Some product launch dates are marked in our calendar and get us hyped, and others we never hear of or even care for.
It is all related to the product announcement. A great product launch would trigger our desire, curiosity, and interest. How is it done?
Follow me in this guide where I share with you:
- What is a product launch email?
- 3 proven stages of a successful product launch email campaign (make sure not to miss them)
- How to introduce a new product by email (launch email sequence)
- 21 product launch email subject lines
- 31 new product launch announcement email template examples
Let’s dig in.
What is a Product Launch Email?
A product launch email is a newsletter you send to contacts to communicate and inform them about:
- New products release
- Recent features
- Upcoming events
Your developers did put their heart and guts in developing products, you don’t want to make their efforts seem tenuous.
For that, your product release email is what will boost your products’ value, as well as your overall business performance.
It should make your customers thrilled to try out your new product or features.
3 Proven Stages of a Successful Product Launch Email Campaign (Make Sure Not to Miss Them)
New product announcement email campaign is not a single email you send to your network.
Here is a possible way how you can introduce a new product to your customers through email.
1. Trigger your users’ curiosity with teaser Email – Send it 10 days before the launch
Let’s suppose you also have an upcoming product/app/site that’s better than the invention of sliced cheese.
It would be fantastic if you could create enough buzz with your mailing list that you end up having thousands of people signing up on waitlists to get access to your upcoming release.
By creating an irresistible bulk email campaign that teases and triggers curiosity for your project.
It helps you lay down a perfect atmosphere for your upcoming official product launch email and create a great amount of support for your awaited product.
2. Announce your new release with a product email – Send it 5 days before the product launch
This email is in which you share the name, images, and details of your product.
You should notify your subscribers with the launch date, and the main benefits of your upcoming product.
The product launch newsletter is a great opportunity to offer your subscribers early birds access, beta testing and it can be a great use for webinar invitation emails too.
You can take this further and promote a pre-order or early access to your website visitors so they join your email list. A great practical idea for lead generation.
3. Launch the product – Announce it via email on the product launch date
Supposing you sent your product launch teaser email, followed by your product email. At this stage, people who showed interest in your product, have a clear idea and expectations for the upcoming product or feature.
For that reason, use the launch date of the product, website or feature as a reminder for those who showed interest. Send them a reminder email.
The announcement email design should include a call to action for your subscribers to dig in and start using your product, test it or place an order (Below you can see 31 inspiring product launch email templates).
What’s the catch here?
- Capture your contacts’ attention and trigger their curiosity
- Spread the word on your new product
- Life can be busy for some, remind your contacts about your product
Let’s dig a little deeper into product launch emails.
How to Introduce a New Product by Email (Launch Email Sequence)
Your product launch email campaign is made of 2 emails or more, destined to promote your new product to your contacts.
Let’s have a look at both.
Here is a visual example of an automated product launch email sequence created in Automizy.
Each time a drip email is sent out, it comes from a queued list of pre-written emails, so you don’t have to sit on your desk and write an email for every new contact.
This will allow you to lay down your product launch email sequence while you sit back and monitor your campaign results.
You can create a more personalized email automation, using email conditions to send emails based on contacts’ behavior.
Here is how it works.
Set up your trigger for your product launch email sequence with a teaser email, followed by the beta announcement email. Right after the second email, you add a condition.
Select your condition as “If contact has opened an email”, and the opened email should be the announcement email.
This will help you understand who opened your email and who didn’t.
You can try sending a second beta announcement email to contacts who did not open. Make sure to set up email resends to non-openers, using different subject line.
For contacts who opened your beta announcement email, you can send them further information about your new product.
Here is how the email sequence for a product launch would look like, from Automizy.
You can be more creative when building your email funnel, using a different set of conditions and messages.
In case you are not familiar with automated email campaigns, your product launch campaign can be a great start for you.
Test your product launch email subject lines
Your email subject line is the only soldier that can win the war of the inbox.
Inside the Automizy platform, when setting up your email you can find the subject line box in which you enter your email subject line and test its efficiency (powered by AI).
If you click on “Improve subject line” the software will immediately score your subject line’s effectiveness and display the result like the following example.
Click on “Test a new one” to test multiple email subject line ideas, and choose the one that scores the highest.
Don’t let your new project announcement email get lost in your subscribers’ inbox.
The same feature is provided in automated email sequence.
Also, here’s a free subject line tester tool you can use if you’re not an Automizy customer. Neat, huh?
It also provides subject line templates you can use to increase your email open rates.
Another way of increasing your email open rates, is subject line A/B testing.
A/B Test your subject lines
Use A/B testing to identify the best performing email subject line.
An A/B test measures the engagement for two different subject lines or more, in order to send the best performing one to your contacts.
Here is how to A/B test your subject lines in drip email marketing software.
Identifying your winner email subject line has a big effect on your campaigns’ open rate. And higher open rate for product announcement email equals higher sales and ROI.
Personalize your product launch emails
You can personalize both your email subject line and email content as well.
Email subject line personalization could increase your email open rates.
Personalize your projects’ announcement campaigns with Automizy’s subject lines custom fields.
Click on the add field icon in the email subject line bar, and click “Add” on the custom field you want to include in your subject line.
You can add your contact’s first name, last name, company, website, birthday, position, etc.
The same does apply to your email content.
Even though you are sending the same email to a large list of contacts, you can still make each email different and personalize it to each contact using personalization custom fields.
Click on “Personalization” in your text box and select the custom fields you want to add to your email content.
Resend product launch emails to non-openers
A lot of people don’t open your emails the first time because the subject line didn’t resonate with them or it didn’t get their attention.
In Automizy, you can resend the same newsletter to non-openers with another subject line after a number of days that you define.
Check the “Resend to non-openers” box.
Select the number of resends, whether you want to resend the email once or twice.
Increasing your email open rates won’t take you longer than 3 clicks.
Don’t leave any contact behind, with resending emails to non openers you make sure everyone finds out about your new products.
Free Webinar: How to Do Welcome Emails in 2020
21 Product Launch Email Subject Lines
I hate to deliver the bad news, but your email content wouldn’t even matter if you don’t get your subscribers to open the email in the first place.
Try to create an attention-grabbing subject line for your product announcement email campaign. You can also use emojis in the subject line.
To help you, even more, we’ve collected 21 product launch email subject lines that you can experiment for your launch email campaign.
You can make subscribers curious by asking a question which you answers in your email, promise your subscribers with something interesting, or also you can write a subject line that sounds strange or unusual and create a sense of urgency so your contacts feel like opening the email.
Get inspired by the following examples.
8 Announcement email subject line samples
- “(ANNOUNCEMENT) C&C 2017 lineup revealed…”
- “MAJOR announcement! big changes at DM)”
- “Big Celebrity Announcement”
- “Announcing the 2nd Annual Content & Commerce Summit”
- “Announcing: The 7th Annual Black Friday Bootcamp”
- “Yep, that just happened…”
- “Things are about to change!”
- “A must watch new movie I just put out on YouTube”
9 Product launch email subject line examples
- “Meet your new jeans ?”
- “ANNOUNCING Recommended Agendas and “learning tracks”
- “(retailer selling new product line)”
- “(clothing retailer announcing a new product)”
- “Cashmere Rib Is Here”
- “Tesla Updates: Model 3 is Available to Order”
- “In three days: our first…”
- “Meet Our New…”
- “May We Introduce…”
4 Website launch email subject lines
- “Now you can order from…”
- “It’s big! (link) is here”
- “New (name) website”
- “-IMPORTANT UPDATE- The all-new (name) is here!”
Quite convinced, huh? Score your subject lines with the Subect Line Scorer in your blog articles too.
Insert emojis in your subject lines:
According to Braze magazine, the year-over-year growth of campaigns using emojis for emails has been 777%, while the month-over-month growth of emoji use has been over 20%.
You can insert emoji symbols to your email subject lines with Automizy and experience the thrust yourself.
31 New Product Launch Email Template Examples
One of the best practices is to use a single column layout for the new product announcement email template. That includes a clear message and call to action.
You can also see all that in the designs of the below given 31 examples of the product launch email templates.
In Automizy, you can find similar email layouts that you can use and edit to create a desirable product launch email template.
Now, let’s jump right in and see below the design examples of the 31 inspiring product launch announcement email templates.
1. Wistia – New plan announcement email
The design of this product launch email template is simple and clear. The copy of the email is very concise which leads the readers to the video that illustrates the celebration of the launch.
Rather than a typical picture or email banner, Wistia decided to create a playful video that would drive more clicks.
2. SPHere – New mobile app release email
Sphere leveraged the power of GIF in their mobile app update announcement email. In the email, they show the preview a sneak peek on what the app is about in this newsletter launch message.
Adding animated GIFs to your emails contributes to better customer engagement, amuses your audience, and explains clearly your product’s concept.
3. Netflix – Introducing upcoming new series
As a Netflix fan and user, I have always admired their announcement email when it comes to communicating their new releases or teaser campaigns.
Here are my favorite announcement emails by Netflix.
Simple image and title, with their famous red call to action button. As you see, no text is included in this email example.
Unlike the first simple example, another announcement email that I admired from Netflix is the following:
A perfect teaser email with a catchy animated GIF.
4. Timeline – Software update email
Timeline used very simple design in their software update email template. They shared information related to their new product inviting their subscribers to learn more about it. Also, under the call to action button, they have promoted their pre-sale campaign.
5. Skillpages – Meet the new iOS app
Promoting the release of their new iOS mobile app, Skillpages shared in this email example the features of the mobile app. And for sure with a call to action to download it.
6. Protein Pouch – New product announcement email
Protein Pouch used friendly colored email template design for announcing a new range of healthy products.
As displayed in the email, each product has different ingredients; the customer can decide which product they want, based on their preferences.
7. InVision – Early access announcement email
Offering early access is a perfect idea for a product launch newsletter. Exclusivity makes your customers feel closer to you.
8. Hulu – HBO on Hulu announcement
Hulu nailed this announcement email campaign. Another smart thing in this example, they mentioned a one-month free subscription, that can increase the click rate.
Also, I’m sure that Game Of Thrones fans got hooked by this email.
9. Apple – New product launch announcement emails
Frankly, I am an admirer of Apple’s announcement email campaigns. And I have multiple examples that support my opinion. Let’s check it out.
For Apple Watch Series 4 product launch emails example:
Surprises me that Apple still isn’t using bulletproof buttons (that “Buy” button is just an image), but the rest of this email is beautiful. I dig the two-column layout below the masthead image.
For their Mac computer announcement campaign, here is the email they have sent:
With such a powerful title and sharp design, it is too hard to keep your eyes away from it.
However, for MacBook product launch email, they have sent a brighter product announcement email.
Beautiful photography and a lot of confidence and mystery can really motivate a click through. This email does just that.
Now you get my point why I admire the designs of the Apple announcement email templates.
In collaboration with Apple, let’s see another example from Nike.
10. Nike – Introducing Apple Nike+
Similarly to Apple, Nike has used a one column layout in their product launch email, displaying stunning product images.
Notice the simplicity in terms of colors. Use your brand colors for a consistent message.
11. Canva – Promoting early access for Canva for work
Announcing the new Canva for Work, they did offer in the following email example an early access registration for their subscribers.
The email design does match perfectly with their website too. I like how they emphasize their visual identity.
12. Trello – Introducing the new Trello gallery
This is a beauty! Short content, they did use emojis in this email, alongside beautiful illustrations and gradients.
13. Youtube – Olympic Winter Games coming to Youtube email
For the occasion of the Winter Olympics, Youtube announced a live coverage on YouTube TV.
14. Alit – Presenting new product
Alit created this product launch campaign for their new Rosé wine.
The design is striking and simple, with tasteful use of animation. The message is brief and compelling. And the call to action is strong.
15. Boosted – Upcoming product teaser email
I think I easily fall for black emails. Mostly because they are a rarity.
A teaser email to get you excited about what is to come, with a smart sneak peek of the skateboard at the background.
16. The Black Tux – Revealing new partnership
This email was sent to announce our partnership to enter Nordstrom locations nationwide.
“With our product being solely online, we wanted to do a gif that represented brick-and-mortar.”
What better way than a neon sign.
The announcement email template layout in this example is fairly unique, especially the hierarchy. Performance-wise, it was our most clicked email blast of all-time.
17. Chick-Fil-A – Introducing the new Chick-Fil-A experience
The first time that a food-related email catches my attention. Maybe it is extensive use of red throughout, the icon of the man rolling out the carpet, and the mystery of the copy.
Or might be the countdown below that triggered my sense of urgency.
Still, all great launch email elements.
18. Framer – Introducing the new design platform
A minimalist design introducing the new Framer, along accompanied with a tagline. I got to give credits for how clear the call to action button is.
19. Spotify – Mobile app updates announcement email
Surprising your users is a great way to get users committed to trying out your new platform.
Spotify invited their users to check out the refreshed app in the following announcement email example.
20. Loupe Conference – Event date announcement email
Announcing Loupe, a new design conference, Framer sent the following event launch email example.
The title is not ‘salesy’, with a call to action to save to “Get on the list” not to book a ticket. It sounds a little VIP email.
21. Macaw – Website announcement email
Macaw, the code-savvy web designing tool, used the creative design of the image in their software launch announcement email.
22. Usabilla – New feature announcement email
Short and sweet new feature announcement email template example from Usabilla. They used a simple designed video explaining the new feature.
23. Casper – Product release announcement
Using a GIF is always a great idea to make your email stand out.
I think humans do count cheaps to fall asleep, while dogs count squirrels.
By the end, the funny side of this announcement email makes it easier to digest.
24. Grammarly – New feature announcement
Personally, I have been waiting for this announcement email from Grammarly.
They used a warm blue email, with a minimalist design to announce that they now integrate with Google Docs.
They did include two call-to-action buttons, the white one for those who already using Grammarly, and the blue one to invite subscribers to install the Chrome extension and start using it.
25. Webflow – Video-centric announcement email
Webflow does it again with this carefully designed video-centric email. You really can’t miss that huge “play me” button daring at you to click it. Even the whole color scheme funnels your eyes straight towards playing the video. Quite nicely done.
26. REI – New website release email
REI sent this new website announcement email. With an email design that matches perfectly with their refreshed website.
27. Proper Labs – New website/features announcement
ProperLabs’s inspiring new website announcement email template is a good example of how you can introduce a new website, brand, and features launch to your email subscribers.
28. Wonderbly – Book release email
For their new book release, Wonderbly created this cute book launch email template.
The tone of this email is interesting and entices the recipient to check the story. And it is demonstrated in the call to action button “Create your bear family”.
Bonus Tip: The Rule of Three
If this is your first time to read about the ‘Rule Of Three‘, trust me you are going to start seeing everywhere from now on.
Three is the smallest number needed to create a pattern – and that is the key to its power.
The simple patterns that can be created in groups of three make it ideal for marketing people and copywriters to communicate complicated concepts or ideas in a memorable and meaningful way.
To put simply, we humans tend to remember three points more than two or four or any other number.
Here are examples of brands using the rule of three:
- Tesco: Every Little Helps.
- Nike: Just Do it.
- KFC: Finger Lickin’ Good
- McDonald’s: I’m Loving’ It
- Skittles: Taste The Rainbow
- Jaguar: Grace, Space, Pace
- MasterCard: Your Flexible Friend
How to put this into a product launch announcement? Won’t leave you hanging, here is an example from Apple.
Steve Jobs was the first one to implement this rule in marketing. And the rule is still implemented until today, successfully.
If you notice, Apple always presents its new devices in 3. Just like the new iPhone X. In the end, they appeared to be Xs, Xs Max & XR.
You can use this same rule in your email marketing by inserting three images of your product in your announcement email.
If you cannot place 3 images in a row or 3 items in one photo, then you should try at least to divide the text into 3 columns for better perception.
Besides your email content, you can also implement the same rule when writing your email subject lines. It would help increase your open rates.
I wish I could tell you that your new product will promote itself, but your product launch email is a huge part of what defines your upcoming business results and revenue.
With all the steps, email examples and subject lines we covered, now the ball is at your court to create a winner product launch email.
If you are launching products or features during this year, do not hesitate to send us your product launch email and we’ll add it to our list. You work can be an inspiration for us and others.
Want help creating the perfect email product launch campaign? Try Automizy for free and give your products a rocket-reach launch campaign.
Get the latest email marketing tips today!