So, you’ve got a new product and you’re getting ready to send it out into the world. Congratulations!

Have you planned out your product launch email sequence yet? Chosen your product announcement template? Thought about your email design?

If you answered no to any of those questions, never fear. You’ll find everything you need to know about product launch email campaigns in this blog post. Here’s the breakdown:

  • The different types of product launch emails
  • Instructions on writing product launch emails
  • 11 fantastic product launch email examples
  • Product launch email best practices
  • Product launch email FAQs

If you’re already set to start creating your own product launch email, why not check out the great product launch email templates that Flodesk has to offer? You can even try them for free with our 30-day trial.

Craft compelling product launch emails your subscribers love

Use Flodesk’s customizable email templates to create irresistible product launch emails that bring in sale after sale.

Types of product launch emails

Before we get started, remember that there are several different types of product launch emails. Here’s a quick breakdown of some of the most common varieties:

  • Product releases: The most basic kind of product launch email. You’re sending your subscribers an email to inform them about a brand new product that you’re launching (or sometimes a new version of an existing product).
  • Feature announcements: Similar to product release emails, new feature announcement emails share information about a product’s new feature or improved functionality. These are common for technological and software products.
  • Pre-orders: Pre-order emails are sent when a new product is coming soon but hasn’t yet arrived at your shop. They’re handy when you know your existing customers want guaranteed access to your new product.
  • Event invitations: Event invitation emails are perfect if you want to make your customers aware of an upcoming pop-up, party, webinar or conference. While these events aren’t “products” per say, they’re still new things being launched by your business.
  • Future sales: Great tools to use if you want to build anticipation about an upcoming sale, give your subscribers early access to a sale or just spread the word about a sale.

How to write a product launch email in 5 steps

Even the best email marketing professionals struggle to create perfect product launch email marketing campaigns. It’s a skill that you have to practice and hone over time.

In order to help you get started with your own product launch email, we’ve outlined the five key steps you should follow for success.

1. Settle on an email design that suits your product and brand

All the different elements of your product launch email should work together and feel cohesive. That means the first step of your design process should be deciding on an email design that’s not only consistent with your brand, but also your new product itself.

For example, if your company gravitates towards elegant, minimal design generally speaking, you should select a similar design for your product launch email sequence (as long as it works with your new product!)

If you’re working with an email marketing software like Flodesk, you’ll have a variety of beautiful product launch email templates to choose from, so it’ll be easy for you to select which one suits your brand best.

2. Plan out your product launch email sequence

The best product launch emails are actually part of greater email sequences. Sending out a series of messages before, during, and after your product launch will help you build anticipation, maximize your reach, and increase sales.

Here are some guidelines to follow when putting together your own product launch email sequence:

  • 2-3 weeks before your product launch: Send out a teaser email that doesn’t give everything away but provides a sneak peek of your new product.
  • A few days before your product launch: This is when you’ll want to make your big announcement. Send out an announcement email that gives your subscribers all the details about your new product.
  • One day before your product launch: Send out an early access announcement email to your subscribers to thank them for being part of your community. If you don’t want to give them early access, you can also provide a discount code or another offer.
  • The day of your product launch: This will be your “main” product launch email. Your new product will be available to everyone and ready to purchase. Make sure to communicate all the excitement and enthusiasm that you want everyone else to feel!
  • A week after your product launch: Send out a follow-up email to remind your subscribers about your new product in case they missed it. If your new product is getting low in stock, this is a good time to let your customers know.

3. Craft an attention-grabbing subject line

Just like with all marketing emails, product launch email subject lines are incredibly important. In fact, 47% of people decide whether or not they’re going to open an email based on its subject line.

In order to make sure as many people as possible open your product launch email, keep the following email subject line guidance in mind:

  • Emails with 6-10 words in the subject line have the best open rates.
  • Personalized subject lines are 22.2% more likely to be opened than their unpersonalized counterparts.
  • Subject lines that express urgency and/or exclusivity also have 22% higher open rates.

4. Select captivating images

The key to a great announcement email is stunning imagery. Not only are beautiful pictures pleasing for viewers to look at, but they also give companies a chance to enrich their branding and show off their products.

Here are a few pointers to keep in mind when choosing the images for your product launch email:

  • Make sure your new products are featured prominently
  • Ensure that your images are correctly sized and high-quality without being too big
  • Always use your own images, don’t use stock images
  • Choose an email design that’s cohesive with your chosen images
  • Pops of bright colors often work well because they make images jump off the page

5. Integrate your CTA multiple times throughout your email

Be sure to nail down a specific CTA and integrate it multiple times throughout your announcement email. This will give your reader the best possible chance of noticing it and taking appropriate action.

As a general rule, it’s a good idea to include your CTA in your product launch email at least twice. The first mention should come early on, ideally just below the greeting and as close to “above the fold” as possible. 

You should always include your CTA at the end of your email as well. Although people often skim emails and don’t read them all the way through, many pause at the end to see if they’ve missed anything important. 

Get them to take action

Create compelling CTAs with buttons that stand out using Flodesk’s email templates, optimized for conversion.

11 effective product launch email examples

If you’re looking for some product launch email inspo, your search is over. This list of beautiful product launch email examples is sure to give you ideas that’ll help you create your own.

1. Sigfus

Sigfus is a jewelry company based out of Tucson, Arizona. The name pays homage to owner Lauren Valenzuela’s Icelandic heritage. She describes her designs as “a little bit desert, a little bit punk, and a whole lot retro.”

We love their product launch email above for a couple of key reasons. First of all, the colors are absolutely stunning. The jewelry pieces and the background fall into the same color palette and would catch any reader’s eye. 

Great product launch campaigns also have to build anticipation so that the brand’s exciting news feels like a big deal. This product launch email does a great job of that because it’s part of a multi-email sequence and is being delivered just 10 minutes before the new collection officially launches.

Last, this email example offers existing customers and subscribers exclusive access to the new launch as well as a 10% off code to thank them for their support. It’s always a great idea to express gratitude for your email list.

Take away points:

  • Create eye-catching email graphics that make your message stand out.
  • Build hype with a launch email sequence.
  • Reward your existing subscribers by providing them with exclusive first access to your product launch and/or a discount code.

2. A Bronze Age

A Bronze Age is a contemporary clothing and accessories label from Vancouver, Canada. They’re well-known for taking classic, timeless silhouettes and bringing them into the modern fashion world by adding their own flair.

Their product launch announcement is focused on A Bronze Age’s first clothing release of 2022. They’ve done a couple things very well. First, they’ve added a cute design touch to their email with the little stars without letting it overpower the overall email design.

They’ve also gone with a dark backdrop and lighter images and fonts, which makes for an easy-to-read message due to the high contrast.

Last, they’ve kept things simple and let their new products be the star of the show, so their newly released pieces really stand out.

Take away points:

  • Add unique design elements that are consistent with your branding but aren’t overpowering.
  • Choose a high contrast email design to increase readability.
  • Create visual intrigue by choosing captivating images of your new products.

3. Bodyism

This product launch announcement email is a little bit different. Bodyism is a holistic wellness company that has its own brick-and-mortar shops, but is also stocked by different retailers all around the world. This excerpt is from one of their stockist’s emails, which they sent when they had just started selling Bodyism products and supplements.

This is a great product launch email because it provides new subscribers with more details about Bodyism and gives them an overview of the brand’s story, mission and products. It does a good job of being informative while not being too long-winded. We also like how they’ve kept their launch email design minimal other than the photos and text.

Take away points:

  • Provide essential details and information about new products.
  • Don’t over- clutter. If you’re including a decent amount of copy in your product launch email, keep the rest of the design simple.
  • Make things visual. No one wants to read a block of text that doesn’t contain any images.

4. Jane & Tash

Jane & Tash is a clothing label based in London, UK. They specialize in fashion forward coats, outerwear, and accessories. 

They’ve kept things simple with their product announcement email campaign, but we’re big fans of how they’ve made their new coat the main focus.

Jane & Tash has done a great job of choosing an image that’s stylish, on brand, and makes their new product look desirable. We also like how they’ve placed the attention-grabbing copy “the coat of dreams!” on their photo.

This product launch email also has an obvious call-to-action with “shop now” integrated throughout the message.

Take away points:

  • Choose images that show off your products and are consistent with your brand.
  • Try placing catchy, powerful copy on your central image.
  • Focus on one call-to-action throughout your product launch email.

5. Alixx Candles

Alixx Candles are an artisanal, sustainable candle company based in Massachusetts. Originally created in Belgium in 2009 by French artist Alix de la Mensbruge, Alixx Candles continues to bring their European sensibility to the home decor industry in the United States.

We love the way Alixx Candles presents their new candle fragrances in the product launch email example above. Its minimal design puts their beautiful Catching Snowflakes in the Alps candle front and center. The image they’ve included is gorgeous and just looking at it promotes a sense of tranquility.

We also like the way they’ve featured the different candle ingredients in circles below the main image.

Take away points:

  • Keep your email design minimal to let your products shine.
  • Add relevant details about your new product (bonus points if you can do so visually!)
  • Include on-brand images that connect with your readers’ senses.

6. Her First $100K

Her First $100K is a money educator and speaker who’s passionate about helping women feel confident about money. She quit her corporate job when she managed to save $100 000 at the age of 25 and decided to dedicate herself to financial education.

We love Her First $100K’s announcement email for a couple of reasons. First of all, it’s a great teaser email because it builds excitement about her upcoming product release without giving too much away.

We also like how Her First $100K has cross-promoted her Instagram page by suggesting that her customers follow her if they want to receive all the latest updates and maybe even a product sneak peek.

Take away points:

  • Send a teaser email a couple weeks before your launch day so you can build anticipation without giving too much away
  • Cross-promote your social media platforms to your email list
  • Use a greeting that intrigues the reader

7. 437

437 is a luxury swimwear and apparel brand based in Toronto, Canada. They’re passionate about designing unique bathing suits and clothing that look good on everyone and celebrate women’s curves.

437’s above product launch email example really stood out to us. First, we love how they’ve integrated the Cyber swimsuit’s design into their email design. They’ve used it as a border for their graphic as well as integrated its color palette. 

We also like that they’ve launched their new bathing suit on Black Friday and given their subscribers exclusive access to snag theirs first. What a great way to build anticipation before the official launch date.

Take away points:

  • Bring elements of your product design into your email design
  • Plan big product launches on popular shopping days
  • Give your subscribers early access to new products

8. Giesswein

Giesswein is a third-generation family business from Austria. They specialize in comfortable, eco-friendly shoes, slippers, and clothing and often use merino wool in their products.

Giesswein made the product launch email example above in order to promote their brand’s new leather boots. They’ve done a few things really well here. First, they’ve made their product (and materials) the email’s main focus. The image of their new boots is detailed and gives the viewer a great impression of what they really look like.

Giesswein’s graphic also shows the materials they use to make their boots. They spend a lot of time promoting the raw materials they select to make their products, so it’s great to see them featured here.

Take away points:

  • Put your products on display with detailed, high-quality images.
  • Showcase what makes your brand and/or product unique.
  • Highlight the raw materials and processes used to make your product.

9. Fortnight

Fortnight Lingerie is a Toronto-based lingerie and swimwear brand. They aim to redefine lingerie by helping women feel like their best, most authentic selves.

Fortnight Lingerie’s email marketing approach is consistent with their overall aesthetic: sophisticated and minimal. 

The graphic above is from one of Fortnight’s product launch emails. We love that it’s simple but still makes an impact. The close-up image of their crewneck sweater makes it look especially comfortable and appealing while showing off its details. They’ve also indicated that it’s limited edition, which adds a very subtle sense of exclusivity.

Take away points:

  • Appeal to your customers’ senses by showing close-up product images.
  • Less is more.
  • ‘Limited edition’ or ‘exclusive’ products add an extra degree of intrigue.

10. An Indigo Day

An Indigo Day is the name of Atlanta fashion and lifestyle blogger Jessica Camerata’s brand. She’s one of the biggest bloggers in Atlanta and loves providing her audience with high-value content related to fashion, cooking, home decor, and more.

Jessica’s product launch email example above reminded us of something really important: relaunch emails are important too. That means if you’re dropping a new-and-improved version of your product or simply another edition with some new features, it should absolutely get a dedicated email as well.

Here, Jessica is promoting the “made over” version of her Braid Guide. We like that she kept her email design minimal so all the focus is on her relaunched product.

We also appreciate that instead of opting for a sales-focused email, Jessica has chosen a more “product announcement” style for her newsletter.

Take away points:

  • Send emails for product “relaunches” just like you would for product launches.
  • Not all product launch emails have to be sales-focused-, try making one that’s more of a “product announcement.”
  • Remember, minimalism is your friend.

11. Girl Flourish

Girl Flourish is a licensed life coach, photographer, and blogger. One of her biggest claims to fame is her creation of the “Flourishing Planner,” which is designed to help busy moms live intentionally and become who they were meant to be.

Girl Flourish’s product launch email for her planner is absolutely gorgeous and she’s done a few things very well. First, she’s added an element of subtle urgency by placing the “don’t miss out” icon at the top of her message.

Second, we love the text that she’s overlaid on top of her photo: “this is kind of a big deal.” It’s bold enough to stand out and make it easy to read, but the white color makes sure it doesn’t overpower the picture itself.

Last but not least, we adore the photo she’s chosen. It shows her planner in a casual, on-the-go setting (which is very on brand) while still showing off its details and beautiful print cover.

Take away points:

  • Add some intrigue to your product shots by placing them in casual, real-life settings.
  • When adding text over an image, make sure it’s readable but doesn’t take away from the visual itself.
  • Convey subtle urgency with a cute graphic.

Get unlimited email sends & subscribers with Flodesk

We’ll never increase pricing because your email list is growing

Best practices for writing a product launch email

Flodesk workflows

You’re probably just about ready to get started creating your very own product launch announcement. Before you begin, take a quick look at these key product launch email best practices:

  • Plan in advance. Don’t leave your product launch email campaign to the last minute. It’s best to have all the emails in your sequence ready to send as early as possible. That way, you’ll be able to regularly connect with your subscriber list leading up to your upcoming release without much thought or stress.
  • Write a click-worthy email subject line. Remember, your email subject line is one of the main deciding factors as to whether readers will open your product launch email at all. Give it the time and attention it deserves.
  • Add personalization. High levels of email marketing customization is a huge trend for 2022. Use data to segment your subscriber list so you can personalize communications like product launches as much as possible.
  • Keep your target audience in mind. It’s important to write a product launch email that aligns with your target audience. That means using relevant language, touching on appropriate world or industry trends, and keeping common needs and wants in mind.
  • Reward existing customers. Product launches are a great opportunity to reward the subscribers you already have. Give them early access to a new product prior to the official release date.
  • Include an offer or discount with your product launch. If you really want to increase sales, be sure to include some kind of special offer or discount code in your own product launch emails.
  • Choose your best imagery. The old refrain is true: a picture is worth a thousand words. Make sure you include the best product images in your email so that your campaign really makes an impact.

What can a great product launch email do?

As you can see, a great product launch email can do wonders for any business. They help enrich your overall brand experience, boost sales, nurture customer relationships, and showcase your products in the best possible light.

If you follow the steps and best practices we’ve outlined in this article, we’re sure that you’ll come up with a truly incredible product launch announcement email.

If you’re looking for an email marketing software to help you with all your product launch email needs, give Flodesk a try. Whether you’re an email marketing expert or a total beginner, we can help your business achieve new levels of success with our excellent, affordable platform. Sign up for your free 30-day free trial here.

Learn more about e-commerce email marketing!

Product launch campaign FAQs

How do you write a product launch email?

If you want a more in-depth guide to writing a product launch email, scroll up to the beginning of this article and take a look at our five-step guide. Follow that and it’ll be hard for you to go wrong.

Too long, didn’t read? The most important thing to do when writing a product launch email is to decide on your email’s focus. Once you’ve got that, be sure to present it in the best possible light to existing and potential customers and get them excited about it.

If you’re really not sure where to begin, use an email marketing software platform like Flodesk and select a product launch email template to get started.

What’s included in a product launch plan?

There are a myriad of different steps that can be included under the umbrella of a product launch plan. What you and your team finally develop will depend on your style and whether you want to go all-out or keep things simple.

Just like Rome, product launches aren’t made in a day. They go through brainstorming, researching, design, and testing phases before anyone even nails down the product launch date.

Nevertheless, here are some key elements that should go into any great product launch plan:

  • Establish product goals and objectives
  • Determine product launch priorities
  • Set expectations
  • Develop a communication plan
  • Align your product launch plan with your target audience
  • Keep things realistic and attainable
  • Account for feedback, testing, and reviews

How do you announce a new business launch?

There’s no one way to announce a new business launch, but there are several things to keep in mind when doing so. First, you’ll want to expand your reach as much as possible so that you can connect with as many potential customers as you can. That often means working on building your email list or your social media pages before you formally launch your business.

After that, it’s a good idea to use a multi-pronged approach that will set you up for success right off the bat. Host a business launch event or pop-up, post on your social media pages, pay for online advertisements, partner with other businesses in your community, send out a major announcement email, provide welcome discount codes… the sky’s the limit!

Good luck!