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HomeMarketingThe right way to Create a Product Launch E-mail (Outlines + Templates)

The right way to Create a Product Launch E-mail (Outlines + Templates)


There are few occasions extra thrilling in an organization than a product launch. Anticipation brews among the many staff and a way of optimism emerges across the prospect of a progress in market share.

Product launch email represented by a woman's hand holding a small laptop and a toy rocket ship on a colorful background of yellow and light orange

Nonetheless, this query at all times arises when a brand new product launches: Will this marketing campaign achieve success?

There are a number of avenues by means of which to speak throughout a product launch, but one of the vital underrated and efficient is a product launch e-mail.

→ Download Now: Free Product Marketing Kit (Free Templates)

On this submit, we’ll stroll you thru write the proper product launch e-mail, together with strategies for topic traces and an overview for the best product launch e-mail sequence.

What’s a Product Launch E-mail?

A product launch e-mail is a technique of communication in a go-to-market technique for a brand new product, product function, or occasion. Product entrepreneurs use product launch emails to construct anticipation inside the goal marketplace for their product. The aim of a product launch e-mail is to encourage the goal buyer to take motion when the product is formally launched.

These actions do not cease at making a purchase order—they not often do. Product launch emails sometimes function CTAs that ask the reader to affix a waitlist, pre-order the product, or signal as much as beta-test it earlier than its launch.

Whereas the first objective of a product launch e-mail is to additional the general go-to-market technique of the product, it does have one other profit. Every new product or function additionally furthers the model of the corporate, so product communications like launch emails can function official model communications throughout the marketing campaign. Due to this, it is necessary to work collaboratively throughout your inner groups to create one of the best product launch e-mail attainable.

Featured Useful resource: Product Advertising and marketing E-mail Templates (Obtain Now)


HubSpot’s Free Product Advertising and marketing Package is stuffed with the organizational templates you may have to unfold the phrase about your product, together with inner launch e-mail templates. Why waste time ranging from scratch? Click on right here to obtain the templates.

As your product, model, advertising and marketing automation, and content material groups work collectively on the product launch e-mail, you may need to maintain the construction of your e-mail high of thoughts. Every a part of the e-mail ought to encourage the client to take motion on the finish.

Elements of a Product Launch E-mail

Topic Line: A short phrase that summarizes the content material of your e-mail.
Product Description: An evidence of the options and capabilities of a product.
Product Advantages: The benefits and outcomes {that a} product can present to clients.
CTA: A transparent and compelling interactive aspect within the e-mail that directs the viewers to do one thing, reminiscent of clicking a button, filling out a type, or making a purchase order.

Varieties of Product Launch Emails

Product Preview: A product preview e-mail sometimes comes forward of the launch and shares a sneak peek of a product to the viewers. There might not be a lot of an outline of the product or a proper CTA, however the advantages ought to entice the reader to anticipate the product’s launch.
Product Launch: That is the official launch e-mail for the brand new product. This e-mail can have all the knowledge outlined within the elements of a product launch e-mail
Function Bulletins: Function announcement messaging could be shared as part of the product teaser e-mail sequence or as a follow-up to a product launch as new options are added.
Pre-Launch Entry: A pre-launch entry announcement is a technique of launching a product to a restricted variety of customers. An organization would possibly do that to get suggestions, generate buzz, or mushy launch into a brand new market with out investing too many sources straight away.
Pre-Order Emails: Because the title suggests, a pre-order e-mail offers the reader an opportunity to order the product forward of its launch. This helps you intend for the quantity of product or capability you may want for the marketing campaign, particularly in case you anticipate a profitable launch.

The right way to Write a Product Launch E-mail

1. Draft a topic line.

The primary a part of a product launch e-mail is the compulsory topic line. We‘ve all heard advert nauseam that it’s the important thing to a excessive open price, however that does not imply it must be over-the-top or full of emojis. A transparent and brief topic line that describes the information is your greatest wager.

Listed below are a couple of of the simpler ones we have seen:

It is Time! (Product) is now dwell. Click on to study extra!
We simply launched (Product) – And we’d like your assist
(NOW LIVE): (Product) is out there to the general public
(Product) launches at the moment. This is what it is advisable know.
The second you have all been ready for: (Product) is right here.
(PLEASE READ): The whole lot it is advisable find out about (Product).

2. Personalize the e-mail.

Subsequent, personalize the launch e-mail. The easy method to do that is through the use of the recipient’s title and different related data. However you may go a bit deeper right here to construct rapport and make the e-mail really feel extra related and fascinating.

Analyzing data like previous buy conduct or geographic knowledge could be sensible methods to personalize a product launch e-mail and drive outcomes.

3. Add a product description.

Opposite to widespread perception, the product description ought to be the shortest a part of the product launch e-mail. Why? As a result of individuals do not need to examine what the product does, they need to examine what it does for them. So maintain this half temporary by together with solely the need-to-know data:

Product title
Product availability or launch date
Then, use the following part to provide your clients what they
really need.

3. Speak about product advantages.

Why ought to your present and potential clients be enthusiastic about this launch? Right here, you may go much more in-depth, explaining what void this product fills out there.

Some questions that may be answered on this part are:

Does this replace deal with a typical buyer criticism?
Are you bringing your product as much as par for the market you are in?
Will this product contribute one thing new to the prevailing market, or enter a very new market?
Do you could have statistics or income projections to show the significance of the product?

4. Embody visuals.

Visuals like photos, movies, and gifs will help to make the e-mail extra participating and impactful. Watch out that photos are usually not the whole e-mail. As of late, an increasing number of e-mail purchasers are requiring customers to opt-in to see photos. So maintain them supplemental and never necessary for customers to know your product’s messaging.

5. Add a CTA.

The ultimate a part of a product launch e-mail is the call-to-action. An efficient CTA conjures up the client to do one thing. This would possibly embrace signing up for a demo, visiting an internet site, watching a video, or becoming a member of a waitlist. No matter your required subsequent step is, make it abundantly clear with a button, hyperlink, or embedding it proper into the e-mail itself.

6. Section the viewers.

As soon as you have accomplished the writing strategy of your e-mail, you need to shift your consideration to the individuals who will learn it. There are millions of combos of information you should utilize to section your viewers. To make issues easy, listed here are the primary standards you must take into consideration when creating your e-mail checklist:

Demographics: This class refers to standards reminiscent of age, gender, location, occupation, and different knowledge factors particular to your audience.
Previous Buy Habits: In case you have a database of your buyer’s shopping for historical past, you may section your viewers primarily based on previous purchases. This makes it straightforward to ship loyalty promotions and details about associated product launches that match their present and previous pursuits.
E-mail Engagement Historical past: By reviewing how your viewers has interacted together with your earlier e-mail campaigns, you may section your viewers primarily based on their degree of exercise, together with whether or not they’ve opened emails, clicked on hyperlinks, or made purchases.
Web site conduct: You may section your viewers primarily based on web site conduct by understanding which pages a consumer visited, for the way lengthy, and whether or not they clicked on particular services or products. This lets you personalize the content material of your product launch e-mail, growing the possibilities of conversion.
Potential Prospects: Newsletters, waitlists, and occasion attendees are nice sources to drag from to section people who are usually not but clients. This could diversify your e-mail checklist and increase new buyer signal ups with out launching a very new marketing campaign.

7. Arrange a product launch e-mail sequence.

To unfold the phrase about your product launch extra effectively, think about enrolling your contacts into an e-mail sequence in your e-mail advertising and marketing software program. This can be utilized to steadily improve your prospects’ pursuits earlier than and after the product comes out.

Keep in mind: you could solely need to enroll individuals on this sequence that meet sure qualification standards. Use the viewers section ideas within the earlier step as a information for this.

Pre-Announcement E-mail

This e-mail comes as soon as you’re feeling the product is in a superb place and also you’re comfy asserting its launch date to the general public. It ought to embrace a fundamental description of the product along with an anticipated time-frame. We propose not figuring out an official launch date except you might be completely assured the date you could have chosen is correct — you by no means know what may go unsuitable between at times, so it is best to play it secure.

Announcement E-mail

This e-mail ought to be the official e-mail announcement of your product. We have outlined what ought to be included on this e-mail within the part above, however bear in mind to maintain the content material on this e-mail brief, informative, and actionable.

Observe-Up E-mail

This e-mail ought to be despatched to the contacts you’re feeling could be a superb match on your new product however didn‘t observe up together with your authentic e-mail. Kindly remind them that you simply suppose they might profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure on your new product, having this sequence can maintain your clients ready in anticipation of your subsequent neatest thing.

8. Measure e-mail marketing campaign efficiency.

By monitoring particular metrics, you may precisely measure the efficiency of your product launch e-mail marketing campaign and use these insights to enhance your future campaigns. Keep in mind, the bottom line is to not solely have a look at the numbers, but in addition perceive the human conduct behind them.

Open charges: Use this metric to know how many individuals opened your e-mail. This can be a good indicator of how participating your topic line and preview textual content have been. Sometimes, a superb open price will probably be above 20%.
Click on-through charges (CTR): To see how many individuals clicked on any hyperlink inside your e-mail, have a look at CTR. The next CTR implies that your message and call-to-actions have been profitable at getting readers to take motion.
Conversion charges (CVR): How many individuals accomplished the specified motion after clicking by means of from the e-mail, reminiscent of making a purchase order or filling out a type? CVR will let you know. This metric is vital for measuring the effectiveness of your marketing campaign to generate enterprise outcomes.
Income generated: If you wish to know the way a lot income you generated out of your product launch e-mail marketing campaign, calculate how a lot income you generated from the marketing campaign through the use of UTMs to trace attribution. This metric is the last word measure of success for a product launch e-mail marketing campaign and instantly hyperlinks the marketing campaign‘s conversions to the corporate’s backside line.
Bounce price: A excessive bounce price can have a damaging influence in your sending status. To maintain this quantity low, examine your e-mail checklist recurrently for invalid e-mail addresses and be sure you ask recipients to choose in upon including them to your subscriber checklist. You must proceed to do that as soon as yearly or so if they do not persistently open your emails.
Unsubscribe price: This metric tells you the proportion of recipients who opted out of receiving future emails from you after receiving your product launch e-mail. Monitoring and minimizing unsubscribe charges will help you construct higher focused e-mail campaigns.

Suggestions for Writing a Product Launch E-mail

Now that you’ve got a grasp on writing a product launch e-mail, listed here are a couple of extra tricks to make it stand out.

1. Embody social proof.

One efficient solution to construct credibility for a brand new product is to incorporate social proof in your launch e-mail. This may be within the type of buyer evaluations, testimonials, endorsements, case research, and even social media posts. Together with social proof will help potential clients see that different individuals have used and located worth in your product, making them extra more likely to belief and buy it.

2. Use persuasive strategies.

A product launch e-mail ought to be persuasive in nature to encourage individuals to take motion. You may accomplish this through the use of the WIIFM (what’s in it for me) precept. To do that, spotlight the distinctive advantages of your product and the way it solves an issue on your audience.

3. Converse within the first individual.

This tip can work nicely in case your audience is accustomed to consultants at your group, or if your organization is on the smaller facet. Talking within the first individual can assist in making the launch e-mail really feel extra private—like a private invitation to strive the brand new providing. When you do that tip, be sure you observe by means of by sending the e-mail from a person e-mail deal with relatively than a staff or an organization.

4. Share visuals of the product in motion.

Photographs, movies, animations, GIFs, and even interactive demos are honest sport in the case of e-mail multimedia. Together with visuals of the product in motion will help potential clients perceive how your product works and what it seems like in use.

Product Launch E-mail Templates

The time has come to share your thrilling new product with the world. This is a ready-to-use template on format an e-mail to your contacts and encourage them to purchase your new product.

Meet (Product): A Answer to Your (Drawback)

(Buyer Title),

I‘m thrilled to announce the launch of (Firm’s) newest product, (Product Title).

Due to your (segmentation standards), I needed you to be among the many first to find out about this thrilling new addition to our product line. (Product Title) is designed particularly to assist B2B corporations like (shopper’s firm title) obtain/clear up (distinctive worth proposition / downside it solves).

I‘m assured that this product will probably be a game-changer for (shopper’s firm title), serving to you to (particular profit that the product offers).

This is a fast overview of what you may anticipate from (Product Title):

(Product Function 1 with temporary clarification)
(Product Function 2 with temporary clarification)
(Product Function 3 with temporary clarification)

To have a good time the launch of (Product Title), we’re supplying you with the chance to strive it out for your self with an unique (low cost / free trial / demo). Merely click on on the hyperlink beneath and (particular directions on redeem the provide).


Thanks on your continued assist, and we look ahead to serving to your small business thrive.

(Your Title)

(Your Firm Title)

Product replace emails ought to inform readers how the product you simply launched has been improved and whether or not they should take motion to expertise the enhancements.

Product Replace E-mail Template

This is an overview of what your product launch replace e-mail ought to seem like. You may also obtain this template with extra particulars.

1. Topic Line and Preview Textual content

Preserve the topic line at or beneath 12 phrases. Select a topic line on your product replace emails and make it the usual for everytime you ship out your updates. Caught? Strive considered one of these:

(Date) Quarterly (Product Title) Replace
New from (Firm): A Answer for (Fundamental Drawback)
(Product): A Answer to Your (Drawback)
Accessible Now: (Product), the Answer to (Drawback)
(Product) is Now Accessible. This is How You Can Get it.
Issues With (Drawback)? Strive (Product) – New from (Firm)
Meet (Product): A New Product to Assist You (Profit)

2. Main Updates

Record out any main updates which have occurred between the official launch of the product and this replace. For instance, a bug was mounted, a shortcut was added, or a serious ache level has been alleviated.

3. Name-to-Motion

Right here is the place the reader can benefit from the replace. Embody a button or hyperlink for them to enroll in a waitlist or take them on to the login web page on your product to allow them to strive it out or order it instantly.

Product Launch E-mail Examples

Able to get began writing your personal product launch emails? We have compiled an inventory of actual life examples to encourage your subsequent launch correspondence.

1. Juvia’s Place

Identified for extremely pigmented make-up, Juvia’s Place launched its second line of the Tradition 2 eyeshadow palette utilizing a launch e-mail that was simply as vibrant. This eye-catching promo e-mail used easy messaging that will get to the purpose and invitations the client to order the brand new product instantly from the e-mail.

Product Launch Email Examples: Juvia's Place


Why This Works:

This product launch e-mail makes use of visuals as the point of interest. Gifs, photos, and buttons mix to provide the recipient an concept of how thrilling and colourful their new eyeshadow palette will probably be. The CTA sends patrons on to the web site once they click on “Store Now” or they’ll go to the Juvia’s Place Instagram account to see the product in motion.

Product Launch Email Examples: Juvia's Place Continued

2. Samsung

Samsung has been exceptionally profitable in promoting its Galaxy Fold cell telephones, and its emails have been constructing suspense for them for over a yr.

This e-mail instance serves as considered one of its pre-announcements, permitting excited clients to pre-order the gadget. Earlier emails they’ve despatched have included the specs and options of the Fold, and this e-mail offers a time-frame of when clients ought to anticipate its arrival.

email to customer about new product example

Why This Works:

This notice from Samsung retains issues temporary whereas together with all of the pertinent data clients want. It offers them their pre-order quantity and tells them what to anticipate subsequent, however most significantly it retains the anticipation going.

You may maintain it easy as proven above, or get inventive in your new product emails—simply make sure that it’s conveying the knowledge your clients need to know.

3. Descript

Audio and video modifying platform Descript rolled out a brand new model of their product and despatched the e-mail beneath to tell their present clients. The e-mail particulars what the brand new options are and the way they are going to enhance the client expertise utilizing the product.

Product launch email example: Descript

Image Source

Why This Works:

This e-mail is extremely thorough. It walks the reader by means of every of the enhancements, how they work, and the advantages — full with video and different useful visuals.

It is an awesome instance of design a launch e-mail that has a lot of new options and data to elucidate.

4. Buttah

This model radiates each on and off the pores and skin with a product launch e-mail that‘s trendy and fewer salsey than most. Buttah’s launch of its whipped shea butter makes use of e-mail advertising and marketing to introduce one thing new to its clients.

Product Launch Email Examples: Buttah

Why This Works:

This launch e-mail depends equally on copy and pictures to promote this new providing. Buttah retains issues brief and candy by beginning with a customized message and three fast product options.

Buttah additionally offers free transport for orders over $75. If patrons weren’t already hooked by this efficient e-mail, free transport must do the trick.

Product Launch Email Examples: Buttah Continued

5. Asana

When Asana launched their dashboards function, they despatched the beneath e-mail to clients to assist them get accustomed to the change in reporting. It was despatched the next week after the brand new function was rolled out, offering customers with tutorials and different sources displaying get probably the most out of dashboards.

Product launch email example: AsanaImage Source

Why This Works

This e-mail retains it brief, however informative and clearly explains the place customers can go in the event that they want extra assist along with a quick demo of how the dashboards function works. The design can also be clear due to loads of white area and small, well-placed pops of shade.

6. Solstice

With distant work extra widespread than ever, video conferencing software program has develop into a should. In response, Solstice improved its platform to accommodate customers and supply each onsite and distant employees a greater consumer expertise. The e-mail beneath outlines the brand new product and options they added.

Product launch email example: Solstice

Image Source

Why This Works

This e-mail clearly outlines what the brand new product does and the advantages it offers. Plus, Solstice affords a number of methods for patrons to study extra — both by attending the launch occasion or webinar. The provide of a free trial additionally permits clients to check the product risk-free earlier than making a dedication.

Prepared, Set, Launch! (Your Subsequent Product)

Construct your e-mail advertising and marketing campaigns in a method that appeals to your personal inner staff, and your clients in quest of the following neatest thing. We hope you may implement some ideas from this information into your advertising and marketing, and want you one of the best of luck in your subsequent product launch.

This text was initially printed in December 2021 and has been up to date for comprehensiveness.

Product Marketing Kit


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