Weve all been there -

• Launched a new product/ category/ brand/ feature
• Sweated it out on an email campaign
• Landed less ROI than expected
  

The sad reality is that about 95% of new products launched fail to meet sales goals. So, its not just you.

The issue lies in the messaging of the launch - it either lacks creativity or misses some compelling details.

In this article, we focus on an important part of your strategy - product launch emails. We will look 10 brands that sent exceptional product announcement emails and landed a massive ROI. As a bonus - we are also giving away 10 templates that you can use for your outreach.

What works:

• Creates interest with The countdown has started
• Provides relevant info to customers such as site URL, time of sale, no of units available, who it is for, shipping, and other details
• Maintains exclusivity by restricting the sale to Pioneer customers and offering a special Pioneer code
• The product video at the end tells the customers exactly what they can expect
  

When to use: Can be a good Pre-Launch Reminder email

What works:

• Showcases high-quality image of the product in use
• The copy covers aspirational angles (your own boutique fitness studio), benefits (access fitness for the whole family at just the tap at a screen), and pricing (as low as $149 per month)
• With a smart addition of the $250 deposit option, it ensures a revenue flow even before shipping.
  

When to use: Works great as a Product Launch email or a Discounts and Special Offer email

What works:

• Creates anticipation with the copy (Have you heard the buzz?)
• Use of contrasting colors for font and background and the choice of vibrant colors
• Use of social proof by adding a customer review. The Instagram snapshot adds another layer of trust.
  

When to use: Ideal as a Product Reviews email

What works:

• Creates exclusivity with the copy (youre the first, get early access)
• Addresses clear pain points and shares valuable information for the customers
• Clearly lays down the benefits of using the product
  

When to use: Ideal as a Product Launch email

What works:

• Builds trust by keeping their promise based on customer feedback
• Keeps the conversation going by following up a product launch with a survey
• Nails the email sequence format
  

When to use: Ideal as a Product Launch email

What works:

• Keeps audience interest piqued and anticipation alive with the copy (the wait is almost over)
• Uses a minimal design thats in line with the brand
• Offers an option to explore whats new, thereby creating a need
  

When to use: Ideal as a Coming Soon or a Pre-Launch Reminder email

What works:

• Creates a sense of urgency and exclusivity with their copy (letting you know first, early-bird deals,
• Offers the pricing right away, heightening transparency
• Shares a product range for all their target audiences with relevant details such as a size guide
  

When to use: Ideal as a Product Launch email or Discount and Special Offer email

What works:

• Builds trust by taking into account customer needs and incorporating them in their new launches
• Unique and peppy design that matches their brand image
• Keeps the copy and design minimal with a strong call-to-action
  

When to use: Ideal as a Product Launch email

What works:

• Sets the mood for a surprise with the copy (special announcement)
• Communicates the date of the launch for their customers
• Presents option to sign up beforehand with a CTA (reserve your seat)
• Leverages word of mouth marketing by adding a social share CTA
  

When to use: Works best a Coming Soon or a Product Teaser email

What works:

• Builds anticipation and interest with both copy and design the empty space for the actual products and the secretive copy
• Sets a friendly tone with the copy, yet keeping the element of mystery alive
• Communicates a date for the launch to their customers
  

When to use: Works best a Coming Soon or a Product Teaser email

10 templates to set up your product launch email sequence.

Taking the above 10 brands as inspiration, we ran a bunch of emails for our clients to help them launch their products. Based on the performance, we compiled a list of 10 high-impact templates.

Weve broken it down to 3 stages - pre, during and post the launch of your product and have covered the list of emails you can send during those times. We also looked at the right audience and drafted a sample CTA to get you started.

BEFORE THE LAUNCH

1. Customer Reviews Email

Target Audience: your previous customers, bloggers, influencers, celebrities

Subject line: Be the first to try (Product)

Body: Hi, Im (Name), (Designation) at (Company).

Were launching a new (Product) and I was wondering if youd like to be one of the first ones to try it. Itll be great if you could help us with a testimonial for the new (Product).

If so, well be happy to send you the (Product) and request you to shoot a video of how you found it. You can check out what we did for our previous launch here: (Link)

If youre interested, we request you to send us your mailing address. Itll be a pleasure to have you as our voice for the new launch.

Thanks.

‍

2. Product Teaser Email

Target Audience: Your subscribers

Subject line: Its coming. Keep your inbox refreshed.

Body: Psst! Can you keep a secret?

Something big is coming. Its NEW. And its for YOU.

(Hint: Its going to change how you)

Stay tuned and watch this space for more details.

‍

3. Thank you Email for Customer Reviews

Target Audience: your previous customers, bloggers, influencers, celebrities

Subject line: Youre one of the FIRST. We know youll LOVE THIS

Body: Hi, I just wanted to say Thank You

Were so excited to have you as one of the first to try our new (Product).

You can use it to (Benefit).

Well update you as soon as your (Product) ships. So keep an eye on your email.

P.S. Wed love to hear what you think of (Product). So at any time, feel free to share a review on our Facebook page (Link).

Enjoy.

Know More OR Learn More

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4. Coming Soon Email (with/without discounts and pre-order options)

Target Audience: Your subscribers

Subject line: The countdown has started...

Body: Hi, Your wait is almost over.

Were so close to launching our new (Product).

We cant wait to introduce you to the most powerful (Benefit) yet.

On (Date), were officially going LIVE.

Want to be the first to get this?

Be the first to see this OR Join the waitlist OR Yes, Notify me

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

See you on (Date).

‍

Pro Tip: For a wider reach, add this line to the footer of any email you send in between this email and the next email:

P.S. Coming Soon: Our newest (Product) arrives on (Date).

Find out more here (Link)

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5. Pre-Launch Reminder

Target Audience: Your subscribers

Subject line: Surprise. Youre seeing this a day early...

Body: Hi,

Ready to be the first one to try our new (Product)?

This new (Benefit) arrives tomorrow.

(For the discount winners) Since you were one of the early ones to sign up, were happy to offer you 10% OFF.

Dont forget to shop tomorrow.

Shop Now.

‍

DURING THE LAUNCH

6. Product Launch Email

Target Audience: your subscribers

Subject line: Introducing the (Product)

Body: Hi, For years, our customers have (Problem).

Today is the day that changes.

Were proud to announce our (Product).

Its the most powerful (Benefit).

The (Product)s (Features) helps

While other (Competitor Products) , our (Product) (Comparison).

Shop Now.

‍

7. Product Reviews Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: The REVIEWS are in!

Body: Hi, Its FINALLY HERE!

The (Product) is launched and its already becoming the talk of the town.

Meet the brand new (Benefit).

Get it now (Product Page Link).

Shop Now.

‍

8. Discounts or Special Offer Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: Have you tried our new (Product) yet?

Body: Hi, Our newest (Product) is finally here and is becoming quite the rage!

Did you get your hands on one yet?

Wed hate for you to miss out on this.

Heres something for you: 10% OFF

Shop Now.

‍

AFTER THE LAUNCH

9. Sold Out Reminder Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: Reminder: Our stocks are disappearing fast...

Body: Hi, The sale for our new (Product) is closing soon.

Were almost sold out of our first batch of new (Benefit).

Well be closing all sales soon after fulfilling all existing orders. (We can get more for you too!)

If youd still like to get one of our (Product), youve very little time to order.

Click below to claim your (Benefit) now!

Shop Now.

‍

10. Stock Closing Email

Target Audience: your subscribers, bloggers, influencers, celebrities

Subject line: SOLD OUT: Our new (Product)

Body: Hi, Oops, you lost your chance to get (Product).

Our first batch just got sold out.

But dont worry. You can STILL get one of these from our next batch.

Click the link below to get notified when the next batch comes in.

Join the waitlist OR Yes, Notify me

In conclusion

Getting your product launch emails depends on three things - the underlying message, the copy and the perceived value. Get these right and you have yourself a winning email sequence to skyrocket the sales of your new product.

Let us know in the comments below which example worked well for your eCommerce store.

All the best for your launch!