There are few instances extra thrilling in an organization than a product launch. Anticipation brews among the many group 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 all the time arises when a brand new product launches: Will this marketing campaign achieve success?

There are a number of avenues via which to speak throughout a product launch, but one of the 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 easy methods to write the proper product launch e mail, together with options for topic traces and a top level view for the best product launch e mail sequence.

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

Whereas the first goal 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 in the course of the marketing campaign. Due to this, it is necessary to work collaboratively throughout your inside groups to create the most effective product launch e mail attainable.

Featured Useful resource: Product Marketing Email Templates [Download Now]


HubSpot’s Free Product Marketing Kit is filled with the organizational templates you may have to unfold the phrase about your product, together with inside launch e mail templates. Why waste time ranging from scratch? Click 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 quick phrase that summarizes the content material of your e mail.
  • Product Description: A proof of the options and features of a product.
  • Product Advantages: The benefits and outcomes {that a} product can present to prospects.
  • CTA: A transparent and compelling interactive factor within the e mail that directs the viewers to do one thing, equivalent to clicking a button, filling out a kind, or making a purchase order.

Sorts 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 will 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 may have all the data outlined within the elements of a product launch e mail
  • Function Bulletins: Function announcement messaging may 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 method of launching a product to a restricted variety of customers. An organization may do that to get suggestions, generate buzz, or smooth 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 provides 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 the event you count on a profitable launch.

The 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 charge, however that does not imply it must be over-the-top or stuffed with emojis. A transparent and brief topic line that describes the information is your greatest guess.

Listed below are just a few 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 want your assist
  • [NOW LIVE]: [Product] is out there to the general public
  • [Product] launches right this moment. This is what it’s good to know.
  • The second you have all been ready for: [Product] is right here.
  • [PLEASE READ]: Every little thing it’s good to learn about [Product].

2. Personalize the e-mail.

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

Analyzing data like previous buy habits or geographic information may be sensible methods to personalize a product launch e mail and drive outcomes.

3. Add a product description.

Opposite to well-liked perception, the product description must 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 identify
  • Product availability or launch date
  • Price

Then, use the following part to offer your prospects what they
actually need.

3. Speak about product advantages.

Why ought to your current and potential prospects be enthusiastic about this launch? Right here, you may go much more in-depth, explaining what void this product fills available in the market.

Some questions that may be answered on this part are:

  • Does this replace deal with a standard buyer grievance?
  • 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 totally new market?
  • Do you’ve statistics or income projections to show the significance of the product?

4. Embrace visuals.

Visuals like photographs, movies, and gifs might help to make the e-mail extra participating and impactful. Watch out that photographs are usually not the whole e mail. As of late, increasingly more e mail purchasers are requiring customers to opt-in to see photographs. So maintain them supplemental and never necessary for customers to grasp 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 evokes the client to do one thing. This may embrace signing up for a demo, visiting a web 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. Phase the viewers.

As soon as you have accomplished the writing technique 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 need to use to section your viewers. To make issues easy, listed below are the principle standards it is best to take into consideration when creating your e mail listing:

  • Demographics: This class refers to standards equivalent to age, gender, location, occupation, and different information factors particular to your target market.
  • Previous Buy Conduct: When you have a database of your buyer’s shopping for historical past, you possibly can section your viewers based mostly on previous purchases. This makes it simple 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 along with your earlier e mail campaigns, you possibly can section your viewers based mostly on their degree of exercise, together with whether or not they’ve opened emails, clicked on hyperlinks, or made purchases.
  • Web site habits: You’ll be able to section your viewers based mostly on web site habits by understanding which pages a person visited, for the way lengthy, and whether or not they clicked on particular services or products. This allows you to personalize the content material of your product launch e mail, growing the probabilities of conversion.
  • Potential Clients: Newsletters, waitlists, and occasion attendees are nice sources to drag from to section of us who are usually not but prospects. This could diversify your e mail listing and increase new buyer signal ups with out launching a totally 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 email marketing software. This can be utilized to regularly enhance your prospects’ pursuits earlier than and after the product comes out.

Keep in mind: you might 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 are feeling the product is in a very good place and also you’re snug saying its launch date to the general public. It ought to embrace a primary description of the product along with an anticipated timeframe. We recommend not figuring out an official launch date until you might be completely assured the date you’ve chosen is correct — you by no means know what might go mistaken between at times, so it is best to play it secure.

Announcement E-mail

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

Comply with-Up E-mail

This e mail must be despatched to the contacts you are feeling could be a very good match to your new product however didn‘t observe up along with your unique e mail. Kindly remind them that you simply assume they’d profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure to your new product, having this sequence can maintain your prospects ready in anticipation of your subsequent smartest thing.

8. Measure e mail marketing campaign efficiency.

By monitoring particular metrics, you possibly can 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 hot button is to not solely take a look at the numbers, but in addition perceive the human habits behind them.

  • Open charges: Use this metric to grasp how many individuals opened your e mail. It is a good indicator of how participating your topic line and preview textual content have been. Sometimes, a very good open charge will probably be above 20%.
  • Click on-through charges (CTR): To see how many individuals clicked on any hyperlink inside your e mail, take a look at CTR. The next CTR signifies 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 via from the e-mail, equivalent to making a purchase order or filling out a kind? CVR will inform you. This metric is essential 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 final word measure of success for a product launch e mail marketing campaign and straight hyperlinks the marketing campaign‘s conversions to the corporate’s backside line.
  • Bounce charge: A excessive bounce charge can have a detrimental influence in your sending fame. To maintain this quantity low, verify your e mail listing commonly for invalid e mail addresses and you should definitely ask recipients to decide in upon including them to your subscriber listing. You must proceed to do that as soon as yearly or so if they do not constantly open your emails.
  • Unsubscribe charge: This metric tells you the share of recipients who opted out of receiving future emails from you after receiving your product launch e mail. Monitoring and minimizing unsubscribe charges might help you construct higher focused e mail campaigns.

Ideas for Writing a Product Launch E-mail

Now that you’ve a grasp on writing a product launch e mail, listed below are just a few extra tricks to make it stand out.

1. Embrace social proof.

One efficient strategy 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 opinions, testimonials, endorsements, case research, and even social media posts. Together with social proof might help potential prospects 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 must be persuasive in nature to encourage individuals to take motion. You’ll be able to 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 to your target market.

3. Communicate within the first particular person.

This tip can work properly in case your target market is aware of specialists at your group, or if your organization is on the smaller aspect. Talking within the first particular person can support in making the launch e mail really feel extra private—like a private invitation to attempt the brand new providing. Should you do that tip, you should definitely observe via by sending the e-mail from a person e mail deal with fairly than a group or an organization.

4. Share visuals of the product in motion.

Photos, movies, animations, GIFs, and even interactive demos are honest sport on the subject of e mail multimedia. Together with visuals of the product in motion might help potential prospects perceive how your product works and what it appears 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 easy methods to format an e mail to your contacts and encourage them to purchase your new product.

Meet [Product]: A Resolution to Your [Problem]

[Customer Name],

I‘m thrilled to announce the launch of [Company’s] newest product, [Product Name].

Due to your [segmentation criteria], I needed you to be among the many first to learn about this thrilling new addition to our product line. [Product Name] is designed particularly to assist B2B corporations like [client’s company name] obtain/resolve [unique value proposition / problem it solves].

I‘m assured that this product will probably be a game-changer for [client’s company name], serving to you to [specific benefit that the product provides].

This is a fast overview of what you possibly can count on from [Product Name]:

  • [Product Feature 1 with brief explanation]
  • [Product Feature 2 with brief explanation]
  • [Product Feature 3 with brief explanation]

To have a good time the launch of [Product Name], we’re supplying you with the chance to attempt it out for your self with an unique [discount / free trial / demo]. Merely click on on the hyperlink under and [specific instructions on how to redeem the offer].


Thanks to your continued assist, and we stay up for serving to what you are promoting thrive.

[Your Name]

[Your Company Name]

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 a top level view of what your product launch replace e mail ought to seem like. You may also download this template with extra particulars.

1. Topic Line and Preview Textual content

Hold the topic line at or below 12 phrases. Select a topic line to your product replace emails and make it the usual for everytime you ship out your updates. Caught? Strive one in every of these:

  • [Date] Quarterly [Product Name] Replace
  • New from [Company]: A Resolution for [Main Problem]
  • [Product]: A Resolution to Your [Problem]
  • Accessible Now: [Product], the Resolution to [Problem]
  • [Product] is Now Accessible. This is How You Can Get it.
  • Issues With [Problem]? Strive [Product] – New from [Company]
  • Meet [Product]: A New Product to Assist You [Benefit]

2. Main Updates

Checklist 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 significant ache level has been alleviated.

3. Name-to-Motion

Right here is the place the reader can make the most of the replace. Embrace a button or hyperlink for them to join a waitlist or take them on to the login web page to your product to allow them to attempt 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

Recognized 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 simple messaging that will get to the purpose and invitations the customer to order the brand new product straight 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, photographs, and buttons mix to offer the recipient an concept of how thrilling and colourful their new eyeshadow palette will probably be. The CTA sends consumers 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 12 months.

This e mail instance serves as one in every of its pre-announcements, permitting excited prospects to pre-order the system. Earlier emails they’ve despatched have included the specs and options of the Fold, and this e mail provides a timeframe of when prospects ought to count on its arrival.

email to customer about new product example

Why This Works:

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

You’ll be able to maintain it easy as proven above, or get inventive in your new product emails—simply be sure that it’s conveying the data your prospects 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 under to tell their present prospects. The e-mail particulars what the brand new options are and the way they may 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 via every of the enhancements, how they work, and the advantages — full with video and different useful visuals.

It is an excellent instance of easy methods to design a launch e mail that has numerous new options and knowledge 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 prospects.

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 consumers 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 under e mail to prospects to assist them get aware of 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 easy methods to get essentially 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 short demo of how the dashboards function works. The design can be clear due to loads of white house and small, well-placed pops of colour.

6. Solstice

With distant work extra well-liked 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 staff a greater person expertise. The e-mail under 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 supply of a free trial additionally permits prospects 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 means that appeals to your personal inside group, and your prospects in quest of the following smartest thing. We hope you possibly can implement some ideas from this information into your advertising and marketing, and want you the most effective 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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