How to Write High-Converting Product Launch Emails (With Examples)

“We know the level of excitement when you release a new product. However, you need to ensure that your product receives a proper announcement to make it a grand success. And email is one of the most robust and effective ways to do this. That being said, a generic message is inappropriate for the task. What you need is a product launch email that’s not only targeted but also well-designed.”

“We’re thrilled to announce…”

If the opening line of your last product announcement email was somewhere near those five words, we probably know why the emails you sent earlier did not help you boost conversions as much as you wanted them to.

Most product launch emails introduce their arrival on the market and expect that subscribers will be excited to make a purchase. But you should know that subscribers don’t have the time to think about your product launch, nor do they care. There is only one thing they care about, i.e., how your product is going to benefit them.

To write a highly converting email that launches a product, stop announcing. Instead, focus all your attention on making prospects believe and see how your product helps solve their problems. Taking action immediately is worth every minute they invest in.

Let’s explore how to write a product launch email and some examples that will help you understand more about these emails.

What is a Product Launch Email?

A product launch email is a message sent to your subscribers upon the launch of a new product, feature, or collection. However, this email is not only limited to announcing the product’s launch, stating the features, and offering an incredible discount.

The instant you consider this email an “announcement”, you are more likely to write it like one – feature-rich, formal, and brand-driven. And such types of emails don’t encourage people to take the desired action. They would rather inform them about the product launch.

The purpose of a new product announcement email is to drive subscribers to purchase and not to inform or update. 

When this email works to your advantage, it does not give you a ‘launch’ feeling at all. It rather feels like a viable solution that subscribers need at the right time.

What are the Key Elements of a Product Launch Email?

1. Compelling Subject Line

What captures people’s attention first is the subject line. It defines whether or not they’re interested in your email. You will get their attention if they open your email. Miss the point and people will ignore your email like several launch ones. Make sure the subject line is compelling. 

2. Short Greeting

A well-thought-out greeting message for new customers sets a positive tone for everything. Addressing readers by name is a wise thing to do.

3. Clear Value Proposition

Highlight the specific problem and outcome if you want the users to experience your newly launched product.

4. Captivating Product Visuals

GIFs, short videos, or screenshots make it easier for readers to understand the announcement of your new product launch. They don’t need to go through dense text.

5. Links to Educational Resources

These links provide clear directions for readers eager to learn more. Such engagement could take the form of innovative product demos, tutorial videos, detailed blog posts, or links to your help centre.

6. Strong Call to Action

Include a compelling CTA (call-to-action) to drive people to take action using specific, outcome-focused language.

7. Sign-off

Strengthen value or address hesitation with one final opportunity – the closing. A goal-orientated P.S. can capture the attention of readers who glanced through the main content. A quick P.S. is the feature included in your current plan with no upgrade needed.

Types of Product Launch Emails

Beta Test Launch Email

A beta test launch email helps you build excitement and allows you to collect in-app feedback. Consider how to make users feel special and how their input will shape the end product.

Product Teaser Email

These emails build expectation and use them selectively to stir up interest. Numerous teasers can be detrimental to you. Why? That’s because people are likely to lose interest by the time you actually launch a product.

New Feature Announcement Emails

Keep your existing product users informed about the newest feature announcements and updates as well. The key is demonstrating how new capabilities smoothly enhance what they are doing rather than presenting them as separate features altogether.

Product Redesign or Rebranding Announcement Email

This email gets users ready for change; they are likely to observe whether or not you tell them. Establish complete clarity in the beginning and highlight the enhancements that play a vital role in their day-to-day experience.

Limited-time Offer Email

A limited-time offer email creates instant action through urgency, and this principle is specifically true for pre-order campaigns. Give defined timelines and make it clear why this deal will benefit rather than waiting.

Tips to Write Effective Product Launch Emails

An effective product launch email guides the reader from interest to action without any confusion. 

1. Include Social Proof

How do you build a new product’s credibility? This can be done by including social proof in your product announcement email. A business owner can effortlessly build their product credibility, which can be in the form of endorsements, customer testimonials, reviews, or success stories. Even social media posts are a powerful way to build the credibility of your product. Social proof helps prospective customers to see other people have benefited from your product. 

2. Use Compelling Techniques

Drive people to take action by making your product launch email compelling. Using the WIIFM (what’s in it for me) rule can make it simpler for you to accomplish your goals. Focus on the significant advantages of your product and how it resolves an issue for your target audience.

3. Share the Product Images

If you’re sending email multimedia, videos, images, or GIFs, they are all good choices for interactive demos. When you include the product’s visuals, it helps potential customers understand the functionality of your product.

4. Speak in the First Person

This approach can benefit your business if your target audience knows your professionals or if your organisation is smaller. When you speak in the first person, it gives a personal touch to the launch email, such as a personal invitation to give the new offering a try. Make sure you follow through by sending the email from an individual email address rather than from a team or an organisation.

How to Write a Product Launch Email

1. Create a Subject Line

A mandatory subject line is the first part of a product announcement email. You may have heard that a highly effective and compelling subject line is the key to achieving maximum open rates. However, it does not signify that it has to be exaggerated or is literally loaded with emojis. A short and crisp subject line describing the product launch is the smartest move.

2. Customise the Email

The next step is to customise the launch email. Using the recipient’s name and other appropriate information is the right way for email personalisation. However, you can further examine the recipient’s information to build rapport and make the email feel more compelling and relevant.

Analyse information, such as purchase history or demographic information, as these details are the right way to customise a product launch email and achieve the desired outcomes.

3. Add a Product Description

Despite common belief, the description of any product must be the short part included in the email. That’s because some people are least interested in the functionality of the product. Instead, they want to know what the product does for them. With that in mind, keep the description short and engaging by including the information people need to know about the product.

4. State Product Advantages

You want your existing and prospective customers to feel excited about the product launch. This is why you must give a thorough explanation regarding what gap this product will fill in the market.

5. Add Visuals

Visuals, such as GIFs, images and videos, can make the email not only compelling but also impactful. Keep in mind that images don’t constitute the complete email. More and more clients nowadays require users to subscribe for viewing images. So, keep them additional and not compulsory for users to understand the messaging of your product.

6. Add a Call to Action (CTA)

A CTA (short for call-to-action) is an essential part of a product announcement email. A compelling and highly effective CTA encourages the customer to take action. This could be a website visit, signing up for a demo, joining a waitlist or watching a video. Position the CTA with a button or link. Incorporate it into the email.

7. Categorise the Audience

Done with the email’s writing process? Now, your main focus should be on the people reading it. Consider using thousands of data combinations to categorise your audience. 

Listed below are some criteria you must consider when creating your email list:

• Demographics
• Consumer spending history
• Email engagement history
• Prospective customers

8. Measure Email Campaign Performance

Monitoring specific analytics enables you to precisely measure the product launch email campaign’s performance. It also allows you to use those insights to boost your near-future campaigns. Don’t forget that the focus must not only remain on the numbers but also on understanding the human behaviour behind them.

9. Configure a Product Launch Email Sequence

Consider adding your contacts into an email sequence in your email marketing software. This will help promote your product launch more effectively. This way, you can progressively increase your potential customers’ interests before and after the product launch.

Product Launch Email Examples

Here’s a list of 10 engaging and impactful emails for product launches, segregated into three stages: before, during, and after launch:

Before The Product Launch

1. Customer Reviews Email

Subject line: Try (Product) before anyone else

Body: Hi, 

I’m (Name), (Job Title) at (Organisation). 

We’re thrilled to announce the launch of a new product, and I was wondering if you’d like to be one of the first ones to give it a try.

If so, we’d be delighted to send you the product. We request you to shoot and share a video of the (product) and how you found it. 

Should you decide to write back to us, we’d be more than glad to have you as our voice for the new, exciting product launch.

Thanks.

2. Product Teaser Email

Subject line: It’s on the way. Keep refreshing your inbox. 

Body: Hey, 

Can you keep it between us?

Something big is on the way. It’s NEW and for YOU.

(Hint: It’s going to change how you <Benefit>)

Stay tuned! More details yet to come.

3. Thank You Email for Customer Reviews

Subject line: You’re first in line, and we know you will love this product.

Body: Hi, 

We just wanted to express my gratitude.

We’re so happy to have you as one of the privileged few to try our new product.

You can use it to (benefit).

We’ll keep you updated as soon as we dispatch your product. Make sure you check your email.

P.S. It’d be great if you could share what you think of our (product). Please do not hesitate to leave a review on our Facebook page (link).

We hope you’ll enjoy the product.

<CTA> Let’s get reviewing

4. “Coming Soon” Email (with or without discounts and pre-order options)

Subject line: The final countdown is on…

Body: Hi, 

Your wait is worth every minute. 

So close to our new (product) launch!

We’re so excited to introduce you to the most powerful (advantage) of our new product.

We take pride in officially going live on (date).

Want to be the first to get this? 

<CTA> Be the first to see this or join the waitlist. The choice is yours!

P.S. The first 5 people to sign up will enjoy 10% OFF. 

See you on (Date).

5. Pre-Launch Reminder

Subject line: Surprise. Surprise. You got in a day ahead of schedule…

Body: Hi, 

All set to be the first one to try our new, exciting (product)?

This new one (state the benefit) arrives tomorrow. 

(For the discount winners) Since you were one of the first in line to sign up, we’re glad to offer you 15% OFF.

<CTA> Shop & Enjoy.

During The Product Launch

1. Product Launch Email

Subject line: Introducing the (Product)

Body: Hi, 

For many years, our customers have (state the problem).

Finally, it’s the day that changes.

We take immense pride in announcing our (product).

It’s the most powerful (mention the benefit).

The (Product)’s (Feature) helps…

While other (competitor products) …, our (product) … (give a detailed comparison).

<CTA> Shop Now. Treat Yourself to an Amazing (product).

2. Product Reviews Email

Subject line: The product reviews are finally pouring in!

Body: Hi, 

The wait is over!

We’ve launched the (product), and it’s already creating a buzz.

Meet the brand new (state the benefit).

<CTA> Don’t let time pass you by. Shop NOW!

3. Discounts or Special Offer Email

Subject line: Gave our new (product) a try yet? 

Body: Hi, 

Our newest (product) is finally here and is making major waves!

We want to make sure you don’t miss this. 

Here’s something special for you: 15% OFF

<CTA> Shop Now.

After The Product Launch

1. Sold Out Reminder Email

Subject line: Reminder: Our stocks are almost gone

Body: Hi, 

We’re closing the sale for our new (product) soon.

We’re almost out of stock of the first batch featuring our new [benefit].

We’ll bring all sales to a close soon after fulfilling all existing orders. 

Don’t worry! We can still get more for you as well!

Still interested in one of our (products)? Make sure you order it fast, as there’s not much time at hand. 

<CTA> Shop Now.

2. Stock Closing Email

Subject line: SOLD OUT: Our new (product)

Body: Hi, 

Uh-oh! You’ve lost your chance to get (Product).

We’ve just sold out our first (product) batch.

But don’t you worry? You can STILL get one of the (products) from our next batch.

<CTA> Join the waitlist OR Yes, notify me

Final Thoughts

When you write product launch emails that ensure high conversion rates, they require urgency. Moreover, you need to focus on clear advantages and include an action-driven CTA (call-to-action). By capitalising on TrueSend’s robust and scalable email automation and dynamic deliverability features, you can ensure your product launch emails arrive in the right inbox every time you send them.

Focus on powerful copy, test messaging and let TrueSend take care of the delivery mechanics. This will mean more revenue for your new release and more engagement.

FAQs

1. How many emails should I actually send when launching a product?

An effective and robust product launch sequence usually comprises 3 to 5 methodically timed emails.

2. When should I automate launch emails?

Consider sending launch emails on midweek mornings. That’s because they generally drive the maximum open rates for product launches.

3. How does TrueSend help me boost metrics for product launch emails?

TrueSend optimises deliverability. This way you can bypass spam filters and actually get your launch campaign in front of subscribers. 

4. What is the one thing that makes or breaks a launch email?

A captivating, action-driven subject line combined with a clear CTA (call-to-action) button.

5. Should I include a discount in an email sequence for a product launch?

Absolutely. When you include an exclusive early-bird discount, it ignites growth and accelerates sales from day one.