Getting ready to announce a new product and want your email campaign to be a hit? We’ve got you covered! Email marketing is a powerful advertising tool, and the success or failure of your business depends on how you use it. The potential of email marketing can bring incredibly high sales for your new product, but in unskilled hands, its strength will be wasted. This article will help you gain the professional skills you need for a successful product launch.
What is a Product Launch Email?
A product launch email is an important marketing notification designed to inform customers about the release of a new product or any other novelty, and thus promote high initial sales. The main goals of a product launch email are:
- To attract as much attention as possible
- Create anticipation and FOMO
- Motivate the customer to take action
Such emails vary and are usually part of a long-term product launch email campaign. The content should include basic information about the product, how it solves the customer’s problem, and visual elements for a better look. Read more about product launch emails further in the article.
How to Announce a Product Launch in an Email?
The most important thing when announcing via email is not to rush. The campaign must follow a certain process, the superficial components of which are preparation, planning, choosing the best date and time, and so on. Don’t rush into a hasty announcement; consider all the details. Be prepared вfor the fact that the announcement will entail the need for lengthy and extensive communication with customers. They will have many questions and other concerns. This is what you need to know first and foremost; we will now move on to the details.
How to Write in a Product Announcement Email?
When writing a copy for an email announcing a new product launch, the most important thing is to harmoniously include all the necessary information about the product itself. In other words, the information must be present, but there should not be too much of it; you need to strike a balance. Let’s move on to some specific tips for writing announcement emails.
- Prepare in advance. You need to prepare an email campaign for the launch well in advance of the send date in order to include all the necessary details and approve the plan. It may take you 7 to 14 days to fully prepare, so when creating the email, set yourself a date by which everything needs to be set up and sent at the right time.
- Prepare a sequence of emails. Launching something new is a huge event that shouldn’t be limited to one email. Prepare a whole campaign to ensure that subscribers don’t miss it and that your announcement about the new product doesn’t get lost. In addition, be sure to track main email marketing metrics.
- Stand out from the crowd. People, and of course your customers, receive dozens or even hundreds of emails every day. In such a flood of traffic, the chance that a customer will open your email is minimal. That’s why you need an attractive subject line first and foremost. If the customer does open the email, it should be memorable. Stand out from other emails with your brightness, simplicity, and unobtrusiveness to make subscribers more likely to open your next email.
- Convince the customer. Of course, this is your new product and you need to tell as much about it as possible, but there is one important thing to remember. You can praise your product, but a better strategy is to explain why your product will be useful to the customer. Explaining how your product can improve the customer’s life will be much more effective than simply describing its features.
- High-quality visual aids. Attractive visual aids that showcase your product should be as appealing and high-quality as possible, as they are one of the deciding factors in whether or not to buy a product. The best solution is a video, as it will show the product as much as possible and is the most interactive option, but it can cause inconvenience with optimization. If you can’t do a video, think about a GIF, and then an image.
- Improve your content through testing. A/B testing is a universal tool that is an integral part of any successful email. Test all possible elements of your email, including the subject line, visual elements, and calls to action. Use all the information you get from testing, analyze it, and improve your skills.
- Advertise lightly. Let’s be honest, no one likes overly intrusive advertising. Sure, this is a new product and it’s a big deal, even a sensation, but it’s important to remain restrained in your advertising. Describe the main advantages and tell the customer why they should buy it. Less hype and praise, more modesty and practicality.
- Reward for purchase. Sales of a new product are incredibly important, and we are sure you understand this, so it is worth considering all possible incentives. Be sure to come up with some kind of reward for purchases during the product launch period to make them more tempting to buy.
- Lead the customer to a purchase. Emails are needed not only to advertise a product, but also to initiate its purchase. Be sure to add a button that links to the product page, with a clear CTA that explains to the user where this button leads.
- Be lighthearted and personal. There is no need to be overly formal; be polite and friendly. Be sure to use personalization strategies, address the recipient by name, and be more than just a salesperson; be a helpful consultant who wants to help.
- Time sensitivity and FOMO. As soon as you launch a product and will be sending out an announcement email, add a discount, bonus, or special offer to celebrate the occasion. This special offer should be time-limited; you can add a countdown timer to it to increase the FOMO (Fear Of Missing Out) effect.
- Link to additional information materials. When launching a new product email, you should definitely have webpages or other content with more details about the product. Include links to these places in your emails so that users can learn much more before buying.
- Leverage your segmentation and targeted marketing capabilities. Segmented emails create successful campaigns. This is especially effective if you personalize your emails to a great extent and don’t just put a name in the subject line.
- Include a downsell. Of course, there will be customers who cannot afford a new product or feature. Take care of them so as not to lose a significant part of your buyers. Develop a downsell option, i.e., a similar offer that will be less expensive.
- An ending that attracts attention. If the customer does not pay much attention to the content and just skims through the email, they will definitely notice what is written in the postscript. Make sure that the postscript is clearly visible, keep it short, and write the main information that the user needs.
Product Launch Email Examples & Types
Product launch emails are categorized into types based on the stages of the campaign. An email launch campaign is divided into three standard stages: before, during, and after the product launch. We have compiled several possible types of new product launch email templates for each stage, estimated the target audience for each of them, and written approximate content for you to use as a template and quickly move on to the creation process.
Before the Product Launch
Time frame: from two weeks to a day before the launch.
- Two weeks before the launch, start building interest by dropping mysterious teasers. Hint at a specific problem that the new product is designed to solve, so that customers look forward to it even more. Don’t send these emails too early; otherwise, users will simply forget about your announcement.
- A week before the launch, give much more details and announce the new product in full. Provide recipients with specific information from product images and details to the release date, special offers, and pre-orders.
New Product Email Template for Gathering Reviews
Target audience: loyal customers, bloggers, influencers, and celebrities.
Inform special users about the release of a new product and offer them a unique opportunity to be the first to try it out. Tell them that you are happy to cooperate, ready to send them the product, and in return, ask for a video or other feedback options in which they will share their impressions. In addition, you can attach links to reviews of the previous product launch so that they know how you will format their feedback.
Email with Product Announcement
Tease the upcoming release of your new product without revealing significant details. Create an air of mystery to generate more interest. Be sure to advise your subscribers to keep an eye on their inbox so as not to miss out on any news or special offers related to them.
Gratitude for Review
Target audience: customers who have left a review about your upcoming product.
Show your product reviewers who left feedback about the product that is about to be released how special they are, because they are the first. Be sure to thank them for their feedback or for agreeing to participate. In addition to thanking them, say that you would be happy if the reviewer shared their review on social media, and offer bonuses for doing so.
Teaser Email with Pre-Order Options
This email is sent once your entire release strategy is ready and you are planning a launch soon. Inform your subscribers about the upcoming release of a new product. Announce the release, specify the date, and add a countdown timer. Offer the opportunity to be among the first buyers and add a special offer for the first 10 or more orders. You can also add a link to the page dedicated to the upcoming launch.
Final Reminder Before Launch
Send a letter announcing the nearest upcoming launch of the new product. Send it one day before the launch. Create a sense of exclusivity by offering recipients the opportunity to be the first to try the new product, remind them about discounts and special offers, or announce the results of the drawing, if there was one.
Email Campaign During Product Launch
Time frame: the day of launch.
- On the launch day, share your enthusiasm for the product or feature’s birthday in your emails. Request feedback, reveal details and results of special offers, and celebrate.
Email Announcement of Product Launch
Start by presenting the product as a solution to a long-standing problem your customers face. Proudly present the product, clearly state its main advantage, and briefly describe its features. Compare the product with competitors and point out how it is better.
Email with Reviews and Feedback
Target audience: your subscribers, reviewers, and feedback providers.
Present the first reviews to your customers. Announce that your new product is already selling well and has received its first rave reviews from real buyers and well-known influencers. Encourage customers to leave reviews and emphasize how important they are to you.
Email with Special Launch Discounts
Remind your subscribers about your new product and special launch offers. Mention that the discounts are being offered in celebration of the sensational product launch. Be sure to create a sense of urgency and add a countdown timer showing the time remaining until the special offers end.
Post-Launch Emails
Time frame: a day to a week after the launch.
- After the launch, a period of emails about the full sale begins, or if this does not happen, segmented reminder emails for customers who have not yet made a purchase.
Reminder for Last Chance to Join the Sale
Target audience: customers who have not yet purchased.
Inform subscribers that the sale is going very well and the first batch of new products is almost sold out. This letter is needed to maintain the FOMO effect and sell even more products. You can say that stocks are running out, and you may take a break to restock the new product.
Email for a Complete Sold Out
Target audience: customers who did not manage to purchase in time.
If your new product sells out successfully and you are sold out, you will need this email. Inform your subscribers that they have unfortunately missed the opportunity to be among the first, but that it is not a problem, and as soon as you replenish your stock, the opportunity will arise again. Offer your subscribers the chance to be among the first buyers of the next batch. Encourage them to follow your emails or create a way to notify them as soon as the new product is back in stock. For such notifications, create a waiting list or something similar.
Best Product Launch Email Examples for Essential Purposes
Every email about a product launch is unique. Such emails may relate not only to eCommerce but also to software companies launching certain new features. Depending on the product or feature release, launch emails can vary significantly, but still have something in common. Based on their common characteristics, we have selected the best examples of launch emails for any purpose.
eCommerce Product Launch Examples
New Sizes or Capacities Announcement from Living Proof
Living Proof is an example of what an email launch for new sizes of existing products should look like. Such an announcement is no less important and can encourage many buyers to make purchases. Their email is minimalistic yet compelling and perfectly suited for the release of an updated version of a product.
Big Product Launch Livestream with Saie
Sometimes, a product or something new from a brand is so significant that its announcement requires more than just an email campaign. An example of such a launch is the campaign by the beauty brand Saie. Their brand focuses on natural ingredients and an inclusive community. To celebrate the product launch, they threw a party and planned a live stream. They accompanied the party with product announcement emails inviting subscribers to watch the party stream and held a drawing for three gifts. This type of email is a good idea for a big launch.
Loyalty Program Launch Email from Frank Body
Not only can a product be launched, but also a new brand feature, such as Frank Body’s loyalty program. Launching such a program requires an email campaign just as much as launching a product. Frank Body did everything right by creating hype with their launch rewards, setting a good example. This email is also an example of how to start word-of-mouth marketing and benefit from it.
Colab Product Launch Email with Disney x ALDO
In honor of its 100th anniversary, Disney decided to organize a collaboration and create a souvenir for fans. In their emails, they set the tone for both brands of the collaboration, added free benefits for subscribers, and, of course, engaged customers in pre-orders.
Numerous Products Launch Email From A Kids’ Book About
If you are planning to release more than one product, take an example from A Kids’ Book About. Launching more than one product will not only attract customers to purchase but also give them a choice of what they want to order more. Brands that provide options and help their audience make choices get better conversions. In this email, A Kids’ Book About effectively introduces a new line of books by adding two different CTAs to segment the audience.
New Product Collection Launch with Dr. Martens
Launching more than one product can refer not only to a number of different products, but also to a collection. An example of a product collection launch email is Dr. Martens. They announced a new brand of products by adding attractive images for the entire collection and leaving links to them.
Software Launch Email Examples
Invitation to the Product Launch Email from Miro
Before launching a new feature, the Miro team decided to conduct a webinar to make an exciting announcement, answer some questions, and drop a teaser. In their email, they highlighted the speakers and linked to the webinar itself and to pages containing information about the new product and the event dedicated to it.
Community Launch Email from Lightroom
Lightroom launched its own community and dedicated an email campaign to this event to attract users to join it. In addition to advertising the community, they supported the email with links to the community itself, other software, and download sites for their applications.
Beta Early Access Email from Mailchimp
Mailchimp is an example of an email about beta launching new features and providing access to them. They needed to inform users about new features so they could test them. They did the right thing by creating a sense of specialness, personality, and exclusivity for users by simply adding the phrase about granting early access to them specifically.
Create New Product Launch Email Template with AI
Artificial intelligence can be a good assistant in developing marketing strategies, and the same applies to email marketing strategies and the launch emails as well. With AI, you can speed up the process of creating emails by developing templates and learning tips. Of course, AI can’t be completely correct, requiring checking, but it’s still better than planning and developing everything from scratch. When checking AI projects, pay attention to the following:
- Preserved brand communication style.
- Emails meet the standards.
- Preserved the visual formatting of the brand.
Final Thoughts
Developing a new product launch email is very challenging. Moreover, it requires all your email marketing skills to be utilized to the fullest. Even with the best strategies, release success cannot be guaranteed, making a launch email campaign very risky because the success or failure of it will determine the sales of the new product you’ve worked so hard to add or develop.
Avoid taking risks and worrying about the success of your launch campaign, and let Flowium’s experts handle it. Our team has extensive experience in email marketing, and we know how to make your launch emails the best they can be. Contact us and enjoy the results of a successful marketing campaign.
