Do you have a new product launching soon? If so, now is the time to get ahead. There are several different types of good emails you can send to tease a new product, and in this post we’re going to cover six of the best emails to include in your product launch email campaign. But first, let’s talk more generally about what a product launch email is and what benefits it carries.
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What is a product launch email?
A product launch email announces your new product and invites your subscribers to purchase. Good product launch emails generally include an eye-catching subject line, photos of the product, text explaining what the product is (and why it’s so great) and a call to action with a purchase link.
Product launch emails don’t have to be saved only for physical products. You can also use them to announce an event, promote a new feature or unveil your revamped website. These types of emails help you spread the word about the value you offer and ultimately increase sales.Product launch emails help you spread the word about the value you offer and ultimately increase sales. Click To Tweet
Here are six types of emails to include in your product launch email series:
#1. Survey email
Do you know what your target audience wants and needs? Make sure by sending out a survey email long before you ever launch a new product. This email will help you get a feel for whether you’re on the right track.
When you send this email, make sure to use language that tells your audience their opinion is valued. Credo Beauty also reminds readers that taking the survey creates a win-win and adds an extra incentive in the form of a drawing for a $200 Visa gift card.
Subject line: Take our survey and you could win 👏
You want as many people as possible to be part of your new product launch. A few weeks before the launch, offer an opt-in deal. If your product or service has a premium option, encourage your readers to sign up for it. Explain that this is how they can stay up-to-date on all the exciting stuff you’re doing, helping them stay in-the-know before the general public — and then make good on that promise by providing a sneak peek at your new product. Alternatively, you can offer an opt-in just for details on the launch, rather than as part of a premium service, as Ruggable did here.
Subject line: Something a-DOOR-able is coming…
#3. Mysterious email
One of the best ways to get people interested in something is to act mysterious about it. Hardly anyone can resist a good mystery! Use our email editor to craft a cryptic email, teasing that something big is in the works (i.e. your new product) but not yet divulging exactly what that is.
If you’re planning to send more emails in your product launch email series, send this mysterious email a couple of weeks prior to launch. Otherwise, you can send this email whenever you want. Huda Beauty kept things puzzling with this product launch email showing a blurred-out version of its new product.
Subject line: Something NEW is coming
About a week out from launch day, consider sending a preorder or early-bird-access email so your loyal customers can get a jump start on their shopping. Of course, sending a preorder email means you’ll need to announce what your new product is before launch day — and that’s completely fine, as long as you save some of the juicy details to create more hype (for now, go with “we’re making a better alarm clock” instead of “we’re making an alarm clock with a radio, nightlight, and water feature.”)
What does a good preorder email look like? A preorder email should generate excitement about your new product, using sensational language to explain the product’s features and benefits. Testimonials help, too — like Food52 added here.
Subject line: Our Five Two wooden spoons are nearly here — preorder now.
#5. Product launch
It’s launch day, and that means it’s time to send a great product launch email! If you sent a preorder email, your product launch message will be similar; again, the goal is to generate a sense of excitement around the product. Remember when you kept a lid on some of the details in your pre-order email? Now is the time to pull out all the stops and really explain what makes your product shine: How is it different (and better) than comparable products? Include high-quality photos, too, at the top of the email and in the body copy.
Subject line: A few new things to feel good about…
#6. Follow-up email
A few days after the initial project launch, don’t forget to send a follow-up email. You have several options here: You can ask for happy customers to leave reviews on your website or a third-party platform. You could solicit user-generated content, asking for photos of people using the product. Or you can find a fresh angle to explain how great your product is. Even after launch, keep riding the excitement your campaign has generated to stay on the top of readers’ minds.
Wrap-up: Design your product launch email campaign
Your product launch isn’t just about creating conversions. Use your product launch email series as a starting point to cultivate a sustained conversation that you can continue long after your launch is over. By thoughtfully crafting your series of emails, you’ll be able to communicate your brand value.
Ready to create your own product launch email sequence? BEE’s easy HTML email editor offers a simple way to create beautiful and responsive on-brand emails. BEE’s set of product launch email templates is tailor-made for announcing new products, and each one can be edited in a few clicks to feature your brand visuals and make your new product shine!
Updated March 8, 2021
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