tip: Read our detailed guide on segmentation models with examples for a thorough analysis.
Campaign Refinery has rolled out a new “Audience Groups” feature, allowing clients to group various customer segments for a single email campaign.
2. Craft Simple and Intriguing Subject Lines
Whether it’s a pre-launch teaser or a product launch announcement, ensure to write clear and compelling subject lines. These 30-50 characters determine whether your product launch emails will get opened or tossed into spam.
Based on the customer profile and behavior, you can weave humor and emotions in the subject lines for a more engaging conversation.
3. Include Scarcity and Urgency in Your Pre-launch Emails
When customers think they can get access to your products at any time, they are not going to act fast. The only way around is to tell them otherwise — include discount codes or countdown timers to highlight the scarcity and urgency.
Campaign Refinery’s Evergreen Flash Sale lets users attach third-party countdown timers for increased email response rates.
4. Be Mindful of Mobile-responsive Templates
Almost 1.7 billion people access emails from their mobiles, according to TechReport. By not optimizing your product emails for mobiles, you would be losing a big portion of your customers.
Ensure the colors, typefaces, headings, and CTAs align within the product launch email template.
5. Test and Refine
It’s essential to understand the individual’s behavior behind every email campaign metric to accurately measure the success of your launch emails and understand communication gaps, if any.
Here are common email metrics you must track:
If you find it challenging to combine elements and make your launch emails work, here are ready-to-use templates to help you get started.
New Product Announcement Email Templates
Use the templates below as they are, or modify them according to your marketing needs.
1. Brand New Product Launch Email Template
Subject: It’s here, introducing the all-new [Product name]
Hi [Customer Name],
We’re thrilled to finally announce our latest game-changer, the [Product Name].
As our esteemed customer, we wanted you to be the first to know about our exclusive release. The [Product Name] is designed to solve [Customer pain point] and achieve [Outcome].
Here’s what makes our product so amazing:
- [List 2-3 key features and benefits]
- [Highlight a unique selling proposition]
Don’t miss out on the opportunity to revolutionize the way you [Action related to the product].
[Insert CTA]
Cheers,
[Your Name and Company Information]
2. New Feature Launch Announcement Template
Subject: [Product Name] just got better. Introducing [New Feature] that [Benefit]
Hey [Customer Name],
Did you know [Product Name] just got upgraded with the [New Feature Name]. This innovation will help you [Explain what the feature does] and ultimately [Mention the outcome].
You’ll love our new feature because:
[List the pros]
We’re confident the [New Feature] will make the [Product] experience more enjoyable and productive.
Get started with the new feature today:
[Mention instructions on the usage]
We’re always looking for ways to improve your experience with our products. Tell us what you think of our [New product feature].
Happy [Relevant action]
The [Your Company Name Team]
Pro Tips for Launch Email Success
Incorporating the tips below will make your product launch emails stand out:
- Include social proof: Customer testimonials, reviews, endorsements, and similar are effective ways of building credibility. Include social media posts to level up trust with potential customers.
- Use ‘urgency’ words: Include words to create excitement, such as “new,” “exclusive,” or “limited-time.”
- Highlight the ‘what’s in it for me’: Emphasize the unique benefits of your products to help customers understand its value upfront.
- Include product visuals: People love to picture themselves using the product or service, and visuals are a great way to give them the experience. Use high-quality video and photos of your products, along with persuasive descriptions.
- Offer incentives: Including a discount, offer, or simply a gift will help people remember your brand and take immediate action.
- Include social sharing options: Prompt recipients to share the news across their social media channels by integrating social media buttons in the emails.
- Thank your customers: Acknowledge and thank people who took action and send follow-up emails to those who haven’t.
- Consider a countdown timer: A time-sensitive launch email tells customers the product will not be available forever, prompting them to take quick action.
While you’re hyper-focused on crafting the perfect launch email series, also think about engaging the audience post-launch phase.
We’ll discuss a few ways to retain their attention even after you have shared all the information about your product.
Beyond the Launch: Fostering Long-term Engagement
Ensure to make continuous efforts to understand your audience, gather user feedback, and maintain positive relationships with them. This includes being available 24/7 to answer queries and handle support.
Utilize the following strategies to foster long-term relationships post-launch.
1. Build a Community
You already have a strong customer base that loves and supports your brand. Now, how can you use the aspect and create a powerful community of like-minded people?
Shift your focus from merely promoting your product launch to providing real value to customers. Maybe share informative blog posts, instructional videos, or even entertaining stories. Think of your community’s needs and preferences to tailor content accordingly.
Don’t know where to start? You can build communities in two ways:
- Online forums and social media groups: Create a space where like-minded individuals can interact and learn more about your product or brand. It can be a page on Reddit or an Instagram profile.
- Regular brand updates: Consistent information on your brand changes through marketing newsletters or blog posts can enhance customer loyalty. It also increases transparency and keeps the users invested in your brand journey.
2. Personalization and Customization
Customers feel close to your brand when they feel appreciated and valued. Recommend products based on their preferences, send targeted email campaigns, or offer exclusive deals.
Data analytics plays a powerful role in helping you understand your audience’s likes and preferences, allowing for personalized content. Additionally, improve your product and brand communication based on user feedback.
3. Gamification and Rewards
Whether developing loyalty programs or adding layers to gamification, interactive elements in emails make users’ experiences fun and engaging.
You can incorporate quizzes, polls, GIFs, or other gamified elements to enhance friendly competition to make people keep coming back for more.
Campaign Reifnery’s Engagement Rewards feature lets clients turn every interaction from their subscribers into points. Collected points can be redeemed for an exclusive offer such as “A downloadable PDF,” “VIP access to content,” “Webinars,” or similar.
4. Inclusivity in Community
Make your subscribers feel like a part of something bigger — allow them to contribute their ideas, take part in company brainstorming sessions, or vote on features. Involving them in the decision-making fosters a sense of ownership and keeps people invested in the long run.
5. Loyalty Programs and Incentives
Offering exclusive deals, early access to new features, or discounts can help maintain interest in your product. You can also implement referral programs to encourage existing users to spread the word about your products in return for a reward.
Sustaining long-term customer interest requires a multifaceted approach — ensure to adapt to consumers’ evolving needs and preferences. Analyze data history and consumer behavior to match the current standards.
The downside is, you can collect customer data only if your emails reach the intended recipients. Email deliverability or inbox placement rate ensures your emails land in the primary inboxes rather than the spam folders.
Using a reliable email service provider becomes critical to ensure your product launch emails get delivered to inboxes.
Ensuring the Highest Inbox Placement Rate for Your Product Launch Emails
Campaign Refinery boasts a strong reputation for email deliverability — clients notice a 600% increase in inbox placement rate after working with us.
Here’s how our clients plan product-launch email success with Campaign Refinery:
- They use our automatic email list cleaning feature to remove invalid and harmful email addresses.
- They can segment audiences on a micro-level using the “Tags” system and group user segments using the “Audience Groups” feature.
- Our clients create brand-aligned and mobile-friendly launch emails using our WYSIWYG email editor.
- They use dynamic fields to craft hyper-personalized email campaigns.
- They utilize the in-built authentication protocol system to increase sender reputation and email deliverability rate.
- Then they can sit back and relax as we closely monitor spam complaint rates and promptly address any issues to help them avoid being a spam email senders.
Email deliverability is an ongoing process, so following best practices and optimization is crucial for long-term success.
Campaign Refinery ensures better inbox placement by implementing strict authentication protocols, email-sending best practices, and a robust high-speed sending engine.
Maximize inbox reach and boost your product launch success with Campaign Refinery!
